HİZMET İŞLETMELERİNDE ÇAĞRI MERKEZİ VE BEKLEME HATTI UYGULAMALARINA TÜKETİCİ ODAKLI BİR YAKLAŞIM

Ercan ÇİÇEK; Kalender Özcan ATILGAN

Article Details

HİZMET İŞLETMELERİNDE ÇAĞRI MERKEZİ VE BEKLEME HATTI UYGULAMALARINA TÜKETİCİ ODAKLI BİR YAKLAŞIM

Authors:

Ercan ÇİÇEK | Kalender Özcan ATILGAN

Publisher:

Selcuk University

Journal:

The Journal of Social Economic Research 2012 Vol.12 Issue 23, pp.81-102

Document Type:

Article

Publication Date:

5/2012

Document Language:

Turkish

Document ID (Org No.):

2000610584

Frequency:

Bi-Annual

eISSN:

2148-3043

Abstract:

 

Dünyada ve Türkiye’de hizmet sektörünün gelişimi hızla sürmekte ve işletmeler, tüketici beklentilerinin artması ve yaşanan yoğun rekabet sonucu hizmet düzeyini, etkinliğini ve sürekliliğini arttırma ihtiyacını duymaktadırlar. Bu bağlamda, hizmet yöneticisine önemli görevler düşmektedir. Çoğu hizmet işletmesinde, bekleme konusu, tüketicilerin hizmeti değerlendirmesinde odak unsur olmaktadır. Tüketici bakış açısından değerlendirildiğinde beklemenin en olumsuz sonucu zaman kaybıdır. Bekleme zamanı algısal olup, tüketiciler bekleme sürelerini ne kadar uzun olarak algılarsa, o ölçüde hizmetten memnuniyetleri azalmaktadır. Bu çalışmada, hizmet işletmelerinde bekleme hattı yönetiminin önemi ve müşterilerin bekleme hattı konusundaki duyarlılıklarına değinilecektir. Çalışmanın kapsamında, çağrı merkezlerinin bekleme sorunlarını ele alabileceği bazı öneriler getirilerek, sistematik çıkarımlar sağlanmaya çalışılmıştır.

 

Around the world and in Turkey development of the service sector have progressing
 rapidly and because of increasing consumer expectations and intensive competition,
 businesses has needed to increase the servic level, effectiveness and sustainability.
 Especially in the late 1970s, services sector started to grow and has become the dominant
 element of the economy. As a result, studies have more focused on success factors and
 elements of services in today’s competitive environment. Service managers refer to the literature to evaluate the effects of quality, value, and satisfaction of services on consumer
 purchase intentions. Customer satisfaction is often used as an indicator of whether
 customers will continue to buy service. The distinguishing characteristics of services
 make it difficult to define and measure customer satisfaction. By their nature, services
 require consumer-business interaction.
 As an economic variable, time is one of the consumers’ most precious resources.
 Because the demand cannot be always estimated for service businesses and services
 cannot be stored, waiting is inevitable. Consumer experience of time is very subjective
 and influenced by their immediate priorities and needs. Thus, the waiting time is
 perceived as a psychological need to be managed by reducing the customer's waiting
 experience. In this context, service manager should undertake important tasks. In many
 services, waiting is becoming a focal factor in consumers’ evaluation of services. For the
 service sector, time is considered as a major component of quality. Speed of service is a
 very important service attribute. Thus, managers are seeking ways to speed up service in
 order to decrease the negative service evaluations of consumers.
 It is difficult to evaluate complex psychological issues with analytical models.Since
 the use of queuing models as the basis for solving the waiting time problems is common
 in call centers, human side of waiting is ignored. As a Customers do not want to be treated
 like an object while waiting for service. From the consumers’ perspective, the most
 important negative outcome of waiting is time lost. Because, consumers consider waiting
 as an inactive and lost opportunity time. As the waiting time is perceptual, the longer a
 consumer believes he or she waited, the more dissatisfied with the service. The current
 debate about waiting time needs to be defined and analyzed from the consumer behaviour
 perspective. Thus, the nature of the waiting is an important factor that determines
 customers’ overall satisfaction with the firm.
 In this study, importance of waiting line management in service businesses and
 sensitivity of customers about waiting line will be mentioned. Recently there has been a
 growth in the number of companies that provide services via call centers. A call center is
 an effectively integrated system of different communication channels, people, processes,
 technologies and strategies in order to add value for customers and businesses.
 Companies believe that consumer access to the firm adds value by increasing
 relationship. Call center applications are an important element of customer relationship
 management. By the effective functioning of call centers, along with customer
 satisfaction, more loyal customers can be created and long-term relationships can be
 established. So, call centers have become a prominent weapon during this communication.
 Some of the key success criterias of the call centers are service levels, the waiting times of
 incoming calls, appropriate number of employees employed, the rate of abandoned calls
 the average duration of the call being handled, customer satisfaction, etc.
 The Goal of this study is to fill the gap between consumer’ perspective on waiting
 lines and managerial applications. Based on the existing literature evaluating waiting lines
 in terms of consumer behavior perspective, contextual inferences are discussed. Also,
 methodological drawbacks of traditional techniques for evaluating the waiting line of call
 centers are discussed in the paper. Within the scope of the study, some suggestions related
 with waiting problems in the call centers and systematic deductions will be provided.
 To what extent the difference between perceived and actual waiting times are reduced,
 to that extent consumers are satisfied from the service. Researchers have developed
 various strategies to reduce the negative effects of perceived waiting time. These strategies range from altering customers’ perceptions of a line’s length to providing
 distractions that divert attention away from waiting. Some proposals of Maister can be
 effective to overcome the problems of waiting in call centers. Especially waiting time
 information is an important psychological factor affecting the perceived waiting time.
 If the waiting time can be managed more effectively (even if they cannot be
 shortened), customer satisfaction can be improved. Managers need to be aware of how
 waiting time is stressful for customers and how it can affect the service quality. It is
 neccessary to continuously provide feedback from customers to evaluate waiting times.
 By increasing the perception of service quality, long-term customer satisfaction and trust
 will be provided.

Article Details

HİZMET İŞLETMELERİNDE ÇAĞRI MERKEZİ VE BEKLEME HATTI UYGULAMALARINA TÜKETİCİ ODAKLI BİR YAKLAŞIM

Authors: Ercan ÇİÇEK | Kalender Özcan ATILGAN

Publisher: Selcuk University

Journal: The Journal of Social Economic Research 2012 Vol.12 Issue 23, pp.81-102

Document Type: Article

Publication Date: 5/2012

Document Language: Turkish

Document ID (Org No.): 2000610584

Frequency: Bi-Annual

eISSN: 2148-3043

Issues

Authors:

Ercan ÇİÇEK | Kalender Özcan ATILGAN

Publisher:

Selcuk University

Journal:

The Journal of Social Economic Research 2012 Vol.12 Issue 23, pp.81-102

Document Type:

Article

Publication Date:

5/2012

Document Language:

Turkish

Document ID (Org No.):

2000610584

Frequency:

Bi-Annual

eISSN:

2148-3043