Antecedents and Outcomes of Service Recovery Satisfaction: a Study Among Open University Malaysia Students in Klang Valley, Malaysia
Researchers and practitioners often pay less attention to service recovery research compared to service quality or customer satisfaction particularly in the context of open and distance learning (ODL) in Malaysia. More importantly, the antecedents and outcomes of service recovery satisfaction are...
Saved in:
| Main Author: | |
|---|---|
| Format: | Thesis |
| Published: |
2019
|
| Subjects: | |
| Online Access: | http://library.oum.edu.my/repository/1209/1/library-document-1209.pdf http://library.oum.edu.my/repository/1209/2/library-document-1209.pdf http://library.oum.edu.my/repository/1209/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | Researchers and practitioners often pay less attention to service recovery research
compared to service quality or customer satisfaction particularly in the context of open
and distance learning (ODL) in Malaysia. More importantly, the antecedents and
outcomes of service recovery satisfaction are often given less emphasis by the ODL
institutions in their efforts to gain advantages in the current higher education
environment. Based on past literature, four dimensions of justice were used to develop
a theoretical understanding of the antecedents of service recovery satisfaction and its
outcomes. This study investigated the relationships between justice dimensions
(distributive, procedural, interpersonal, and informational), university image, service
recovery satisfaction, and customer future outcomes (trust, word of mouth, repurchase
intention and loyalty). Data were collected through a survey of 303 OUM students in
Klang Valley, Malaysia who experienced service failure and service recovery. This
study proposed and tested a framework via Partial Least Square Structural Equation
Modeling (PLS-SEM). The results reveal a significant relationship between justice
dimensions and service recovery satisfaction in terms of procedural and interpersonal
justice. Service recovery satisfaction had a significant effect on all customer outcomes
understudy. The inclusion of the university image as moderators were found out does
not moderate the relationship between justice dimensions and service recovery
satisfaction, implying that the university image does not have a significant interaction
effect on this relationship. Therefore, the result of the study will help the managers and
professionals to better understand how the antecedents and outcomes of service
recovery satisfaction are important for the organisation, and how to deal with the
customers in service failure situations to maximise the organisation profit. These results
have important implications for marketing theory and business practicality. (Abstract by Author) |
|---|