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Consumer Experiences Calling Toll-Free Corporate Hotlines

Wichita State University

Denise T. Smart

University of Nebraska—Omaha

The use of toll-free 1-800 numbers is an increasingly recognized means for compa nies to communicate directly with consumers. This study examined actual toll-free number calls made by 121 respondents. Calls were evaluated for content, quality, and caller satisfaction. The findings suggest that although most call experiences were positive, there was variability in call handling and in perceptions of satisfac tion. Dimensions that contributed to caller satisfaction included operator character istics such as knowledge, courtesy, and interest. Specific behaviors included apologizing for a problem, thanking the consumer for calling, and encouraging the caller to call again if the need arose. Respondents frequently noted that reducing time placed on "hold" was one way to enhance satisfaction.

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