The loyalty-based service improvement: A case study of call center in Thai telecommunication company

There are many literatures emphasizing the roles of service quality on the customer loyalty. Many approaches have been employed to enhance the extent of quality in service operations. The acknowledgement of operations contributing to the customer loyalty can point out in which operations should be concentrated on. Customer loyalty is proved to have relationships to the service quality. Often, service quality cannot be met all requirements or effectively adopted in all activities. The question is that which activities considered as critical ones to which contributing to customer loyalty. However, there is little guidance in the literature about critical operations have an influence on the customer loyalty. In call center environment, there are many activities involved and this is formalized comparing to other services. This paper, therefore, reports on a study that explores the critical activities contributing to customer loyalty in different call center environment. This suggests service providers ensure the quality of their service to the customers and target to the customer loyalty.