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Chapter 02- Literature Review- Customer satisfaction in call center

Chapter 02- Literature Review- Customer satisfaction in call center

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Published by Thanh doan
Literature review on the topic of customer satisfaction in call center
Literature review on the topic of customer satisfaction in call center

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Published by: Thanh doan on Nov 03, 2009
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II.Chapter 2: LITERATURE REVIEW1. Introduction2. Definitions2.1Call Center:
Since the 1970s, call centers have traditionally been defined as physical placeswhere calls were received in high volume. This was initially for the purpose of answeringcustomer queries of service industry. There is not much change in recent decade exceptthat many industries are conducting standard services through Call Centers such as banking, insurance, traveling, telecommunication services, airliner, and etc. Also it is broadly used in plenty of business activities such as telesales, telemarketing, and technicalsupport. In these contexts, the call centers entitle organizations to interact with their customers through a telephone from any location in the world with no reference to physical boundaries. Call centers allow organizations to keep their customers in track for business purpose.Apart from traditional functions, call center can make outgoing calls to customers(Shanti N.Tiwari, 2009)
. The call center can be a focal point for most specific businessactivities of an organization such as answer incoming calls; log calls as well as solicitscustomers for new sales, donations, conduct customers’ survey etc.According to Shanti (2009), call center can be any of the following:
Huge telemarketing centers
Fund-raising and collection organization
Help desks, both internal and external
Outsourcers (better known as service bureaus) that use their large capacity to servelots of companies
Reservation centers for airlines and hotelsRecent globalization has made call center a rapid rate growth industry the indeveloping world when worldwide organizations outsourced their call centers to lower-costregions. This growth reflects aspiration of companies to improve access to their business in1
more efficient time period manner to attain satisfied customers (Bird, 1998)
. Thedevelopment of technologies has forced the companies to restructure the ways theymanaged relationships with customers. Many industries, such as banking, have beeninnovatively applying state-of-the-art technology in their customer relationshipmanagement through telephone and internet banking. Call centers provide organizationsvaluable information about the performance of their services (Staples et. al, 2001)
. Theyallow organizations to understand how customers feet about service performance.(Gilmore, 2001)
The 21
century is considered as the service industry century. Service industry isgrowing at a rapid pace across developed and developing countries. There are manydefinitions of what constitutes service.Services are deeds, processes and performances (Zeithaml and Bitner, 2003)
.Broadly speaking, services include all economic activities whose output is not a physical product or construction is generally consumed at the time it is produced and providesadded value in forms (convenience, amusement, timeliness, comfort or health) that areessentially intangible concerns of its first purchaser (Quinn,Baruch and Paquette, 1987).
Service has been entering every part of life from the most essential demands (such aseating, sleeping) to other entertainment needs (such as sport, traveling, cooking, andtelecommunication). In other words, we readily define bank, hotel, restaurants, and beautysalon as being service-based business. Similarly said by Hung N. Bui (2004)
service is anactivity that impacts all parts of our life. Since we were born, our lives have relied onservices (such as hospital service, education service, retail service etc.). In addition to that,nowadays a wide range of products heavily rely on its services to acquire competitiveadvantages. For instance, a TV buyer is now buying not only tangible components of a TVset but also other service benefits like free delivery and installation, 24 hour technicalsupport etc.Another definition of service is that a service is any activity or benefit that one party offers to another which is essentially intangible and does not result in the ownershipof anything. Its product may or may not be tied to a physical product (Kotler, Armstrong,2
Saunders and Wong 1999
). These modern marketers view services as a business that produces no tangible product.
2.3Service quality
Service quality was defined differently through the view of many researchers. For example:Bitner, Booms and Mohr (1994)
defined service quality as ‘the consumer’s overallimpression of the relative inferiority / superiority of the organization and its services’.Therefore, service quality is key of survival to all servicing companies.Cronin and Taylor (1994)
viewed service quality as a form of attituderepresenting a long-run overall evaluation. Maintaining service quality at certain level andimproving service quality must be life-time efforts to those companies who desire life-time prosperity in customers’ heart.Parasuraman, Zeithaml and Berry (1985)
 defined service quality as ‘a function of the differences between expectation and performance along the quality dimensions’.Likewise, Roest and Pieters’ (1997)
held the same definition that service quality is arelativistic and cognitive discrepancy between experience-based norms and performancesconcerning service benefits.
2.4Customer satisfaction
Definitions of customer satisfaction have been widely discussed from the view of many researchers and organizations who increasingly desire to measure it. A group of researchers of the Center for the Study of Social Policy (2007)
conceptualize thatsatisfaction is based on the customer’s experience of both contact with the organization(the moment of truth) and personal outcomes. According to these researchers, satisfactioncan be experienced in a variety of situations and connected to both goods and services. Toanother extent, these researchers defined satisfactions as a “highly personal assessment”that is greatly influenced by “individual expectations”. This definition views “individual”element as powerful force to create satisfaction. Likewise, many researchers (Oliver, 1981;Brady and Robertson, 2001
) conceptualize customer satisfaction as an individual’sfeeling of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations.

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