Customer satisfaction of call centre service delivery in South Africa.
The call centre is often the first human interaction a customer has with a company and many customers form their perception of a company based on their experience with that call centre. The call centre industry is growing rapidly and South Africa is fast becoming a desired destination for outsourced call centres. The main aim of this study was to determine the level to which people are satisfied with call centre service delivery in South Africa and the reasons causing customer dissatisfaction. A non probability sample of 106 consumers was drawn from the city of Durban with respondents being over the age of 21 years. The sample was composed of 61% females and 39% males. Of the sample, 55% were between the age group of 21-30 years, 25% were between the age group of 31-40 years, 12% between the age group of 41-50 years and 8% between the age group of 41-50 years. Data was collected using a self administered questionnaire as this proved to be most effective for this study. Respondents from all companies and parts of Durban were recruited as participant for the study. The SPSS software package was used to capture and analyse the data. Frequency bar graphs and cross tabulation frequency results were used to present the data. Statistical results showed that there was a positive association between service quality and customer satisfaction. Descriptive frequency analysis highlighted issues that are causing most dissatisfaction to people using the call centre. Results indicated that users of the call centres found customer service levels to be acceptable which was in contrast to international findings where results indicated that consumers were less than 30% happy with call centre service delivery. Results showed that consumers increasingly wish to communicate with companies using newer technologies, and value having access to multiple channels. It was found that web chat followed by SMS and email was a preferred medium of communicating with the call centre. The findings of the study indicated that long waiting times on the phone, calls being dropped, lack of accountability, irrelevant voice menus and repetition were the main reasons for their causes of customer dissatisfaction.