Interactive Voice Response Systems A Study on Customer Perceived Frustration and Associated Factors with Particular Reference to Mobile Telecommunication Services

Abstract

Impact of globalization, advances in technology, changing patterns and needs of consumer behavior, etc. have brought in tremendous improvements in mobile telecommunication services. Interactive Voice Response system (IVR system) has been widely used by almost all the mobile telecommunication service providers for providing automated services to their customers round the clock. newlineBased on the literature gaps identified, there is a need to investigate customer-perceived frustration (after operating IVR system). There is also a need to find out the influence of certain factors such as cognitive factors (while operating the IVR system) and specific human-behaviour related factors on customer-perceived frustration (after operating IVR system). There is also a necessity to analyse customers frequency of operating IVR system for various mobile telecom service related purposes newlineData for the current research has been collected through a structured questionnaire survey method from an estimated sample of 1000 IVR system users in three selected locations in Chennai, in India. The study used t-test for independence, ANOVA, Chi-square test, correlation, regression, general linear model and cluster analysis to find the significant association and relationship between the factors. The current research also developed the scale to measure customer-perceived frustration (after operating IVRS) through scale development process and used factor analysis and confirmatory factor analysis. newlineThe results depicted that attention and information interpretation has a significant relationship with customer-perceived frustration (after operating IVR system) and time pressure and discomfort to technologies also posses significant relationship with customer-perceived frustration (after operating IVR system). Frequency of operating IVR system for mobile telecom service-related purposes was classified into three clusters. Among demographics, age group of respondents significantly effect in customer-perceived frustration (after operating IVR system). newlineI