Széchenyi István University Multidisciplinary Doctoral School of Social Sciences Ercsey Ida The relationship of the service guarantee and the consumer evaluation at the public utility sector Theses of Doctoral Dissertation Consultant: Dr. Habil CSc Józsa László Győr April 2008
The objective of the Dissertation The service guarantees play an important part in service quality and attracting consumers. A small but increasing number of service companies offer a service guarantees, because they have found that committing to total customer satisfaction actually helps them focus on providing it (Hart, 1988). My framework utilizes signalling theory to explain when and how different types of guarantees communicate higher quality and lower risk perceptions. Signalling theory assumes a rational consumer, who is both, motivated and capable of decoding firm signals (Kirmani and Rao, 2000). Consequently, service guarantees signal high service quality. These serve to reduce customer costs of search and information, too. In studies of service guarantee (Innis and Unnava, 1991) it is less affect when customer has more direct information about the level of service quality e.g. word-of-mouth, Consumer Reports, firm reputation or strong brand name. This information may decrease negative impact customer perceptions. Besides it will improve consumers evaluation of service quality, they consider information as implicit guarantee. Previous research has examined guarantee design from the standpoint of choosing between service firms (McDougall, 1998; Tucci and Talaga, 1997). Accordingly, design impacts on customer expectations of procedures for invoking guarantees and compensation for service failure have been ignored. Therefore, social justice theory is used to develop a framework that explains how customers judge the fairness of outcomes and resolution procedures. This is valuable for designing guarantees to mitigate the effects of service failure. Service guarantees have been viewed almost exclusively as marketing tools and most research has focused on how customers use them to reduce risk perceptions (McDougall, 1998; Ostrom and Iacobucci, 1998; Wirtz, 2000). A framework using attribution theory is developed to reason the effects of specific and 2
unconditional guarantees on customer evaluations after service has been experienced. This is important for understanding how guarantees assist service recovery or reinforce service success. Attribution theory assumes that customer attributions of causes for success or failure result in increased positive and negative affect respectively. Summary of domestic and foreign literature about public utility services, moreover secondary data help to draft the research questions, besides to reveal the connections among research factors. The main idea of my research is how guarantees of public utility services influence to consumers evaluations pre-consumption and after service has been experienced. My questions are following. What kind of role does the knowledge of service guarantee have in the evaluation of service attributes? I have to make clear how do the consumers evaluate the risk in the case of different types of service guarantees pre-purchase? What kind of role does the service guarantee have in development of positive word of mouth and how does this connect to risk? How does the perceived service quality influence the customer satisfaction? How do the quality experiences influence consumers feeling reliability? What kind of role does the service guarantee have in development of confidence to service company? Do the consumers complaint experiences differ significantly between specific and unconditional guarantees at services? I conclude the supposed relationships effects in the following model (Figure 1.). 3
Figure 1: Model of research Service guarantees of public utility services Consumer effort getting knowledge of guarantee Consumer knowledge Consumer expectations Perceived service quality Word-of-mouth Perceived risk Experiences Reliability Satisfaction/ dissatisfaction Complaint situation Affective psychological affect Complaint behaviour Complaint handling Source: author. Hypotheses of research I interpret relationships among the components of model with next hypotheses. First step I disclose: whether the clients know different service attributes (e.g. delivery times, reliability) and quality parameters, guarantees. In addition, what kind of role does the knowledge of service guarantee have in the determination of expectations and expectation levels? 4
