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Offshore call centers are regarded as an important strategic decision for organizations to save the cost. Despite wide spread use of the practice, many organizations seem to be reluctant to openly admit this fact when interacting with customers and confusion exists about where to draw the line to make customers comfortable while interacting with the call center representative. This paper draws on upon the existing knowledge of trust in e-commerce, inter personal deception theory and personalization of service, to study the effects of location of call center, context of interaction, type of call center and the practice of National Identity Management (NIM) on trusting belief and trusting intentions of customers in a call center.
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