Customer satisfaction and service quality measurement in Indian call centres

Abstract

Purpose – The purpose of this research is to examine customer satisfaction and service quality measurement practices followed in call centres.

Design/methodology/approach – The study uses qualitative methodology involving in‐depth interviews. The respondents were senior managers belonging to quality or operation divisions in four large call centres in India.

Findings – It is found that service quality management in call centres disregards customers. The study suggests that call centre managers overly depend on operational measures. Customer orientation in assessing service performance is either low or absent in most call centres.

Research limitations/implications – Since the study has used qualitative methodology, observations and findings need to be validated with empirical data.

Practical implications – The paper suggests that call centres need to develop systematic and comprehensive measurement of perceived service quality in order to provide superior call centre experience to their customers.

Originality/value – The paper is the first systematic study that examines customer satisfaction and service quality measurement practices in call centres in India, a country which has emerged as a leading player in the global business process outsourcing industry.