콜센터에서 정보기술과 고객지식을 이용한 고객서비스 프로세스 향상 : 컴퓨터 자기효능감의 조절역할

Enhancing the Customer Service Process through Information Technologies and Customer Knowledge in Call Centers : The Moderating Role of Computer Self-Efficacy

Call center service is enabled by the use of a firm s various information technologies (IT) and accumulated knowledge. IT and knowledge resources have been considered a fundamental infrastructure for developing a firm s business capabilities. Recognizing this, this study examines whether a firm s IT and customer knowledge resources enhance its customer service process capability and thereby contribute to creating superior customer service, at the level of customer service representatives (CSRs). That is, constructs in this study were measured on a basis of CSRs perception. Moreover, this study verifies the moderating role of CSRs computer self-efficacy on the relationships between IT and customer knowledge resources and customer service process capability. To test the proposed hypotheses, this study conducted partial least squares (PLS) analysis with a total of 234 data which were collected on CSRs working at four call centers. The key findings are as follows: first, IT infrastructure integration and customer knowledge integration are positively associated with customer service process capability. Second, customer service process capability is a key determinant of customer service performance. Finally, CSRs computer self-efficacy has a moderating effect on the relationship between IT infrastructure integration and customer service process capability. The details of the findings and implications are presented.