Does the outsourcing strategy to offshore UK call centres affect customer satisfaction and loyalty of UK student consumers?

Sandhu, Gurjeven (2007) Does the outsourcing strategy to offshore UK call centres affect customer satisfaction and loyalty of UK student consumers? [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

The offshoring of call centres to cheaper countries, such as India, is a popular topic of discussion at the moment. This practice raises a number of ethical and organisational considerations. But how is it affecting the customers of these organisations? This research will investigate how student consumers have been affected by the offshoring trend in terms of service quality, customer satisfaction and loyalty. The research questioned people's general experiences of call centres so included; telephone companies, banks, utilities companies, National Rail Enquiries and others.

After carrying out 60 supervised questionnaires with students it was discovered that service quality and customer satisfaction with call centres has fallen as a result of offshoring. Loyalty has also shown a significant fall, but the pattern of loyalty showed signs of Mittal and Lasser's (1998) satisfaction-loyalty gap. To support the findings from my research, a secondary data analysis was undertaken. This involved reviewing a number of business internet articles, taken from sources such as the ft.com and bbc.co.uk/business. The secondary research again showed that the offshoring trend has had damaging affects on UK customer satisfaction and loyalty.

Further research that has been suggested includes carrying out a similar study to this one, but using a larger and more balanced sample to gain statistically significant results.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 10 Mar 2008
Last Modified: 23 Oct 2016 06:44
URI: http://eprints.nottingham.ac.uk/id/eprint/21033

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