Call Center Executives’ Listening Behavior and Customers’ Intention to Call

Abstract

The  study  uses  three  dimensions  to  judge  perceived  listening behavior, i.e., attentiveness, perceptiveness and responsiveness and  its  outcome  variables  trust,  satisfaction  and  customers’ intention  to  call  again.  The  study  collected  responses  of  153 public and private sectors’ call center customers. The data was analyzed  using  two  sample  Z-test  and  regression  analysis  to test  the  hypothesized  relationship.  All  three  components  of listening  behavior  have  significant  effect  on  satisfaction  and trust  except  responsiveness  dimension  on  satisfaction.  The combined  effect  of  all  the  three  components  of  listening behavior was found to be significant on satisfaction and trust. It  was  found  that  the  repeated  satisfied  interactions  help building  trust  amongst  customers,  which  creates  a  base  for maintaining  long  term  relationship  and  intention  to  call  again to the same call center.