Leveraging Data Analytics to Improve Customer Service Quality in the Digital Age:  A Focus on How It Works

Saravana Kumar Sager

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Type :	Thesis
Main Author :	Saravana Kumar Sager
Title :	Leveraging Data Analytics to Improve Customer Service Quality in the Digital Age: A Focus on How It Works
Content Type :	still image (rdacontent)
Media Type :	computer (rdamedia)
Carrier Type :	online resource (rdacarrier)

Place of Production :	Kuala Lumpur
Publisher :	Tun Razak Graduate School
Year of Publication :	2024
Notes :	Research Project Submitted in Partial Fulfillment of the Requirements for the \r\nDegree of Master of Business Administration\r\nUniversiti Tun Abdul Razak
Corporate Name :	UNIRAZAK Library
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Abstract : UNIRAZAK Library

In the digital age, businesses are under increasing pressure to improve the quality of customer service by implementing data-driven strategies. The research, titled "Leveraging Data Analytics to Improve Customer Service Quality in the Digital Age," investigates the effective utilization of data analytics to improve service performance in industries that serve customers. The investigation investigates the influence of four critical components—Data Collection, Data Analysis, Data Application, and Customer Insights—on the quality of customer service. The quantitative methodology employed in the research involves the distribution of surveys to 187 customer service managers and business analysts from business process outsourcing (BPO) companies in the Klang Valley. To evaluate the impact of the independent variables on the dependent variable, customer service quality, multiple regression techniques were used. The results from Chapter 4 confirm that all four independent variables—data collection (β = 0.157, p = 0.020), data analysis (β = 0.327, p < 0.001), data application (β = 0.171, p = 0.007), and customer insights (β = 0.343, p < 0.001)— significantly and positively impact customer service quality. Customer insights had the strongest influence, followed by data analysis, data application, and data collection.

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