Çağrı Merkezi Hizmetlerinde Müşteri Beklentisi Boyutlarının Müşteri Tatmini Üzerindeki Etkisinin PLS-Sem İle Ölçümü

Günümüzde çağrı merkezleri pek çok işletme için stratejik olarak önemlidir. Çağrı merkezleri işletmelere müşterileri ile uzun dönemli ilişkiler geliştirmelerinde yardımcı olur ve müşteri tatmini için işletme ile müşteri arasında kritik bir kanalı temsil eder. Müşteri tatmininin oluşmasında çağrı merkezi çalışanlarının davranışları ve bu davranışlar ile etkilenen müşteri beklentileri önemlidir. Bu çalışmanın amacı, çağrı merkezi çalışanlarının davranışına ilişkin müşteri beklenti boyutlarının (uyarlama, güvence, empati, yetki) müşteri tatminine olan etkisini araştırmak ve işletmelere müşteri ilişkileri yönetiminde strateji önerilerinde bulunmaktır. Araştırma modelinin test edilmesi için PLS-Sem yöntemi kullanılmıştır. Elde edilen araştırma bulgularına göre, müşteri beklenti boyutlarından uyarlama, güvence ve yetki boyutlarının müşteri tatmini üzerinde istatistiksel olarak anlamlı ve olumlu bir etkisinin olduğu, empati boyutunun ise olumlu etkisinin olmadığı tespit edilmiştir.

The Measurement of the Influence of Customer Expectations’ Dimensions on Customer Satisfaction in Call Center Services with PLS-Sem

Call centers are strategically important for many companies. Call centers help companies to develop long term relations with customers and also represent an important channel between the customer and the company for customer satisfaction. The behaviour of call center employees and customer expectations that are influenced by the behaviour are important in forming customer satisfaction. The aim of this study is to explore the influence of customer expectations’ dimensions (adaptiveness, assurance, empathy, authority) on customer satisfaction and to propose strategies for companies in their customer relationship management. PLS-Sem is used for testing the research model. According to the research findings, adaptiveness, assurance and authority dimensions were found to have a statistically significant and positive influence on customer satisfaction while empathy dimension was not found to have a statistically significant and positive influence on customer satisfaction.

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