Consumer attitude towards service failure and recovery in higher education

Abstract

Purpose – This paper aims to explore consumer attitude towards service failure and recovery in the higher education in general and with respect to teaching, examination, library, computer lab, administration and infrastructure in particular. Design/methodology/approach – The data are collected from 120 students of three undergraduate colleges of University of Jammu using purposive sampling. Findings – The findings reveal that all recovery efforts pertaining to teaching, examination, library, computer lab, administration and infrastructure are significant in overcoming the respective service failures. Research limitations/implications – The present study is limited to address service failure and service recovery relationship with respect to teaching, examination, library, computer lab, administration and infrastructure and limited to three undergraduate colleges operating in Jammu city only. The sample of the study is small which needs to be considered before generalizing the results. Originality/value – This study makes a maiden attempt to identify service failure issues with respect to teaching, examination, library, computer lab, administration and infrastructure using quantitative methodology in higher education and role of service recovery strategies in monitoring and reducing service failure.