The purpose of this paper is to assess service quality of a call centre as perceived by its employees using the SERVQUAL model. It also aims to explore factors predicting front‐line employee satisfaction and behavioural intentions in a call centre. Behavioural intentions are to be measured in terms of employees' willingness to recommend the call centre and their intentions to stay.
Data were collected by field study in a particular call centre in Mauritius using a modified SERVQUAL questionnaire. The study explored both perception and expectation levels of front‐line employees. Using confirmatory factor analysis, the gap scores (performance minus expectation‐based model) were examined. Regression models were used to test the influence of the service quality dimensions on satisfaction and behavioural intentions.
Exploratory factor analysis uncovered three composite dimensions of call centre service quality: Assurance‐Empathy, Reliability‐Responsiveness, and Tangibles. The results for the regression model indicate that satisfaction is best predicted by tangibles, and intentions to stay and willingness to recommend are best predicted by reliability‐responsiveness.
Based on the results, service managers may consider measures in order to improve and diagnose service features in call centres.
The paper examines the structure and validity of the SERVQUAL model, given its wide use and criticism, and applies the model to an important set of related, yet distinct service organisations such as call centres.
