Impact of Job Satisfaction on Call Centre Performance

This report examines the critical role of job satisfaction within the call centre environment. It delves into the background, objectives, research questions, and hypothesis related to employee satisfaction and its impact on organizational success. The literature review explores the significance of job satis...Read More

The Significance of Job
Satisfaction in a Call
Centre Environment

Table of Contents
INTRODUCTION...........................................................................................................................1
Background of study....................................................................................................................1
Objectives of study......................................................................................................................2
Research questions.......................................................................................................................2
Hypothesis...................................................................................................................................2
LITERATURE REVIEW................................................................................................................3
REFERENCES..............................................................................................................................16

Topic - Significance of Job Satisfaction in a Call Centre
INTRODUCTION
In recent time it is very necessary for organisations to gain employee satisfaction so that
they can be retained for long time. Also, employee satisfaction plays a significant role in growth
and development of organisation. It has been stated that there has been high rise in conflicts
among employees and management in call centres. This type of companies consists of diversified
workforce and is based on night shift concept (Costanza, Moreno and Rico 2019 ). In call centres
the cultural environment develops on basis of job performance. Here, employees spend their time
on telephones and computers. Moreover, employee satisfaction is important due to three reasons
first it determines the quality of service delivered, second is high satisfaction brings in creativity
and improves customer interaction and third is it creates a great positive impact on employee
performance. Therefore, it is necessary to determine significance of job satisfaction in call
centre. Consequently, employee satisfaction in call centre shows way of how a positive working
environment can be established.
However, it has been important that job satisfaction should be maintained so that turnover
rate is decreased. Also, must be ensured that employees are able to maintain work life balance.
For an employee it is very essential to get a secured job so that he or she can be retained for long
time. In this an organisation should focus on developing jobs satisfaction so that staff can be
retained for long time (Lee and et.al., 2018). The role of job satisfaction is not only in success of
organisation but also in improving their social life. It has provided a direction to call centre to
encourage staff and improve their performance. Moreover, it is also useful in growth of business.
By this they are able to interact and communicate easily. The opportunities of growth offered can
be grabbed through job satisfaction.
Background of study
Henceforth, many companies try to ensure that there is enough job satisfaction among
employees so that it can grow. It is because when there is no job satisfaction it results in
downfall of business growth. Therefore, in order to maintain and improve this different strategies
are followed. It is same in every business but differs according to situation. This enables them to
retain employees for long time and reduce turnover rate. So, currently it has become a crucial
factor form call centres to increase job satisfaction. Due to high turnover rate growth is impacted.
Also, a stable and positive workplace environment is not been maintained. The rise in turnover
1

has created negative culture and highly influenced on behaviour of employees in call centre. It is
affecting the future plan and strategies. There are many other things which is affecting due to
low job satisfaction in call centre.
Call centre is a type of business where people works in hostile condition. It is because it
is basically based on providing customer care services to people. The work is considered as very
low grade and hectic. It is a job where there is high amount of absenteeism and turnover
observed. It is because of many factors which forces people to quickly move from one job to
another. In present time, there is high decline in employee retention rate.
Research problem– Recently, it has been observed that in call centre job satisfaction has
become a major issue. In many call centres employees are not satisfied with their job. Thus, it
has highly impacted in negative way on their growth (Mohammad and et.al., 2019). Due to lack
of satisfaction employee turnover has increased. Moreover, it has been observed that absenteeism
has increased in call centre due to low satisfaction. So, it is forcing them to leave or quit their job
and look for other opportunities. However, issue of low satisfaction is only happening in call
centre. It is because of rigid workplace environment, less growth opportunities, low salary, etc.
Objectives of study
 To examine significance of job satisfaction in organisation
 To analyse impact of job satisfaction on employee behaviour
 To evaluate how job satisfaction can be maintained in call centres
 To recommend strategies to enhance job satisfaction
Research questions
 What is the significance of job satisfaction in organisation?
 How job satisfaction impact on employee behaviour?
 What strategy can be followed to enhance job satisfaction?
Hypothesis
H0- There is no significant relationship between job satisfaction and employee behaviour in call
centre
H1- There is significant relationship between job satisfaction and employee behaviour in call
centre
2

