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The role of listening in e-contact center customer relationship management

JungKun Park (College of Technology (HDCS), University of Houston, Houston, Texas United States)
Te-Lin (Doreen) Chung (Department of Apparel, Events and Hospitality Management, Iowa State University, Ames, Iowa, United States)
Frances Gunn (Ted Rogers School of Retail Management, Ryerson University, Toronto, Canada)
Brian Rutherford (Department of Marketing and Professional Sales, Kennesaw State University, Kennesaw, Georgia, United States)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 9 February 2015

Abstract

Purpose

The main purpose of the study is to examine the relationships between e-listening and customers’ perceptions of interpersonal service quality and utilitarian value during e-contact center interactions.

Design/methodology/approach

Participants completed an online survey about their service experiences with e-contact centers. Data were analyzed using structural equation modeling.

Findings

This study found that e-listening is highly related to interpersonal service quality and utilitarian value. Interpersonal service quality is positively related to e-satisfaction and e-loyalty, both with e-contact centers and e-retailers.

Research limitations/implications

The study utilizes general active empathetic listening (AEL) constructs identified in previous research. Although these constructs provide a way to differentiate the cognitive aspects of AEL, and therefore, a mechanism for discerning utilitarian value, further qualitative studies on nonverbal cues in online communications would develop insights into more granular, behavioral dimensions and effects of e-listening. In addition, the study is based on general e-retailing processes, and is not focused on a specific business or sector. The magnitude of the effects of e-listening on the different factors related to customer relationships may vary with different sectors.

Practical implications

E-contact centers should provide interpersonal interactions that emphasize utilitarian value. The centers should be staffed by employees who are well trained in AEL and who are provided with appropriate resources. The interactions of these e-contact centers can provide significant input to e-retailers about the improvement of service quality and resulting customer e-loyalty.

Originality/value

The research provides an original view of service quality in e-contact center contexts and makes a valuable contribution to understanding the evolving service offerings of multi-channel e-retailing. The study provides support for the argument that value and quality in interpersonal interactions with e-contact centers lead to satisfaction and consequently to customer loyalty.

Keywords

Citation

Park, J., Chung, T.-L.(D)., Gunn, F. and Rutherford, B. (2015), "The role of listening in e-contact center customer relationship management", Journal of Services Marketing, Vol. 29 No. 1, pp. 49-58. https://doi.org/10.1108/JSM-02-2014-0063

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited