The Study of Service Quality for Blocking Dissatisfied Customers’ Switch Intention  

Oleh:

Cho, Chul Ho

Jenis: Article from Proceeding
Dalam koleksi: 12th ANQ Congress in Singapore, 5-8 Agustus 2014, page 1-9.
Topik: Private Education Industry; Service Quality; Result Quality; Customer Satisfaction; Intention to switch
Fulltext: PS-1.11-P0135.pdf (197.24KB)

Isi artikel

In this study, we investigated the effects of service quality on customer satisfaction in education service industry, focusing on the opinion of dissatisfied customers who have decided to switch the service provider. This study was conducted on the basis of the opinions of dissatisfied customers who decided to quit their repurchase or shift service provider in education industry. A research framework was designed to illustrate casual effects between service quality and service performances by operating the level of dissatisfaction and the intention of quitting repurchase. The research model included casual relationships among service quality, customer satisfaction and intention to switch purchase in order to explore causal relationship among them. For this empirical study, data were collected from customers of a private education service company. We confirmed that service quality includes process quality and result quality and that the significant effects of process quality on result quality. Also, this study gives implication about importance of customer retention management. This study is one of the first to investigate service quality on customer satisfaction in case of dissatisfaction customer. Especially we deal in private education service area in Korea. This research contributes to the literature by the provision of a theoretical framework. It also provides a practical implication for private education service area

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