Evaluating the Technical Efficiency of Service Operations Using DEA Models: An Application to Contact Center Services

DEA 모형에 의한 서비스 운영의 기술적 효율성 평가: 컨택센터 서비스를 중심으로

  • Cho, Geon (Department of Business Administration, Chonnam National University) ;
  • Lee, Kyoung-Jae (Electronics and Telecommunications Research Institute) ;
  • So, Soon-Hu (Division of Business Administration, Wonkwang University)
  • 조건 (전남대학교 경영대학 경영학부/BK21 (n)Biz 컨버전스 사업단) ;
  • 이경재 (한국전자통신연구원 IT기술전략연구단 모바일서비스전략연구팀) ;
  • 소순후 (원광대학교 경상대학 경영학부/경영경제연구소)
  • Published : 2009.06.30

Abstract

Recently, many companies have been very interested in CRM(Customer Relationship Management). Most companies have been also considering the contact center as a key CRM channel, because it is a contact point between customers and companies. It turns out that the contact center handles over 70% of all customer-company interactions and the success or failure of a company can be determined by the customer satisfaction with contact center experiences. Despite of the strategic importance of the contact center, there has been few empirical study on the efficiency of contact center operations in the literature. One of the main purposes of this study is to evaluate the efficiency of contact centers so as to not only identify the current status of contact center operations, but also suggest ways to improve operational efficiency. For this purpose, we apply a non-parametric efficiency measurement method, DEA (Data Envelopment Analysis), to 57 domestic contact centers in order to compare their relative efficiency. It is expected that the measurement methods suggested in this study can be applied to various issues such as service KS certification, outsourcing service management, and the productivity analysis of service personnel.

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