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SAĞLIK SEKTÖRÜNDE ÇAĞRI MERKEZİ TEMSİLCİLERİNİN DAVRANIŞLARINA İLİŞKİN TÜKETİCİ BEKLENTİLERİNİN BELİRLENMESİNE YÖNELİK BİR UYGULAMA

Year 2014, Volume: 7 Issue: 13, 45 - 68, 01.06.2014

Abstract

Sağlık sektörü, dinamikleri çok çabuk değişen ve gittikçe büyüyen bir sektör halini almıştır. Bu sektörde verimlilik ve kalitenin sağlanmasında iletişim kanalları ve bu kanalların doğru yönetilmesi ayrıca önemlidir. Çağrı merkezleri, iletişim kanalları içerisinde tele pazarlamanın bir türü olarak karşımıza çıkmaktadır. Çağrı merkezi teknolojilerinin kullanılması daha fazla müşteriye ulaşma ve iyi hizmet sağlama açısından önemlidir. Çağrı merkezleri hem müşteri temsilcileri aracılığıyla hem interaktif sesli yanıt sistemiyle müşteri ve işletmeler arasında iletişim kurmaktadır. Bu çalışmada, çağrı merkezi müşteri temsilcisi özellikleri üzerinde durulmuş ve sağlık hizmeti satın alan müşterilerin bu özellikler hakkındaki düşünceleri ortaya konulmaya çalışılmıştır. Çalışmada, Burgers, Ruyter, Keen ve Streukens'in müşteri beklenti boyutlarını ortaya koymak amacıyla geliştirdikleri ölçekten yararlanılmış ve uyumluluk, güven, empati ve yetkilendirme boyutları çerçevesinde 172 kişiye anket uygulanmıştır. Yapılan veri analizi sonucunda, müşterilerin, çağrı merkezi temsilcilerinden, sinirli oldukları anlarda bile sakin olmaları ve arkadaşça davranmaları beklentisi içinde oldukları belirlenmiştir. Ayrıca, müşteriler, çağrı merkezi müşteri temsilcisiyle paylaştıkları bilginin gizli tutulacağı konusunda güven duymak istediklerini de belirtmişlerdir. Bunların dışında, çağrı merkezi temsilcisinin empati kurma yeteneğini geliştirmiş ve uzmanlık bilgisine sahip olması da beklenmektedir. Araştırma sonucunda, kadın katılımcıların erkeklere göre çağrı merkezi müşteri temsilcilerine daha fazla güven duydukları tespit edilmiştir

