Marketing Management

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The effect of call center customer service on customer satisfaction The case of commercial bank of Ethiopia
(Addis Ababa University, 2020-06) Eshetu, Elias; G/Medhin, Mulugeta (PhD)
Marketing is all about customers and bank is customer dependent industry. This study was aimed to examine the effect of call center customer service on customer satisfaction by adopting Anton’s “three service dimension model” (accessibility of the call center, customer interaction with agents and completeness and accuracy of answers provided by Agents) and adding call center technology as the fourth independent variable. Two type of survey was conducted to collect data the first part is data through a questionnaire containing 16 items from sample of 384 conveniently selected bank customers. Whereas the second part of survey is an interview with Director of CBE call center regarding the fourth non independent variable (call center technologies). The statistical result revealed that both “three service dimension model” and call center technologies have positive and significant effect on customer satisfaction. CBE should focus on elements of “three service dimension model” and call center technology so that it keeps satisfying its customers and build lasting relationship, as it’s found on this study that they have positive and significant effect its customer satisfaction