Quality and Customer Services Research Paper 2022

Student Name
INSTITUTIONAL AFFILIATION(S)
QUALITY AND CUSTOMER
SERVICES

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Outsourcing customer services impacts service quality and customer satisfaction
Abstract
This paper will resolve the challenge possessed by customer services providing firms
by studying how service quality and customer satisfaction gets impacted due to outsourcing
customer services. This paper proposes to make an analysis of current literature comprising
customer service features and outsourcing functions that are undesirably allied with customer
satisfaction. The literature review will be conducted after collecting data from scholarly
articles following which a series of recommendations are made before the conclusion. This
paper will assist customer service providing companies while implementing outsourcing
customer services functions to understand the advantages and risks behind it.

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Table of Contents
Introduction................................................................................................................................3
Literature review........................................................................................................................3
Conclusion..................................................................................................................................7
Recommendations......................................................................................................................7
References..................................................................................................................................9

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Introduction
Outsourcing customer services is one key management strategy which helps
organization gain competitiveness by allowing them to focus upon key areas and capabilities.
Since more companies are considering superior quality in their customer services,
outsourcing is gaining much prominence presently. It is apparent that to remain competitive,
satisfying customers is very important which may even go beyond expectations. Such trends
have been seen in many national and international firms where they are putting in more effort
to outsource their customer services to gain customer satisfaction and enhanced service
quality ( Ahn, Kim, Park, Choo, & Choi, 2011). However, in literature, such a trend is
attributed as a dislike among customers due to reasons like cultural acceptance, technological
gaps, and difficulty in understanding by few customers that leads to reduced customer
satisfaction.
Literature review
Customer relationship management (CRM) in firms requires integrating marketing
capabilities and cross-functional information technology including activities that can
facilitate or enhance the sale of customer services. CRM further promotes customer retention,
reduced customer acquisition costs and creating opportunities for the firms due to customer-
focused innovations. Therefore, customer service centers handling product inquiry and post-
purchase service through email, phone, chat or website including processes related to
collection, interpretation, evaluation, and diffusion of customer information. Customer
service companies respond to web-based inquires inbound calls and provide customers with
outbound calls and messages for making direct marketing and providing quality customer
service (Whitaker, Krishnan, Fornell, & Morgeson, 2019). According to Aftab, Sarwar,