H1 At public utility services more likely the consumers do not spend much time to obtain performance and compensation information of the unconditional guarantee. H2 At public utility services more likely the consumers make higher time and effort to obtain performance and compensation information of the specific guarantee. H3a The more punctual information is received by consumer in point of specific guarantees, the higher level of expectation regarding performance of the guarantee at public utility services. H3b The more punctual information is received by consumer in point of unconditional guarantees, the higher level of expectation regarding performance of the guarantee at public utility services. Previous studies suggest service guarantees may communicate higher service quality directly or indirectly by conveying lower risk (Erevelles, 1993, Shimp and Bearden, 1982). In studies of service guarantees it is less affect when customer has more direct information about the level of service quality. H4 When the consumers perceive a greater variance in quality of public utility services, a specific guarantee will have a more positive impact on the perceived risk. H5: When consumer has more word-of-mouth that is positive about public utility service, a specific guarantee will have less impact on consumers risk perceived. Consumers are likely to attribute lower variance to promised aspects of service performance when a specific guarantee is offered (Smith and Bolton, 1998). 5
Therefore, I assume that positive expectations of service attributes and consumers experiences of service quality influence the perceived reliability of public utility services. H6a: At public utility services the specific guarantee increases perceived reliability when service fails by allowing customers to attribute unstable causes for service failure. H6b: At public utility services the unconditional guarantee increases perceived reliability when service fails by allowing customers to attribute unstable causes for service failure. Research on customer satisfaction with complaint experiences (Tax, 1998) emphasized when the compensation is not sufficient or requires too much effort to claim, few customers even bother to report the failure. Therefore, in order for guarantees to be effective, the procedure for claiming compensation should be relatively hassle-free (Maher, 1991). It may be hypothesized that guarantee attributes (speed of delivery, amount of compensation) and the experiences of complaint handling improve the perceived uncertainty, anxiety of postal clients. H7a: At public utility services the specific guarantee with complaint procedures decreases uncertainty when service fails. H7b: At public utility services the unconditional guarantee with complaint procedures decreases uncertainty when service fails. Since much research indicates that a majority of consumers do not complain, a service guarantee provides benefits by serving as an effective forum for listening to the voice of the consumer (Kashyap, 1999). McDougall, Levesque, and VanderPlaat (1998) found that customers invoked a specific service guarantee in the higher degree because the procedure for claiming compensation was 6
relatively hassle-free. It may be hypothesized that unsatisfied clients make a complaint more often in case of services with specific guarantees. H8 At public utility services the higher degree of clients make a complaint to provider when the specific guarantee was not delivered. Previous researches have proved that heterogeneity of services can result quality variation of services delivered (Zeithaml and Bitner, 1996) H9 When consumers perceive a greater variance in service quality, it will decrease consumer satisfaction. Methodology of research Qualitative phase went before quantitative one, which constitutes of my study. Data collection was made with face-to-face interview in April 2006. There was the emphases especially the customer evaluation standpoints of postal services, customer interpretation, definitions of service guarantee, furthermore the comparison of motivation and evaluation of delivered different postal services. This qualitative phase prepared quantitative surveys. In the second part of empirical research, there was the questionnaire survey at the population of one of the Hungarian regions (West part of Hungary) in April May 2006. Number of respondents was 341. Sampling technique was combination of stratified sampling and simple random sampling in accordance with my survey in conformity with aim. I selected more respondents with college and secondary degrees education to sample, than it would be necessary based on population distribution. In one respect, these two groups more often go post office, both to fill in exactly the questionnaires expect more education than 7
