Service quality and discretionary collaborative behaviour intentions: the moderating effect of personality
by Huam Hon Tat, Muhamad Jantan
International Journal of Productivity and Quality Management (IJPQM), Vol. 1, No. 3, 2006

Abstract: This paper explores the relationship between service quality and Discretionary Collaborative Behaviour (DCB), with particular focus on the moderating influence of personality. It reports the results of an exploratory survey of MBA graduates of public and private educational institutions in Malaysia, using data obtained from a sample of 167 randomly selected graduates. The findings indicate that the quality of the educational experience of graduates do positively influence their intentions to perform DCB, particularly that of word-of-mouth. In particular, the impact of functional quality is greater than that of technical quality. Further, the positive impact of service quality, particularly that of functional quality, on DCB, holds for those who are high on extraversion and low on neuroticism levels. These results suggest that MBA providers should focus on how the service is provided besides maintaining sufficient standards of what is being offered. It is also imperative that MBA providers segment their alumni and use different strategies to motivate DCB amongst them.

Online publication date: Wed, 21-Dec-2005

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