Service delivery and operations objectives: listening to call centre customers
Dean, Alison M
10.4225/03/59fab0e566682
https://bridges.monash.edu/articles/journal_contribution/Service_delivery_and_operations_objectives_listening_to_call_centre_customers/5562205
This paper argues that, in services, the participation of the customer in service delivery means that the traditional resource utilisation/customer satisfaction dichotomy used by many operations managers is too simplistic. In particular, the paper uses qualitative data from customers of two call centres to suggest that operations objectives need to place greater emphasis on the role of coproduction, manifest in customers' expectations and experiences of quality in their service encounters with frontline employees. The paper highlights the different findings for end consumers of insurance when compared to business customers of a bank, and concludes with suggestions for future research and for practicing managers.
2017-11-02 05:45:08
Operations management objectives
Call centres
Service encounters
Service quality
Service climate
Customer expectations
Australia
2004
1959.1/2527
monash:2527