Escolar Documentos
Profissional Documentos
Cultura Documentos
1. Introduction
2. Definitions
2.1 Call Center:
Since the 1970s, call centers have traditionally been defined as physical places
where calls were received in high volume. This was initially for the purpose of answering
customer queries of service industry. There is not much change in recent decade except
that 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 technical
support. 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)1. The call center can be a focal point for most specific business
activities of an organization such as answer incoming calls; log calls as well as solicits
customers for new sales, donations, conduct customers’ survey etc.
According to Shanti (2009), call center can be any of the following:
• Huge telemarketing centers
• Outsourcers (better known as service bureaus) that use their large capacity to serve
lots of companies
Recent globalization has made call center a rapid rate growth industry the in
developing world when worldwide organizations outsourced their call centers to lower-cost
regions. This growth reflects aspiration of companies to improve access to their business in
2
more efficient time period manner to attain satisfied customers (Bird, 1998)2. The
development of technologies has forced the companies to restructure the ways they
managed relationships with customers. Many industries, such as banking, have been
innovatively applying state-of-the-art technology in their customer relationship
management through telephone and internet banking. Call centers provide organizations
valuable information about the performance of their services (Staples et. al, 2001)3. They
allow organizations to understand how customers feet about service performance.
(Gilmore, 2001)4
2.2 Service
The 21st century is considered as the service industry century. Service industry is
growing at a rapid pace across developed and developing countries. There are many
definitions of what constitutes service.
Services are deeds, processes and performances (Zeithaml and Bitner, 2003)5.
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 provides
added value in forms (convenience, amusement, timeliness, comfort or health) that are
essentially intangible concerns of its first purchaser (Quinn,Baruch and Paquette, 1987).6
Service has been entering every part of life from the most essential demands (such as
eating, sleeping) to other entertainment needs (such as sport, traveling, cooking, and
telecommunication). In other words, we readily define bank, hotel, restaurants, and beauty
salon as being service-based business. Similarly said by Hung N. Bui (2004)7 service is an
activity that impacts all parts of our life. Since we were born, our lives have relied on
services (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 competitive
advantages. For instance, a TV buyer is now buying not only tangible components of a TV
set but also other service benefits like free delivery and installation, 24 hour technical
support 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 ownership
of anything. Its product may or may not be tied to a physical product (Kotler, Armstrong,
3
Saunders and Wong 19998). These modern marketers view services as a business that
produces no tangible product.
Whereas, Boulding et al., (1993)16 and Yi and La (2004)17 conclude satisfaction into
two general conceptualizations: transaction-specific satisfaction and cumulative
satisfaction. Transaction-specific satisfaction is a customer’s evaluation of his or her
experience and reactions to a particular service encounter (Cronin and Taylor, 1992;
Boshoff and Gray, 2004). Cumulative satisfaction refers to the customer’s overall
evaluation of the consumption experience to date (Jones and Suh 2000) 18.
Because customer satisfaction is highly variable assessment individuals do based
on their experiences with specific features of products and services they receive, it makes
sense for servicing organizations to involve customer satisfaction measurement as their
meaningful benchmark for development.
Many researches have realized the interrelated values of service quality and
customer satisfaction. Corrin and Taylor (1992)19 consider that service quality and
customer satisfaction “share a close relationship”. Service quality is the key to measure
user satisfaction (Pitt et al., 1995)20. Taylor and Baker (1994) and Rust and Olivier (1994)
identified several factors that precede customer satisfaction. They argued that there are 5
antecedents that contribute to satisfaction: clear understanding of customer needs and
expectations, perceived value, service quality, internal satisfaction and complaint
management. This research showed that Service quality is one major attribute of
satisfaction. It is said by Olivier (1993) that service quality is a casual antecedent of
customer satisfaction, due to the fact that service quality is viewed at transactional level
and satisfaction is viewed as an attitude. Dabholkar et al. (1996)21 reported that the service
quality divisions are related to overall service quality and or customer satisfaction. Fornell
et al., (1996)22 expressed that satisfaction is a consequence of service quality.
To another extent, other researches suggested that in service field service quality
and customer satisfaction (also called the “construct”) are separate but distinct constructs.
