The Measurement of the Influence of Customer Expectations’ Dimensions on Customer Satisfaction in Call Center Services with PLS-Sem

Abstract

Call centers are strategically important for many companies. Call centers help companies to develop long term relations with customers and also represent an important channel between the customer and the company for customer satisfaction. The behaviour of call center employees and customer expectations that are influenced by the behaviour are important in forming customer satisfaction. The aim of this study is to explore the influence of customer expectations’ dimensions (adaptiveness, assurance, empathy, authority) on customer satisfaction and to propose strategies for companies in their customer relationship management. PLS-Sem is used for testing the research model. According to the research findings, adaptiveness, assurance and authority dimensions were found to have a statistically significant and positive influence on customer satisfaction while empathy dimension was not found to have a statistically significant and positive influence on customer satisfaction.