Conceptual model of the impacts of CRM dimensions of call center employees on caller's first call resolution and satisfaction

• Main Authors: Abdullateef, Aliyu Olayemi, Mohd Muktar, Sany Sanuri, Yusoff, Rushami Zien
• Format: Conference or Workshop Item
• Language: English
• Published: 2010
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/4200/1/Ali.pdf; http://repo.uum.edu.my/4200/; http://cob.uum.edu.my/ictom

This research aims at developing a conceptual framework and valid prepositions on the impacts of Customer Relationship Management (CRM) dimensions of call center employees on inbound caller’s first call resolution and satisfaction. The researchers primarily use qualitative approach that involves detail literature reviews of academic literatures and industry reports on CRM and customer contact centers. The extant literatures suggest that there exist positive relationship between CRM dimensions, perceived service quality, inbound first call resolution and caller satisfaction. Given that this paper is based on qualitative approach, there is need to embark on empirical data gathering to validate the conceptual model presented. Evidence from existing literatures have established that for call centers to achieve operational efficiency in its perceived service quality, first call resolution and caller satisfaction, managements of contact centers need to integrate CRM dimensions into its operations’ measurement practices. This research extensively review existing literatures on CRM dimensions and measurements,specifically how it impact the contact center industry. It primarily avails both the academic and contact center management the benefits that are inherent in measuring the impact of CRM dimensions on perceived service quality, inbound first call resolution and caller satisfaction. The research finally proposed a model for future empirical testing.