The purpose of this study is to explore the variables most often associated with customer dissatisfaction and to discern which variables result in customer defection. Identification of these variables can aid managers as they develop strategies to prevent their occurrence.
This exploratory study examined customer service dissatisfaction from a respondent group of customer service representatives employed by a call center. These employees deal with customers as their exclusive job function and are trained to correct customer concerns. The customer service respondents were surveyed and asked to list their top service complaints. From this list they were also asked to indicate the top ranked poor service issue that would cause them, as customers, to defect and select a competitor to provide a substitute product or service.
Results of the study parallel those in other customer dissatisfaction research and indicate interesting characteristics of customer dissatisfaction arising from service failure. Interestingly, the top four categories (rude employees/poor attitudes; overall poor service; employees socializing and not paying attention to customers; and slow service) were noted most often as service problems by respondents and also ranked as the top reasons for defection. Areas for future research are also considered.
By understanding and anticipating poor service delivery, managers can regard these complaint categories as critical market research information. In addition, such information may help managers anticipate customer needs. They can re‐structure service experiences and train employees to avoid problem behaviors and actions.
While past research has focused on end‐user customers and their dissatisfaction, this research considers the opinions of consumers who are trained in, and work in, customer service.
