Drivers of Efficient Service Delivery and Caller Satisfaction: A Model of CRM Customer Contact Centres in Malaysia
The benefits of CRM projects on business development has been a subject of discussion globally since 1990s. Evidence from different literature had equally established that there has been an increase in the attention paid to CRM by researchers, but to date, not much attempt has been made to develop...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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UUM Press
2010-12-01
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| Series: | International Journal of Management Studies |
| Subjects: | |
| Online Access: | https://e-journal.uum.edu.my/index.php/ijms/article/view/9998 |
| _version_ | 1797943180239306752 |
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| author | Aliyu Olayemi Abdullateef Sany Sanuri Mohd Mokhtar Rushami Zien Yusuf |
| author_facet | Aliyu Olayemi Abdullateef Sany Sanuri Mohd Mokhtar Rushami Zien Yusuf |
| author_sort | Aliyu Olayemi Abdullateef |
| collection | DOAJ |
| description |
The benefits of CRM projects on business development has been a subject of discussion globally since 1990s. Evidence from different literature had equally established that there has been an increase in the attention paid to CRM by researchers, but to date, not much attempt has been made to develop a valid framework upon which the impact of CRM projects on the drivers of efficient service delivery and caller satisfaction in customer contact centre industry. This paper proposes a conceptual framework for measuring the drivers of efficient service delivery and caller satisfaction in customer contact centre. Given the need for more information that will assist in developing a viable theoretical framework for investigating service delivery in CRM contact centres, an exploratory pilot interview was conducted in four internationally recognised CRM customer contact centres that are based in Malaysia. The current results revealed a total of four major drivers of efficient service delivery (client factors, technology, process, and people), plus first call resolution as the determinant of caller satisfaction. Necessary recommendations as a guide for future research are also suggested.
Keywords: Customer relationship management (CRM); service delivery; caller satisfaction; contact centre. |
| first_indexed | 2024-04-10T20:19:07Z |
| format | Article |
| id | doaj.art-a3408dfb6ce54f9caacaed0a149525ba |
| institution | Directory Open Access Journal |
| issn | 2232-1608 2180-2467 |
| language | English |
| last_indexed | 2024-04-10T20:19:07Z |
| publishDate | 2010-12-01 |
| publisher | UUM Press |
| record_format | Article |
| series | International Journal of Management Studies |
| spelling | doaj.art-a3408dfb6ce54f9caacaed0a149525ba2023-01-26T03:13:13ZengUUM PressInternational Journal of Management Studies2232-16082180-24672010-12-01172Drivers of Efficient Service Delivery and Caller Satisfaction: A Model of CRM Customer Contact Centres in MalaysiaAliyu Olayemi Abdullateef0Sany Sanuri Mohd Mokhtar1Rushami Zien Yusuf2UUM College of Business Universiti Utara MalaysiaUUM College of Business Universiti Utara MalaysiaUUM College of Business Universiti Utara Malaysia The benefits of CRM projects on business development has been a subject of discussion globally since 1990s. Evidence from different literature had equally established that there has been an increase in the attention paid to CRM by researchers, but to date, not much attempt has been made to develop a valid framework upon which the impact of CRM projects on the drivers of efficient service delivery and caller satisfaction in customer contact centre industry. This paper proposes a conceptual framework for measuring the drivers of efficient service delivery and caller satisfaction in customer contact centre. Given the need for more information that will assist in developing a viable theoretical framework for investigating service delivery in CRM contact centres, an exploratory pilot interview was conducted in four internationally recognised CRM customer contact centres that are based in Malaysia. The current results revealed a total of four major drivers of efficient service delivery (client factors, technology, process, and people), plus first call resolution as the determinant of caller satisfaction. Necessary recommendations as a guide for future research are also suggested. Keywords: Customer relationship management (CRM); service delivery; caller satisfaction; contact centre.https://e-journal.uum.edu.my/index.php/ijms/article/view/9998Customer relationship management (CRM)service deliverycaller satisfactioncontact centre |
| spellingShingle | Aliyu Olayemi Abdullateef Sany Sanuri Mohd Mokhtar Rushami Zien Yusuf Drivers of Efficient Service Delivery and Caller Satisfaction: A Model of CRM Customer Contact Centres in Malaysia International Journal of Management Studies Customer relationship management (CRM) service delivery caller satisfaction contact centre |
| title | Drivers of Efficient Service Delivery and Caller Satisfaction: A Model of CRM Customer Contact Centres in Malaysia |
| title_full | Drivers of Efficient Service Delivery and Caller Satisfaction: A Model of CRM Customer Contact Centres in Malaysia |
| title_fullStr | Drivers of Efficient Service Delivery and Caller Satisfaction: A Model of CRM Customer Contact Centres in Malaysia |
| title_full_unstemmed | Drivers of Efficient Service Delivery and Caller Satisfaction: A Model of CRM Customer Contact Centres in Malaysia |
| title_short | Drivers of Efficient Service Delivery and Caller Satisfaction: A Model of CRM Customer Contact Centres in Malaysia |
| title_sort | drivers of efficient service delivery and caller satisfaction a model of crm customer contact centres in malaysia |
| topic | Customer relationship management (CRM) service delivery caller satisfaction contact centre |
| url | https://e-journal.uum.edu.my/index.php/ijms/article/view/9998 |
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