Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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The Effects of the Perceived Call Center Service Quality on Service Loyalty - Focused on Mediating Effects of the Perceived Brand Personality -

콜센터 서비스에 대한 인지된 품질이 서비스 로열티에 미치는 영향 - 인지된 브랜드 개성의 매개효과를 중심으로 -

  • Received : 2012.10.26
  • Accepted : 2012.12.03
  • Published : 2012.12.31
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Abstract

Purpose: This study examines the causal relationship among perceived call center service quality, perceived brand personality, and service loyalty. Methods: This study employs call center services in mobile phone, credit card, and internet shopping, to collect data from respondents via on-line survey, and analyzes causal relationship among above-mentioned three constraints. Results: Perceived call center service quality has a positive impact on perceived brand personality and service loyalty. Perceived brand personality has a positive impact on service loyalty. Cognitive loyalty has a positive influence on attitudinal loyalty. Attitudinal loyalty has a positive impact on behavioral loyalty. Perceived brand personality has a mediating effect towards perceived call center service quality and service loyalty. Conclusion: In order to improve service loyalty, it is necessary to understand diverse variables. Call center service companies are required to find the ways to improve their service quality, while positively applying the techniques of differentiating the brand personality used by manufacturing companies.

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