%0 Journal Article
%T CALL CENTER OPERATIONAL INDICATORS AND CUSTOMER SATISFACTION: AN EXPLANATORY AND EXPLORATORY INVESTIGATION INDICADORES OPERACIONAIS DE CALL CENTERS E SATISFA  O DOS CLIENTES: UMA INVESTIGA  O EXPLANO-EXPLORAT¨®RIA
%A Alexandre Ferreira Oliveira
%A Luiz Antonio Joia
%J Revista Eletr£¿nica de Sistemas de Informa£¿£¿o
%D 2009
%I Facecla
%X Year after year, the call center industry is growing very fast, both in Brazil and worldwide, employing a large amount of people and receiving huge investments. In order to support this industry, there is a theoretical framework that aims to improve the operational indicators of this realm. This article purports to investigate, in an empirical way, the relationship between the several operational indicators currently used for the management of call centers in Brazil and customer satisfaction. As such, a set of call centers assisting a telecommunication company will be analyzed as to verify which one of their indicators are actually and positively associated with customer satisfaction. A methodological approach based on surveys as well as stepwise multiple linear regressions are developed and applied in order to have the objective of this paper accomplished. It is concluded that just the indicators Solution Rate in the First Call and Average Working Time after the Call present a statistically significant relationship with customer satisfaction. Lastly, some alternative call center operational indicators are proposed, in an exploratory way, for the management of call centers in order to yield a better relationship between their indicators and customer satisfaction. Ano ap¨®s ano, a ind¨²stria de call center vem apresentando elevado crescimento, tanto no Brasil como no mundo, empregando crescente contingente de pessoas e recebendo expressivas somas de recursos financeiros. Suportando toda esta ind¨²stria, existe um referencial te¨®rico que privilegia a busca da melhoria de diversos indicadores de desempenho operacional. Este artigo tem por objetivo examinar, empiricamente, a rela  o dos diversos indicadores de desempenho operacional utilizados atualmente na gest o de call centers, no Brasil, com a satisfa  o do cliente. Para tanto, ser¨¢ utilizado um conjunto de call centers de empresas do segmento de telecomunica  es, buscando determinar quais realmente s o os indicadores significativamente influentes na satisfa  o do cliente. Aplicando-se t¨¦cnicas de survey e regress es lineares m¨²ltiplas pelo m¨¦todo stepwise, verificou-se que somente os indicadores Taxa de Resolu  o no Primeiro Encontro e Tempo M¨¦dio de Trabalho Ap¨®s a Chamada apresentaram algum relacionamento, com n¨ªvel aceit¨¢vel de significancia estat¨ªstica, com a satisfa  o do cliente. A partir da¨ª, indicadores de desempenho alternativos s o propostos exploratoriamente para a gest o de call centers, de modo a conduzir a uma melhor rela  o entre a performance dos mesmos e a satisfa  o do cliente.
%K Call Centers
%K Indicadores de Desempenho
%K Satisfa  o do Cliente
%U http://revistas.facecla.com.br/index.php/reinfo/article/view/587