Knowledge storage & retrieval to online cop in Thai call center.

Abstract

In the business world nowadays, service is also a key factor for business competition as it could lead to brand loyalty and repeated purchase. Thus, call center had been used as one of channels to manage relationship with customers (Timothy L. et al, 2006). Organizations also applied knowledge management to maintain and improve call center performances (Amit K., 2004). In order to reduce knowledge problems, Online Community of Practice (CoP) was applied as it was believed to be the most effective way (Jens G. & Thomas R., 2005). Online CoP was the interactive platform that allowed users to share knowledge with each other. Shared knowledge was recorded in the system for later retrieval (Donath et al., 1999; Erickson et al., 1999). However, how to successfully implement Online CoP, especially in Thai call centers, was not widely discussed. The conceptual framework for this thesis was adopted from the Theory of Reasoned Action (TRA), which assumed that Attitude towards Using Online CoP and Social Influence had positive association with Intention to Use Online CoP. Attitude towards Using Online CoP, in this research, consisted of Extrinsic Motivation, Intrinsic Motivation, Perceived Ease of Use, Perceived Usefulness, and Social Media. Social influence consisted of Upper Level and Colleague. Data collection was done through quantitative methodology by distributing questionnaire to 400 call center agents. Data analysis was done through Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The result turned out that, with their components, Attitude towards Using Online CoP and Social Influence had positive association with Intention to Use Online CoP. This led to the theoretical implication that the proposed conceptual framework was the extension of Theory of Reasoned Action (TRA). For the managerial implication, it led to the conclusion that the management is the key to create the successful Online CoP and setting the direction and organization culture. Plus, the organization should develop the online CoP which is easy to use and able to retrieve the knowledge within a short time. Moreover, the organization should also use extrinsic motivation (rewards) to stimulate the use in short term and long term engagement.