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Using customer contact centres as relationship marketing instruments

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  • Zanna Aa
  • Josée Bloemer
  • Jörg Henseler

Abstract

This article investigates whether, to what extent and how customer contact centres influence customer–firm relationships through customer contact centre quality. The proposed model compiles direct and indirect effects of this form of quality on focal relationship marketing constructs, including customer satisfaction, trust, affective commitment and customer loyalty. A survey of 1,589 customers of three service firms in different industries provides a test of the model. The results indicate that customer contact centre quality is a relational instrument with a positive, direct influence on relationship quality. Its substantial positive effect on customer loyalty is indirect, mediated by relationship quality. Copyright Springer-Verlag Berlin Heidelberg 2015

Suggested Citation

  • Zanna Aa & Josée Bloemer & Jörg Henseler, 2015. "Using customer contact centres as relationship marketing instruments," Service Business, Springer;Pan-Pacific Business Association, vol. 9(2), pages 185-208, June.
    • Handle: RePEc:spr:svcbiz:v:9:y:2015:i:2:p:185-208
    DOI: 10.1007/s11628-013-0223-9
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    2. Shirie Pui Shan Ho & Amy Wong, 2023. "The role of customer personality in premium banking services," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 285-305, June.
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    6. Rodrigo Andrade & Somayeh Moazeni & Jose Emmanuel Ramirez‐Marquez, 2020. "A systems perspective on contact centers and customer service reliability modeling," Systems Engineering, John Wiley & Sons, vol. 23(2), pages 221-236, March.

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