LITERATURE REVIEW
Employees are an important asset for a business success. Without them mission and vision
can not be achieved. They are integral part of any enterprise. Therefore, it is essential to retain
them so that higher goals are attained. For this, job satisfaction must be there within employees
so they work in effective manner. It helps in improving their performance as well. For every
organisation it is essential that there is adequate level of job satisfaction so that employees
remains for long term. It helps in effective growth and development. When job satisfaction is
high it improves overall productivity. Therefore, any change in job satisfaction directly impacts
their performance. When staff is highly satisfied with job there is continuous growth. Also, it is
useful in building a positive culture and attaining goals and objectives in effective way. Through
job satisfaction, it is easy and simple for organisation to create a positive culture. Also, it reflects
that how much that business values their employees.
As stated by Pavitra, Shivam and Surajit 2019, call centres have become a common part
for many organisations. It has supported in providing customer support services. This has
benefited business in retaining their customers and increasing their satisfaction. But in present
time there is significant decline in job satisfaction of employees. It has affected their motivation.
Customer satisfaction plays avital role in success of call centre. It is because providing support
services depends on job satisfaction of employee. So, if there is low level of satisfaction it results
in poor performance which directly impact on service quality. It is observed that motivated
employees have a reciprocal effect on organisation. When a customer feels happy after
interacting with staff in call centre there are high chances of rise in profitability.
In the opinion of Davies, Mete and Whelan, 2018, in recent time, there are two main
reason of low job satisfaction that is rise in absenteeism and turnover. They are highly impacting
on employee behaviour in negative way. There is also role of culture and performance evaluation
which is leading to low satisfaction level. In this performance is not been measured properly due
to which employees are not getting benefits as compared to their performance. Thus, they are
losing interest in call centres jobs. Also, it has been evaluated that environment in call centres is
not so effective now a days. The culture has become complicated due to improper relations
between employer and employee. Moreover, stress and work load is another reason due to which
job satisfaction is low in call centre.
Significance of job satisfaction
3

It is very necessary to keep satisfy an employee so that turnover rates are reduced. An
employee satisfaction is related to motivation. It directly gets affected when there is no
motivation. Besides this, it has been analysed that satisfaction role enables in maintaining strong
and effective relationship between employees and management. Also, it reflects on how well
employees are been valued. When an employee is provided vast number of opportunities it boots
his motivation. Also, it determines what efforts are been done by companies in fulfilling their
needs. An employee is satisfied only when he gets equal pay, benefits, etc. It has been identified
that there are many factors which makes it difficult for employees to remain loyal for long time.
They are not able to get emotionally attached towards organisation (Bellmann, Hübler and
Leber, 2018). Moreover, when a new staff works in call centre, he or she expects a lot from it in
terms of growth and benefits. But with time repetitive work and long working hours creates
difficulty to stay. Furthermore, low incentives put burden on employee to quit job. In call centre
the growth opportunities are very less. The higher posts in that are limited. So, there is only rise
in incentive but it is only limited and not up to the expectations.
It also plays a vital role in building a positive environment. It has been said that satisfied
employee intend to perform better than dissatisfied one. Here, when staff is ensured about his job
security his or her performance enhances. This benefits in bringing creativity among other.
Moreover, when an employee gets attached with company it results in high contribution.
Furthermore, organisational culture is developed through satisfaction of staff towards work. The
role of job satisfaction is not only in success of organisation but also in improving their social
life. It has provided a direction to call centre to encourage staff and improve their performance.
Moreover, it is also useful in growth of business. By this they are able to interact and
communicate easily. The opportunities of growth offered can be grabbed through job
satisfaction.
It has been identified that Symitsi, Stamolampros and Korfiatis, 2018, job satisfaction
show how much employee and company both are concerned towards each other. It enables in
developing a culture through which goals and objectives are attained easily. However, it is
necessary to satisfy employee so that they work together and take job role seriously. Employee
with high job satisfaction are committed to employer. They do their work with loyalty. As
elucidated by Bangwal and Tiwari, 2019, in an organisation everyone works in a team. They are
assigned various goals and objectives on basis of their skills and abilities. So, here job
4

