The effect of call center practices on consumer based brand value: An empirical research

The aim of this thesis is to determine the sub-dimensions of bank call center service quality and consumer based bank brand value and to investigate the differences of these dimensions according to demographic characteristics. As research method, descriptive research was conducted and questionnaire technique was used as data collection method. In the research, Call Center Service Quality Scale and Consumer Based Bank Brand Value scales were used. In the correlation coefficient calculated between the variables, the Path Analysis developed by Sewal Wright was used to find the parts of the relationship that are related to the other variables. The distribution of socio-demographic characteristics was analyzed by frequency and percentage. Independent sample t test, which is a parametric test for binary groups; F test was used in groups more than two. Homogeneity of variances in groups more than two were examined using Levene F test. Bonferroni binary comparison test was used to determine the source of the differences arising from ANOVA analysis. In order to analyze the relationship between scales and sub-dimensions, Pearson correlation analysis was performed. After examining the relationship between scales, simple linear regression analysis was performed to explain the effect of bank call center service quality on consumer-based bank brand value. Multiple linear regression analysis was performed to see which sub-dimension was more effective. According to the results of the analysis, a positive and medium level relationship was found between the bank brand value scale and call center service quality scale. In addition, positive and medium level relationships were found between the sub-dimensions of the bank brand value scale and the call center service quality scale.