Employee perceptions of service quality in a call centre

Prabha Ramseook‐Munhurrun · Perunjodi Naidoo · Soolakshna Desai Lukea-Bhiwajee

54 citations0/0 files storedManaging Service Quality

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Customer Service Quality and Loyalty Job Satisfaction and Organizational Behavior Employee Performance and Motivation

Abstract

Purpose The purpose of this paper is to assess service quality of a call centre as perceived by its employees using the SERVQUAL model. It also aims to explore factors predicting front‐line employee satisfaction and behavioural intentions in a call centre. Behavioural intentions are to be measured in terms of employees' willingness to recommend the call centre and their intentions to stay. Design/methodology/approach Data were collected by field study in a particular call centre in Mauritius using a modified SERVQUAL questionnaire. The study explored both perception and expectation levels of front‐line employees. Using confirmatory factor analysis, the gap scores (performance minus expectation‐based model) were examined. Regression models were used to test the influence of the service quality dimensions on satisfaction and behavioural intentions. Findings Exploratory factor analysis uncovered three composite dimensions of call centre service quality: Assurance‐Empathy, Reliability‐Responsiveness, and Tangibles. The results for the regression model indicate that satisfaction is best predicted by tangibles, and intentions to stay and willingness to recommend are best predicted by reliability‐responsiveness. Practical implications Based on the results, service managers may consider measures in order to improve and diagnose service features in call centres. Originality/value The paper examines the structure and validity of the SERVQUAL model, given its wide use and criticism, and applies the model to an important set of related, yet distinct service organisations such as call centres.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1996The Behavioral Consequences of Service Quality 1992Measuring Service Quality: A Reexamination and Extension 2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 2010Satisfaction: a behavioral perspective on the consumer 1992A National Customer Satisfaction Barometer: The Swedish Experience

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