عنوان انگلیسی مقاله:

Service quality measure of B2C company based on customer complaints

ترجمه عنوان مقاله: اندازه خدمات کیفیت شرکت B2C بر اساس شکایات مشتریان

رشته: مدیریت بازاریابی

سال انتشار: 2012

تعداد صفحات مقاله انگلیسی: 4 صفحه

منبع: IEEE

نوع فایل: pdf

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چکیده مقاله

As an important department in B2C companies, call centers are playing an irreplaceable role in the e-business services. How to define a suitable instrument for evaluating the quality level of call centers in B2C companies is becoming a hot topic. Taking the SERVQUAL and E-S-QUAL as theoretical foundations, a novel service quality measurement scale is developed in this paper. A B2C company is studied and the field data are analyzed from which the main daily business and characteristics of the call center are obtained. Then, thousands of customer complaint logs are explored through which the service quality measurement instrument suitable for call centers, entitled CC-SERVQUAL, is constructed.

Keywords: Call center, B2C company; B2C company; Service quality measurement, Customer complaints

فرضیات مقاله

The portion of service industry sector is becoming more and more important in the economy development and its contribution in GDP has increased growing quickly, services are increasingly important to economy. The B2C company, one of the Internet-based service enterprises, is accepted by the customer gradually. As an intermediate node, call centers play an important role to connect web corporations and their customers. The service quality of a call center directly impact enterprises’ reputation and customers’ honesty to enterprises, and may affect enterprise’s profits ultimately.

Through the past decade, call center has become a central element in the way information services are produced and delivered to the public (Bob Russell, 2008) [1]. Call centers are service operations that cater to customer needs via the telephone (Taylor, P.and Bain,P,1999) [2]. A call center has three essential elements. First, the call center is a dedicated operation with employees focused entirely on the customer service function. Second, those employees are using telephones and computers simultaneously. Third, the customer calls are processed and controlled by an automatic distribution system.

 

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