The Impact of Customer Contact Type According to CCM Model on the Operational Efficiency of the System Providing the Service

Abstract

Service systems depends on the degree of contact between the customer and place of service It is classified into contact with a high-Services (active contact) and without communication services (passive contact). and There are services located between two contact (Dual contact) . Depending on the approach taken in the case study The current research is trying to analyze the reality of the reservation process in the main reservation office in the Iraqi Airways and Based on the concepts related to the distinction between these types of contact Between the service provider and the customer and measure their impact on the efficient service system It has been relying on the customer contact model (CCM) Which ranked in the service Reservations Airlines within the customer contact system The most important conclusions reached in the confrontations or contact in the service system makes The customer enters service in the process of production and which affects the efficiency of the process service applications We note that in the back-office services and efficiency are the most influential on the elements of the work While in the front office skill Service Provider affect its interaction with the customer Which often adds new input unexpected when his request for a reservation service which increases the time of its interaction with the service provider who appeared to have effective contact with customers affect the efficiency of the production, which will be reduced When the customer contact time is the largest and most important recommendations must work to reduce the active contact to raise the level of service during the time of the customer service operations definition and the internal arrangement is good for reservation staff to get rid of excess loops and which do not add value to the service provided through the preparation of all procedures within the Electronic Program and the adoption of an advanced information system.