Call Center Service Quality Evaluation Studies

The Call Center has been used since thirty years ago.Now with the developing of the call center theory,especially in the recent decade, the Call Center has quickly developed into a new rising industry in both domestic and abroad.The rapid development of Call Center has also brought a series of questions such as absence of service mindset,can not catch up the new service concept,which can be cauterized as service quality problem.The service quality of Call Center has become a key factor when facing competition.How to measure and evaluate the Call Center service quality and find out the key points of improving service quality are the essential contents of call center service quality management.At present,the evaluation study of Call center service quality is mostly qualitative research and there is only very few quantitative research.This thesis is based on the study of a large number of literatures from domestic and abroad and determined to use the service quality gap theory and the evaluation of SERVQUAL model as the study basis.Based on the analysis of call center properties,the call center evaluation matrix has been set up,which include 5 elements as Tangibles, Reliability,Responsiveness,Assurance,and Empathy as well as 23 evaluation items.The thesis introduce a real case study of company C.Based on the design of the questionnaire form,the investigation happened by collecting questionnaire form by e-mail and all acquired data are analyzed by SPSS software which include samples of mathematical description,reliability and validity testing,factor analysis, regression analysis,T-test,etc.According to the statistical analysis and other analytical methods results,it is showed that impaction to call center service quality come from various elements and different element will affect the quality of service in different way,which can be sorted by its weight as Tangible,Reliability,Responsiveness, Assurance,Empathy.Based on this research,this thesis give company C some advice as reference.This thesis demonstrates that the SERVQUAL theory is applicable to call Center in China,which has a certain theoretical significance.In addition,the tools developed in this thesis can be used to identify the existing problems by evaluation,which is good solution to improving the service quality.Due to it's a thesis with practical and specific contents,it will be a good reference for call center service quality quantitative study.