Chapter 2 Literature Review
2.3. Service Quality Perceptions in Call Center
2.3.3. Service Quality Perception Measurement
2.3.3.1. Service Quality (SERVQUAL)
Parasuraman et al. (1988) developed a service quality evaluation tool using a multi-item scale called SERVQUAL, a 22-multi-item instrument that includes five service dimensions of responsiveness, empathy, tangibles, assurance, and reliabilty (Badri, Abdulla and Al-Madani, 2005). SERVQUAL represents the gap between the service performance level expectations and actual perceptions (Jaishwal, 2008). As Badri et al.
(2008) further point out SERVQUAL has been tested and used to measure service quality in various contexts such as professional services, telecommunication, retailing or hospitality. Naturally, each service has its particular meaning that SERVQUAL elements and aspects should be modified accordingly prior to current study. In the call center setting Keiningham et al. (2006) projected to use four SERVQUAL with leaving out the tangibles (physical) item.
Jaishwal (2008) disagrees that SERVQUAL does not pleasing clarify whether high expectations towards the service result in positive service estimation while low expectations indicate a high quality service evaluation. In addition, opponents of this measurement tool, Cronin and Taylor (1992) suggested that service performance evaluations are directly linked to the service quality and therefore use of SERVQUAL is inadequate. On the basis of this argument Cronin and Taylor (1992) projected SERVPERF framework for evaluating the service performance. However, SERVPERF has not been widely used in the call center context.
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2.3.3.2 Recovery Quality (RECOVSTAT)
Boshoff (1999) projected a scale tool called RECOVSTAT in order to establish the customer satisfaction with the observe to the service recovery. (Boshoff, 1999). In later study Boshoff (2005) removes 4 items leaving the scale instrument to consist of 6 dimensions and 13 items. Given that call centers regularly play significant role in the service recovery the RECOVSTAT scale is very popular in this background.
Burgers et al. (2000) projected to assess call center performance on the basis of following 8 attributes suggested by Boshoff (1999): “reliability, time, communication style, perceptions of commitment to service quality and customer satisfaction;
empowerment; staff attitude; and explanation” included within the four-scale model including dimensions of adaptiveness, assurance, empathy, authority. (Burgers et al, 2000)
Regardless of which scale instrument is used for service quality perception dimension, researchers should constantly keep in mind to adapt the items with regard to research question. For instance, when applying SERVQUAL in call center associated research, tangible item is frequently missing due to its irrelevance in this particular setting.
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2.3.4 The role of language in the call center context
In this section the content related to the function of language within the call center setting is presented. Initially, the role of language in service encounters, especially in call centers is reviewed. The concept of language representing the part of belonging to a nation is introduced subsequently. Due to the thesis topic, the focus is on the second language acquisition and its main attributes. In this respect, chapter 2.3.4.3. presents the most common characteristics of the second language use are discussed.
2.3.4.1 Language in service encounters
Language is the very important part of any communication. In call centers it is mainly noticeable, lack of visual features makes both, customers and agents rely on the language skill only. If the company and customer lack the common language, interaction is naturally more problematic than in case of using the same local language. Currently, large numbers of studies state out at the increasing customer disappointment with offshored call centers originating from the communication insufficiency (Compass, 2007; Sharma et al., 2009). In addition to cultural and geographical distance related barriers, the language distance forms another potential challenge to successful interaction. The language may be explained as a difficulty created by the condition when customer and agent do not share the same language (Stringfellow, 2008).
Among factors related to language distance are considered among others accent, speech understandability and vocabulary used. Naturally, geographical and cultural factors play important role as well. With outsourcing raises the likelihood of technical difficulties such as difficult telephone lines making the communication even harder.
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2.3.4.2 Language as expression of belonging to the nation
Isaacs (1975) states out, the role of a person and its belonging to the nation has been often discussed. It has been suggested that language is the vital part of national distinctiveness (Isaacs, 1975; Sonntag, 2009).
