Exploring the Opportunities and Challenges Relating to the Variances in Students’ Response to Dissatisfaction in Business Management Educational Services

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.