satisfaction plays a vital role. But if there will be no job satisfaction among any of the employee
then overall team working will be affected.
In a study conducted by Michelle 2018, it is found that there are two types of call centres.
They are high and low quality call centres. In high complex task are been done that requires
advance and high technical knowledge. In that turnover rate is low. It is because high incentives
are given. Furthermore, nature of work reflects employee satisfaction as well as physical
working conditions are much better. But on the other hand, in low quality call centre turnover
rate is very high. The nature of work is of low quality. Besides this, low skilled and qualified
employees are recruited and works there. Therefore, job satisfaction depends on type of call
centre as well. it has been said employee engagement is an important factor in job satisfaction.
This shows to what extent management involve employee in decision making and how much
employee participation is there.
Factors impacting job satisfaction in call centres
According to Dr. Sangita 2018, in call centre there is usually low satisfaction level of
employees due to their low skills and nature of work. Therefore, it is very necessary to enhance
job satisfaction so that employees can be retained. Furthermore, long hours of work, low salary,
complicated environment, etc. makes it very uncomfortable for employee to deal with it. It
results in increasing frustration, anger which negatively impact on their behaviour. Besides this,
hard working conditions, task complexity, etc. makes it difficult for them to maintain balance
between professional and personal life. Also, it has been found that low incentives and lack of
job security results in job control. The employee is not able to develop strong relations with
companies. It has started leading to rise in number of conflicts. Along with this, problems arise
when employee performance is not evaluated properly. The benefits provided are not according
to efforts made. Also, in call centre the nature of workplace environment impact on mind of
employee. It makes it difficult to tackle personal issues and problems. Hence, when frustration
starts it becomes more difficult to work in such a harsh environment. They start disliking their
job and thus finds out alternative ways of employment. As said by Özgür, 2019, it is difficult
for call centre to keep high level of satisfaction among employees. It is due to change in
behaviour as well as lack of motivation. The sources of motivation are limited. It means they are
not high as compared to big organisation.
5

According to Wisniewski, Jacinto and Gould, 2018, there are several factors behind low
job satisfaction. It depends on nature and type of organisation. Also, the impact of factors differs
on culture and nature of job. A job in which there are many complex task performed and salary is
low will have low job satisfaction as compared to the one in which high salary is offered. Beside
this, salary and wages also are major factors which plays an equal role in low satisfaction. Due to
this employee morale goes down and it forces them to leave job. This situation majorly occurs in
call centre jobs as employees works for long hours and get less salary as compared to their
performance.
A high rate of employee absenteeism reflects that low level of satisfaction. This situation
mostly occurs in call centres. It can be due to many reasons that are specified above. So, when
absenteeism increases it get converted into high turnover. Hence, a negative turnover reflects the
low and degraded job satisfaction. It also impacts on other employees as well. Also, call centre
growth is affected when there is high employee turnover. Along with it, motivation level is
decreased which degraded their performance. The overall workplace environment gets impacted.
The person work relationship is affected as well. it is defined as interaction between man and his
job that either results in positive outcomes and satisfaction or building tension that dissatisfies
and result in withdrawal.
An employee works to satisfy needs (Shrivastava, 2018). So, for this they want
continuous growth and development. But in call centre there are very few or limited growth
opportunities. There are only few job roles or position which can grabbed. Thus, due to lack of
growth opportunities it becomes difficult for employee to stay longer. In addition, the rate at
which growth occurs in call centre is slow as compared to other business. So, by working at
same position for long time lead to frustration. Employee starts getting frustrated from hectic
work. They do not show up in office regularly. This leads to rise in absenteeism. In that way
other employee also starts losing interest towards. Therefore, rise in absenteeism results in
decrease in job satisfaction. So, low growth opportunities restricts employee to make career in
call centre. After doing job for about 1-2 years they left.
As stated by Hussein, Silva and Sevag 2019 job security is another factor due to
employee satisfaction is low in call centre. There is no job security in it, the employees are fired
when their performance is low or for doing any mischief or behaving in negative way with
colleagues or manager. Also, call centre gets closed when profits are not handsome. Besides this,
6

