Creating Loyal Customers in a Contact Center Environment

Ronald F. Hyland, Susan Ferebee

Abstract


The purpose of the quantitative correlational study was to investigate the relationship between leadership type of frontline leaders in the call center environment and the customer loyalty scores of the contact center agents in a California based media company, as well as whether employee engagement mediated any relationship present. Leadership type was the predictor variable, and was measured using the Multifac- tor Leadership Questionnaire Rater Form 5X-Short. Customer loyalty scores, as measured by net promoter scores, was the criterion variable. Customer loyalty scores were obtained from archival data maintained by the organization. Employee engagement was examined as a media- ting variable and was measured using the Utrecht Work Engagement 9 Factor survey instrument. e study con rms leadership type matters in creating engaged employees, and employee engagement leads to loyal customers.

Keywords: leadership type, employee engagement, customer loyalty, contact center, multifactor leadership questionnaire 


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