Exploring the Future Images of Telemarketing Industry

• Main Authors: Cheng Shan Huang, 鄭舜鴻
• Other Authors: Dr. Jui-Kuei Chen
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/2a29c3

碩士 === 淡江大學 === 未來學研究所碩士班 === 106 === In Taiwan, telemarketing industry is known for a high turnover rate, and because of which, it is highly difficult for telemarketing companies to develop at a usual scale under the condition of high employee turnover. This article will discuss the reason why telemarketing industry has such a high turnover rate. In this research, the main method used is questionnaires; moreover, focus group interviews and scenario analysis are used to analyze the reason why the telemarketing industry has such a high turnover rate. First, the questionnaire was designed, tested, adjusted, and eventually finalized. Second, by conducting focus group interviews, we are able to understand the reason why the interviewees worked in the telemarketing industry, and from the reasons collected, we are able to find out how those who work in the telemarketing industry think about and perceive the telemarketing industry. Furthermore, from these thoughts and perspectives, we can learn about their visions of the telemarketing industry, and from these visions, we will discover the key variants that may change the telemarketing industry. Finally, scenario analysis is used to develop four different possible futures in the telemarketing industry, which allow us to assume possible trend for the future telemarketing industry. In this research, it is discovered that there are two key factors affecting the telemarketing industry. The first factor is whether the combination between a telemarketing company and internet marketing is made in order to make a change. The second factor is consumer acceptability. From these two key factors, the futures of telemarketing industry can be developed into four different future images, which explain that if telemarketing combines with internet marketing and is accepted by the consumers, the vision of future telemarketing industry will appear to be relatively positive. By contrast, if not, it will relatively suffer.