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Offshoring der Kundeninteraktion: Eine empirische Analyse der Wirkung der Sprachqualität am Beispiel von Call Centern

Author

Listed:
  • Matthias H. J. Gouthier

    (International University Schloss Reichardshausen)

  • Andreas Eggert

    (Universität Paderborn)

  • Felicitas Nogly

    (Katholische Universität Eichstätt-Ingolstadt)

Abstract

Zusammenfassung In Folge eines wachsenden Konkurrenzdrucks verlagern Unternehmen personalintensive Geschäftsprozesse, wie zum Beispiel Call Center-Dienste, zunehmend in Länder mit niedrigem Lohnniveau. Während die Kostenvorteile dieser Handlungsoption auf der Hand liegen, besteht weitgehende Unklarheit über mögliche negative Effekte eines Offshoring der Kundeninteraktion. Der vorliegende Beitrag entwickelt und testet ein Modell, das die sprachqualität von Call Center-Agenten und die Zufriedenheit der Kunden mit der Call Center-Interaktion und ihre Loyalitätsintention verbindet. Es zeigt sich, dass ein vom Kunden wahrgenommener Akzent des Call Center-Agenten negative Auswirkungen auf die Zuweisung fachlicher und sozialer Kompetenz hat, welche ihrerseits mit der Zufriedenheit und Loyalitätsintention der Kunden in Zusammenhang stehen. Aus der Modellierung geht weiterhin hervor, dass der negative Einfluss eines Akzents durch den vorteilhaften Einsatz der übrigen sprachmerkmale (Stimme, Sprechgeschwindigkeit und Sprachverständlichkeit) kompensiert werden kann. Diese Erkenntnisse führen zu wesentlichen Implikationen für das Management von Call Centern.

Suggested Citation

  • Matthias H. J. Gouthier & Andreas Eggert & Felicitas Nogly, 2008. "Offshoring der Kundeninteraktion: Eine empirische Analyse der Wirkung der Sprachqualität am Beispiel von Call Centern," Schmalenbach Journal of Business Research, Springer, vol. 60(1), pages 48-70, February.
    • Handle: RePEc:spr:sjobre:v:60:y:2008:i:1:d:10.1007_bf03372791
    DOI: 10.1007/BF03372791
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    References listed on IDEAS

    as
    1. Andreas Herrmann & Frank Huber & Frank Kressmann, 2006. "Varianz- und kovarianzbasierte Strukturgleichungsmodelle — Ein Leitfaden zu deren Spezifikation, Schätzung und Beurteilung," Schmalenbach Journal of Business Research, Springer, vol. 58(1), pages 34-66, February.
    2. Bardhan, Ashok Deo & Kroll, Cynthia, 2003. "The New Wave of Outsourcing," Fisher Center for Real Estate & Urban Economics, Research Reports qt02f8z392, Fisher Center for Real Estate & Urban Economics, UC Berkeley.
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    More about this item

    Keywords

    L22; M10; M30; M53;
    All these keywords.

    JEL classification:

    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M53 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Training

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