Many people have tough emotional bonds to their language connecting it to their own uniqueness and are affected by their cultural uniqueness also in the role of clients (Holmqvist, 2009). For instance Sonntag (2009) notes that American customers consider speaking American English as an equivalent to being American and therefore thinking that “if you’re not American, then you don’t speak English”. Language is professed as the vital aspect when it comes to the national cohesion and the perception of job loose contributes significantly to rising of such attitude (Poster, 2007). In the Asian context Holmqvist’s study (2009) also confirmed the importance of local language in the service setting assigning the preference for local language functional and also emotional aspects. The perception of non-local speakers may be influenced also by these issues. As Barker and Härtel (2004) further note, prior to interaction, both parties bring with them their unique “makeup” comprising demographic variables such as race and gender as well as dispositions, beliefs, knowlege, attitudes and past experiences. ¨
While agents are asked to familiarize to Western culture by posing like Americans and they are also given English names (Poster, 2007; Sonntag, 2009), there are no trace of similar requirements towards call center employees in Asia. One of the reasons behind this may be the cultural proximity within Asia. India, the country where Customer Care for United States of America is often offshored to, has no cultural, geographical
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neither language proximity to America.
On the other hand, the non-local speakers‟ perception within Asian context remains fairly unexplored area. There seem to be so far no study dealing with meaning and importance of the national language to Asians and consequently their perception of non-local speakers. Researches have confirmed that the person´s perception by listener differs by accent (Magen, 1998; Wang et al., 2009). Thelen et al. (2010) have recommended that the perception is affected by the speaker´s country of origin since different countries have different images.
2.3.4.3 Second language acquisition
The term second language acquisition relates to the way in which people learn a language other than their mother tongue. As Ellin (2003) points out, phrase the second language does not necessarily need to apply to one language studied but refers also to third or fourth language acquisition. For instance, if person speaks besides own language three other languages, the term “second language” applies to all of them. In addition, the term “second language” is often confused with “foreign language”. The second language may be spoken in a person´s local country and cannot be, therefore, called foreign.
A second language can be acquired in a variety of ways, differing among others in the extent of mastering the language and purpose of studying it (Klein, 2003). The success of language mastering depends on many factors such as social conditions, person’s intelligence, language aptitude (a disposition for learning a language), motivation or age, just to mention a few. (Ellin, 2003; Klein, 2003). There have been many studies regarding the fact to what extent is a person capable to manage the
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second language and whether it is possible to master the language on the local level (Sleve and Miyake, 2006). Every language has own specifics which are not easy to bear for non-local speakers.
The next chapter discusses in detail some common mistakes non-local speakers make.
These languages aspects are those indicating that a person uses the second acquired language.
2.3.4.4 Common differences between language spoken by local and non-local speakers
It has been recommended that second language acquisition is relatively complicated process with many factors influencing the final output. It is, however, debatable to what extent the output is final since language studying is in many cases life lasting process. It has been proved that local speakers can recognize a foreign accent from the very short speech samples (Flege and Hammond, 1982; Flege, 1984 in Magen, 1998).
In the following subchapters some of typical features differing non-local from local speakers are presented.
The forthcoming aspects form a basis for the thesis´s empirical study. Since one of the thesis aims is to identify language factors contributing to the perceived quality, the following aspects are important part of empirical research.
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1. Accent
The second language acquisition has been gaining the research interest within the field of psychology and social psychology for decades (Derwing, 2003). Accent as the important aspect of the second language use has been given attention as well. Topical research has focused on the communication from both parties, local speaker´s (Magen, 1998; Cargile, 2000) and non-local speaker´s (Derwing, 2003; Gluszek and Dovidio, 2010). Sociolinguistics literature (Lippi-Green, 1994; Giles and Powesland, 1975) considers accent as important indicator of person’s ethnicity, regional association and social background. This fact suggests that non-local speakers are assigned certain characteristics formed apart of their appearance by the way they speak the language.
In personal encounters the total impression is created by both physical appearance and spoken language together with non-verbal signals.
As noted above, customers can recognize the non-local speakers already after a couple of exchanged sentences. Depending on pre existing attitudes, established and enforced throughout an individual’s life experiences clients evaluate AGENT and the company (Barker and Härtel, 2004). As accents are often connected with certain status (e.g. social and cultural background) people tend to react differently on various accents (Magen, 1998; Cargile, 2000). As a consequence some non-local speakers are perceived more positively than others. The accent indicates in many cases the non-local speaker´s probable country of origin. Some researchers (Thelen et al., 2010) suggest that this association of Customer Care being located in a particular country significantly influences the perceived service quality. Chapter 2.3.2.2. Country Image further examines this concept.
