Call Center Satisfaction and Customer Retention in a Co-Branded Service Context
Managing Service Quality, Vol. 16, pp. 269-289, 2006
Posted: 8 Aug 2006
Purpose of This Paper This paper examines call center satisfaction in an escalated call center context where callers are organization members of the primary/leveraged brand and have purchased additional co-branded services as part of their membership. The relationship between call center satisfaction and actual retention of both the co-branded service offered and the primary brand (call center operated by the membership organization) is examined.
Design/Methodology/Approach The survey data used in the analyses involves a sample size of 88 respondents, all members of a large, national nonprofit organization in the US. Factor analysis and logistic regression was used to test the propositions.
Findings The results indicate that caller satisfaction has 4 dimensions similar to those found in SERVQUAL. Although call center satisfaction dimensions are not significant for co-branded service retention, the empathy dimension is most important to primary/leveraged brand retention.
Research Limitations/Implications One of the limitations of this research is that it tests the propositions within a single firm regarding calls concerning a single category (insurance). Future research should attempt to replicate these findings in other call center contexts.
Practical Implications Caller perceptions of service quality (specifically empathy) in the wake of a perceived service failure, while not very helpful to co-branded service retention, actually mitigate primary/leveraged brand membership loss.
What is Original/Value of Paper This study addresses the lack of research tying escalated call center satisfaction and both retention of the co-branded service in addition to retention of the primary leveraged brand using actual retention data.
Keywords: Customer Satisfaction, Co-branded Services, Customer Retention, Call Center, Customer Service, Research Paper
JEL Classification: M30, M31, M37
Suggested Citation: Suggested Citation