Abstract
The global increase in demand for higher education has intensified competition and led to the marketisation of higher education. It is pertinent to manage service quality because students rely on the service encounter behavior (SEB) of employees when judging service encounters. This research gains insights into the SEB of student-employee in programme administration, which are influenced by situational definitions and situational roles (role expectations and role response), from a dyadic perspective. The critical incident technique is employed to elicit employees’ experiences in service encounters. The outcome of this research offers an SEB guide, identifying situational roles in a range of service encounters.
Keywords
interaction behavior, role expectations, role responses, student experience
ORCID Identifiers
Lai Hong, Ng https://orcid.org/0000-0002-8161-6493
Lai Ling, Ng https://orcid.org/0000-0001-9141-7917
DOI
10.5038/2577-509X.9.1.1382
Recommended Citation
Ng, L., & Ng, L. (2025). Service encounter behavior (SEB) in higher education: The ‘moment of truth’ from a dyadic perspective in programme administration. Journal of Global Education and Research, 9(1), 70-86. https://www.doi.org/10.5038/2577-509X.9.1.1382
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
