Market oriented design of services: A user perspective on learning environments

摘要

The objective of this research is to explain the performance of a university's learning environment, in particular social areas and so called 'learning cafe' areas. The study explains why this kind of behavior unlocks additional potential for value creation and the conditions that facilitate or disrupt the value creation process. It draws on data collected at two learning environments at modern university libraries that support students when meeting and studying in groups. Two questionnaire surveys investigated perceptions and opinions of users, one at a Scottish university and one at a Danish university. Starting from a marketing concept base and a capabilities base perspectives of facility management, workplace management and service management are taken into considerations. The study develops and validates a scale measuring the extent of market orientation of two university library systems. Empirical results reveal a non-significant impact of market-oriented management on organizational performance. Challenges when measuring market orientation and learning orientation are presented, but the study could not find suitable solution yet. However, service design targets on emotional levels to support relationships between stakeholders such as the university management, built environment, services and their users. This paper identifies the structure and variables impacting the study and learning processes and concludes with future options for the university management.