References

  • Bearden, W., O., Malhotra, M., K. ve Uscategui, K., H. (1998). ''Customer Contact and the Evaluation of Service Experiences: Propositions and Impli- cations for the Design of Services'', Psychology and Marketing, 15 (8).
  • Bennington, L., Cummane, J., ve Conn, P. (2000). ''Customer Satisfaction and Call Centers: An Australian Study'', International Journal of Services In- dustry Management, 11 (2), 162-173.
  • Bitner, M., J., Booms, B., H. ve Tetrault, M. S. (1990). ''The Service Encounter: Di- agnosing Favorable and Unfavorable Incidents'', Journal of Marke- ting, 54, January, 71-84.
  • Bitner, M., J., Booms, B., H. ve Mohr, L.A. (1994), ''Critical Service Encounters: The Employee's Viewpoint'', Journal of Marketing, 58, October, 95- 106.
  • Boshoff, C. (1999), ''RECOVSAT: An Instrument to Measure Satisfaction with Transation-Specific Service Recovery'', Journal of Service Research, 1 (3), 36-49.
  • Bowen, D.E., and Lawler, E. (1992). ''The Empowerment of Service Workers: What, Why, How, and When'', Sloan Management Review, 33, 236-49.
  • Burgers, A., Ruyter, K., Keen, C. ve Streukens, S. (2000). ''Customer Expectation Dimensions of Voice-to-Voice Service Encounters: A Scale-Deve- lopment Study'', Internetional Journal of Service Industry Management, 11 (2), 142-161.
  • Calk, J. T. (1998). ''Cyberservice: Giving Customers What They Want-Only Bet- ter'', Telemarketing and Call Center Solutions, 16. (7), 86-91.
  • Hair, J.F.Jr., Black, W.C., Babin, B.J., Anderson, R.E. ve Tatham, R.L. (2005). Mul- tivariate Data Analysis, 6th Edition, Pearson, Prentice Hall, New Jer- sey.
  • Hartline, M. D. ve Ferrell, O. C. (1996). ''The Management of Customer -Contact Service Employees:An Emprical Investigation'', Journal of Marketing, 60, 52-70.
  • Hu, L. ve Bentler, P.M. (1999). “Cut-off Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternati- ves”, Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Kline, R.B. (2005). Principles and Practice of Structural Equation Modeling, 2nd Ed., New York: The Guilford Press
  • Meydan, C.H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları, Detay Yayıncılık, Ankara
  • Nunnally, J.C. (1978). Psychometric Theory, 2nd edt, New York: McGraw-Hill.
  • Parasuraman, A., Zeithaml, V.A. ve Berry, L. L. (1985). '' A Conceptual Model of Service Quality and Its Implications for Future Research'', Journal of Marketing, 49, Fall, 41-50.
  • Parasuraman, A., Zeithaml, V., A. ve Berry, L. L. (1988). ''SERVQUAL: A Multi- Item Scale for Measuring Consumer Perceptions of Service Qua- lity'', Journal of Retailing, 64 (1), 12-40.
  • Sarel, D. ve Marmorstein, H. (1998), ''Manging the Delayed Service Encounter: The Role of Employee Action and Customer Prior Experience'', The Journal of Service Marketing, 12 (3), 195-208.
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descrip- tive Goodness-of-Fit Measures”, Methods of Psychological Research Online, 8, 23-74.
  • Tabachnick, B.G. ve Fidell, L.S. (2001). Using Multivariate Analysis. Boston: Allyn and Bacon, USA
  • Taylor, P. ve Bain, P. (1999). ''An Assembly Line in The Head: Work and Emplo- yee Relations in The Call Centre'', Industrial Relations Journal, 30 (2), 101-17.
  • Taylor, P., Mulvey, G., Hyman J. ve Bain, P. (2002). ''Work Organization, Control and the Experience of Work in Call Centres'', Work Employment and Society, 16 (1), 133-50.
  • Weitz, B.,A., Sujan, H. ve Sujan, M., (1986). ''A Framework for Improving Selling Effectiveness'', Journal of Marketing, 50, 174-91.
  • Zeithaml, V. A., Berry, L.,L., ve Parasuraman, A., (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations, Collier-Macmillan, New York, NY.
  • Zeithaml, V. A. ve Bitner, M. J. (1996). Services Marketing, McGraw-Hill, New York, NY.
  • www.karel.com.tr/blog/cagri-merkezi-nedir-ne-kazandirir, Erişim: 28/07/2014.

A RESEARCH ON IDENTIFYING THE CUSTOMER EXPECTATIONS OF CALL CENTER REPRESENTATIVES’ BEHAVIORS IN HEALTH SECTOR

Year 2014, Volume: 7 Issue: 13, 45 - 68, 01.06.2014

Abstract

Healthcare sector has been one of the most rapidly growing and dynamical sectors. Communication channels and their management in the appropriate way have been pivotal in order to provide efficient and high quality healthcare services. Call centers can be identified as one of the telemarketing techniques within the appropriate communication channels. By taking advantage of the call center technology, we can reach at more customers and provide a better quality service by all means. Call centers have been highly efficient in returning to customer concerns through their call center representative CTR crew as well as establishing ties of communication between customers and firms. This study focuses on the characteristics of call center employees CTRs and tries to highlight the customer satisfaction level related to CTR performance. Thus, the study utilizes the customer expectations scale developed by Burgers, Ruyter, Keen and Streukens and runs a survey analysis on 172 people in order to identify the adaptiveness, assurance, empathy and authority levels. The survey analysis shows that customer expectations lean towards more amicable and sincere CTR crew. Furthermore, customers make it clear that they expect the CTR employee to keep the customer information confidential and build a sense of trust with the customer. Apart from these, customers expect the CTR employee to be able to empathize with them and have adequate level of expertise on the subject they are concerned with. Consequently, the results of the study show that female respondents are more favorable and confident towards CTR employees than the male respondents

