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The application of quality management systems at a computer customer contact centre in Cape Town
Author(s)
Chinhamo, Edmore
Date Issued
2011
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
This research investigates the application of the quality management systems
at a computer contact centre in Cape Town. It examines the issues around
brand switching from the products supported by the computer customer
contact centre to those manufactured by competitors. Its main interest is to
interrogate the reasons customers give to call centre agents when they decide
to switch brands. It also hopes to find out whether call agents understand the
interrelation between quality management, brand loyalty and customer
satisfaction. Furthermore, the project uses employee responses to ascertain
whether the concept of quality management is synonymous with customer
satisfaction and whether employee fulfilment leads to innovation and
customer satisfaction. To address the main concerns of this project, Deming's
model of quality management is used as the main conceptual framework. The
key concepts underlying this model are visionary leadership, internal and
external cooperation, learning/training, process management, continuous
improvement, employee fulfilment and customer satisfaction. To find out the reasons that customers give to call centre agents when they
decide to switch brands and also to respond to sub research questions, a
quantitative research method was selected. A questionnaire was administered
to 100 employees out of a 300 population. Although the customers' voices
would have added value to the research project, the researcher decided to
concentrate on employees because of the following reasons: 1) the interaction
with customer begins and ends with agents, therefore agents are always
aware of the reasons why customers switch brands; 2) the customers are in
excess of 100,000,000 and selecting a representative sample for a mini thesis
was not very feasible, given that the thesis is constrained by time and volume.
at a computer contact centre in Cape Town. It examines the issues around
brand switching from the products supported by the computer customer
contact centre to those manufactured by competitors. Its main interest is to
interrogate the reasons customers give to call centre agents when they decide
to switch brands. It also hopes to find out whether call agents understand the
interrelation between quality management, brand loyalty and customer
satisfaction. Furthermore, the project uses employee responses to ascertain
whether the concept of quality management is synonymous with customer
satisfaction and whether employee fulfilment leads to innovation and
customer satisfaction. To address the main concerns of this project, Deming's
model of quality management is used as the main conceptual framework. The
key concepts underlying this model are visionary leadership, internal and
external cooperation, learning/training, process management, continuous
improvement, employee fulfilment and customer satisfaction. To find out the reasons that customers give to call centre agents when they
decide to switch brands and also to respond to sub research questions, a
quantitative research method was selected. A questionnaire was administered
to 100 employees out of a 300 population. Although the customers' voices
would have added value to the research project, the researcher decided to
concentrate on employees because of the following reasons: 1) the interaction
with customer begins and ends with agents, therefore agents are always
aware of the reasons why customers switch brands; 2) the customers are in
excess of 100,000,000 and selecting a representative sample for a mini thesis
was not very feasible, given that the thesis is constrained by time and volume.
Additional information
Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2011.
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