The Influence of Students’ Negative Emotions in a Malaysian University
Nowadays, education attracts increasing attention from individuals and governments, because it can smart people and bring economics benefits. And as a type of services, education’s customers are students. The students’ behavioral responses of negative emotions which caused by failure services are...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/655/1/MBA%20-%2067.pdf http://eprints.intimal.edu.my/655/ |
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| Summary: | Nowadays, education attracts increasing attention from individuals and
governments, because it can smart people and bring economics benefits. And as a type of
services, education’s customers are students. The students’ behavioral responses of
negative emotions which caused by failure services are significant for service providers.
But there is no such study in Malaysia. Then the aim of this study is to analyze the impact
of negative emotions on negative word of mouth in a Malaysian university. The main
theory about the similar study is emotion appraisal theories. And anger, regret and
disappointment are consumers frequently experienced these three negative emotions
among all the emotions after a failed service (Bougie., 2003, Bonifield & Cole, 2007;
Cronin, Brocato, Baker, Bourdeau, & Voorhees, 2009). Then they selected to be analysed
the influence to negative word of mouth behavior in a Malaysian university. And further
research can be executed based on this research framework toschools and other teaching
institutions. About method, quantitative research approach was adopted in this study and 250
questionnaires were distributed to students in INTI International University. Afterward,
SPSS software was used to analyze data. |
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