A Study of Interactive Marketing Pattern Between Call Center Staff and Customers

• Main Authors: Hsin-Yi Chen, 陳欣怡
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/50771896995239452004

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 102 === Due to the improvement of technology, and highly development of economy, the industry emphasizes more on telemarketing because of its instant, two-way communication and low cost. The purpose of this study is to explore common reactions from the customers, the effective response strategies adopted by call center staff, and interactive patterns between call center staff and customers. To achieve the goals in this study, 90 cases of dialogue between call center staff and potential customers were collected through the purposive sampling method, and the data were analyzed by grounded theory and content analysis method. Six interactive marketing patterns between call center staff and customers were found in the end of this study, and they were named as turned the tables pattern, never too late to mend pattern, gone with the current pattern, collapsed at the first blow pattern, failed in all battles pattern, and fallen at the final hurdle pattern. The fisrt three patterns showed that whether customers ask questions or not is the key factor and also a sign of closing a deal, and the last three patterns showed that Call center saff usually ask questions and emphasize special price in response to customers’ rejections.