Service quality measure of B2C company based on customer complaints

As an important department in B2C companies, call centers are playing an irreplaceable role in the e-business services. How to define a suitable instrument for evaluating the quality level of call centers in B2C companies is becoming a hot topic. Taking the SERVQUAL and E-S-QUAL as theoretical foundations, a novel service quality measurement scale is developed in this paper. A B2C company is studied and the field data are analyzed from which the main daily business and characteristics of the call center are obtained. Then, thousands of customer complaint logs are explored through which the service quality measurement instrument suitable for call centers, entitled CC-SERVQUAL, is constructed.