Inter-Satisfaction between Website and Automated Call Distribution (ACD) Systems

ABSTRACT

Websites and an Automated Call Distribution (ACD) system in a call center are both considered important customer relationship technologies. Integrating concepts from information systems quality and trust transference theory, this paper introduces the concept of inter-satisfaction: the extent to which customer satisfaction with a website leads to satisfaction with an ACD and vice versa. It is hypothesized that dissatisfaction with either the website or the ACD influences potential brand-switching behaviors. A model, largely drawing upon concepts of user satisfaction as developed in information system research, is presented. The model is then tested using data from passengers using Low Cost Carriers (LCCs) in South Korea, specifically 366 passengers at the Jeju International Airport, who experienced both their airlines’ website and call center. A structural equation modeling analysis demonstrates that satisfaction with the website transfers to satisfaction with the ACD system, but not vice versa, and that only dissatisfaction with the website creates a brand-switching intention.

KEYWORDS:

• Customer relationship management (CRM)
• automated call distribution (ACD)
• systems quality
• information quality
• service quality
• inter-satisfaction
• brand-switching intentions

The authors would like to thank Professor Hans van der Heijden, Department of Business and Management, University of Sussex, UK and Assistant Professor Albertus van Niekerk Hendrik, Department of Tourism Management, Catholic University of Daegu, Republic of Korea for their comments on the paper.

Additional information

Notes on contributors

Martin Yongho Hyun

Martin Yongho Hyun is Associate Professor in Department of Tourism Management, School of Hospitality and Tourism Management, Catholic University of Daegu, Gyeongbuk, 712–702, Republic of Korea (E‑mail: [email protected]).

Hyeon-Cheol Kim

Hyeon-Cheol Kim is Associate Professor in School of Business Administration, College of Business and Economics, Chung-Ang University, Gyeonggi, 456–756, Republic of Korea (E‑mail: [email protected]).

Robert Martin O’Keefe

Robert Martin O’Keefe is Professor in Faculty of Management & Economics, Royal Holloway College, University of London, Egham, TW20 0EX, UK (E‑mail: [email protected]).