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http://dx.doi.org/10.7469/JKSQM.2012.40.4.531

The Effects of the Perceived Call Center Service Quality on Service Loyalty - Focused on Mediating Effects of the Perceived Brand Personality -  

Lee, Myeong Sik (Dept. of Business Administration, Sangmyung University)
Kim, Gyoung Suk (Korea Sustainable Development Center)
Publication Information
Journal of Korean Society for Quality Management / v.40, no.4, 2012 , pp. 531-542 More about this Journal
Abstract
Purpose: This study examines the causal relationship among perceived call center service quality, perceived brand personality, and service loyalty. Methods: This study employs call center services in mobile phone, credit card, and internet shopping, to collect data from respondents via on-line survey, and analyzes causal relationship among above-mentioned three constraints. Results: Perceived call center service quality has a positive impact on perceived brand personality and service loyalty. Perceived brand personality has a positive impact on service loyalty. Cognitive loyalty has a positive influence on attitudinal loyalty. Attitudinal loyalty has a positive impact on behavioral loyalty. Perceived brand personality has a mediating effect towards perceived call center service quality and service loyalty. Conclusion: In order to improve service loyalty, it is necessary to understand diverse variables. Call center service companies are required to find the ways to improve their service quality, while positively applying the techniques of differentiating the brand personality used by manufacturing companies.
Keywords
Perceived Call Center Service Quality; Perceived Brand Personality; Service Loyalty;
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Times Cited By KSCI : 1  (Citation Analysis)
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