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

Authors

  • Mohd Rushidi bin Mohd Amin Open University of Malaysia
  • Dr Shishi Open University Malaysia
  • Yon Rosli Open University Malaysia
  • Baderisang Universiti Teknologi MARA

DOI:

https://doi.org/10.19173/irrodl.v21i2.4578

Keywords:

justice dimensions, service recovery satisfaction, university image, behavioural outcomes, open and distance learning

Abstract

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.

Author Biographies

Dr Shishi, Open University Malaysia

Shishi Kumar Piaralal is the Director of Tanjong Malim Learning Centre, Open University Malaysia (OUM). He holds a doctorate in Business Administration from the University of Science Malaysia. Prior to joining OUM, he had held Joint Head of Postgraduate in the Centre of Postgraduate Studies and Professional Development for Limkokwing University of Creative Technology, Malaysia. His research interest includes service recovery, customer loyalty, supply chain management and entrepreneurship and his major areas of teaching include marketing, management, new venture development and entrepreneurship.

Yon Rosli, Open University Malaysia

Yon Rosli Daud is a Director of Group Marketing, Open University Malaysia (OUM). He holds a Master in Business Administration in Finance and International Business from the University of Malaya and Doctorate in Business Admin (DBA) from OUM. Prior to joining OUM, he was a Programme Leader and Management Team of Business School for Limkokwing University of Creative Technology, Malaysia. His research interest includes service quality, university image and student loyalty. He is an Associate Professor with major area in teaching include Marketing, Banking and Management

Baderisang, Universiti Teknologi MARA

Baderisang Mohamed is a Senior Lecturer and senior researcher at Universiti Teknologi MARA (UiTM), Pulau Pinang. He holds a doctorate in Business Administration from the University of Science Malaysia. His research interest includes service quality, customer loyalty, marketing management, service recovery performance and entrepreneurship and his major areas of teaching include marketing, management, organization behaviour and corporate entrepreneurship.

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Published

2020-04-01

How to Cite

bin Mohd Amin, M. R., Kumar Piaralal, S., Rosli bin Daud, Y., & bin Mohamed, B. (2020). An Empirical Study on Service Recovery Satisfaction in an Open and Distance Learning Higher Education Institution in Malaysia. The International Review of Research in Open and Distributed Learning, 21(2), 36–60. https://doi.org/10.19173/irrodl.v21i2.4578

Issue

Vol. 21 No. 2 (2020)

Section

Research Articles

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