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Impacts of Digital and Human Knowledge Resources on Customer Response Capability of Customer Service Representatives

비대면 서비스 조직에서 디지털 및 인적 지식자원이 상담사의 고객대응역량에 미치는 영향

  • Received : 2020.08.16
  • Accepted : 2020.09.03
  • Published : 2020.09.30

Abstract

In call centers where customers contact a firm's customer service without face-to-face interaction, customer service representatives (CSRs) determine its service competitiveness. In other words, a firm's service excellence relies on its CSRs. Drawing on the concept of agility from service and information technologies studies, this study conceptualizes customer response capability as a variable consisting of customer response expertise and customer response agility, and further verifies its effects on customer service performance. Moreover, this study examines whether a firm's digital and human knowledge resources are related to CSRs' customer response capability. To empirically test the proposed hypotheses, the partial least squares analysis is conducted with a total of 371 responses collected on CSRs from two insurance call centers. The findings indicate that a firm's digital and human knowledge resources enhance CSRs' customer response expertise and customer response agility, thereby increasing customer service performance. The results draw the conclusion that CSRs' customer response capability is a key antecedent of superior customer service.

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