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How does quality experience affect customer’s repeat purchase? Evidence from a call center in the Philippines

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  • Michael Pasco

    (San Beda University, the Philippines)

  • Carolyn Rose Lao

    (De La Salle University, the Philippines)

Abstract

Customer satisfaction management is expected to sustain firms and call centers by keeping customers. Adapting measures from the SERVQUAL model, the purpose of this research was to determine the factors contributing to the quality of customers’ experience with phone support, and their subsequent impact on the repeat purchase of products. Using Ordinal Logistic Regression method, we analyzed respondents representing American customers encountered through Filipino technical support agents in a call center in the Philippines. With ranked ratings, findings indicate that wait time, communication, attitude, product, first call resolution (one call) have significant impacts on the overall customers’ experience with the phone support. The quality of overall customers’ experience has significant impacts on the likelihood of repeat purchase. Other factors relating to quality customers’ experience and repeat purchase among call center customers of other products and services can be investigated to strengthen knowledge and strategy for a sustainable call center customer base.

Suggested Citation

  • Michael Pasco & Carolyn Rose Lao, 2021. "How does quality experience affect customer’s repeat purchase? Evidence from a call center in the Philippines," Journal of the Academy of Business and Emerging Markets, Academy of Business and Emerging Markets, vol. 1(2), pages 21-34.
    • Handle: RePEc:ris:jabema:021889
    DOI: 10.5281/zenodo.5044552
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