Impacts of Location on Bank Call Center Services: The Case of Turkey

Abstract

Purpose - The CRM sector represents the quality of a company. The quality of a company might be evaluated by taking the services of a call center as a measure by the customers, because CRM is the most interactive point of the operations of all companies. Call centers represent companies with 24/7 service. Companies have to search for ways to increase the quality of their service and CRM. Call center companies started to move to Anatolia in response to government incentives. The purpose of this study was to examine the results of this change. Design/methodology/approach - Bank call centers in large cities and Anatolian bank call centers are compared. SERVQUAL is used to compare the service quality of the call centers. 100 questionnaires are used to evaluate the services of the bank call centers and 100 customers are interviewed. The banks with Anatolian call centers and the banks without Anatolian call centers are compared to each other by using the results of the interviews and questionnaires. Findings - The service quality of the call center of the banks with Anatolian call centers seems to be higher than those without them. Practical implications - The reason for the better performance of Anatolian bank call centers can be explained by using some observations. These reasons can be taken into account by CRM companies to provide better service. Originality/value - This paper is proof of that CRM agents are affected by stress factors and their environment. Therefore, stress levels have to be decreased for employees for better service. Selecting a good location is the most important step in diminishing stress levels.