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Wang et al. (2009) have conducted a study where respondents listened to the short conversation samples from call centers. The conversation content was indistinguishable in all cases; manipulation factor was Customer Care employee´s accent. On the basis of the research Wang et al. (2009) conclude that customer satisfaction is strongly affected by the service outcome. In case that clients are not satisfied they tend to reflect this fact on the employee personality. Thus, Indian English has received the least positive feedback out of offered options (Wang et al., 2009).
Nevertheless, the researches mentioned above were carried out in the United States of America and it is debatable whether their findings relate also in Asian setting differing from Anglo-Saxon culturally.
2. Vocabulary
Customer Care representative needs to master language to such extent that
communication with client makes no problems to any side. A sufficient vocabulary is a core condition for a successful interaction. However, as far as it concerns the second language acquisition, there may appear challenges related to vocabulary. Typically, non-local speakers face four kinds of problems:
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(1) Insufficient vocabulary
It is very difficult to determine the proficiency level which can be considered as a sufficient. Generally, Customer Care employee has to be familiar with the second language vocabulary at least to such extent that enables understanding customer´s requirements and providing an understandable good-proficiency answer in a fluent matter. Naturally, the vocabulary sufficiency depends on the kind of Customer Care.
Vocabulary proficiency requirements are different for the employee accepting and confirming simple order by phone and employee advising customer how to set up a computer program.
(2) Use of words in a wrong context
This problem is strongly related to language incompetence. Employee has learnt to use a word in a wrong context changing the sentence meaning. Consequently, this influences the customer´s image of employee and the company in a negative manner.
(3) Unfamiliarity with idioms
To understand idioms, usually specific in every language; non-local speaker has to be on the advanced language level. Various languages express idioms in various ways often leaving non-local speakers confused about the meaning.
(4) Vocabulary confusion
When using the second language, people are likely to bring cognitive frames from mother tongue and so ultimately use improper wording (Marcella and Davies, 2004).
Commonly these mistakes include word confusion such as using a word from a one language in another language. Additionally, non-local speakers may not be aware of words possible other meanings.
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3. Syntax
Syntax is defined as the study of the principles and processes by which sentences are constructed in particular languages (Chomsky, 1971). Naturally, this process varies from language to language. In some of them free word order applies while in others fixed word order needs to be kept. The basic rules of second language syntax need to be studied by non-local speakers already at the very beginning of second language acquisition. The knowledge of syntax is crucial for a sentence forming.
For instance, question form in some languages is formed by switching the pronoun and verb position in the sentence. Leaving this out, a person does not ask question but instead states a sentence. Alter locally, especially in free word order languages manipulating with a word order changes noticeably the sentence meaning. Non-local speakers may not be aware of the shifted sentence meaning.
4. Rhythm of speech
Rhythm of speech significantly influences the understandability of message.
Therefore, both client and agent should adjust the speech pace so that interaction makes no problem to any of them. However, if they communicated grammatically correctly and their speeches are otherwise understandable, listeners are not very sensitive to voicing differences (Magen, 1998).
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2.3.4.5 Language factors influencing the service quality perception
Chapter 2.3.4.4. Common differences between language spoken by local and non-local speakers identified the main factors distinguishing non-local and non-non-local speech.
The figure 2 summarizes the language factors contributing to the call center interaction between customer and agent.
Figure 2 Aspects affecting the call center service interaction with non-local speaker (Flege and Hammond, 1982; Flege, 1984 in Magen, 1998)
Even though the above mentioned factors are affecting the service interaction, their contribution does not need to be equal. For instance, the accent may be perceived more significantly than rhythm of speech by customer (local speaker). The perception of these factors depends on the concrete customer and concrete service encounter episode.
Service Interaction
Accent
Vocabulary
Syntax Rhythm of
Speech Cognitive Language Frame
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SERVQUAL and RECOVSTAT measurement scales were discussed in the section 2.3.3. Service quality perception measurement. Both tools were used in the call center settings and therefore, this study as well, takes advantage from them.
