Abstract
This study aimed to test the relationship between service convenience (time and effort expenditures), in a Call Center setting, and customers repurchase behaviour.
A database of 133 783 customers and 376 057 contacts were analyzed in what concerns three Call Center performance indicators, representative of customers’ time and effort: First Call Resolution (FCR), Average Handling Time and Repeated Calls.
Time and effort expenditures on Call Centers were proved to be related to repurchase. Customers at early stages of their relationship with the service, low value customers and those participating on loyalty programs, were the most sensitive to time and effort expenditures on Call Centers. Understanding the impact of customers’ time and effort on customers repurchase behaviour and knowing the customers less likely to wait and expend efforts, managers must seek to improve Call Centers performance, and select who are the customers to answer first.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Berry, L.L., Seiders, K., Grewal, D.: Understanding service convenience. J. Mark. 66(3), 1–17 (2002)
Seiders, K., Voss, G.B., Grewal, D., Godfrey, A.L.: Do satisfied customers buy more? Examining moderating influences in a retailing context. J. Mark. 69(4), 26–43 (2005)
Colwell, S.R., Aung, M., Kanetkar, V., Holden, A.L.: Toward a measure of service convenience: multiple-item scale development and empirical test. J. Serv. Mark. 22(2), 160–169 (2008)
Thuy, P.N.: Using service convenience to reduce perceived cost. Mark. Intell. Plann. 29(5), 473–487 (2011)
Chang, K.C., Chen, M.C., Hsu, C.L., Kuo, N.T.: The effect of service convenience on post-purchasing behaviours. Ind. Manage. Data Syst. 110(8–9), 1420–1443 (2010)
Cheong, K., Kim, J., So, S.: A study of strategic call center management: relationship between key performance indicators and customer satisfaction. Eur. J. Soc. Sci. 6(2), 268–276 (2008)
Anton, J.: The past, present and future of customer access centers. Int. J. Serv. Ind. Manage. 11(2), 120–130 (2000)
Copeland, M.: Relation of consumers’ buying habits to marketing methods. Harvard Bus. Rev. 1(3), 282–289 (1923)
Holton, R.H.: The distinction between convenience goods, shopping goods, and specialty goods. J. Mark. 23(1), 53–56 (1958)
Brown, L.G.: The strategic and tactical implications of convenience in consumer product marketing. J. Consum. Mark. 6(3), 13–19 (1989)
Brown, L.G.: Convenience in services marketing. J. Serv. Mark. 4(1), 53–59 (1990)
Seiders, K., Berry, L.L., Gresham, L.G.: Attention, retailers! How convenient is your convenience strategy? Sloan Manag. Rev. 41(3), 79–89 (2000)
Berry, L.L.: The time-buying consumer. J. Retail. 55(4), 58–69 (1979)
Anderson, W.T.: Identifying convenience-oriented consumer. J. Mark. Res. 8(2), 179–183 (1971)
Anderson Jr., W.T.: Convenience orientation and consumption behaviour. J. Retail. 48(3), 49–71 (1972)
Yale, L., Venkatesh, A.: Toward the construct of convenience in consumer research. Adv. Consum. Res. 13(3), 403–408 (1986)
Seiders, K., Voss, G.B., Godfrey, A.L., Grewal, D.: SERVCON: development and validation of a multidimensional service convenience scale. J. Acad. Mark. Sci. 35(1), 144–156 (2007)
Farquhar, J.D., Rowley, J.: Convenience: a services perspective. Mark. Theory 9(4), 425–438 (2009)
Strober, M.H., Weinberg, C.B.: Working wives and major family expenditures. J. Consum. Res. 3, 141–147 (1977)
Reilly, M.D.: Working wives and convenience consumption. J. Consum. Res. 8(4), 407–418 (1982)
McEnally, M., Brown, L.: Do perceived time pressure, life cycle stage and demographic characteristics affect the demand for convenience? Eur. Adv. Consum. Res. 3, 155–161 (1998)
Morganosky, M.A.: Cost-versus convenience-oriented consumers: demographic, lifestyle, and value perspectives. Psychol. Mark. 3(1), 35–46 (1986)
Brown, L.G., McEnally, M.R.: Convenience: definition, structure and application. J. Mark. Manage. 2(2), 47–56 (1993)
Feinberg, R.A., Kim, I.S., Hokama, L., De Ruyter, K., Keen, C.: Operational determinants of caller satisfaction in the call center. Int. J. Serv. Ind. Manage. 11(2), 131–141 (2000)
Aksin, Z.N., Armony, M., Mehrotra, V.: The modern call center: a multi-disciplinary perspective on operations management research. Prod. Oper. Manage. 16(6), 665–688 (2007)
Jaiswal, A.K.: Customer satisfaction and service quality measurement in Indian call centres. Manag. Serv. Qual. 18(4), 405–416 (2008)
Michell, P.J.: Alighning customer call centres for 2001. Telemark. Call Centre Solutions 16(10), 64–69 (1998)
Mattila, A.S., Mount, D.J.: The role of call centers in mollifying disgruntled guests. Cornell Hotel Restaurant Adm. Q. 44(4), 75–80 (2003)
Robinson, G., Morley, C.: Call centre management: responsibilities and performance. Int. J. Serv. Ind. Manag. 17(3), 284–300 (2006)
Abdullateef, A.O., Mokhtar, S.S.M., Yusoff, R.Z.: The mediating effects of first call resolution on call centers’ performance. J. Database Mark. Custom. Strategy Manage. 18(1), 16–30 (2011)
Dean, A.M.: The impact of the customer orientation of call center employees on customers’ affective commitment and loyalty. J. Serv. Res. 10(2), 161–173 (2007)
