고객센터에서 상담사의 셀프리더십이 상담품질, 고객만족, 신규매출에 미치는 영향

Customer Centers have become critical entities of organization executing CRM (customer relationship management) through which firms maintain relationship with customers for a long period of time and create new customers. The role of CSRs (customer service representatives), taking a responsibility of serving an excellent service, has also been increasing because CSRs, directly, affects on improving customer satisfaction and building customer loyalty. In inbound customer centers, CSRs have no discretion in interacting with customers because all the CSRs adhere to the script provided by respective organizations and CSRs'works are monitored by the supervisors consequently, managing the service quality, which determines the performance of the CSRs. In this context, this study verifies that CSRs with high self-leadership, characterized by self-motivation, self-goal setting, and self-reward, can obtain superior performance. This study considers service quality, customer satisfaction, and sales as the major performance indices to CSRs. Compared to outbound customer centers focused on sales, in inbound customer centers, sales can often happen. When an incoming call is received from a customer, a CSR can induce that call to sales introducing new goods and service related to customer's request. More specifically, this study empirically tests self-leadership affects on service quality, customer satisfaction, and sales. To test our hypotheses, we have collected data from a certain firm's inbound customer center providing customer services as well as dealing with sales. We have utilized real data in measuring service quality, customer satisfaction, and sales which are really used to evaluate CSRs' performance. Ultimately, we have measured self-leadership with 5-Likert scale from CSRs. Our results have verified that CSRs with high self-leadership offer superior service quality and comparatively better customer satisfaction. Service quality offered by CSRs directly affects customer satisfaction level and attracts more sales. In other words, the results indicate that self-leadership can be used as one of the strategies for increasing service quality and degree of customer satisfaction. Furthermore, these results have verified that through an effective CRM, a customer center can be a major source of creating new revenue opportunities for a firm.