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

See all articles by Timothy L. Keiningham

Timothy L. Keiningham

Ipsos Loyalty - North America

Lerzan Aksoy

Koc University

Tor Wallin Andreassen

Norwegian School of Management

Bruce Cooil

Vanderbilt University - Statistics

Barry J. Wahren

Ipsos Loyalty

Abstract

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

Keiningham, Timothy L. and Aksoy, Lerzan and Andreassen, Tor Wallin and Cooil, Bruce and Wahren, Barry J., Call Center Satisfaction and Customer Retention in a Co-Branded Service Context. Managing Service Quality, Vol. 16, pp. 269-289, 2006. Available at SSRN: https://ssrn.com/abstract=922132

Timothy L. Keiningham (Contact Author)

Ipsos Loyalty - North America ( email )

Parsippany, NJ
United States

Lerzan Aksoy

Koc University ( email )

Cayir Cad. No: 5 Istinye
Sariyer 80910, Istanbul, 34450
Turkey

Tor Wallin Andreassen

Norwegian School of Management ( email )

P.O. Box 580
NO - 1302 Sandvika
Norway

Bruce Cooil

Vanderbilt University - Statistics ( email )

Nashville, TN 37203
United States

Barry J. Wahren

Ipsos Loyalty ( email )

Parsippany, NJ

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