many a times call centre are run illegally. They do not have any license. Hence, lack of job
security restricts people to develop their career in it. It develops a feeling of fear about losing
their job. So, there is lack of job satisfaction in call centre.
Furthermore, as said by Schmidt and Pohler, 2018, low salary and long working hours is
another factor due to which employees are not satisfied with their job. When a new employee
starts his job in call centre, in initial period there are no incentives offered. Also, for several
years like 2-3 he or she gets very low increment in salary. Therefore, any change in job
satisfaction directly impacts their performance. When staff is highly satisfied with job there is
continuous growth. Also, it is useful in building a positive culture and attaining goals and
objectives in effective way. Through job satisfaction, it is easy and simple for organisation to
create a positive culture.
In addition to it, job satisfaction is the key through which an organisation grows and
develop. It is an important component of increasing employee performance. Furthermore, it
reflects overall working environment. It helps employee to trust their company and work for
them. Also, it assists in providing security of job to employees. By job satisfaction employee
turnover can be reduced. Similarly, the issue of absenteeism can be eliminated by encouraging
employees.
In call centre the major problem is of high stress. Employees work in a very stressful
environment. In some business there is night shift which puts more pressure on employee mental
health. It is because he or she is not able to get enough sleep. So, there is always high level of
stress. Alongside it, sometimes the workplace environment becomes such a harsh one that it
automatically leads to stress. The management is not able to maintain positivity around it, so it
becomes difficult to work. Moreover, in call centres supervisor does not allow to perform task in
creative way and they have to work adequately. In addition, respect from co workers in call
centres is common problem. The colleagues and superior treat each other in very casual way.
Also, in such as hostile environment inappropriate behaviour results in conflicts (Jaworski,
Ravichandran and Singh, 2018). Thus, regular conflicts allows management to take disciplinary
action. They start terminating employees on basis of improper behaviour. Also, in such business
relationship with superiors are not so effective. It is because there is very low level of interaction
between them. Furthermore, the concerns are not been taken seriously by management. Hence, it
7

remains unsolved and there are frequent clashes occurs which makes the workplace very
ineffective.
Impact of job satisfaction on employee behaviour
As said by Ma, 2018, employee behaviour is directly related to job satisfaction. Any
change in behaviour impacts on their productivity and behaviour. Also, when employee remains
motivated it automatically satisfies them. Moreover, employee performance is related to their
behaviour. A negative environment will result in change in things whereas a
The overall job satisfaction depends on behaviour. It shows how his attitude towards
work is and what efforts are been made in order to attain goals. In addition to it, motivation is
also related to employee behaviour and job satisfaction. So, all these directly impact on job
satisfaction. Any change in one will enforce employee to leave job. It has been evaluated that
when behaviour is positive job satisfaction is high and vice versa. Therefore, it is necessary to
change employee behaviour so that satisfaction is enhanced. The behavioural change in usually
done by motivating employees.
A positive behaviour towards job shows that employee is happy with his or her job and
can be retained for longer term. It also enables in taking more responsibility and building a
positive environment. They get more involved and participate in decision making and become
more responsible. In addition to it, when employee morale is down it can be boosted by
motivating. So, it changes their behaviour towards business. In view of Schmidt and Pohler,
2018 when employee is provided growth opportunities it creates a positive impact on their
behaviour. They start putting more efforts in order to achieve that position besides this, by
providing high incentives employee their behaviour can be changed.
On the other hand, it is said by Paais and Sui, 2018, that negative behaviour always leads
towards low job satisfaction. In this the employee feel de -motivated and dislikes their job. Here,
management make efforts to motivate them but despite of motivating them continuously their
behaviour is not changed. There is no sigh of positive behaviour towards job satisfaction. In this
way their performance degraded day by day. Also, there is low level of job satisfaction. In this
situation overall business productivity is also impacted due to lack of job satisfaction. Hence
employee decide to quit job.
Techniques to evaluate job satisfaction
8

