The Impact of Customer Relationship Management on Caller Satisfactions in Customer Contact Centers: Evidence from Malaysia

Available literatures have established customer relationship management (CRM) as giving opportunity to both internal and external customers of an organization in exploring critical information through the integration of company’s telephone system, chat groups, Interactive voice response, facsimile t...

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Main Author:	Abdullateef, Aliyu Olayemi
Format:	Thesis
Language:	eng eng
Published:	2011
Subjects:	HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/2724/2/Aliyu_Olayemi_Abdullateef.pdf https://etd.uum.edu.my/2724/3/1.Aliyu_Olayemi_Abdullateef.pdf
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id	my-uum-etd.2724
record_format	uketd_dc
spelling	my-uum-etd.27242022-04-10T23:51:40Z The Impact of Customer Relationship Management on Caller Satisfactions in Customer Contact Centers: Evidence from Malaysia 2011 Abdullateef, Aliyu Olayemi Mohd Mokhtar, Sany Sanuri Yusoff, Rushami Zien College of Business (COB) College of Business HF5001-6182 Business Available literatures have established customer relationship management (CRM) as giving opportunity to both internal and external customers of an organization in exploring critical information through the integration of company’s telephone system, chat groups, Interactive voice response, facsimile transmission, electronic data interchange, voice over internet, web sites and e-mail touch points that will result in satisfying customer self services for new product purchases, assist in up-selling and cross selling and creating customer loyalty, value and profitability. Despite the enormous increasing acknowledgement of CRM importance, very little studies have focused on the impact of CRM applications on inbound customer contact center performance. This empirical research explored the relationship between CRM dimensions, first call resolutions, perceived service quality and caller satisfactions within the inbound call centers. A conceptual framework was developed based on the extant literatures and information that were obtained from initial interviews with call center managers. The research model incorporated key CRM constructs; customer orientation, CRM organization, knowledge management and technology based CRM and also investigated the impact of these dimensions on first call resolution (FCR), perceived service quality and caller satisfaction. Importantly, FCR and perceived service quality were considered as critical antecedents to caller satisfaction. In this quantitative study, a survey of 168 call center managers in Malaysia was analyzed through structural equation modeling, constituting an overall 43.3% response rate. The research findings indicated that out of the four hypothesized positive relationship between CRM dimensions and caller satisfaction, three were supported. The findings also indicated that first call resolutions have significant influence on caller satisfactions. Key benefits for practitioners and academia was finally discussed under the theoretical and practical implications, while necessary suggestions on new area of research were recommended for future researchers. 2011 Thesis https://etd.uum.edu.my/2724/ https://etd.uum.edu.my/2724/2/Aliyu_Olayemi_Abdullateef.pdf text eng public https://etd.uum.edu.my/2724/3/1.Aliyu_Olayemi_Abdullateef.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Mohd Mokhtar, Sany Sanuri Yusoff, Rushami Zien
topic	HF5001-6182 Business
spellingShingle	HF5001-6182 Business Abdullateef, Aliyu Olayemi The Impact of Customer Relationship Management on Caller Satisfactions in Customer Contact Centers: Evidence from Malaysia
description	Available literatures have established customer relationship management (CRM) as giving opportunity to both internal and external customers of an organization in exploring critical information through the integration of company’s telephone system, chat groups, Interactive voice response, facsimile transmission, electronic data interchange, voice over internet, web sites and e-mail touch points that will result in satisfying customer self services for new product purchases, assist in up-selling and cross selling and creating customer loyalty, value and profitability. Despite the enormous increasing acknowledgement of CRM importance, very little studies have focused on the impact of CRM applications on inbound customer contact center performance. This empirical research explored the relationship between CRM dimensions, first call resolutions, perceived service quality and caller satisfactions within the inbound call centers. A conceptual framework was developed based on the extant literatures and information that were obtained from initial interviews with call center managers. The research model incorporated key CRM constructs; customer orientation, CRM organization, knowledge management and technology based CRM and also investigated the impact of these dimensions on first call resolution (FCR), perceived service quality and caller satisfaction. Importantly, FCR and perceived service quality were considered as critical antecedents to caller satisfaction. In this quantitative study, a survey of 168 call center managers in Malaysia was analyzed through structural equation modeling, constituting an overall 43.3% response rate. The research findings indicated that out of the four hypothesized positive relationship between CRM dimensions and caller satisfaction, three were supported. The findings also indicated that first call resolutions have significant influence on caller satisfactions. Key benefits for practitioners and academia was finally discussed under the theoretical and practical implications, while necessary suggestions on new area of research were recommended for future researchers.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Abdullateef, Aliyu Olayemi
author_facet	Abdullateef, Aliyu Olayemi
author_sort	Abdullateef, Aliyu Olayemi
title	The Impact of Customer Relationship Management on Caller Satisfactions in Customer Contact Centers: Evidence from Malaysia
title_short	The Impact of Customer Relationship Management on Caller Satisfactions in Customer Contact Centers: Evidence from Malaysia
title_full	The Impact of Customer Relationship Management on Caller Satisfactions in Customer Contact Centers: Evidence from Malaysia
title_fullStr	The Impact of Customer Relationship Management on Caller Satisfactions in Customer Contact Centers: Evidence from Malaysia
title_full_unstemmed	The Impact of Customer Relationship Management on Caller Satisfactions in Customer Contact Centers: Evidence from Malaysia
title_sort	impact of customer relationship management on caller satisfactions in customer contact centers: evidence from malaysia
granting_institution	Universiti Utara Malaysia
granting_department	College of Business (COB)
publishDate	2011
url	https://etd.uum.edu.my/2724/2/Aliyu_Olayemi_Abdullateef.pdf https://etd.uum.edu.my/2724/3/1.Aliyu_Olayemi_Abdullateef.pdf
_version_	1747827413865201664

The Impact of Customer Relationship Management on Caller Satisfactions in Customer Contact Centers: Evidence from Malaysia

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