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

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

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 eval...

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Main Authors: Mohamad Sheriff, Nooraini, Hassan, Faridah
Format: Article
Language:English
Published: ACRULeT, Faculty of Education & UiTM Press 2006
Online Access:http://ir.uitm.edu.my/id/eprint/6645/
http://ir.uitm.edu.my/id/eprint/6645/
http://ir.uitm.edu.my/id/eprint/6645/1/AJ_NOORAINI%20MOHAMAD%20SHERIFF%20AJUE%2006.pdf
id uitm-6645
recordtype eprints
spelling uitm-66452019-03-08T05:34:00Z http://ir.uitm.edu.my/id/eprint/6645/ 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 Hassan, Faridah 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. ACRULeT, Faculty of Education & UiTM Press 2006-12 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/6645/1/AJ_NOORAINI%20MOHAMAD%20SHERIFF%20AJUE%2006.pdf 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 https://education.uitm.edu.my/ajue/
repository_type Digital Repository
institution_category Local University
institution Universiti Teknologi MARA
building UiTM Institutional Repository
collection Online Access
language English
description 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.
format Article
author Mohamad Sheriff, Nooraini
Hassan, Faridah
spellingShingle Mohamad Sheriff, Nooraini
Hassan, Faridah
Applying service performance guarantees to reduce risk perception in the purchase and consumption of higher education / Nooraini Mohamad Sheriff and Faridah Hassan
author_facet Mohamad Sheriff, Nooraini
Hassan, Faridah
author_sort Mohamad Sheriff, Nooraini
title Applying service performance guarantees to reduce risk perception in the purchase and consumption of higher education / Nooraini Mohamad Sheriff and Faridah Hassan
title_short Applying service performance guarantees to reduce risk perception in the purchase and consumption of higher education / Nooraini Mohamad Sheriff and Faridah Hassan
title_full Applying service performance guarantees to reduce risk perception in the purchase and consumption of higher education / Nooraini Mohamad Sheriff and Faridah Hassan
title_fullStr Applying service performance guarantees to reduce risk perception in the purchase and consumption of higher education / Nooraini Mohamad Sheriff and Faridah Hassan
title_full_unstemmed Applying service performance guarantees to reduce risk perception in the purchase and consumption of higher education / Nooraini Mohamad Sheriff and Faridah Hassan
title_sort applying service performance guarantees to reduce risk perception in the purchase and consumption of higher education / nooraini mohamad sheriff and faridah hassan
publisher ACRULeT, Faculty of Education & UiTM Press
publishDate 2006
url http://ir.uitm.edu.my/id/eprint/6645/
http://ir.uitm.edu.my/id/eprint/6645/
http://ir.uitm.edu.my/id/eprint/6645/1/AJ_NOORAINI%20MOHAMAD%20SHERIFF%20AJUE%2006.pdf
first_indexed 2023-09-18T22:47:14Z
last_indexed 2023-09-18T22:47:14Z
_version_ 1777417305953665024

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