An Investigation of the Impact of Online Customer Service Burnout on Customer Experience in Malaysia

Abstract

The article presented here involves examining the impact of online customer service burnout on customer experience, and also then to show how customer service burnout can be alleviated using the credible neural network and thus improving customer experience overall. A quantitative method was used which involved using a questionnaire to collect data from a sample of 384 respondents. The data that was collected were analyzed using SPSS. The hypothesis testing showed that H1, H2, H3, and H4 are accepted. The results showed that online customer service burnout did have a negative effect on customer experience and more importantly, the results highlighted the use of credible neural networks can reduce mental burnout among customer service representatives, thus contributing to a more positive customer experience. These results suggest that mental burnout of online customer service representatives which results in the deterioration of the customer service experience can be alleviated by credible neural networks. This is because these systems can reduce customer waiting times, handle large data volumes, reduce additional employee training, and reduce overall working time. These important attributes of the credible neural networks can generate lower mental burnout among customer service representatives and this will enable them to serve the customers much more efficiently thus improving customer experience. It was thus recommended for organisations implement credible neural networks to help supplement and support the work of customer service representatives working online remotely so that their performance can be enhanced and the customer experience can be improved. Credible neural network systems will be very beneficial to the employees by allowing them to carry out their work with less mental fatigue and this enables them to excel to higher levels, thus providing a superior customer experience.