The factors affect customer's satisfaction of Brother contact center (Thailand)'s e-mall inquiry service.

Abstract

The purpose of this thematic paper is to identify factors that affect customer satisfaction of Brother Contact Center (Thailand)’s E-mail inquiry service. In-depth interviews and open-ended questionnaires were adopted as the data collection approach. The samples were selected by nonprobability method which is suitable for this qualitative research. The purposive samples were chosen without concerning of demographic factors. The in-depth interviews were conducted with ten customers and three Brother Contact Center’s agents. Another part of information was collected from open-ended questionnaire about Brother’s e-mail inquiry service that Brother Contact Center has conducted to evaluate the yearly performance. To ensure the validity of data, text analysis is the tool to be used to analyze the data. The factors that affect customer satisfaction of Brother Contact Center’s e-mail inquiry service which are sequenced respectively are correct information, completeness of the information, promptness of response and agent’s communication skill. The recommendation of this paper may enhance the Brother Contact Center (Thailand)’s capability to be an integral part can create common customers to be loyalty customers and improve customer retention rate that will affect the company’s profitability. KEY WORDS: Contact center / E-mail / Inquiry service / Customer satisfaction / Solution