—The objective of this study is to develop a model of service dissonance management. Variables that affect on the service dissonance are the failure and atonement services. Service dissonance may result in the customer switching. This study applied the Structural Equation Modeling (SEM) with AMOS as the data analysis. The sampling method used was a purposive sampling method, with Customers who ever experienced service failure as the criterion, not the Jamkesmas (health card) holders. There were 260 respondents as the sample of this study. This sample take until 2 month (July – August 2013). After examining the normality test and classical assumption, the result showed that the service failure affected on the service dissonance although it was not significantly affected. Service failure also positively affected on the service atonement. Moreover, service atonement positively affected to the service dissonance. However, service dissonance had negative and no significant effect on the costumer switching.
—Service atonement, service failure, service dissonance, customer switching.
The authors are with the Doctoral Programe in Economics, Diponegoro University, Indonesia (e-mail: email@example.com, firstname.lastname@example.org).
Cite: Suwignyo Rahman and Ibnu Widiyanto, "Service Atonement toward the Service Dissonance and Customer Switching," Journal of Economics, Business and Management vol. 3, no. 7, pp. 719-724, 2015.