Article 2, Volume 2 Issue 2:

Determinants of customer satisfaction in call centres

Author

Dorina Chicu – (Universitat Rovira i Virgili)

Gerard Ryan – (Universitat Rovira i Virgili)

Mireia Valverde-Aparicio – (Universitat Rovira i Virgili)

Received October 30, 2015; accepted February 12, 2016.

Abstract

Call centres have become a central element in companies’ operations, as it is the main place of communication between the companies and their customers. Given the importance of voice-to-voice encounters, the aim of this study is to explore the concept of customer satisfaction in the remote service. This paper examines the different aspects related to customer satisfaction in the specific context of the call centres that have been addressed by the existent research. The main effort was centred on extracting and connecting the different groups of determinants that are directly or indirectly linked to customer satisfaction. Findings suggest that for some reason, customer satisfaction is not among the main aims of research in the context of call centres, both in terms of number of studies and in terms of prominence of this construct within existing studies. The paper also highlights that, for call centre customer satisfaction to be understood, a multidisciplinary approach needs to be taken, including at least the functional areas of human resource management, marketing and operations management.

Los centros de llamadas se han convertido en un elemento central en las operaciones de las empresas, ya que es el principal lugar de comunicación entre las empresas y sus clientes. Dada la importancia de los encuentros de voz a voz, el objetivo de este estudio es explorar el concepto de satisfacción del cliente en el servicio remoto. Este documento examina los diferentes aspectos relacionados con la satisfacción del cliente en el contexto específico de los centros de atención telefónica que han sido abordados por la investigación existente. El esfuerzo principal se centró en extraer y conectar los diferentes grupos de determinantes que están directa o indirectamente vinculados a la satisfacción del cliente. Los resultados sugieren que, por alguna razón, la satisfacción del cliente no se encuentra entre los principales objetivos de la investigación en el contexto de los centros de atención telefónica, tanto en términos de número de estudios como en términos de importancia de este constructo dentro de los estudios existentes. El documento también destaca que, para que se entienda la satisfacción del cliente del centro de atención telefónica, se debe adoptar un enfoque multidisciplinario, que incluya al menos las áreas funcionales de gestión de recursos humanos, marketing y gestión de operaciones.

Citation

Chicu, D., Ryan, G., & Mirela, V. (2016). Determinants of customer satisfaction in call centres. European Accounting and Management Review2(2), 20-41.

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