Integrating justice dimensions and expectation-confirmation model in measuring customer satisfaction and continuance intention in private higher education in Malaysia: a conceptual model

In providing a better service in higher education institutions, the aim of implementing online services is to manage customers more efficiently. Higher education institutions often focus on doing it right the first time and tend to ignore the importance of service recovery through justice dimensions when a service failure occurs. Service failure brings many disadvantages to the institutions and this is where justice dimensions through distributive, procedural, interpersonal and informational justice play an important role. The expectation-confirmation model (ECM) is suggested for examining customer satisfaction and continuance intention in the use of online services in the service failure context. The relationships among justice dimensions, ECM, customer satisfaction and continuance intention are given less attention compared to service quality in private higher education institutions in Malaysia. Therefore, the purpose of this paper is to examine customer satisfaction and continuance intention at the post-consumption phase in service failure situation.