DOI QR코드

DOI QR Code

아웃바운드 콜센터 서비스품질과 서비스회복 고객충성도 관계 연구

A Study of the Relationship between the Outbound Call Center Service Quality and Service Recovery Customer Royalty

  • 김준회 (서울기독대학교 국제경영정보학과)
  • Kim, Jun-Whai (Dept. of Global Business & Information, Seoul Christian University)
  • 투고 : 2014.11.13
  • 심사 : 2015.01.20
  • 발행 : 2015.01.28

초록

공적불평행동에서 회사에 대한 직접 불평을 하고, 배상을 요구하는 경우가 빈번하게 나타나고 있는 현 상황에서 콜센터의 대응은 매우 중요한 시점이다. 본 연구의 목적은 콜센터의 서비스품질차원과 세부요인을 찾아내고, 서비스품질차원이 서비스회복, 고객충성도와 어떠한 관련성이 있는지를 연구하는 것이다. 불만족을 경험한 조사대상자 139명을 대상으로 콜센타 서비스품질과 고객충성도 관계성을 검증하기 위해서 가설과 연구모형을 설정하였다. 가설 검증 결과 3개의 콜센타 상담원 서비스 품질과 서비스 회복에 정에 영향을 미치는 것으로 나타났다. 서비스회복은 고객충성도에 정에 영향을 미치는 것으로 나타났다. 결과품질은 상담후의 고객한테 남는 결과물로서 고객의 입장에서 보면 콜센터 이용의 궁극적인 목적이라고 할 수 있으며, 조사 결과 콜센터 서비스품질 세 가지 차원 중 서비스회복에 미치는 영향력이 가장 큰 것으로 드러났다. 서비스회복과 고객충성도 간의 관계에서 서비스회복은 고객충성도에 유의한 영향을 미치는 것으로 나타났다. 콜센터에서는 서비스회복을 도모하고 고객의 고객만족도 및 충성도를 높이기 위하여 콜센터 서비스품질의 관리가 필요하다.

The purpose of this research is to find out the service quality dimensions and detailed elements of a call center, and to study what relationship the service quality dimensions have with service recovery and customer royalty. This research set up the hypothesis and the research model to verify the relationship between the call center service quality and the service quality customer royalty for 139 people surveyed who experienced dissatisfactions. The result of the hypothesis verification shows that it has an influence on the counselors' service quality and service recovery processes of 3 call centers. The service recovery has en influence on the customer royalty. The result quality as a result remained for a customer after counseling can be called the ultimate purpose of using the call center for a customer, and the research shows that it has the largest influence on the service recovery of 3 dimensions of the call center service quality. In the relationship between the service recovery and the customer royalty, the service recovery has a meaningful influence on the customer royalty.