Burgers, A., De Ruyter, K., Keen, C., Streukens, S.: Customer expectation dimensions of voice-to-voice service encounters: a scale-development study. Int. J. Serv. Ind. Manage. 11(2), 142–161 (2000)
Ruyter, K., Wetzels, M.G.: The impact of perceived listening behaviour in voice-to-voice service encounters. J. Serv. Res. 2(3), 276–284 (2000)
Mattila, A.S., Mount, D.J.: The Impact of timeliness on complaint satisfaction in the context of call-centers. J. Hospitality Leisure Mark. 14(3), 5–16 (2006)
Mount, D.J., Mattila, A.: The final opportunity: the effectiveness of a customer relations call center in recovering hotel guests. J. Hospitality Tourism Res. 24(4), 514–525 (2000)
Mount, D.J., Mattila, A.: Last chance to listen: listening behaviours and their effect on call center satisfaction. J. Hospitality Tourism Res. 26(2), 124–137 (2002)
Betts, A., Meadows, M., Walley, P.: Call centre capacity management. Int. J. Serv. Ind. Manage. 11(2), 185–196 (2000)
Dean, A.M.: Rethinking customer expectations of service quality: are call centers different? J. Serv. Mark. 18(1), 60–78 (2004)
Marr, B., Neely, A.: Managing and measuring for value: the case of call center performance. Cranfield School of Management; Fujitsu (2004)
Anton, J., Setting, T., Gunderson, C.: Offshore company callcenters: a concern to U.S. consumers. Technical report, Purdue University Center for Customer-Driven Quality (2004)
Gilmore, A., Moreland, L.: Call Centres: How can service quality be managed? Ir. Mark. Rev. 13(1), 3–11 (2000)
Bennington, L., Cummane, J., Conn, P.: Customer satisfaction and call centers: an Australian study. Int. J. Serv. Ind. Manage. 11(2), 162–173 (2000)
Miciak, A., Desmanais, M.: Benchmarking service quality performance at business-to-consumer call centres. J. Bus. Ind. Mark. 16(5), 340–453 (2001)
Kolar, T.: Evaluating the performance of call centres frim consumers’ perspective: marketing research industry example. Manage. J. Contemp. Manage. Issues 11(2), 53–76 (2006)
Anton, J.: Call Center Management by the Numbers. Purdue University Press/Call Center Press, Annapolis (1997)
Pontes, M.C., O’brien Kelly, C.: The identification of inbound call center agents’ competencies that are related to callers’ repurchase intentions. J. Interact. Mark. 14(3), 41–49 (2000)
Jouini, O., Koole, G., Roubos, A.: Performance indicators for call centers with impatient customers. IIE Trans. 45(3), 341–354 (2013)
Feinberg, R.A., Hokama, L., Kadam, R., Kim, I.-S.: Operational determinants of caller satisfaction in the banking/financial services call center. Int. J. Bank Mark. 20(4), 174–180 (2002)
Van Dun, Z., Bloemer, J., Henseler, J.: Perceived customer contact centre quality: conceptual foundation and scale development. Serv. Ind. J. 31(8), 1347–1363 (2011)
Staples, W., Dalrymple, J., Bryar, R.: Assessing call centre quality using the SERVQUAL model. In: 7th International Conference on ISO (2002)
Dean, A.M.: Service Delivery and Operations Objectives: Listening to Call Centre Customers, Monash University. Department of Management. Faculty of Business and Economics (2004)
Lau, E.K.W., Chan, W.: An integrative framework capturing customer satisfaction and service quality in call centers. Rev. Bus. Res. 12(3), 76–82 (2012)
Aagja, J.P., Mammen, T., Saraswat, A.: Validating service convenience scale and profiling customers: a study in the indian retail context. VIKALPA 36(4), 25 (2011)
Chang, Y.-W., Polonsky, M.J.: The influence of multiple types of service convenience on behavioural intentions: the mediating role of consumer satisfaction in a Taiwanese leisure setting. Int. J. Hospitality Manage. 31(1), 107–118 (2012)
Chang, M.-Y., Chen, K., Pang, C., Chen, C.-M., Yen, D.C.: A study on the effects of service convenience and service quality on maintenance revisit intentions. Comput. Stan. Interfaces 35(2), 187–194 (2013)
Armistead, C., Kiely, J.: Creating strategies for managing evolving customer service. Manag. Serv. Qual. 13(2), 164–170 (2003)
Aguir, S., Karaesmen, F., Akşin, O.Z., Chauvet, F.: The impact of retrials on call center performance. OR Spectr. 26(3), 353–376 (2004)
Hinkle, D., Wiersma, W., Jurs, S.G.: Applied Statistics for the Behavioural Sciences, 5th edn. Houghton MifflinCompany, Boston (2003)
Pestana, M.H., Gageiro, J.N.: Análise de dados para ciências sociais: a complementaridade do SPSS, 2nd edn. Edições Silábo Lda, Lisboa (2000)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Springer International Publishing Switzerland
About this paper
Cite this paper
Proença, J.F., Fernandes, M. (2015). Service Convenience on Call Centers: Impacts on Repurchase. In: Nóvoa, H., Drăgoicea, M. (eds) Exploring Services Science. IESS 2015. Lecture Notes in Business Information Processing, vol 201. Springer, Cham. https://doi.org/10.1007/978-3-319-14980-6_14
Download citation
DOI: https://doi.org/10.1007/978-3-319-14980-6_14
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-14979-0
Online ISBN: 978-3-319-14980-6
eBook Packages: Computer ScienceComputer Science (R0)