Students' Complaints Related to Available Service in Offline and Online Environments at QIAU
Subject Areas : مدیریتAbolfazl Tajzadeh Namin 1 , Monireh Mohaghegh 2
1 - دانشیار دانشگاه علامه طباطبایی، تهران، ایران
2 - دانش آموخته کارشناسی ارشد مدیریت اجرایی، دانشگاه آزاد اسلامی، واحد قزوین، قزوین، ایران (عهده دار مکاتبات)
Keywords: Consumer Behavior, Complaint, Service Failure, Offline Environment, Online Environment,
Abstract :
Consumers’ complaints are a crucial issue for the survival of any companies. This is why it has attracted much attention in services section. Knowing about the reasons and consequences of this issue helps companies to create a marketing philosophy that not only is aligned with consumers’ satisfaction, but also tries to manage and deal with dissatisfaction. This study aims at studying the students’ complaints from university’s services in both online and offline contexts. Therefore the effects of the following factors have been studied and compared: positive attitude toward complaints, the possibility of any deficiency in providing services in future, the amount of dissatisfaction from services. The importance of the context, the probability of success through complaints, personal norms and the value of complaint in complaints’ intention in both online and offline contexts .The data of the research were collected by distributing questionnaires among the students of accounting and management in Qazvin Islamic Azad University. The results showed that the effect of the above-mentioned variables on complains intention is significant except for the value of complaint in offline context. Note that for the value of complaint, there was no significant difference in both contexts. In other word, students are more willing to complain in face to face or through phone calls. In the end, some working recommendations have been offered that would help educational and service companies to satisfy their consumers through appropriate complaint management.