키워드

참고문헌

  1. Anton, Jon(1997), "Call Center Management By the Numbers," Ichor Business Books, Purdue University Press
  2. Baeky Rhee(2008), A Study on Factors in Call Center Outbound Information System Performance, Chonnam National University
  3. Bennington, Lynne, James Cummane, and Paul Conn(2000), "Customer Satisfaction and Call centers : An Australian Study," International Journal of Service Industry Management, 11(2), 162-173, https://doi.org/10.1108/09564230010323723
  4. Bitner, Mary. Jo(1990) Services capes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(April): 57-71
  5. Boulding, Williamaelin, and Ajay Kalra, Richard Staelin, and Valerie A, Zeithaml(1993), "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions," Jour-nal of Marketing Research, 30(February), 7-17 https://doi.org/10.2307/3172510
  6. Brady, Michael K, and J. Joseph Cronin, Jr(2001), "Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach," Journal of Marketing, 65(July), 34-49. https://doi.org/10.1509/jmkg.65.3.34.18334
  7. Burgers, Arjan Ko de Ruyter, Cherie Keen, and Sandra Streukens(2000), "Customer expectation dimension of Voice-to-Voice Service Encounters: A Scale - Development Study," International Journal of Service Industry Management, 11(2), pp.142-161. https://doi.org/10.1108/09564230010323642
  8. Cronin, J. Joseph and S. A Taylor(1992), "Measuring Service Quality: A Reexamination and Extension," Journal of Marketing, 56(July), 55-68.
  9. DeLone, W.H.. and McLean, E.R(2003), "The DeLone and McLean Model of Information Systems Success: A 10-year Update," Journal of Management Information Systems, 19(4), pp. 9-30. https://doi.org/10.1080/07421222.2003.11045748
  10. Desarbo, Wayne S, Leonard Huff, Marcello M. Rolandeli, and Jungwhan Choi(1994), "On the Measurement Analysis Approach ," in Service Quality: A Conjoint Analysis Approach, "in Service Quality: New Directions in Theory and Practice, Roland A Rustand Richard L. Olive(Eds.), Thousand Okas, CA: Sage Publications, 201-22.
  11. Doll. W.J. and Torkzadeb, G.(1998) "Developing a Multidimensional Measure of Systems Use in an Organizational Context," Information and Management, 33(4), pp.171-185. https://doi.org/10.1016/S0378-7206(98)00028-7
  12. Duncan, E & Elliot, G.(2002), Customer Service Quality and Financial Performance Among Australian Retail financial institutions. Journal of Financial Services Marketing , 7(1), 25-4.1 https://doi.org/10.1057/palgrave.fsm.4770070
  13. Feinberg(2000),"Operational determinants of caller satisfaction in the call center," International Journal of Service Industry Management, 11(2).
  14. Gronroos(1984), "A service Quality Model and it's Marketing Implication," Eu-ropean Journal of Marketing, 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784
  15. Kelly, S. W., and M. A. Davis(1994), "Antecedents to Customer Expctations for Service Recovery," Journal of the Academy of Marketing Science, Vol.22, No.1(Winter), pp.52-67. https://doi.org/10.1177/0092070394221005
  16. Kim, Hyung-su(2006), "(The) Impact of Service Quality on Customer Loyalty in the Call Center", Graduate School of Chonnam National University,
  17. Kotler, P(1991), Marketing Management (7th. ed.). Prentice-Hall Intl. Co
  18. Llosa, Sylvie, Jean Louis Chandon, and Chiara Orsingher(1998). "An Empirical Study of SERVQUAL's Dimensionality," The Service Industries Journal, 18(2), 16-44. https://doi.org/10.1080/02642069800000017
  19. Mee-Kyoung Jung(2008), The Effect of mechanical and Human Interaction Quality on Customer Satisfaction and Loyalty in the Call center, Graduate School of Business Administration, Korea University,
  20. Nelson, R. R., Peter A. Todd, and Barbara H.W(2005), "Antecedents of Information and System Quality: An Empirical Examination Within the Context of Data Warehousing, Journal of Management Information Systems, 21(4), pp.199-235. https://doi.org/10.1080/07421222.2005.11045823
  21. Oliver, R, L.(1997),. Satisfaction: A behavioral perspective on the consumer. New Yo가: McGraw-Hill.
  22. Parasuraman, A. Valerie A. Zeithaml, and Leonard. L. Berry(1988), SERVQUAL: A Multiple ltem Scale for Measuring Consumer Perceptions of service Ouality. Journal of Retailing 64(1), 12-40.
  23. Parasuraman, A. Valerie A. Zeithaml, and Leonard. L. Berry(1991), "Refinement and Reas-sessment of the SERVQUAL Scale," Journal of Retailing , 67(4), 420-50.
  24. Park, Kyun Chul(2006), "A Study on the Influence of Service Quality on Customer Satisfaction in the call Center", Graduate School of Hansung University,
  25. Rust, R. T. and R. L. Oliver. 1994. Service quality:Insights and managerial implications from thefrontier, in Service Quality:New Directions in Theory and Practice, Roland T. R and R. L. Oliver(Eds), Thousand OakCA:Sag Publications:1-19.
  26. Seo, Hyo-Young, "SERVPERF - Based Study on the Effects of Service Quality on Customer Satisfaction in the Call Center", Graduate School of Chonnam National University.
  27. Strasser, S. and Davis, R. M.(1991), Measuring patient satisfaction for improved patient services. Ann Arbor MI., Health Administration Press.