2.3.5 Summary
Theoretical part centered on the three major areas, the call center essentials, service quality perception and image in the call center context and the role of language in the call center context.
Studies indicate that countries are assigned a certain image in the client´s eyes and this fact also influences on service quality (Huber and McGann, 1982). Therefore, the company and country image aspects were discussed as vital pointers of customer´s service evaluation.
Due to thesis focus, attention was given to the role of language in service interactions.
The language is the very vital part of any interaction, especially in call centers where the other visual components are missing. The language defined as a fence created by the circumstances when customer and agent do not share the same mother tongue (Stringfellow et al. 2008) can make the interaction more challenging. For offshored call centers the significant percentage of non-local speakers is typical. The situation when client and agent do not come from the same country spaced out from language also cultural and geographical distance related barriers (Stringfellow et al., 2008).
Since the language is a significant part of local uniqueness (Isaacs, 1975; Sonntag, 2009), the role of language as a local aspect was discussed. As Holmqvist (2009) states out many people love their language that represents their identity and being
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affected by their own cultural as consumers. Speaking the language is by some people perceived as a belonging to the nation.
Due to thesis theme the second language acquisition was given the attention. Ongoing research aims for determining whether a non-local speaker is capable to master the language at the local level (Robert and Miyake, 2006). Due to the fact that local speakers recognize non-local speech in a short time (Flege and Hammond, 1982;
Flege, 1984 all cited in Magen, 1998), the subsequent chapters discussed in detail common characteristics of non-local speech: accent, vocabulary, syntax, rhythm of speech and different cognitive language frame.
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2.4 Hypotheses
Based on the literature review, five hypotheses were recommended. H1 and H2 were formed based on the findings related to offshoring awareness and call center allocation abroad and company´s perceived trustworthiness respectively. H3 is directly connected to the thesis aim; exploring the influence of non-local speech on the perceived quality. H4 and H5 support H3 trying to further explain the role of accent (H5) in the interaction and non-local speakers perception (H4).
H1: Interacting with non-local speaker, customers are more likely to suppose that call center is located outside of country
H2: Customers perceive non-local Customer Care representative as less trustworthy compared to local speaker
H3: Customers perceive lower service quality when interacting with non-local Customer Care representative
H4: Non-local Customer Care representative is perceived as less competent
H5: Customers perceive higher probability of misunderstanding when interacting with non-local speakers
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Chapter 3 Methods
This chapter presents the general idea of selected research methods and explains the incentive behind these choices. The need for pilot study is justified, with the main aspects of the chosen survey approach of the empirical study.
3.1 Selection of research method
The intention of this thesis is to determine whether clients perceive communication differently if service is provided by non-local agent. Moreover, this thesis also plans for determining the part of respondents‟ age in the service quality perception. The selection of research method is very significant decision in regard to thesis. When choosing the most appropriate research method, the thesis seek, especially the research question, need to be taken to account. At first, researcher has to make a decision whether to use qualitative or survey methods or eventually their mixture.
Even as survey methods deal with impartially measurable data, qualitative focus on deep analysis of issue. In marketing, the survey methods used to be chosen to qualitative since they base on the statistics and are therefore easily provable (Hunt, 1994). Qualitative methods intend in prior for understanding a certain phenomenon than to simplify the truth (Patton 2002). While Reichardt and Cook (1979) put it, the primary difference between survey and qualitative methods is in the measurement of verification versus discovery. Survey techniques are frequently used to prove or validate theories whilst qualitative methods are used in theory creating and developing.
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3.2 Research design
This part deals with the research design of the pilot study and survey. Regarding the first mentioned, the methods used for the interviews are justified and the interview guides are offered. In the survey part, source of data and questionnaire and general research design are explained.
3.2.1 Pilot study
The pilot study was derived from the interviews with two collections of informants, clients and Customer Care agents.
3.2.1.1 Participants of pilot study
10 respondents (5 answered the local speaker version and 5 respondents filled the non-local speaker version questionnaire) were conducted in order to determine possible unfairness. To reduce error it was aimed for made scenario to be realistic and clear.
Customer
Participant Age Nationality Language
A 45 Taiwan Chinese
A 45 Taiwan Chinese