average of respondents. The questionnaire survey happened to interviewers with personal survey according to the project and number of questions. Measurement methods I used the attribute-oriented method, SERVPERF measured on multi item scale, from the satisfaction measurement methods. The service quality is measured to assess the perceived performance by this method (Parasuraman-Zeithaml-Berry, 1985). The aim of the measurement is subjective evaluation of the perceived service attributes. The performance measurement is engaged more often to evaluate consumers satisfaction in practise. I used evaluation, satisfaction and expectation scales from one to five to the basic questions of questionnaire (Hofmeister, Simon and Sajtos, 2003. Parasuraman Zeithaml Berry, 1988). There are some modes to measure the consumer expectation by direct or indirect way (Parasuraman-Zeithaml-Berry, 1994). I measured the positive expectations of public utility services by importance of the service attributes. Researchers have discussed several types of risk: performance, financial, physical, social, and psychological that arises from consumers perceptions of the uncertainty of the outcome and consequences of the outcome they will experience with a product or service (Dowling, 1986, Shimp and Bearden, 1982). I measured the perceived risk based on performance and financial, by indirect way. It was used closed ended format with five point Likert-type scales for the positive word-of-mouth. However, I used nominal scale with four categories to evaluate to the quality experiences of consumers. Besides, I used Likert scale to measure the affective psychological affect, and I examined how the service guarantee mitigated uncertainty, anxiety or improved trust, belief, and the consumers experiences of the service quality level at the examination of perceived reliability. Besides, the respondents evaluated the given variables with ordinal, ratio, and nominal scales on 1 to 5 ones. I decided the variables list because of literature, 8
researches, and previous issues. There were only closed questions in the questionnaire, because I wanted marked and ranked data for statistical analysis. The required information, the structure of questionnaire: the assemblage of questionnaire followed the objects of my research. I made the analyses in reference to the guaranteed delivery time postal items and non-priority ones, too. The Results of the Research According to the empirical research, it can be summed up the following theses: T1 At public utility services more likely the consumers do not spend much time to obtain performance and compensation information of the unconditional guarantee. (H1 hypothesis accepted.) T2 At public utility services more likely the consumers make higher time and effort to obtain performance information of the specific guarantee, than the unconditional guarantee. (H2 hypothesis accepted.) At public utility services, the consumers do not make higher time and effort to obtain compensation information of the specific guarantee, than the unconditional guarantee. (H2 hypothesis rejected.) T3a The more punctual information is received by consumers in point of specific guarantee, the higher level of expectation regarding performance of the guarantee at well-known public utility services. (H3a hypothesis accepted.) 9
The rate of the punctual information is received by consumers in point of specific guarantee, does not influence the level of expectation regarding performance of the guarantee at lesser-known public utility services. (H3a hypothesis rejected.) T3b The more punctual information is received by consumer in point of unconditional performance guarantee, the higher level of expectation regarding performance of the guarantee at public utility services. (H3b hypothesis accepted.) The rate of punctual information is received by consumer in point of unconditional compensation guarantee, does not influence the level of expectation regarding performance of the guarantee at public utility services. (H3b hypothesis rejected.) T4 When the consumers perceive a greater variance in quality of public utility services, a specific guarantee does not have a positive impact on the perceived risk. (H4 hypothesis rejected.) T5 When consumer has more word-of-mouth that is positive about public utility service, it is partly verifiable that a specific guarantee will have less impact on consumers risk perceived. (H5 hypothesis partly accepted.) 10
T6a At public utility services the specific guarantee increases perceived reliability when service fails by allowing customers to attribute unstable causes for service failure. (H6a hypothesis accepted.) T6b At public utility services it is partly verifiable that the unconditional guarantee increases perceived reliability when service fails by allowing customers to attribute unstable causes for service failure. (H6b hypothesis partly accepted.) T7a At public utility services the specific guarantee with complaint procedures does not decrease the uncertainty when service fails. (H7a hypothesis rejected.) T7b At public utility services the unconditional guarantee with complaint procedures decreases the uncertainty when service fails. (H7b hypothesis accepted.) T8 At public utility services the higher degree of clients make a complaint to provider when the specific guarantee was not delivered. (H8 hypothesis accepted.) T9 When consumers perceive a greater variance in service quality, it will decreases consumer satisfaction. (H9 hypothesis accepted.) 11
