Customer Service Perception among Professionals: Confirmatory Factor Analysis and Norming

Muhammad Kashif Fida, Muhammad Zohaib Khan, Azka Safdar, Bushra Naz

Abstract


The concept of customer service perception around the world is rapidly experiencing reforms thus impacting organization’s credibility and its valued customers. Despite these changes, discussion on how to evaluate the perceived customer service perception of the professionals from the different organizations, is complexed and remain challenging to evaluate. The predominately study identified the gap in literature by investigating the significance of customer service perception of the professionals belong to various organizations including banks, hotels, cash and carry, airport, universities and hospitals. This research was based on cross-sectional correlational survey research design. Study was conducted in two steps. In step-I data was collected from customer services professionals (N=2820) belonging to various organizations. This research study established and confirmed the reliable factor structure of the “Customer Services Perception Scale” (CSPs) (which consists of three dimensions: customer services orientation, empathy and flexibility) through confirmatory factor analysis. In step-II sample comprised of customer services professionals (n=98) and their served customers (n=98) was collected through situational sampling technique. Results revealed the significant association, difference and impacts in terms of customer service perception among different professionals from various organizations with their age groups and gender. Males customer services professionals were high on customer service perception as compared to female. Correlation analysis suggested a significant positive association between professionals’ perception about their customer service and their immediate serviced customers’ satisfaction. Overall, this research contributes to the literature by providing the meaningful ways to the organizations to improve customer service perception of their professionals about their valued customers which will automatically add value in their customer service satisfaction.

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