The Effect of Bank Call Center Service Quality on Consumer Based Bank Brand Equity: An Empirical Research

Abstract

Purpose – Call centers are very important and the only means of communication between businesses and consumers in some cases. The service quality of call centers has a significant impact on consumers' perception of the company. The banking sector uses call center service channels effectively. The purpose of this study is to investigate the impact of call centers' service quality on consumer-based brand equity in banking. Design/methodology/approach – Descriptive research method was used in this study; the data was collected by questionnaire. Call Center Service Quality and Consumer Based Bank Brand Equity scales were used for the study. IBM SPSS and AMOS were used for data analysis and Zotero for resource management. Results – According to the analysis results of structural equation model, it was found that call center service quality and its sub-dimensions have a positive impact on bank brand equity among consumers. Discussion – The positive effect of service quality on consumer-based brand equity is consistent with the studies in the literature. However, in measuring call center service quality, there is a need for studies that measure human and technical factors together and in a more balanced manner.