Listening behavior and assertive communications of call center officers in preventing hospital customers' switching intentions

Kussusanti, Susanti and Gunawan, Imsar and Turpyn, Juan Malik Frederick (2022) Listening behavior and assertive communications of call center officers in preventing hospital customers' switching intentions. International Journal of Social Science and Human Research, 5 (11). pp. 5043-5050. ISSN 2644-0695

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Several studies have shown that listening behavior affects customer satisfaction, which in turn has a negative effect on switching intention. In addition, customer behavior intention is also influenced by assertive communications. Does this apply in the context of non-face-to-face communications, such as a hospital call center? The role of hospital call center officers is becoming increasingly important during the COVID-19 pandemic. Officers must answer questions and provide accurate information. From several studies, the effect of listening behavior and assertive communications on call center officers has not yet been seen. Research using quantitative methods is then done, with a research population of hospital patients in Indonesia who contacted a call center at least once in the last 6 months. Primary data was collected using a questionnaire in Google Docs format that was sent directly via e-mail and Instagram direct messages to respondents. This online survey technique is carried out in a web�based self-administered manner. After testing the validity and reliability, the results of this study proved that listening behavior and assertive communications affect switching intention. This means that the better the listening behavior of hospital call center officers, the higher the tendency of hospital patients to not switch to other hospitals. The same goes for assertive communications. If the hospital call center officer has assertive communications skills, the tendency of hospital patients to not switch to another hospital will increase. As a moderation variable, corporate reputation has been shown to moderate the influence of listening behavior and assertive communications on switching intentions.

Item Type: Article
Additional Information: Presented in "The 2nd International Conference on Communication Science (ICCS): Strategic Communication in the Era of Data-Based, Advanced Technology and Environmental Crises" held on 20-21 July 2022 in Lombok Raya Hotel.
Uncontrolled Keywords: Listening Behavior; Assertive Communications; Switching Intention; Corporate Reputation
Subjects: 300 Social sciences > 300 Social sciences, sociology & anthropology > 302 Social Interaction, Interpersonal Relations
300 Social sciences > 380 Commerce, communications & transportation > 384 Communications (Telemunications)
600 Applied sciences & technology > 650 Management & public relations > 659 Advertising And Public Relations
Divisions: Universitas Al-Azhar Indonesia (UAI) > Fakultas Ilmu Sosial dan Ilmu Politik (FISIP) > Ilmu Komunikasi
Depositing User: Rifda Jilan
Date Deposited: 19 Aug 2022 04:38
Last Modified: 04 Aug 2023 03:26

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