The Impact Of Perceived Listening Behavior In Voice-To-Voice Service Encounters  

Oleh:

Ruyter, Ko de ; M.Wetzels, Martin G.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal Of Service Research vol. 2 no. 3 (Feb. 2000), page 276-284.
Fulltext: 276.pdf (76.92KB)

Isi artikel

Call centers have become an important customer access channel as well as an important source of customerrelated information. This boundary-spanning unit has finally enabled companies to take marketing’s commonplace wisdom of listening to the customer literally. As a result, there has been an increase in voice-to-voice service encounters and in these encounters listening as an essential skill. In this article, three dimensions of listening behavior are discerned: attentiveness, perceptiveness, and responsiveness. Results of an empirical study reveal that attentiveness is a direct driver of encounter satisfaction, whereas perceptiveness is primarily related to trust. Furthermore, the responsiveness dimension is related positively to both satisfaction and trust. In addition, we find a significant association between satisfaction and trust, and, finally, both a satisfactory evaluation of the voice-tovoice encounter and the build up of trust have a significant impact on the customer’s intention to contact the call center again in the future.

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