Abstract
Consumers respond to their lack of satisfaction with service provision in a variety of ways. For instance, research findings indicates that consumers’ response options to service dissatisfaction is related to customer loyalty, which may impact their future repurchase intentions (Janjua, 2017). The current study investigates the impact of loyalty, and its cultural understanding, on dissatisfaction response styles of university students. In particular, it compares the variations in response options between Anglo-Saxon Australian students and international Middle Eastern students, attending Australian universities and other tertiary higher education Australian institutions, in an attempt to explore the impact of culture on dissatisfaction, and the resultant response options chosen by students, as guided by culturally defined perceptions and values (Newsome & Cooper, 2016). Findings indicate that there are significant variations in terms of the degree of ethnic loyalty and the response options that students engage in as a reaction to educational service dissatisfaction, mostly attributable to differences in cultural values. The contributions of this study are three-fold. First, the current research study further develops our understanding of cultural loyalty and its impact on students’ future repurchase intentions. Secondly, it provides an understanding of the dissatisfaction response styles of university students coming from different ethnic backgrounds. Finally, this study further contributes to our understanding of the relationship between students’ ethnic backgrounds and their respective repurchase decisions.
Highlights
Given significant variances in cultural values, norms, and customs worldwide, customer dissatisfaction is a significant area of research among consumer behaviorists’ (Bowen & Shiang-Lih, 2015), in general, and, among international Middle Eastern students, in particular
The current study investigates the impact of loyalty, and its cultural understanding, on dissatisfaction response styles of university students
It compares the variations in response options between Anglo-Saxon Australian students and international Middle Eastern students, attending Australian universities and other tertiary higher education Australian institutions, in an attempt to explore the impact of culture on dissatisfaction, and the resultant response options chosen by students, as guided by culturally defined perceptions and values (Newsome & Cooper, 2016)
Summary
Given significant variances in cultural values, norms, and customs worldwide, customer dissatisfaction is a significant area of research among consumer behaviorists’ (Bowen & Shiang-Lih, 2015), in general, and, among international Middle Eastern students, in particular. The four dimensions of loyalty, being commitment, brand preference, price indifference, and dissatisfaction response, represent the foundations upon which the above-mentioned research questions were determined and administered To this end, the current study, is structured into four sections as follows: The first section provides an exploration of the behavioural and non-behavioural responses to consumer dissatisfaction and evaluates the relationship between service dissatisfaction and repurchase intentions and decisions, mainly through the use of Hirschman’s (1970) typology, involving loyalty-related responses. This research analysis aims at investigating issues related to the differences in the cultural understanding of loyalty This is conducted through exploring dissatisfaction response styles of Anglo-Saxon Australian and international Middle Eastern tertiary students, as guided by their cultural understandings. These results are in agreement with previous cross-cultural research study results, undertaken to study variations in students’ response to educational services dissatisfaction between Anglo-Saxon Australian students and International Asian Chinese students attending Australian universities and other Australian higher education institutions (Newsome, Helou, & Crismon, 2019)
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