Preliminary communication
EVALUATING THE PERFORMANCE OF CALL CENTRES FROM CONSUMERS’ PERSPECTIVE: MARKETING RESEARCH INDUSTRY EXAMPLE
Tomaž Kolar
Abstract
This paper aims to explore customer perspectives regarding the evaluation of telephone interaction with an emphasis on a specific type of telephone encounter - telephone survey interviews. The empirical study consisted of two phases, both based on qualitative research methods. The results of the first phase of the research suggest that customers are becoming increasingly critical and have high expectations, which are reflected in a rich array of their evaluative criteria. Results reveal some specific elements of perceived value, dis/satisfaction and quality dimensions, of which human factors and the conversation scenario characteristics seem to be the most important ones, while some specific normative and ideal customer expectations also seem important in this context.
Keywords
Hrčak ID:
19147
URI
Publication date:
20.12.2006.
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