Exploring the influence of the human factor on customer satisfaction in call centres

Abstract

The aim of this study is to explore the human or employee-related factors that shape customer satisfaction in the context of call centres. The literature review draws from a range of disperse disciplines including Service Quality, Human Resource Management and Marketing. The empirical study explores the different variables identified to obtain a nuanced analysis of the employee-related paths that lead to customer satisfaction in call centres. The study employs data from 109 call centres and utilises PLS for our exploratory purposes. Call centre managers should note that investing in HR practices will pay off in terms of improving the elusive phenomenon of customer satisfaction within call centres.