This document is downloaded from CityU Institutional 1.5 Trend of Telecom Industry ... telecommunication network service ... Industry Structure by Porter’s Five Forces Model

  • View
    215

  • Download
    2

Embed Size (px)

Transcript

  • This document is downloaded from CityU Institutional Repository,

    Run Run Shaw Library, City University of Hong Kong.

    Title Hong Kong Broadband Network Limited: An examination of call centre service quality and customer satisfaction

    Author(s) Chan,WingSze()

    Citation

    Chan,W.S.(2011).HongKongBroadbandNetworkLimited:Anexaminationofcallcentreservicequalityandcustomersatisfaction(OutstandingAcademicPapersbyStudents(OAPS)).RetrievedfromCityUniversityofHongKong,CityUInstitutionalRepository.

    IssueDate 2011

    URL http://hdl.handle.net/2031/6432

    RightsThisworkisprotectedbycopyright.Reproductionordistributionoftheworkinanyformatisprohibitedwithoutwrittenpermissionofthecopyrightowner.Accessisunrestricted.

  • HONG KONG BROADBAND NETWORK LIMITED.

    AN EXAMINATION OF CALL CENTRE SERVICE QUALITY AND

    CUSTOMER SATISFACTION

    BY

    CHAN WING SZE

    Presented to the College of Business

    City University of Hong Kong in Partial Fulfilment

    of the Requirement for the Degree of

    Master of Business Administration

    CITY UNIVERSITY OF HONG KONG

    2011

  • Page | 2

    ABSTRACT

    The rapid growth of broadband service demand and the exit barrier of existing

    players have caused keen competition in the fixed telecom network industry in the past

    decade. Because of high complaint rate and low product differentiation, customer loyalty

    is weak in the industry.

    The competition among rivalries is moved from price to product quality and then

    service quality now. If customers are satisfied, they will become loyal customer. Loyal

    customers will continue to use the product by renewing the contract with the service

    provider and will tell positive word of mouth to their friends. More loyal customers will

    recommend the product to their friends too. Then, more business opportunities will be

    created to the company and thus increasing market share in the industry. Enhancing

    customer satisfaction becomes a competitive strategy.

    Before starting the study, a competitive analysis was done among the four key

    rivalries in the industry. It was found that retail shops and call centre are the main

    customer service touch points. However, HKBN has few retail shops and relies on its call

    centre as the main customer service touch point. To win the battle of customer

    satisfaction, HKBN needs to provide higher service quality by its call centre.

    The service dimensions of call centre including accessibility, interaction with

    agents and answer/solution are used as indicators to assess service quality and customer

    satisfaction in HKBN call centre. At the same time, willingness to continue the service

  • Page | 3

    and willingness to recommend are used as indicators for customer loyalty. The concept of

    gap model of is used to find out the service quality perception gaps between the

    organization-side (HKBN) and customers.

    By the findings of this study, it was concluded that customer satisfaction has

    positive effect on customer loyalty. The three service dimensions combine to form

    customer satisfaction. The study found out that HKBN call centre service quality is just

    adequate that customer loyalty is weak. After analysis, four service attributes were

    identified affecting customer satisfaction significantly. Also, it was found that the service

    quality perception of management and customers could not be met in reality.

    Consequently, some recommendations to improve the call centre service quality were

    given in the study.

  • Page | 4

    ACKNOWLEDGEMENT

    I would like to thank to all those who have given me their support in preparing and

    completing this dissertation.

    First, I express my special thanks to my supervisor, Dr. Eric K.W. Lau. He provided

    useful advice and insightful comments for my research; at the same time, he guided me to

    complete the project report.

    Then, I wish to thank my colleague, the two helpers of HKBN call centre training

    section, for their assistance to conduct the telephone survey.

    In addition, I would like to thank all those who responded to my survey

    questionnaire. The valuable data was the basis of my analysis.

    Finally, I want to think and acknowledge my husband, Boris, who constantly

    encouraged and supported me throughout my study.

  • Page | 5

    TABLE OF CONTENTS

    Abstract ................................................................................................................................ 2

    Acknowledgement ............................................................................................................... 4

    TABLE OF CONTENTS ..................................................................................................... 5

    CHAPTER 1 INTRODUCTION ...................................................................................... 8

    1.1 Company Overview .................................................................................................. 8

    1.2 Business Analysis ................................................................................................... 11

    1.3 Project Aims............................................................................................................ 25

    CHAPTER 2 LITERATURE REVIEW ......................................................................... 26

    2.1 Call Centre .............................................................................................................. 26

    2.2 Service Quality........................................................................................................ 28

    2.3 Service Quality in Call Centre ................................................................................ 29

    2.4 Customer Satisfaction ............................................................................................. 33

    2.5 Applicability of customer satisfaction theories in Call Centre ............................... 37

    2.6 Relationship between service quality and customer satisfaction ............................ 40

    2.7 SERVQUAL Model ................................................................................................ 41

    CHAPTER 3 METHODOLOGY ................................................................................... 45

    3.1 Introduction ............................................................................................................. 45

    3.2 Research Design...................................................................................................... 45

    3.3 Research Questions ................................................................................................. 45

    3.4 Research Model ...................................................................................................... 46

    3.5 Design of Questionnaire ......................................................................................... 48

    3.6 The Sample ............................................................................................................. 51

  • Page | 6

    3.7 Data Collection Procedures ..................................................................................... 52

    3.8 Data Analysis Method............................................................................................. 53

    3.9 Limitation ................................................................................................................ 56

    CHAPTER 4 DATA ANALYSIS AND FINDINGS ..................................................... 57

    4.1 Customer Satisfaction ............................................................................................. 57

    4.2 Relationships among Customer satisfaction, Willingness to continue the service

    and Willingness to recommend .......................................................................................... 60

    4.3 Service Quality Attributes Performance ................................................................. 64

    4.4 Service Attributes Impact on Overall Satisfaction.................................................. 66

    4.5 Service quality perceptions in organization side .................................................... 73

    4.6 Demographic Profile ............................................................................................... 78

    CHAPTER 5 RECOMMENDATIONS AND IMPLEMENTATION ........................... 81

    5.1 Summary of Survey Results.................................................................................... 81

    5.2 Recommendations ................................................................................................... 83

    5.3 Implementation Instituting process for setting customer-defined standards ....... 89

    CHAPTER 6 CONCLUSIONS ...................................................................................... 99

    6.1 Personal Learning ................................................................................................... 99

    6.2 Implications of the Project to the Company ......................................................... 100

    6.3 Applicability of the Literature ............................................................................. 101

    6.4 Limitation .............................................................................................................. 102

    6.5 Conclusion .......................................................................