References

  • Bearden, W., O., Malhotra, M., K. ve Uscategui, K., H. (1998). ''Customer Contact and the Evaluation of Service Experiences: Propositions and Impli- cations for the Design of Services'', Psychology and Marketing, 15 (8).
  • Bennington, L., Cummane, J., ve Conn, P. (2000). ''Customer Satisfaction and Call Centers: An Australian Study'', International Journal of Services In- dustry Management, 11 (2), 162-173.
  • Bitner, M., J., Booms, B., H. ve Tetrault, M. S. (1990). ''The Service Encounter: Di- agnosing Favorable and Unfavorable Incidents'', Journal of Marke- ting, 54, January, 71-84.
  • Bitner, M., J., Booms, B., H. ve Mohr, L.A. (1994), ''Critical Service Encounters: The Employee's Viewpoint'', Journal of Marketing, 58, October, 95- 106.
  • Boshoff, C. (1999), ''RECOVSAT: An Instrument to Measure Satisfaction with Transation-Specific Service Recovery'', Journal of Service Research, 1 (3), 36-49.
  • Bowen, D.E., and Lawler, E. (1992). ''The Empowerment of Service Workers: What, Why, How, and When'', Sloan Management Review, 33, 236-49.
  • Burgers, A., Ruyter, K., Keen, C. ve Streukens, S. (2000). ''Customer Expectation Dimensions of Voice-to-Voice Service Encounters: A Scale-Deve- lopment Study'', Internetional Journal of Service Industry Management, 11 (2), 142-161.
  • Calk, J. T. (1998). ''Cyberservice: Giving Customers What They Want-Only Bet- ter'', Telemarketing and Call Center Solutions, 16. (7), 86-91.
  • Hair, J.F.Jr., Black, W.C., Babin, B.J., Anderson, R.E. ve Tatham, R.L. (2005). Mul- tivariate Data Analysis, 6th Edition, Pearson, Prentice Hall, New Jer- sey.
  • Hartline, M. D. ve Ferrell, O. C. (1996). ''The Management of Customer -Contact Service Employees:An Emprical Investigation'', Journal of Marketing, 60, 52-70.
  • Hu, L. ve Bentler, P.M. (1999). “Cut-off Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternati- ves”, Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Kline, R.B. (2005). Principles and Practice of Structural Equation Modeling, 2nd Ed., New York: The Guilford Press
  • Meydan, C.H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları, Detay Yayıncılık, Ankara
  • Nunnally, J.C. (1978). Psychometric Theory, 2nd edt, New York: McGraw-Hill.
  • Parasuraman, A., Zeithaml, V.A. ve Berry, L. L. (1985). '' A Conceptual Model of Service Quality and Its Implications for Future Research'', Journal of Marketing, 49, Fall, 41-50.
  • Parasuraman, A., Zeithaml, V., A. ve Berry, L. L. (1988). ''SERVQUAL: A Multi- Item Scale for Measuring Consumer Perceptions of Service Qua- lity'', Journal of Retailing, 64 (1), 12-40.
  • Sarel, D. ve Marmorstein, H. (1998), ''Manging the Delayed Service Encounter: The Role of Employee Action and Customer Prior Experience'', The Journal of Service Marketing, 12 (3), 195-208.
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descrip- tive Goodness-of-Fit Measures”, Methods of Psychological Research Online, 8, 23-74.
  • Tabachnick, B.G. ve Fidell, L.S. (2001). Using Multivariate Analysis. Boston: Allyn and Bacon, USA
  • Taylor, P. ve Bain, P. (1999). ''An Assembly Line in The Head: Work and Emplo- yee Relations in The Call Centre'', Industrial Relations Journal, 30 (2), 101-17.
  • Taylor, P., Mulvey, G., Hyman J. ve Bain, P. (2002). ''Work Organization, Control and the Experience of Work in Call Centres'', Work Employment and Society, 16 (1), 133-50.
  • Weitz, B.,A., Sujan, H. ve Sujan, M., (1986). ''A Framework for Improving Selling Effectiveness'', Journal of Marketing, 50, 174-91.
  • Zeithaml, V. A., Berry, L.,L., ve Parasuraman, A., (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations, Collier-Macmillan, New York, NY.
  • Zeithaml, V. A. ve Bitner, M. J. (1996). Services Marketing, McGraw-Hill, New York, NY.
  • www.karel.com.tr/blog/cagri-merkezi-nedir-ne-kazandirir, Erişim: 28/07/2014.
There are 25 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Sezer Korkmaz This is me

Publication Date June 1, 2014
Published in Issue Year 2014 Volume: 7 Issue: 13

Cite

APA Korkmaz, S. (2014). SAĞLIK SEKTÖRÜNDE ÇAĞRI MERKEZİ TEMSİLCİLERİNİN DAVRANIŞLARINA İLİŞKİN TÜKETİCİ BEKLENTİLERİNİN BELİRLENMESİNE YÖNELİK BİR UYGULAMA. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 7(13), 45-68.