The paucity of research in performance management of call centres is evident from the confusion regarding what is desired by the customer from this mode of service. A variety of recommendations have been put forward in various studies, but a holistic perspective on what constitutes quality is still lacking. This research is an attempt to investigate key factors which determine performance measurement in technology mediated call centre environment with the help of a conceptual model. A combination of qualitative and quantitative approach has been used to develop and test survey items on direct customer response. The case call centres are selected on the basis of service classification model proposed in the study. A conceptual model is formulated based on preliminary literature review. Qualitative stage has involved semi-structured interviews with senior executives, followed by focus groups conducted with call centre agents. The analysis of survey developed hence has been performed using methods of quantitative data analysis. To the best of our knowledge this study is the first to apply communication theory to an exploration of relational (socio-emotional) aspect in call centres service performance. Identifying the association formed between the customer and service provider in its discreet sociological context, it is argued here that being susceptible to limitations attributed to technology-mediated communication channels, call centres are a unique context of study and therefore performance evaluation should take account of this inherent unique.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:604656 |
| Date | January 2014 |
| Creators | Pandey, Pushkal Kumar |
| Publisher | Ulster University |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
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