(Boulding et. al., 1993)23. They argued that service quality has specific dimensions
judgments while customer satisfaction can be resulted from any dimension, whether or not
it is quality related. They report that expectations for quality are based on ideals or
5
Responsiveness
6. Prompt service to customers
7. Willingness to help customers
8. Readiness to respond to customers’ request
Assurance
9. Employees who instill confidence in customers
10. Making customers feel safe in their transactions
11. Employees who are consistently courteous
12. Employees who have the knowledge to answer customer questions
Empathy
13. Giving customer individual attention
14. Employees who deal with customers in a caring fashion
15. Having the customers’ best interest at heart
16. Employees who understand the needs of their customers
Tangibles
17. Modern equipment
18. Visually appealing facilities
19. Employees who have a neat, professional appearance
20. Visually appealing materials associated with the service
21. convenient business hours
This 21 item-scale then will be adjusted according to the nature of call center of the
banking industry to build research measurement scales in later chapter.
physical appearance of a call center, the area covered by the tangibles criteria does not
apply. Via the telephone, the only dimension of “tangible” contact is customer service
representative’s (CSR) voice, which is extremely important in any encounter with a
customer through telephone. It is not possible for the customer to evaluate the service level
but the customer has to interact with other criteria. Responsiveness, reliability, assurance
and empathy are all transmitted by CSR’s voice and are dependent on CSR’s
communication skills.
In another research, Upal M. (2008)30 applied SERVQUAL approach in evaluating
customer satisfaction in telecommunication industry in Bangladesh. The traditional
SERVQUAL five dimension model was adjusted into four dimension model. These
dimensions are responsiveness, assurance, communication and discipline. The research
showed that call center agents are vital to the success of any call center. Satisfied
employees reinforce customer satisfaction, which in turn reinforced employee satisfaction.
In addition to that, customers’ education in the service delivery process contributes to their
satisfaction. Managerial orientation also is one of the major forces that drive customer
satisfaction.
This research is hoped to be the platform for discussing the issues on the service
quality and customer satisfaction in the call center industry in Vietnam.
Assurance H3 Customer
satisfaction
H4
Empathy
H5
Tangibles
An Binh Bank (ABBANK) is one of the leading commercial joint-stock banks and
among top ten largest commercial banks in terms of charter capital in Vietnam.
After 15 years of development since its establishment in 1993, ABBANK has made major
breakthrough over the last 3 years.
ABBANK’s current charter capital exceeds VND 2,700 billion and its national
network of nearly 70 branches and sub-branches covers 20 cities and provinces as of 2008.
Through its distribution channel, ABBANK provided products and services to thousand of
corporate and ten thousands of consumers. Over the past 2 years, ABBANK’s total assets,
incomes and profit kept growing more than 300%.
ABBANK currently aims at 3 categories of customers: corporate, individuals and
investors:
Corporate banking: ABBANK provides corporate with all-in financial-banking
products and services such as loans, factoring, guarantee services, import/export financing,
account services, trade services…
Consumer banking: ABBANK provides individuals with fast and complete credit
products as well as flexible savings products:
- Installment loan for manufacturing; working capital financing; flexible secured loan for
consumption;
- YOUsaving products: interest rate based on actual deposit days, escalating savings,… and
payment services, internal and external remittance…
Endnotes
1
Shanti N.Tiwari, (2009) ‘India Call Center Report’, pp.9
2
Bird, J. (1998) ‘Dial O for Opportunity’ Marketing, October 29, pp 31-35 ISSN 00253650
3
Staples, W.J.S, Dalrymple, J.F and Phipps K (2001) ‘Excellence in Call Centers: access is a corporate
responsibility’, Proceedings of the 6th International Conference on ISO 9000 and TQM, School of
Business – HKBU, Paisley Business School, ISBN 962-86107-2-4
4
Gilmore, A. (2001) ‘Call Center Management: is service quality a priority’, Managing Service
Quality, vol. 11, no. 3 pp. 153-159
5
Zeithaml, A.Valarie, Bitner, J. Mary (2003) Services Marketing, (3rd edition), New York: McGraw-
Hill.
6
Quinn J.B., Baruch J. J. and Paquette P.C (1987) ‘Technology in Services’ Scientific American: Vol.
