Research On The Service Quality Of Call-center

Service industry is playing the more and more important role in the entire world economics. As an important way for enterprises to transfer service to customers, call-center has become an information platform with universal application in various industries. Therefore the service quality of the call-center has attracted close attention.At present, the interior research of the service quality mainly uses the qualitative analysis; either quotes the existed evaluation methods or models of western to make qualitative analysis. However, the evaluation of service quality in different industries lacks the focalization or discrimination. In views of this, the research object of this paper is the call-center and the research core is to construct a theoretical model to evaluate the service quality. In order to reveal the influencing factors of the service quality of the call-center and reflect the relationship of above factors.Basing on many literatures about service quality, the author analyses the concept and the measuring methods of service quality, then discovers that most of applied models in existence relate to PZB'service quality model in 1988. All of them depend on customer aesthesia to evaluate service quality.Through on-site investigations and the depth research, the author observes that customer's subjective factors play larger intervention in this process. Inconsistent of the customer experience have had a significant impact on the objectivity of evaluation service quality. Moreover, there is so much consideration about the impact and final result of the service in the process of evaluation, result in the neglect of the reaction of the internal frontline workers and a series of factors which can influence the enterprises service quality such as internal control processes, effective management, support systems. As a result, conducting management and measuring service quality meet more difficulties. Therefore, this paper seeks to participate in service as a bystander and explores the key factors affecting the service quality, and then establishes a mature and objective evaluation method. In the process of establishing service quality evaluation model, based on the identity of bystanders and the principle of objectively experiencing service quality, according to the characteristics of our country's call center, we revised the SERVQUAL model and proposed that there are some factors affecting the service quality of call-center. From the standard diction to the service attitude, and the level of professional, and then the call center support systems, we comprehensively evaluate the service quality of call-center. So PZB's five-dimensional model assures the integrity of the Service Quality evaluation dimensions.To enable these concepts can be accurately defined and converted into observation and measurable elements, in scale designing process, we have experienced problems identified, detection, correction, and deep detection process. For example, the concept of service, in order to better measure and collect data, we propose various factors such as the Speed, tone of voice, degree of enthusiasm services to examine it. Finally, we identified that service quality of Call Center evaluation scale is constituted of 5 dimensions, 11 elements. The process effectively guarantees the accuracy of the item and the validity of the model.The modified model can fit the background of China's cultural exactly, but whether it can be applied in the practical operation and its role is a major concern. Based on the indicator system, the author processes empirical research on the largest and the most typical call center. From detecting to stability testing finally, we have had five phases of data collection. Each phase we collect at least 640 questionnaires. The paper uses SPSS 13.0 to make a foundation statistical analysis, and gets the following main conclusions;First, the factors influencing the service quality of call-center are variety. The service quality of call center evaluation model can make good explanation. Most hypotheses have been supported by data, such as passion of service, tone of voice, speed, waiting time, standardized operation, basic operating system, the knowledge base, the level of courtesy and so on.Second, the importance of various factors is very different. In the process of improving the customer representative's service quality, the enterprise should consider the dominant influencing factors and pay more attention to them. Service attitude is the most important factor. In the process of delivering service, business skill is a pre-condition. When the risk is controllable, we should focus on the unification of service standard. During this process, we need always to control operating system, improve and optimize the knowledge base and support systems continuously. At last ban diction and courtesy diction should be given a high attention and make a deep research and improvement.Third, the key is evaluating the service quality objectively in the process of service. Previous research collected data with customer perception after providing the service. But in an auditing way, we can evaluate the service quality in the service process. This method can avoid separating the service quality from the process of service effectively, adequately reflects the influence of service process on service quality.