Serving global consumers with a local mind set: an investigation of customers’ perception of offshore call centres’ services

Khan, Hina, Rodrigo, Padmali and Koku, Paul Sergius (2011) Serving global consumers with a local mind set: an investigation of customers’ perception of offshore call centres’ services. In: ICSB 2011 World Conference Proceedings. International Council for Small Business (ICSB), Stockholm, Sweden, pp. 1-30. ISBN 978-0981902838

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This study investigates the attitudes of UK consumers toward offshore call centres. Three research hypotheses were developed to investigate to what extent consumers' attitude towards offshore call centres are influenced by their attitude towards Country of Service Origin (ACOSO) perceived service quality (PSQ) and perceived risk (PR) that a consumer attaches to offshore call centers. A linear regression model was developed to investigate to what extent ACOSO, PSQ, and PR have the ability to predict consumer attitude towards offshored call centers. Data were collected by a self administered questionnaire from 283 consumers from three geographic locations of UK. The consumers' attitude towards call centre services based in five countries namely Canada, Mexico, India, the Philippines and China were evaluated. The findings revealed that the consumers attitude towards offshore call centers tend to be negative and differ according to Country of Service Origin. Thus, even though the overall attitude towards offshore call centres were negative, compared to their attitude towards British call centres, the magnitude of negativity vary as British consumers perceived that British followed by Canadians are best in terms of providing a quality service. Similarly, India and China were rated as poor in terms of service quality. The findings also indicated that British consumers perceive call centres from Asia such as India and China to be more risky. The findings could help SME's develop consumer centric strategies which could lead to gain competitive advantages.

Item Type: Book Section
Additional Information: ICSB 2011 World Conference, held at Stockholm Waterfront Congress Center, Stockholm, Sweden, June 15-18, 2011. Format: CD-ROM
Subjects: N500 Marketing
N900 Others in Business and Administrative studies
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
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Depositing User: Helen Pattison
Date Deposited: 10 Oct 2012 11:19
Last Modified: 10 Aug 2015 11:01

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