Service Recovery Satisfaction in Open and Distance Learning (ODL) in Malaysia: Antecedents and Outcomes

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. Moreover, the antecedents and outcomes of service recovery satisfaction are frequently given less emphasis by Open and Distance Learning institutions in their efforts to gain advantages in the current higher education business environment. Service organisations such as Open and Distance Learning institutions are often focused on delivering services with the approach of getting it right the first time. Service failure is inevitable and when service delivery fails at some point, the whole process will be disrupted and the students will be dissatisfied and disappointed. This is where service recovery satisfaction through justice dimensions plays its role. This study explores the relationship between justice dimensions (Distributive, Procedural, Interpersonal and Informational Justice) and Service Recovery Satisfaction, in addition to examining the moderating effects of University Image. In order to regain lost customer support, service providers must overcome the negative impact of poorly performed service. Previous studies have attempted to identify the impact of service recovery satisfaction by analysing the variation in post-recovery customer outcomes. The present study explores four customer outcomes: Repurchase Intention, Word of Mouth, Trust and Loyalty within the Malaysian ODL context. (Abstract by authors

Antecedents of Student Loyalty in Open and Distance Learning Institutions: An Empirical Analysis

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. (Abstract by authors

Antecedents of Student Loyalty in Open and Distance Learning Institutions: An Empirical Analysis

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

An Empirical Study on Service Recovery Satisfaction in an Open and Distance Learning Higher Education Institution in Malaysia

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