The Relevance of Contact Centre Service Quality to Customer Satisfaction in Business: A Case Study of ZESCO Limited

Abstract

Purpose- The aim of this study is to examine the relevance of Contact Centre service quality to customer satisfaction in business. The study is done as a comprehensive case study of ZESCO, the Zambian Electricity Supply Company.Research design and methodology- The study is guided by a positivist paradigm, using both qualitative and quantitative research approaches. The study is based on secondary and primary data. A total of 231 people participated in this research, broken down as 191 ZESCO customers and 40 ZESCO employees. Purposive random sampling was employed in selecting ZESCO employee participants, whereas random sampling was employed in selecting ZESCO customer participants. Findings -The study established a number of significant themes. A significant relationship was established between Contact Centre service quality and customer satisfaction. The study reveals that attitude of Contact Centre employees is the major cause of poor performance at Contact Centres. The research concludes that Contact Centres help to repair company breach of trust as they act as buffer zone or shock absorbers. Furthermore, service quality is the key determinant of customer satisfaction. Limitations- This study would have been more advantageous if the research was extended to a National level in order to have a broader view on the relevance of Contact Centre services to customer satisfaction. However, this limitation does not compromise the validity of the research findings. Recommendations - The study recommends that service providing companies must employ standard service quality dimensions in Contact Centres and adhere to them. Value – In consideration of the scarcity of studies on the relevance of Contact Centres to customer satisfaction, this study adds value to the knowledge of Contact Centres and Customer satisfaction in international business.