As an important department in B2C companies, call
centers are playing an irreplaceable role in the e-business
services. How to define a suitable instrument for evaluating the
quality level of call centers in B2C companies is becoming a hot
topic. Taking the SERVQUAL and E-S-QUAL as theoretical
foundations, a novel service quality measurement scale is
developed in this paper. A B2C company is studied and the field
data are analyzed from which the main daily business and
characteristics of the call center are obtained. Then, thousands of
customer complaint logs are explored through which the service
quality measurement instrument suitable for call centers, entitled
CC-SERVQUAL, is constructed.