257, No.6 (December), pp.50-58.
7
Hung N. Bui and Loan T. Q. Nguyen (2004), Quality management , Ho Chi Minh City- National
University Public House.
8
Kotler, P., G. Armstrong, J. Saunders and V. Wong (1999): Principle of Marketing, 2nd European
Edition, Prentice-Hall, London.
9
Bitner, M. J., Booms, B. H., and Mohr, L. A. (1994). Critical Service Encounters: The Employee
Viewpoint. Journal of Marketing, p97.
10
Cronin, J. J., and Taylor, S. A. (1994). SERVPERF versus SERVQUAL: reconciling performance
based and perceptions-minus-expectations measurement of service quality. Journal of Marketing,
58(1), 125–131.
11
Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1985). A Conceptual Model of Service Quality
and Its Implications for Future Research. Journal of Marketing, p48
12
Roest, H., and Pieters, R. (1997). The Nomological Net of Perceived Service Quality. International
Journal of Service Industry Management, 8(4), 336–351.
13
The Center for the Study of Social Policy (2007)- “Customer Satisfaction: Improving Quality and
Access to Services and Supports in Vulnerable Neighborhoods”- Yearly Research
14
Brady, M. K., and Robertson, C. J. (2001). Searching for a consensus on the antecedent role of
service quality and satisfaction: An exploratory cross-national study. Journal of Business Research,
51(1), 53–60.
15
Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Processes in Retail Settings.
Journal of Retailing, 57(3), 25–48.
16
Boulding, W., Kalra, A., Staeling, R., and Zeithaml, V. A. (1993). A Dynamic Process Model of
Service Quality: From Expectation to Behavioral Intentions. Journal of Marketing Research, 30(1),
7–27.
17
Yi, Y. J., and La, S. N. (2004). What Influences the Relationship between Customer Satisfaction and
Repurchase Intention? Investigating the Effect of Adjusted Expectations and Customer Loyalty.
Psychology and Marketing, 21(5), 351–373.
18
Jones, M. A., and Suh, J. (2000). Transaction-Specific Satisfaction and Overall Satisfaction: An
Empirical Analysis. Journal of Services Marketing, 14(2), 147–159
19
Cronin, J. J., and Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension.
Journal of Marketing, 56(3), 55–68.
20
Pitt, L.F., Watson, R.T, & Kavan, C.B, (1995) “Service Quality: a measure of information systems
effectiveness”. MIS Quarterly, Jun.
21
Dabholkar, P.A., Thorpe, D.I. and Rentz, J.O. (1996) – “A measure of service quality for retail stores:
scale development and validation”, Journal of the Academy of Marketing Science, Vol. 24, Winter, pp.
3-16.
22
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American
Customer Satisfaction Index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7–18
23
Boulding, W., Kalra, A., Staeling, R., and Zeithaml, V. A. (1993). A Dynamic Process Model of
Service Quality: From Expectation to Behavioral Intentions. Journal of Marketing Research, 30(1), 7–
27.
24
Chen, I., A. Gupta and W. Rom. (1994) ‘AStudy of Price and Quality in Service Operations’
International Journal of Service Industry Management, 5(2), 23-33.
25
Parasuraman and Berry (1991) Delivering Service Quality
26
Babakus, E., Boller, G.W., 1992. An empirical assessment of the SERVQUAL scale. Journal of
Business Research 24 (3), 253–268
27
Shemwell, D., Yavas, U., 1999. Measuring service quality in hospitals: scale development and
managerial applications. Journal of Marketing-Theory and Practice 7 (3), 65–75
28
Yavas U., Bilgin Z. and Shemwell D. J. ,1997, “Service Quality in the Banking Sector in an
Emerging Economy: A Consumer Survey”, International Journal of Bank Marketing, vol. 15. no. 6 pp.
217-223
29
Warren J S Staples & Prof. John F Dalrymple, Rhonda M Bryar (2002). ‘Assessing Call Center
Quality using the SERVQUAL Model’
30
Upal Mohammed (2008) ‘Telecommunication Service Gap: Call Center Service Quality Perception
and Satisfaction’, Communications of the IBIMA, Volume 3, 2008.