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 (AJUE), 2 (1). pp. 35-45. ISSN 1823-7797

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.

Metadata

Item Type: Article
Creators:
CreatorsID Num. / Email
Mohamad Sheriff, Nooraininoorainis@yahoo.com
Hassan, FaridahUNSPECIFIED
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Education
Journal or Publication Title: Asian Journal of University Education (AJUE)
Journal: UiTM Journal > Asian Journal of University Education (AJUE)
ISSN: 1823-7797
Volume: 2
Number: 1
Page Range: pp. 35-45
Official URL: https://education.uitm.edu.my/ajue/
Item ID: 6645
Uncontrolled Keywords: Higher education, Risk, Service guarantee, Service performance, Teaching performance
URI: http://ir.uitm.edu.my/id/eprint/6645

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