The Research On Customer-oriented Service Quality Management Of Call Center

In nowadays customer economy era, the market economy is transforming from company-oriented to customer-oriented, and the competition among companies has changed from product price competition to current service quality competition. As the information service platform for a company to establish good communication with customers, call centers help enterprises to capture customer need timely and provide high-quality services to customers, through improving customer satisfaction and loyalty to gain sustainable competitive advantage. With the rapid development of information technology such as mobile internet, cloud computing, social networking and so on, call center has become an emerging service industry and gained wide attention from all sectors of society. Through the literature review found that, the domestic and foreign research achievements about call centers have concentrated on the call center’s basic concept, structure, key technology, industry development mode, service quality and so on in recent years. Among them, the existing related research results of call center service quality are mostly based on the research perspective of enterprise value, not well reflect the role of customer value in the call center development. Therefore, this paper will take the customer value oriented, research on how to build an effective call center service quality management model, in order to achieve the enterprise value and customer value and win-win, and promote the healthy and sustainable development of call center industry.This paper falls into five sections: Chap.1 expounded the research background and significance, the research content and structure, the research methods and technology route, the main innovation of this paper; Chap.2 reviewed the theory research findings as to customer value, service quality management and call center service quality management at home and abroad; Chap.3 followed the relevant theory basic and principles, constructed the conceptual model-call center service quality management model oriented by customer and made a concrete analysis of the model based on the perspective of “customerenterprise”; Chap.4 tested the applicability of the model by the case of Wan Sheng Telecom Company’s call center service quality management and put forward the corresponding improvement strategies and implementation of security according to the analysis results of the service quality of this company’s call center; Chap.5 further put forward the strategies and suggestion of customer value oriented call center service quality management, according the case study contents, based on the research model and related theories of this paper, linking theory with practice. Chap.6 summarized this paper’s main research fruits and the further prospects.This research mainly adopts three research methods:(1) Using the literature analysis method, to find out that gap or deficiency and determine the research problem of this paper through the review of relevant research literature at home and abroad;(2) Using the normative analysis method, to build a conceptual model of call centers’ service quality management oriented by the customer value according to the relevant theoretical research achievements, based on the analysis of call centers development and study status of business and academic circles, and make qualitative analysis on the elements of this model;(3) Using the case study method, to analyze and test the application of call center service quality management model making Wan Sheng Telecom Company’s call center service quality management practice as the case, and propose the strategies and securities to improve the company’s existing call center service quality management system. This paper comprehensively and systematically studied the service quality management of the call centers, in order to further enrich the existing call center research theory, provide an important theoretical basis for the follow-up research in this field, and scientifically guide the call center service quality management practice in business circles.