Service Recovery in The Higher Education

A lot of emphasis has been placed on the higher education in Malaysia due to its contribution to the country’s socio-economic growth. The higher education institutions are often overlooked as part of the service industry. As the provider of education, the higher education institutions involve high human interaction between the administrative staff and the customers; which are the students. As such, high level of service encounters are bound to lead to either the success or failure of these institutions. Failure to manage service delivery often calls for swift recovery actions by the service provider to regain customers' confidence. Thus, by better understanding the customers' satisfaction towards the service recovery efforts, universities can develop the right service recovery strategies.