Conclusions I made primary survey at individual clients. Although the postal items volumes of individual clients indicate descending tendency (e.g. percentage of individual postal letter is ten percent), Hungarian Post supplies basic needs as the appointed universal post services company, and the positive-negative opinions of postal activity contribute to building of firm image. Drawing from the results, I offer the following strategic suggestions for postal managers, and for other service providers: The service organization may be able to focus on postal services with specific guarantees, and managing of service quality. The service firm has to supply services for clients of different needs, and reliability. By implications, it should be take in price-performance ratio services. These may also serve more satisfaction level. In point of personal evidences, it would be take notice of employ skilful, motivated staff, which is in practice, and committed to provider, too. In management of service process, the improvement of effective of complaint management system is a significant task by creating of the claim-friendly organization, and company culture, and by improvement of the external and internal communication. The results of this paper imply that frontline communicate to prospective consumers what standard they expect to deliver. This helps set the tone for the supplier as well as informing the consumer of the service organization s service mission. 12
The liberalisation of the European post market leads attention of postal organizations to improving the level of service quality. Limits of this research, and implications for further research I assumed the followings: At classical postal approach, the reliability of postal services signifies performance without mistakes, consequently the items do not lost, and damaged by mistake of Post. In my research, I consider the reliability in a wider sense, I recognize it with performance punctually of service guarantee attributes (transit time, compensation). I measured the perceived risk in indirect method in fulfilment and financial aspect. I used four theories for construction of research modell, but I do not examine the cross-affect of model. I put on focus of my empirical research West part region of Tansdanubium gearing to complexion of Doctoral School. I examined the relationship of the consumer evaluation and the service guarantee on one of non-pipeline public utility service. There is necessary another primery surveys for generalisation of the results. I have to take some questions to determine the limitations and further research of my dissertation. It can be examined the pre-purchase and post-purchase consumer evaluation with a quantitative model? 13
This research represent that results of questionnaire gave answers for major aims by exploration the important relationship between variables. For deeper analysing of consumer satisfaction it should be know complain situation before consumer interview, and complain experiences. It can be used focus group interview for analyses the extraordinary situation. The current model and method can be applied to examine the consumer evaluation at other public utility services? I can establish, it has to take into consideration the flavour of examined services at operationalisation of model variables. For example at measurement of the perceived reliability associated with public town transport, it plays part another aspects of reliability, events and conditions out of provider (vis major), besides the performance and financial ones. Otherwise, at examination of the perceived risk associated with public town transport, it plays part another types of risk, physical and social, besides the performance and financial ones. Whereas the extension of research field gives possibility to refer to behaviour-personality features of variables, too. The components of consumer behaviour, risk aversion and risk taking, can be assessed at examination of perceived risk. Furthermore, the guarantee not only influences satisfied consumers, but also dissatisfies customers. A guarantee provides consumers with clear bases for performance assessment and promises compensation if standards are not met. This increase the strength of the belief that complaining if dissatisfied with performance. Past research showed, that consumers who complain are less dissatisfied, less likely to engage in negative word-of-mouth. Future research should explore the nature of word-of-mouth and the attitude of complaining in case of different public utility services. 14
