Customer Satisfaction in Inbound Call Centers: A Study on the Role of Responsiveness and Assurance in Perceived Service Quality

The aim of this study is to analyze customer satisfaction in Inbound Call Centers and examine the relationship between Responsiveness and Assurance in Perceived Service Quality. The researchers proposed to study theoretical foundations on customer satisfaction and service quality dimensions adopting SERVQUAL Model to investigative the impact of service quality dimensions on customer satisfaction to meet the research objective. The association between perceived service quality and customer satisfaction will assist call center management to clarify the role of service quality dimensions in perceived service quality through customer point of view. The respondents for this study are the customers who receive service from call center of Telecommunication service providers in Visakhapatnam, Andhra Pradesh, India. This research tested the effect of service quality dimensions on customer satisfaction and reported that both dimensions (responsiveness and assurance) had positive impact on customer satisfaction. Research results explore that Assurance has more impact on customer satisfaction than Responsiveness.