Service failure and complaints management in higher education institutions

Authors

  • Steven Kayambazinthu Msosa Mangosuthu University of Technology

DOI:

https://doi.org/10.20525/ijrbs.v10i3.1098

Keywords:

Service failure; complaints management; customer expectation; higher education institutions.

Abstract

The higher education sector has evolved over the past decade due to the ever-changing needs of students who are its primary customers. As a result, most students have to deal with unmet expectations which subsequently lead to service failure. Even though service failure cannot be eliminated, higher education institutions are expected to provide an effective complaints management system to resolve student problems and service failure incidents. This study analyzed service failure and complaints management in higher education institutions. A quantitative, descriptive, and cross-sectional study was undertaken using 430 full-time students across three public universities in South Africa. The findings of this study showed that students encounter various forms of service failures in institutions of higher learning with the majority experiencing service failures in respect of funding and academic registration. Also, most of the students were generally satisfied with the complaints management system. Thus, this study can help institutional managers to understand service failure incidents confronting the sector. Furthermore, the study provides an opportunity for institutional managers to assess the effectiveness of the complaints management system and make improvements to ensure a better student experience

References

Abbas, M.R., Abdullateef, A.O. & Mokhtar, S.S.M. (2015). Does service recovery lead to customer satisfaction and loyalty in the airline industry? A perceived justice theory approach. World Applied Sciences Journal, 33(2), 256-262.

Azam, K., Javed, M., Arif, S., Rukhsar, N., Muzaffar, S., Ayyaz., Nawaz, M.A & Ali, M.A.(2013). Determinants affecting customer’s complaint intention A study in the context of Pakistan`s retail market. International Journal of Learning & Development, 3(6), 139-52.

Badhe, T., Birajdar, M. & Mapari, S. (2017). Mobile Application for GrievanceRegistration. Imperial Journal of Interdisciplinary Research, 3(5), 954-958.

Bateson, J.E.G & Hoffman, K.D. (2016). Services Marketing: Concepts, Strategies and Cases. 5th ed. Texas: South-Western Cengage Learning.

Bendall-Lyon, D., & Powers, T. L. (2001). The role of complaint management in the service recovery process. The Joint Commission journal on quality improvement, 27(5), 278- 286.

Bengül, S. S., & Y?lmaz, C. (2018). Effects of customer complaint management quality on business performance in service businesses: An application in turkish banking sector. Bo?aziçi Journal, 32(2), 77-100.

Bitner, M.J., Booms, B.H. & Tetreault, M.S. (1990). The service encounter: Diagnosing favourable and unfavourable incidents. Journal of Marketing, 54, 71-84.

Chahal, H. & Devi, P. (2015). Consumer attitude towards service failure and recovery in higher education. Quality Assurance in Education, 23(1), 67-85.

Chan, G.S.H., Hsiao, A.C.H. & Lee, A.L.Y. (2016). Exploration of customer complaint behaviour toward Asian full-service restaurants. International Journal of Marketing Studies, 8(2), 46.

Chan, G.S.H., Tang, I.L.F. & Sou, A.H.K. (2017). An Exploration of Consumer Complaint Behaviour towards the Hotel Industry: Case Study in Macao. International Journal of Marketing Studies, 9(5), 56.

Churchill, G.A., Brown, T.J. & Suter, T.A. (2010). Basic marketing research. 7th ed. Mason, Ohio: South-Western Cengage Learning

Clarke, S. (2015). Students struggle to access NSFAS funds. Available online: https://www.pa.org.za/blog/students-struggle-access-nsfas-funds. Accessed 19/03/2021.

Dominguez-Whitehead, Y. (2017). Food and housing challenges:(Re) framing exclusion in higher education. Journal of Education (University of KwaZulu-Natal), (68), 149-169.

Garin-Muñoz, T., Pérez-Amaral, T., Gijón, C. & López, R. (2016). Consumer complaint behaviour in telecommunications: The case of mobile phone users in Spain. Telecommunications Policy, 40(8), 804-820.

Gonzalez, G.R., Hoffman, K.D. & Ingram, T.N. (2005). Improving relationship selling through failure analysis and recovery efforts: A framework and call to action. Journal of Personal Selling & Sales Management, 25(1), 57-65.

Gronroos, C. (2007). Service management and marketing: Customer management in service competition. 3rd ed. West Sussex: John Wiley & Sons Ltd.

Gursoy, D., Cai, R. & Anaya, G.J. (2017). Developing a typology of disruptive customer behaviors: Influence of customer misbehavior on service experience of by standing customers. International. Journal of Contemporary Hospitality Management, 29(9), 2341-2360.

Harris, E.K. (2013). Customer service: A practical skills approach. 6th ed. New Jersey: Pearson.

Hoffman, K.D. & Lee, S.H. (2015). A CIT investigation of disruptive student behaviours: the students' perspective. Marketing Education Review, 25(2), 115-126.

Ibrahim, M. & Abdallahamed, S. (2014). Service recovery and customer satisfaction: A case of Ugandan Telecom. European Journal of Business and Management, 6(4), 197-209.

