THE SERVICE ENCOUNTER IN HIGHER EDUCATION INSTITUTIONS: A SYSTEMATIC LITERATURE REVIEW

##plugins.themes.bootstrap3.article.main##

##plugins.themes.bootstrap3.article.sidebar##

  Steven Kayambazinthu Msosa

Abstract

This paper reviews existing literature on the service encounter in higher education institutions. It aims to analyse and provide more insight on the term service encounter, identify dimensions, the types of service encounter and how the service encounter is evaluated. The service encounter (SE) is a critical aspect of the service delivery process. It is used to determine whether the service delivered has been satisfactory or dissatisfactory. Furthermore, the service encounter offers an opportunity for the service provider to demonstrate his or her ability to offer a remarkable experience. However, it has been proven that many service providers do not take advantage of the service encounter to create student satisfaction. As a result, many encounters have left marks of unpleasant and negative feelings on the student. In higher education institutions, the service encounter helps both students and academicians communicate and understand the needs of either party. This study adopted a systematic review of the literature using several academic databases. A plethora of studies on the service encounter were reviewed from several academic databases but only 50 articles published from 1984 to 2018 were cited in this study. A descriptive analysis was used to highlight the classification of the sources used, the number of articles cited in this study and the year when the articles were published. The study identified several definitions of the service encounter and also found that there are several dimensions and types of the service encounter. The divergent views that emanate from these findings stem from the fact that there is a growth in literature and the body of knowledge on the service encounter in different sectors of the economy. The findings of this study could assist academics and practitioners to have a deeper understanding of the service encounter. Such an understanding is very critical in addressing the needs of students and other stakeholders of higher education institutions. Moreover, it can help faculty members and institutional managers deal with moments of truths which if properly managed can facilitate the realisation of student expectations and ultimately, satisfaction. This study further provides a basis for future research using the available service encounter evaluation tools or instruments.

How to Cite

Kayambazinthu Msosa, S. (2021). THE SERVICE ENCOUNTER IN HIGHER EDUCATION INSTITUTIONS: A SYSTEMATIC LITERATURE REVIEW. Baltic Journal of Economic Studies, 7(3), 20-28. https://doi.org/10.30525/2256-0742/2021-7-3-20-28
Article views: 367 | PDF Downloads: 200

##plugins.themes.bootstrap3.article.details##

Keywords

service encounter, moment of truth, higher education institutions, service evaluation, customer satisfaction, service quality

References

Alexiadou, C., Stylos, N., Andronikidis, A., Bellou, V., & Vassiliadis, C. A. (2017). Quality in bank service encounters: Assessing the equivalence of customers’ and front-line employees’ perceptions. International Journal of Quality & Reliability Management, 34(9), 1431–1450. DOI: https://doi.org/10.1108/IJQRM-04-2016-0049

Anaya, G. J., Miao, L., Mattila, A. S., & Almanza, B. (2016). Consumer envy during service encounters. Journal of Service Marketing, 30(3), 359–372.

Azza, T. B., & Norchene, B. D. (2017). Social and physical aspects of the service encounter: Effects on trust and customer loyalty to the service provider. Advances in Economics and Business, 5(1), 1–10.

Bitner, M. J., Brown, S. W., & Meuter, M. L. (2000). Technology infusion in service encounters. Journal of the Academy of Marketing Science, 28(1), 138–149.

Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical Service Encounters: The Employees. Viewpoint. Journal of Marketing, 58, 95–106.

Bitner, M. J., Booms, N. H., & Tetreault, M. S. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, 54, 71–84.

Bolton, R., Gustafsson, A., McColl-Kennedy, J. J., Sirianni, N. & Tse, D. (2014). Small details that make big differences: a radical approach to consumption experience as a firm’s differentiating strategy. Journal of Service Management, 25(2), 253–274.

Boshoff, C. (2017). An assessment of consumers' subconscious responses to frontline employees’ attractiveness in a service failure and recovery situation. South African Journal of Economic and Management Sciences, 20(1), 1–13.

Bothwell, E. (2016). Universities with most unresolved student complaints revealed. Available at: https://www.timeshighereducation.com/news/universitiesmostunresolved-student-complaints-revealed. (accessed 23 April 2021).

Brochado, A. (2009). Comparing alternative instruments to measure service quality in higher education. Quality Assurance in education, 17 (2), 174–190. DOI: https://doi.org/10.1108/09684880910951381

Collier, J. E., Barnes, D. C., Abney, A. K. & Pelletier, M. J. (2018). Idiosyncratic service experiences: When customers desire the extraordinary in a service encounter. Journal of Business Research, 84, 150–161.

Cockerell, L. (2013). The customer rules. Leader to Leader, 2013(69), 7–11.

Cook, C. & Bruce, T. (2000). Reliability and Validity of SERVQUAL Scores Used to Evaluate Perceptions of Library Service Quality. The Journal of Academic Librarianship, 26(4), 248–258.

Cronin, J. J. Jr., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56, 55–68.

Douglas, J. A., Douglas, A., McClelland, R. J., & Davies, J. (2015). Understanding student satisfaction and dissatisfaction: an interpretive study in the UK higher education context. Studies in Higher Education, 40(2), 329–349.

Durvasula, S., Lysonski, S., & Mehta, S.C., (2005). Service encounters: the missing link between service quality perceptions and satisfaction. Journal of Applied Business Research (JABR), 21(3).

