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Service encounter behavior (SEB) in higher education: The ‘moment of truth’ from a dyadic perspective in programme administration
Journal: Journal of Global Education and Research (JGER) (Vol.9, No. 1)Publication Date: 2025-10-06
Authors : Lai Hong Ng; Lai Ling Ng;
Page : 70-86
Keywords : interaction behavior; role expectations; role responses; student experience;
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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.
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Last modified: 2025-10-06 04:04:13