Service quality in call centres: implications for customer loyalty

Alison Dean

112 citations0/0 files storedManaging Service Quality

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Customer Service Quality and Loyalty Service and Product Innovation Customer churn and segmentation

Abstract

Studies on call centres suggest that there is a focus on efficiency at the expense of effectiveness, where effectiveness is indicated by characteristics such as customer orientation, service priorities and quality. It therefore appears that customers will expect and experience low levels of service quality from call centres, with possible implications for their loyalty to the providing organisation. These issues are the focus of this study. A mail survey was conducted of recent clients of two call centres in Australia. The respondents were individual consumers in an insurance company (n = 284, 14 per cent) or business customers of a bank (n = 325, 16 per cent). Key findings are similar for the two samples. Both perceptions of quality and customer orientation of the call centre were related to loyalty to the providing organisation, and perceptions of quality partially mediated the customer orientation to loyalty relationship. The discussion includes managerial implications and potential future research.

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References

1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1996The Behavioral Consequences of Service Quality 1990The Effect of a Market Orientation on Business Profitability 1999Whence Consumer Loyalty?2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 1990Zero defections: quality comes to services.1993MARKOR: A Measure of Market Orientation 2000Service Quality, Profitability, and the Economic Worth of Customers: What We Know and What We Need to Learn

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