Applying service performance guarantees to reduce risk perception in the purchase and consumption of higher education / Nooraini Mohamad Sheriff and Faridah Hassan

Mohamad Sheriff, Nooraini and Hassan, Faridah (2006) Applying service performance guarantees to reduce risk perception in the purchase and consumption of higher education / Nooraini Mohamad Sheriff and Faridah Hassan. Asian Journal of University Education, 2 (1). pp. 35-45. ISSN 1823-7797

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Abstract

The intangible nature of education is one contributor to consumers’ perception of risk prior to their purchase and consumption. This risk includes: functional risk, financial risk, temporal risk, physical risk, psychological risk and social risk. The presence of these risks often makes consumer evaluation prior to purchase and consumption difficult. Invoking a service guarantee is a platform available to enable higher educational institutions to minimize such risk perception so as to induce purchase. Specifically, service guarantee for higher education entails the application of teaching performance guarantee. This form of guarantee focuses on two important customer groups of higher educational institutions namely, students and faculty members, and focuses only on a specific performance aspect such as instructor’s performance. Thus, if students are dissatisfied with an instructor’s performance they are entitled to receive their money back. The imposition of such a teaching performance guarantee would implicate instructor’s accountability for certain aspects of their performance. It also establishes a mechanism to solicit feedback to better understand why and how instructors fail. Consequently, service performance guarantee creates a high level of customer focus and signals instructors’ care towards students.

Item Type: Article
Uncontrolled Keywords: Higher education, Risk, Service guarantee, Service performance, Teaching performance
Subjects: H Social Sciences > HM Sociology > Social psychology > Social perception. Social cognition > Risk assessment. Risk perception
L Education > LB Theory and practice of education > Higher Education > Institutions of higher education
L Education > LC Special aspects of education > Competency-based education
Divisions: Faculty of Education > Asian Centre for Research on University Learning and Teaching (ACRULeT)
Depositing User: Staf Pendigitan 1
Date Deposited: 23 Jan 2013 04:11
Last Modified: 22 Aug 2017 08:16
URI: http://ir.uitm.edu.my/id/eprint/6645

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