This study investigated the relationships among justice dimensions (distributive, procedural, interpersonal, and informational), university image, service recovery satisfaction, and customer behavioural outcomes (trust, word of mouth, repurchase intention, and loyalty). This study adopted a cross-sectional survey approach and data were collected through a survey of 303 students of Open University Malaysia in Malaysia who experienced service failure and service recovery. The framework was tested via partial least square structural equation modelling, and the results revealed 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 behavioural outcomes investigated. University image did not have a moderating effect on the relationship between justice dimensions and service recovery satisfaction. Theoretical and practical implications of the study are discussed in this paper.
The purpose of this research is to examine the relationship between factors leading to student loyalty in open and distance learning universities. Specifically, this research explores the relationship between perceived service quality, perceived e-service quality, and university image as mediators of student loyalty in Open University Malaysia (OUM). Data were collected from 16 OUM learning centres throughout Malaysia. A purposive stratified convenience sampling technique was applied and a sample size of 752 respondents was obtained. The data indicated that perceived service quality has a positive and significant relationship with both university image and student loyalty. Similarly, it was found that perceived e-service quality has a positive significant relationship with both university image and student loyalty. University image acted as a mediator both in the relationship between perceived service quality and student loyalty, and in the relationship between perceived e-service quality and student loyalty.
Researchers and practitioners in higher education often pay less attention to service recovery compared to service quality or customer satisfaction particularly in the context of open and distance learning (ODL) in Malaysia. More importantly, the outcomes of service recovery satisfaction are often given less emphasis by the ODL institutions and often focused on delivering services with the approach of getting it right the first time. Service failure is inevitable and when the service delivery fails at some point, the whole process will be disrupted, and the students will be dissatisfied. This is where service recovery through justice dimensions play its part. In this study, the relationship between justice dimensions (procedural, distribution, interpersonal and informational justice), service recovery satisfaction, and behavioural outcomes are being explored and the moderating effects of corporate image in the Malaysian ODL context are also being looked at and examined in this study.
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