Service Encounter Behaviour (SEB) in higher education: The 'moment of truth' from dyadic perspective in programme administration

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.