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Top American Journal of Marketing and Management
Vol. 8 No. 5 (2023): September-October
Original Articles

CALL CENTER GROWTH AND ITS IMPACT ON ORGANIZATIONAL PERFORMANCE: A COMPREHENSIVE ANALYSIS

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  • Ahmad Yusuf bin Ibrahim,
  • Nurul Huda binti Abdullah ,
  • Mohd Farid bin Hassan
Ahmad Yusuf bin Ibrahim
College of Business, University Utara Malaysia.
Nurul Huda binti Abdullah
College of Business, University Utara Malaysia.
Mohd Farid bin Hassan
College of Business, University Utara Malaysia.

Published 2023-09-22

Keywords

  • call centers,
  • CRM strategy,
  • organizational performance,
  • customer service,
  • employment

How to Cite

Ibrahim, A. Y. bin, Abdullah, N. H. binti, & Hassan, M. F. bin. (2023). CALL CENTER GROWTH AND ITS IMPACT ON ORGANIZATIONAL PERFORMANCE: A COMPREHENSIVE ANALYSIS . Top American Journal of Marketing and Management, 8(5), 1–14. Retrieved from https://topjournals.org/index.php/TAJMM/article/view/823

Copyright (c) 2023 Top American Journal of Marketing and Management

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Abstract

Call centers have become pivotal in the realm of customer relationship management (CRM), serving as vital channels of interaction between organizations and their customers. This paper delves into the strategic significance of call centers as solution providers for customer needs, complaints, and services, while also exploring their role as key implementation centers for CRM strategies. The proliferation of call centers globally has made them integral to organizational performance, significantly influencing customer service and marketing strategies.

The rapid expansion of call centers is evident in the extraordinary growth they have experienced, with a substantial impact on various industries (Feinberg et al., 2002). This phenomenon is exemplified by the United States, where there were over 56,000 call centers employing more than 3.07 million agents as of 2008 (IBISWorld, 2008). Moreover, this trend extends to numerous countries worldwide, including India, Malaysia, Singapore, Australia, the Philippines, South Korea, and others. These centers contribute significantly to the economies of their respective countries, generating substantial revenue, as evidenced by Macaraig (2010), who reported over $5.5 billion in revenue generated collectively by these nations.

The remarkable growth of call centers can be attributed to several factors, including attractive wages, financial incentives, and bonuses provided to employees (Batt et al., 2006; Hechanova, 2013; IBON, 2003). These incentives often surpass legislative minimum wage standards, making call center employment an appealing prospect for individuals seeking stable and well-compensated work. As a result, call centers have become magnets for a considerable workforce, further fueling their expansion.

In this context, it is imperative to examine the multifaceted impact of call centers on organizational performance. Their role as primary touchpoints for customer interactions necessitates a thorough evaluation of their influence on customer satisfaction, loyalty, and brand perception. Additionally, their contribution to CRM strategy implementation calls for an exploration of how this translates into improved customer relationship management and, consequently, organizational success.

This study seeks to provide a comprehensive analysis of the growth and impact of call centers on organizational performance. Through a combination of empirical research, industry data analysis, and case studies, we aim to shed light on the dynamics of this rapidly evolving sector. By doing so, we hope to offer valuable insights to organizations looking to harness the potential of call centers in enhancing their CRM strategies and overall performance.

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