Customer service personnel’s perceptions of customers: The case of a telecommunications firm
This paper sets out to extend current knowledge on perception of customer service personnel (CSP) towards customers. It examines these perceptions by employing the CAB Paradigm, utilizing an interview followed by questionnaires based on the interview findings for CSPs in a telecommunications firm in...
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| Format: | Article |
| Language: | English English |
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Universiti Malaysia Sarawak, (UNIMAS)
2007
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| Online Access: | http://ir.unimas.my/id/eprint/527/ http://ir.unimas.my/id/eprint/527/1/15%20customer%20service%20personnel%27s%20perceptions%20of%20customers%20%28%20abstract%29.pdf http://ir.unimas.my/id/eprint/527/2/15%20customer%20service%20personnel%27s%20perceptions%20of%20customers.pdf |
| _version_ | 1848834560665583616 |
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| author | Ernest Cyril, de Run Thang, Florence Chin-Yin |
| author_facet | Ernest Cyril, de Run Thang, Florence Chin-Yin |
| author_sort | Ernest Cyril, de Run |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | This paper sets out to extend current knowledge on perception of customer service personnel (CSP) towards customers. It examines these perceptions by employing the CAB Paradigm, utilizing an interview followed by questionnaires based on the interview findings for CSPs in a telecommunications firm in Malaysia. Data collected from the interview was analyzed using frequency distribution and data from the questionnaire was analyzed using factor analysis. Findings indicated the most identified variable was “Interested” and the least was “Gross/Unpleasant”. Factor analysis indicated 9 views of customers termed as Mr. Hot, Mr. Mix Up, Mr. Pushy, Mr. Slow, Mr. Serious, Mr. Professional, Mr. Simple and Mr. Cheerful. The number of respondents and the subsequent weak KMO limit the study. Nevertheless, it provides a basis for the CAB Paradigm to explain why customer service in Sarawak is weak. The implications of the study to management and HRM department are strong as they indicate that CSP’s views of customers are negative, and such personnel thus require further training and supervision on how to treat customers. It is rare to find articles that look at CSP’s view of customers, as the literature is chock-a-block with the views of customers. This study allows for a preview into the mind of CSPs. |
| first_indexed | 2025-11-15T05:53:55Z |
| format | Article |
| id | unimas-527 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English English |
| last_indexed | 2025-11-15T05:53:55Z |
| publishDate | 2007 |
| publisher | Universiti Malaysia Sarawak, (UNIMAS) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-5272016-04-14T01:22:08Z http://ir.unimas.my/id/eprint/527/ Customer service personnel’s perceptions of customers: The case of a telecommunications firm Ernest Cyril, de Run Thang, Florence Chin-Yin HE Transportation and Communications HM Sociology This paper sets out to extend current knowledge on perception of customer service personnel (CSP) towards customers. It examines these perceptions by employing the CAB Paradigm, utilizing an interview followed by questionnaires based on the interview findings for CSPs in a telecommunications firm in Malaysia. Data collected from the interview was analyzed using frequency distribution and data from the questionnaire was analyzed using factor analysis. Findings indicated the most identified variable was “Interested” and the least was “Gross/Unpleasant”. Factor analysis indicated 9 views of customers termed as Mr. Hot, Mr. Mix Up, Mr. Pushy, Mr. Slow, Mr. Serious, Mr. Professional, Mr. Simple and Mr. Cheerful. The number of respondents and the subsequent weak KMO limit the study. Nevertheless, it provides a basis for the CAB Paradigm to explain why customer service in Sarawak is weak. The implications of the study to management and HRM department are strong as they indicate that CSP’s views of customers are negative, and such personnel thus require further training and supervision on how to treat customers. It is rare to find articles that look at CSP’s view of customers, as the literature is chock-a-block with the views of customers. This study allows for a preview into the mind of CSPs. Universiti Malaysia Sarawak, (UNIMAS) 2007 Article PeerReviewed text en http://ir.unimas.my/id/eprint/527/1/15%20customer%20service%20personnel%27s%20perceptions%20of%20customers%20%28%20abstract%29.pdf text en http://ir.unimas.my/id/eprint/527/2/15%20customer%20service%20personnel%27s%20perceptions%20of%20customers.pdf Ernest Cyril, de Run and Thang, Florence Chin-Yin (2007) Customer service personnel’s perceptions of customers: The case of a telecommunications firm. International Journal of Business and Society, 8 (1). pp. 28-38. ISSN 1511-6670 |
| spellingShingle | HE Transportation and Communications HM Sociology Ernest Cyril, de Run Thang, Florence Chin-Yin Customer service personnel’s perceptions of customers: The case of a telecommunications firm |
| title | Customer service personnel’s perceptions of customers: The case of a telecommunications firm |
| title_full | Customer service personnel’s perceptions of customers: The case of a telecommunications firm |
| title_fullStr | Customer service personnel’s perceptions of customers: The case of a telecommunications firm |
| title_full_unstemmed | Customer service personnel’s perceptions of customers: The case of a telecommunications firm |
| title_short | Customer service personnel’s perceptions of customers: The case of a telecommunications firm |
| title_sort | customer service personnel’s perceptions of customers: the case of a telecommunications firm |
| topic | HE Transportation and Communications HM Sociology |
| url | http://ir.unimas.my/id/eprint/527/ http://ir.unimas.my/id/eprint/527/1/15%20customer%20service%20personnel%27s%20perceptions%20of%20customers%20%28%20abstract%29.pdf http://ir.unimas.my/id/eprint/527/2/15%20customer%20service%20personnel%27s%20perceptions%20of%20customers.pdf |