The Loyalty-Based Service Improvement: A Case Study of Call Center in Thai Telecommunication Company
There are many literatures emphasizing the roles of service quality on the customer loyalty. Many approaches have been employed to enhance the extent of quality in service operations. The acknowledgement of operations contributing to the customer loyalty can point out in which operations should be concentrated on. Customer loyalty is proved to have relationships to the service quality. Often, service quality cannot be met all requirements or effectively adopted in all activities. The question is that which activities considered as critical ones to which contributing to customer loyalty. However, there is little guidance in the literature about critical operations have an influence on the customer loyalty. In call center environment, there are many activities involved and this is formalized comparing to other services. This paper, therefore, reports on a study that explores the critical activities contributing to customer loyalty in different call center environment. This suggests service providers ensure the quality of their service to the customers and target to the customer loyalty.
Wuttigrai Ngamsirijit
College of Innovation, Thammasat University, Bangkok 10200 Thailand
国际会议
青岛
英文
131-135
2010-07-15（万方平台首次上网日期，不代表论文的发表时间）