REVIEW JURNALPROGRAM STUDI MAGISTER MANAJEMENFAKULTAS EKONOMI DAN BISNISUNIVERSITAS AIRLANGGA2014 Service Receivers Negative Emotions in AirlineAnd Hospital Service SettingsNAMA : TAUFIQ RAHMAN HUMAIDI / 041414353026 LELI YOVINA PANJAITAN / 041414353035 IVAN ADITYA PURWANTO / 041414353037

OLEH

Back GroundIt is necessary for service providers to ensure that service receivers experience positive service counters, as service receivers will communicate negative experiences to others.

Research studies indicate that negative emotions not only influence loyalty levels service receivers to the service providers, but their worth-of-mouth efforts. These studies indicate that negative emotions can cause extensive damage to service providers relationship with customers and their overall reputation.

Svaeri et al (2011) identified 3 dimensions pertaining to emotions in service encounters, namely : emotions related to self, those related to others, as well as those related to the situation.

The authors aimed to identify the similarities and differences of negative emotions between the two service settings (at an airport and in the hospital)

The purpose of the paper is to examine service receivers negative emotions in 2 (two) different service setting, namely :At an AirportIn a hospital

Theoritical FrameworkAccording to Izard (1991) an emotion refers to a feeling an individual experiences, and that subsequently assists in motivating, organizing, and guiding perception, thought and action.

Most studies on emotions has focused on the interaction between service receivers and service providers.The complexity of emotions experienced will increase if different emotional response are experienced among different service categories.

By recognizing and comprehending the emotions that services receivers experience during the negative incident, the service provider is able to determine which corrective action and recovery strategy should be implemented.

The authors contend that frustration and anger are typical negative emotions caused by others in the service encounter, including the service providers and other service receivers. Furthermore, shame and guilt are negative emotions felt by the service receivers themselves and cause inconvenience to the service provider.

Furthermore, the question is whether is it possible that the same types of emotions are experienced during the negative incidents at an airport (such as delayed flight) and during negative incidents experienced at a hospital?

Purpose of the Paper

In South African airline industry, passengers are highly price sensitive. Meanwhile due to difficult nature of entering the South African, airlines need to increase their fares to overcome the challenges of increased fuel cost.

The airline industry in south africa is typified by high operating costs and is also heavily controlled through regulations and legislation.

South Africas overall health status indicators are also much worse than other countries comparable level of economic development, although spending on healthcare is higher than most upper-middle income countries.

Due to the high cost of medical aids, the private sectors is only available to middle and high income earning South Africans. This factors lead to poor service delivery to the majority of South Africans.

MethodologyMethodology/design/approach used in this paper :A descriptive , convenience sampling survey method was used to collect data in South Africa, consisting of sample from 294 respondents at an airport and 288 respondents in a hospital.

Data analysis include an exploratory factor analysis, and the results reported in this paper are based on the critical incident technique.

Empirical FindingsThe findings indicate both similarities and differences in service receivers negative emotions between the two service settings. Furthermore, the results were found

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