Drennan, J., & McColl-Kennedy, J. R. (2003). The Relationship between Internet Use and Perceived Performance in Retail and Professional Service Firms. Journal of Services Marketing, 17 (2/3), 295–312.

Ennew, C., & Schoefer, K. (2003). Service failure and service recovery in tourism: A review. Christel DeHaan Tourism and Travel Research Institute, Nottingham University Business School.

Fukawa, N., & Erevelles, S. (2014). Perceived reasonableness and morals in service encounters. Journal of Business Ethics, 125(3), 381–400.

Fosu, F. P., & Owusu, B. K. (2015). Understanding Ghanaian students’ perception of service quality in higher education. European Journal of Business and Management, 7(9), 96–105.

Firdaus, A. (2005). The Development of HEdPERF: A New Measuring Instrument of Service Quality for the Higher Education Sector. International Journal of Consumer Studies, 30(6), 569–581.

Firdaus, A. (2006). Measuring Service Quality in Higher Education: HEdPERF versus SERVPERF. Marketing Intelligence & Planning, 24(1), 31–47.

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

Hussey, T., & Smith, P. (2010). The trouble with higher education: a critical examination of our universities. New York, NY: Routledge.

John, J. (1996). A dramaturgical view of the health care service encounter: Cultural value‐based impression management guidelines for medical professional behaviour. European Journal of Marketing, 30 (9), 60–74. DOI: https://doi.org/10.1108/03090569610130043

Larivière, B., Bowen, D., Andreassen, T.W., Kunz, W., Sirianni, N.J., Voss, C., Wünderlich, N. V., & De Keyser, A. (2017). “Service Encounter 2.0”: An investigation into the roles of technology, employees and customers. Journal of Business Research, 79, 238–246.

Lloyd, A. E., & Luk, S. T. K. (2011). Interaction behaviours leading to comfort in the service encounter. Journal of Services Marketing, 25(3), 176–189.

Mattila, A. S., & Enz, C. A. (2002). The role of emotions in service encounters. Cornell University School of Hotel Administration. Available at: http://scholarship.sha.cornell.edu/articles/618. (accessed 2 February 2019)

Migdadi, Y. K. (2008). Quantitative Evaluation of the Internet Banking Service Encounter's Quality: Comparative Study between Jordan and the UK Retail Banks. The Journal of Internet Banking and Commerce, 13(2), 1–8.

Normann, R. (1984). Service Management. Chichester: John Wiley & Sons.

O’Connor, I., & Moodie, G. (2007). Major issues facing universities. In: Universities Australia Staff Development and Training Program Student Administration Conference, Brisbane.

Palmer, A. (2011). Principles of services marketing. 6th ed. Berkshire: McGraw-Hill.

Patterson, P. G., & Mattila, A. S. (2008). An examination of the impact of cultural orientation and familiarity in service encounter evaluations. International Journal of Service Industry Management, 19 (5), 662–681. DOI: https://doi.org/10.1108/09564230810903514

Price, L. L., Arnould, E. J., & Tierney, P. (1995). Going to extremes: Managing service encounters and assessing providers’ performance. Journal of Marketing, 59, 83–97.

Qiu, R. G. (2013). We must rethink service encounters. Service Science, 5(1), 1–13.

Ramdas, K., Teisberg, E., & Tucker, A. L. (2012) Four ways to reinvent service delivery. Harvard Bus. Rev, 90(12), 98–106.

Rasli, A., Danjuma, I., Yew, L. K., & Igbal, M. J. (2011). Service quality, customer satisfaction in technology-based universities. African Journal of Business Management, 5(15), 6541.

Shostack, G. L. (1985). Planning the Service Encounter. In J. A. Czepiel, M. R. Soloman, & C. F. Suprenant (Eds.), The Service Encounter (pp. 243–254). Lexicon, MA: Lexicon Books.

Smith, A. K., Bolton, R. N. & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of marketing research, 36(3), 356–372.

Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2012). Marketing: Real people real choices. 7thed. Boston Ma: Pearson.

Suprenant, C. F., & Solomon, M. R. (1987). Predictability and personalization in the service encounter. Journal of Marketing, 51(2), 86–96.

Tan, T. A. G., (2012). Evaluating Service Encounters: The Effects of Employee Responses on Service Failure and Recovery. IAMURE International Journal of Education, 2(1), 1–1.

Voorhees, C. M., Fombelle, P. W., Gregoire, Y., Bone, S., Gustafsson, A., Sousa, R., & Walkowiak, T. (2017). Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens. Journal of Business Research, 79, 269–280.

Walker, J. L. (1995). Service encounter satisfaction: Conceptualised. The Journal of Services Marketing, 9(1).

Weeks, R. V. (2015). Managing the service encounter: The moment of truth. Journal of Contemporary Management, 12, 360–378.

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

Wirtz, V., Chew, P., & Lovelock, C. (2018). Essentials of services marketing. 3nded. Essex: Pearson.

Yazdanpanah, Y., Feizi, M., & Abad, M. H. M. (2013). Relative importance of Service Encounter Quality Dimensions and Customer Satisfactionin Meshkin City’s Mellat Banks. Nigerian Chapter of Arabian Journal of Business and Management Review, 62(1092), 1–8.

Yeo, R. K. (2008). Brewing service quality in higher education: characteristics of ingredients that make up the recipe. Quality Assurance in Education, 16(3), 266–286.

Yeo, R. K., & Li, J. (2014). Beyond SERVQUAL: the competing forces of higher education in Singapore. Total Quality Management, 25, 95–123.