Managing Service Quality And Efficiency In Call Centers: A Tautology Or Contradiction?

Abstract

This article reports on the experiences of managers in outsourcing telecommunications call centers in South Africa on service quality and efficiency, and whether service quality is sacrificed for service efficiency. This qualitative case study collected data from eight participants through semi-structured face-to-face interviews. Inductive reasoning was applied in this study. Participants were purposively selected through criterion sampling based on their experience within the call centre industry. Thematic analysis were conducted whereby themes and sub themes were identified. Call center managers use different metrics to manage service quality and efficiency and two thirds of them suggests that service quality is not sacrificed for service efficiency, and a quarter feels otherwise. These findings contradict previous studies on service quality and efficiency. The article provides actionable insights for the management of outsourced call centers on managing service quality without compromising service efficiency. The findings can be implemented in the operations of inbound and outbound call centers.