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The Author s Publications and Conference Papers Relating the Topic Publications on Foreign language: The service guarantees affect on customers evaluations of the public utility services, 7 th International Congress, Marketing Trends, Venice, 17-19. 01. 2008. CD issue The measurement of the consumer satisfaction at Hungarian Post, - POSTPOINT 2007. VII th International Scientific Conference. University of Zilina. Zilina. Slovakia. 2007, ISBN 978-80-8070-729-3. 12.-14. 09. 2007., 85 90. page. (Co-author: Józsa László) The perceived risk based on the service guarantees. In: Pinho, J. C. ed.: AIMP VI th International Congress on Public and Non Profit Marketing, Braga, 2007, ISSO 9001: 2000/ISSO 1400l. 14-15. 06. 2007. 1-14. page. (Co-author: Józsa László) The measurement of the consumer satisfaction at the public utility services. - In: Naghiu, A. ed.: AIMP V th Congress of the Public and Non- lucrative Marketing International Association, Cluj-Napoca, Romania. 2006, ISBN 973 751 241 3. 18-19. 05. 2006. 198-209. page. (Co-author: Józsa László) Postal satisfaction aspect the complaint. POSTPOINT 2005. VI th International Scientific Conference. University of Zilina. Zilina. Slovakia. 2005, ISBN 80-8070-454-6. 28.-30. 09.2005., 77 82. page. 18
The Role of Marketing in the Management of the Public Utility Service Quality. - In Mier, J.J. Franco, T.F.- Dominguez, C. S. (ed.). IV Congresso Internacional de Marketing Público y No lucrative, Universidad de Cadiz, Spain, 2005, ISBN 84 689 2155 6. 26.-27. 05. 2005. 377-386. page. (Co-author: Józsa László) Managing the Postal Services. - POSTPOINT 2001. IV th International Scientific Conference. University of Zilina. Zilina. Slovakia. 2001, ISBN 80-7100-872-9. 12-14. 09.2001. 205-213. page. Inspection No1 and No2 of postal obligations concerning mail parcels under EU-regulated universal services. Communications. 4/1999. University of Zilina. 49-54. page. Examination of postal obligations relating to universal service postal packets according to EU regulations. - POSTPOINT'99. III th International Scientific Conference. University of Zilina. Zilina. Slovakia. 1999, ISBN 80-7100-642-4. 22-24. 09.1999. 27-32. page. Publications on Hungarian language: Garanciák hatása egy közüzemi szolgáltatás fogyasztói értékelésére. In Dinya László (szerk.), Marketing Oktatók Klubjának 13. Országos Konferenciája. Globális marketingkihívások. ISBN 978-963-87229-4-2. 292-301. oldal. 2007. 08. Gyöngyös. 19
Észlelt megbízhatóság a szolgáltatásgaranciák tükrében. In Svéhlik Csaba (szerk.) II. KHEOPS Tudományos Konferencia, (Világ) gazdaságunk aktuális kérdései. CD kiadvány. ISBN 978-963-87553-0-8. 178-192. oldal. 2007. május 30. Mór. Postai szolgáltatások minősége a garanciák tükrében. In Beszteri B. Józsa L. Rechnitzer J. Varsányi J. (szerk. 2006.) Versenyképesség és regionalitás Megújulási válság és leküzdése. MTA VEAB Széchenyi István Egyetem Multidiszciplináris Társadalomtudományi Doktori Iskola. ISBN 963 7385 80 0. 80-94. oldal. A közüzemi szolgáltatások minősége a garanciák tükrében. In Svéhlik Csaba (szerk.) I. KHEOPS Tudományos Konferencia. Kihívások és trendek a gazdaságban és a közszférában napjainkban. CD kiadvány. ISBN 963 2298 497. 178-192. oldal. 2006. 05. Mór. Garanciák hatása egy közüzemi szolgáltatás fogyasztói értékelésére. In Deli- Gray Zs. - Petruska I.- Szalkai Zs. - Vasné Egri M. - Vágási M. (szerk. 2006.) Marketing Oktatók Klubjának 12. Országos Konferenciája. Innováció, társadalmi felelősség, fenntartható fejlődés marketing megközelítésben. Budapesti Műszaki Egyetem. CD kiadvány. ISBN 9634208676. 2006. 08. Budapest. Garanciák hatása egy közüzemi szolgáltatás fogyasztói értékelésére. - Marketing & Menedzsment. (XL. évfolyam), 2006/4. 74-80. oldal. 20
A közüzemi szolgáltatások fogyasztói megítélése, avagy elégedettség garantálva. In Átalakulási folyamatok Közép-Európában. Széchenyi István Egyetem Multidiszciplináris Társadalomtudományi Doktori Iskola Európa-tanulmányi Központ. 2005. 12. Győr. http://www.sze.hu/etk/_konferencia/publikacio/net/eloadas_ercsey_ida.doc Szolgáltatásgaranciák hatása a külső és belső piacokra. In Beszteri Béla (szerk. 2005). Fenntartható fejlődés, fenntartható társadalom és integráció II. KJF-MTA VEAB, ISBN 963 9558 48 6. 40-49. oldal. Postai elégedettség egy felmérés tükrében. In Varsányi Judit (szerk. 2004.) Széchenyi István Egyetem Győr, JGK Kis-és középvállalkozások az Európai Unió küszöbén tanulmánykötet. Széchenyi István Egyetem JGK, ISBN: 963 7175 23. 312-330. oldal. Ügyfél elégedettség a szolgáltatási szektorban. - In Solt K.- Bőhm A.- Farkas Sz.- Ferenczi Z.- Honvári J. Józsa L.- Ablonczyné M. L.- Rechnitzer J. (szerk., 2005): Ünnepi dolgozatok. 15 éves a győri közgazdászképzés c. jubileumi tudományos kiadvány. Széchenyi István Egyetem GTI, ISBN 963 7175 26 1. 160-171. oldal. (Társszerző: Józsa László) Postai elégedettség a reklamációk tükrében. - Marketing & Menedzsment. (XXXVIII-XXXIX. évfolyam), 2004-2005 / 6-1. 69 75. oldal. A közüzemi szolgáltatások fogyasztói megítélése az európai piacon. In Gulyás László Baló Tünde, (szerk.). Európai Kihívások III. Konferenciája. Szegedi Tudományegyetem. ISBN 963 482 757 8. 258-262. oldal 21
