Abstract
The purpose of this paper is to report findings related to university students' satisfaction, complaint intentions and related behaviours. This research segments the sample on satisfaction towards service quality dimensions using Servqual. A three cluster solution was identified, with a 'satisfied' segment; a 'dissatisfied' segment and a 'people, not physical' segment. Having segmented the participants, the three clusters are then profiled with complaint intentions and behaviours. The 'satisfied' group has the highest intention to complain, yet appears to be willing to forgive and forget after they have complained. The 'unsatisfied' group is underwhelmed with service offering and is more likely to complain to other students and the lecturer. The third group 'people, not physical' seems happy with people, yet is unhappy with the physical environment and has the highest past complaint behaviour, would strongly consider further complaints.
| Original language | English |
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| Title of host publication | ANZMAC 2012 |
| Subtitle of host publication | Sharing the Cup of Knowledge |
| Place of Publication | Australia |
| Publisher | ANZMAC |
| Pages | 1-9 |
| Number of pages | 9 |
| Publication status | Published - 2012 |
| Event | Australian and New Zealand Marketing Academy Conference: ANZMAC 2012 - Hilton Hotel, Adelaide, Australia Duration: 03 Dec 2012 → 05 Dec 2012 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference |
|---|---|
| Abbreviated title | Sharing the Cup of Knowledge |
| Country/Territory | Australia |
| City | Adelaide |
| Period | 03/12/12 → 05/12/12 |