The Effects of Service Quality on Customer Satisfaction in Case of Dissatisfied Customers

In this study, we investigated the effects of service quality on customer satisfaction in education service industry, focusing on the opinion of dissatisfied customers who have decided to switch the service provider. Additionally, in professional service industries such as law, hospital, and education, customers expect visible results which are often ignored in earlier service quality studies. Customer’s comprehensive assessment of the professional service depends on both process quality experienced during service delivery and service result perceived after service delivery. The hypotheses on the causal relationships among service quality, customer satisfaction, intention to switch service provider, and service performance were tested by using Structural Equation Model.