Marketing szerepe a közszolgáltatások minőségének menedzselésében. Fiatal regionalisták IV. országos konferenciája. Széchenyi István Egyetem Multidiszciplináris Társadalomtudományi Doktori Iskola. Győr. 2004. 11. CD kiadvány. ISBN 963 9052 43 4. Ügyfél elégedettség, panaszmenedzsment a szolgáltatási szektorban. In Beszteri Béla (szer. 2004.) Magyarország és a 21. század kihívásai az Európai Unióban tanulmánykötet I. KJF - MTA VEAB. ISBN 963 7385 68 1. 81-96. oldal Szolgáltatásminőség az ügyfélkapcsolatok tükrében. Magyar Posta Rt. II. Postai Minőségügyi Konferencia. Posta. (IV. évfolyam), 2002. 08. 62-68. oldal A szolgáltatások minősége és mérése. Posta, piac, minőség nemzetközi konferencia. Széchenyi István Főiskola, Győr. Posta. (III. évfolyam), 2001. 12. 40-47. oldal Conference papers on Foreign language: The service guarantees affect on customers evaluations of the public utility services, 7 th International Congress, Marketing Trends, Venice, 17-19. 01. 2008. The measurement of the consumer satisfaction at Hungarian Post, - POSTPOINT 2007. VII th International Scientific Conference. University of Zilina. Zilina. Slovakia. 12.-14. 09. 2007. The perceived risk based on the service guarantees. AIMP VI th International Congress on Public and Non Profit Marketing, Braga, 14-15. 06. 2007. 22
The measurement of the consumer satisfaction at the public utility services. AIMP V th Congress of the Public and Non- lucrative Marketing International Association, Cluj-Napoca, Romania. 18-19. 05. 2006. Postal satisfaction aspect the complaint. POSTPOINT 2005. VI th International Scientific Conference. University of Zilina. Zilina. Slovakia. 28.-30. 09.2005. The Role of Marketing in the Management of the Public Utility Service Quality. IV Congresso Internacional de Marketing Público y No lucrative, Universidad de Cadiz, Spain, 26.-27. 05. 2005. Managing the Postal Services. - POSTPOINT 2001. IV th International Scientific Conference. University of Zilina. Zilina. Slovakia. 12-14. 09.2001. Examination of postal obligations relating to universal service postal packets according to EU regulations. - POSTPOINT'99. III th International Scientific Conference. University of Zilina. Zilina. Slovakia. 22-24. 09.1999. Conference papers on Hungarian language: Garanciák hatása egy közüzemi szolgáltatás fogyasztói értékelésére. Marketing Oktatók Klubjának 13. Országos Konferenciája. Globális marketingkihívások. Gyöngyös, 2007. augusztus. Észlelt megbízhatóság a szolgáltatásgaranciák tükrében. II. KHEOPS Tudományos Konferencia, (Világ) gazdaságunk aktuális kérdései. Mór, 2007. május 30. 23
Postai szolgáltatások minősége a garanciák tükrében. Versenyképesség és regionalitás Megújulási válság és leküzdése. MTA VEAB, Komárom, 2007. április. A közüzemi szolgáltatások minősége a garanciák tükrében. I. KHEOPS Tudományos Konferencia. Kihívások és trendek a gazdaságban és a közszférában napjainkban. Mór, 2006. május. Garanciák hatása egy közüzemi szolgáltatás fogyasztói értékelésére. Marketing Oktatók Klubjának 12. Országos Konferenciája. Innováció, társadalmi felelősség, fenntartható fejlődés marketing megközelítésben. Budapesti Műszaki Egyetem. Budapest, 2006. augusztus. A közüzemi szolgáltatások fogyasztói megítélése, avagy elégedettség garantálva. Átakulási folyamatok Közép-Európában. Széchenyi István Egyetem Multidiszciplináris Társadalomtudományi Doktori Iskola, Győr, 2005. december. Szolgáltatásgaranciák hatása a külső és belső piacokra. Fenntartható fejlődés, fenntartható társadalom és integráció II. KJF-MTA VEAB, Komárom, 2005. április. A közüzemi szolgáltatások fogyasztói megítélése az európai piacon. Európai Kihívások III. Konferenciája. Szegedi Tudományegyetem. Szeged, 2005. november. 24
Marketing szerepe a közszolgáltatások minőségének menedzselésében. Fiatal regionalisták IV. országos konferenciája. Széchenyi István Egyetem Multidiszciplináris Társadalomtudományi Doktori Iskola. Győr. 2004. november. Szolgáltatásminőség az ügyfélkapcsolatok tükrében. Magyar Posta Rt. II. Postai Minőségügyi Konferencia. Bük, 2002. augusztus. A szolgáltatások minősége és mérése. Posta, piac, minőség nemzetközi konferencia. Széchenyi István Főiskola, Győr. 2001. december. 25