Assessing poor quality service: perceptions of customer service representatives

Abstract

PurposeThe purpose of this study is to explore the variables most often associated with customer dissatisfaction and to discern which variables result in customer defection. Identification of these variables can aid managers as they develop strategies to prevent their occurrence.Design/methodology/approachThis exploratory study examined customer service dissatisfaction from a respondent group of customer service representatives employed by a call center. These employees deal with customers as their exclusive job function and are trained to correct customer concerns. The customer service respondents were surveyed and asked to list their top service complaints. From this list they were also asked to indicate the top ranked poor service issue that would cause them, as customers, to defect and select a competitor to provide a substitute product or service.FindingsResults of the study parallel those in other customer dissatisfaction research and indicate interesting characteristics of customer dissatisfaction arising from service failure. Interestingly, the top four categories (rude employees/poor attitudes; overall poor service; employees socializing and not paying attention to customers; and slow service) were noted most often as service problems by respondents and also ranked as the top reasons for defection. Areas for future research are also considered.Practical implicationsBy understanding and anticipating poor service delivery, managers can regard these complaint categories as critical market research information. In addition, such information may help managers anticipate customer needs. They can re‐structure service experiences and train employees to avoid problem behaviors and actions.Originality/valueWhile past research has focused on end‐user customers and their dissatisfaction, this research considers the opinions of consumers who are trained in, and work in, customer service.

A Study of the Causes of User Dissatisfaction in Academic Libraries: A Case of University Students in a Developing Country

“…These findings also pointed to the issue of "unapproachable busy library staff," identified by Ruppel and Fagan (2002). Helms and Mayo (2008) studied the variables associated with customer dissatisfaction to identify which variables cause customer defection. The findings of this study revealed that poor employees' behavior and their lack of competencies and responsibilities are the major causes of customer dissatisfaction.…”

“…According to Helms and Mayo (2008), customer satisfaction or dissatisfaction derives from experience with a service encountered and the comparison of that experience to a given standard. Diaz and Ruiz (2002, p. 118) defined consumer satisfaction as "an affective reaction to an incident during the dispensing of a service."…”

Moderating effect of discriminatory attributions on repatronage intentions

“…The scenario details a significant delay in the food being served (service failure). Slow service was chosen as the failure due to the commonly experienced nature of the failure (Helms and Mayo, 2008;Kelley et al, 1993). In addition, two photos (see Appendix A) were provided in order to manipulate the issue of age.…”

I want to believe theyreallycare

“…In this regard, Helms and Mayo (2008) recently found that the lack of soft skills of contact employees (being rude and not paying attention to customers) is the most crucial problem that causes customers to defect to other service providers; it turned out to be much more important than the hard side of service (e.g. price).…”