Ishaque, A., Tufail, M. & Habib, M.N. (2016). Causes of Service Failure: A Literature Review. Available online:https://www.researchgate.net/profile/Muhammad_Habib12/publication/30509450_CAUSES_OF_SERVICE_FAILURE_A_LITERATURE_REVIEW/links/574c4308aee45b844474dc.pdf. (Accessed: 7 September 2018).

Khanmohammadi, M., Zohoori, M., Asgharian, R., Golmohammadi, K. & Aghapour, A.H. (2014). Moderating role of the perceived justice in the relationship of trust, management support, individual attitude, and reward system with universities’ lecturers' knowledge sharing. Interdisciplinary Journal of Contemporary Research in Business, 6(3), 132-158.

Kloviene, D. & Pazeraite, A. (2017). Building a conceptual model of complaint management: theoretical insights. International Journal on Global Business Management & Research, 6(1), 1-13.

Leow, S.C. (2015). Airline service failure and recovery. A conceptual and empirical analysis. University of Salford.

Lervik-Olsen, L., Andreassen, T.W. & Streukens, S. (2016). What drives the intention to complain? Journal of Service Theory and Practice, 26(4), 406-429.

MacLeish, M. A. (2015). Customer Complaint Management Systems (CCMS) in a food processing industry. Senior Honours Projects. Available online: https://commons.lib.jmu.edu/honors201019/26. (Accessed: 14 April, 2021).

Michel, S. (2001). Analyzing service failures and recoveries: a process approach. International Journal of Service Industry Management, 12(1), 20-33.

Merlo, O., Eisingerich, A., Auh, S. & Levstek, J. (2018). The benefits and implementation of performance transparency: The why and how of letting your customers ‘see through your business. Business Horizons, 61(1), 73-84.

Ncokazi, Z. (2020). Deputy higher education minister fields complaints about tertiary institutions. Available online: https://www.timeslive.co.za/politics/2020-08-05deputy-higher-education-minister-fields-complaints-about-tertiary-institutions/. (Accessed: 13 April 2020)

Okyere, I.O & Kumadey, G. (2015). An assessment of service failures and customer complaints management in the delivery of health care in the municipal hospitals in Ghana. International Journal of Business and Marketing Management, 3(1), 31-42

Quy, V.T & Lan, P.T.B. (2015). The Impact of bank responses to recovery service satisfaction. Asian Economic and Financial Review, 5(9),1076-1090.

Price Waterhouse Coopers. (2014). Perspectives in higher education. Available online http://www.google.co.za/?gfe_rd=cr&ei=X1QdVsC4C12p8we7k7v4Ag#q=persectives+in+higher+education+pwc. (Accessed: 9 September 2018).

Ramphal, R. (2016). A complaints handling system for the hospitality industry. African Journal of Hospitality, Tourism and Leisure, 5(2), 1-15.

Rust, R.T., Subramanian, B. & Wells, M. (1992). Making complaints a management tool. Marketing Management, 1(3), 41-45.

Scriabina, N. & Fomichov, S. (2007). Six ways to benefit from customer complaints. American Society for Quality, Vancouver 408.

Sekaran, U. & Bougie, R. (2016). Research methods for business: A skill building approach. 7thed. Hoboken, N.J: John Wiley & Sons Limited.

Soares, R.R., Zhang, T.T., Proença, J.F. & Kandampully, J. (2017). Why are Generation Y consumers the most likely to complain and repurchase? Journal of Service Management, 28(3), 520-540.

Stone, M. (2011). Literature review on complaints management. Journal of Database Marketing and Customer Strategy Management, 18(2), 108-122.

Tan, A.L., Hussain, K. & Murali, S. (2014). Antecedents affecting employee service recovery performance in five-star hotel. Australian Academy of Business and Social Sciences, 1, 1-17

Tax, S.S. & Brown, S.W. (1998). Recovering and learning from service failure. MIT Sloan Management Review, 40(1), 75.

Timm, P.R. (2011). Customer service: Career success through customer loyalty. 5thed. New Jersey: Pearson.

Tjønneland, E.N. (2017). Crisis at South Africa’s universities – what are the implications for future cooperation with Norway?. Available online: https://www.cmi.no/publications/6180-crisis-at-south-africas-universities-what-are the. Accessed: 13 April, 2021

Torres, E.N., van Niekerk, M. & Orlowski, M., (2017). Customer and employee incivility and its causal effects in the hospitality industry. Journal of Hospitality Marketing & Management, 26(1), 48-66.

Villi, B. & Koc, E. (2018). Employee Attractiveness and Customers’ Service Failure Perceptions. Journal of Hospitality Marketing & Management, 27(1), 41-60.

Waqas. M., Khan, M.A. & Ali, H. (2014). An investigation of effects of justice recovery dimensions on students satisfaction with service recovery in higher education environment. Int Rev Public Non-Profit Mark, 11, 263-284.

Wilson, A., Zeithaml, V.A., Bitner, M.J. & Gremler, D.D. (2012). Services marketing: Integrating customer focus across the firm. Berkshire: McGraw Hill.

Downloads

Published

2021-05-01

How to Cite

Msosa, S. K. (2021). Service failure and complaints management in higher education institutions. International Journal of Research in Business and Social Science (2147- 4478), 10(3), 514–521. https://doi.org/10.20525/ijrbs.v10i3.1098

Issue

Section

Learning & Education