The work is one of the first to assess the service efficiency of the VCCs started during the pandemic by using a unique hybrid approach of SERVPERF and DEA.
Authors
Taab Ahmad Samad, Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, India.
Kamlesh Kukreti, Indian Institute of Management Kashipur, Kashipur, India.
Kunal Ganguly, Indian Institute of Management Kashipur, Kashipur, India.
Summary
This paper aims to present a hybrid approach to measure the efficiency of virtual contact centers (VCCs) started during the pandemic and benchmark them for service performance. The results are used to plot the VCC’s efficiency score (performance) and customer perception (Importance) to propose appropriate strategies.
Methodology
Using the survey method, 854 responses were collected from customers who used VCC services during the pandemic. This data was then employed to assess the performance of VCCs using SERVPERF and DEA methods, followed by the development of the model for performance analysis.
Findings
Results reveal the ranking of different VCCs started during the pandemic for the telecom company using SERVPERF and DEA methods. Further, the performance analysis model highlighted the strategies appropriate for each VCCs.
Practical Implications
The findings add to the body of knowledge on how multiple service units of a large organization can assess service efficiency utilizing a combination of SERVPERF-DEA. The present work also contributes to the performance analysis field by proposing a model to assess the service centers and provide improvement guidelines.
Originality
The work is one of the first to assess the service efficiency of the VCCs started during the pandemic by using a unique hybrid approach of SERVPERF and DEA. This approach provides a direction to whom to benchmark and to what degree service quality should be improved. Further, the study proposes a unique performance analysis model based on performance scores and customer perception.
Published in: International Journal of Quality & Reliability Management
To read the full article, please click here.