In order to maintain job satisfaction it is necessary to measure job performance so that
satisfaction can be increased. The process of job evaluation is done on monthly basis so that by
enhancing employee performance satisfaction can be retained. The techniques applied can be
related to either on behaviour or skills basis. As elucidated by Gustavo, 2018, the nature of work
in call centre is very hectic. It is very difficult for employee to work for long time with high level
of stress. Hence, there is lot of absenteeism observed in it leading to low satisfaction. Thus,
company uses different measures to measure job satisfaction. It has been identified that easiest
way of doing this in establishing reliability. The scale on which job satisfaction is evaluated
contain many elements. Generally, there are three types of scales which is as follows :-
Job descriptive index (JDI)- It is most commonly used survey and contain five facets that are
satisfaction with work, pay, promotion, supervision and colleagues. Here, each individual is
given rating. Then, results are evaluated and high rating employee is said to be highly satisfied
whereas low rated employee is considered as less satisfied.
Minnesota satisfaction questionnaire – This scale is second most popular. Here, employee
satisfaction is measured on basis of five point Likert scale in which 1 states that employee is
highly satisfied and 5 states low satisfied.
Faces scale – In this scale satisfaction is measured by words and phrases. It helps in identifying
employee feeling.
Moreover, in the opinion of Bangwal and Tiwari, 2019, maintaining employee
satisfaction improves bottom line by reducing stress and staff turnover. Also, even in times of
high stress employee performance is not affected. Alongside this, it can be stated that the
approach of management in call centre is operational one.
Matsuki and Nakamura, 2019, there is high rise in call centres in Malaysia. The industry
is expanding over large scale. it has created job opportunities for large people. Job satisfaction is
related to extent in which a person is satisfied with his or her job. It is directly related to
emotional state of an employee. It helps in retaining employees with their personal growth and
development. Measuring a job satisfaction enables in finding out to how much extent employee
is satisfied. In addition to it, this assists in motivating employees by evaluating their
performance.
Gustavo, 2018, said that there are various theories through which job satisfaction is
measured. It depends upon nature of job and type of organisation that what theory will be applied
9

by them. Here, Herzberg two factor theory is been applied. It states that there are certain job
factors which prevent dissatisfaction. But basically, there are two factors through which
satisfaction is measured (Herzberg two factor theory. 2018). They are motivators and hygiene
factors which is classified below :-
Hygiene factors – These factors are essential at workplace but if not then it leads to
dissatisfaction among employees. It does not result in satisfaction but also do not dissatisfies as
well. The factors are as follows :-
 Pay – This is most influential factor. It states that pay should be equal among employees
within organisation.
 Working conditions- it includes working condition and surroundings in which employee
works. It must be clean, hygienic, safe, etc.
 Benefits – They are related to employee benefits which consists of insurance, medical,
etc. an organisation should provide all these benefits to employees.
 Job security- This is the main factor in employee satisfaction. A company must provide
job security to their employees so that they are satisfied.
Motivational factors – They are related to motivation of employees but are not regarded as
motivators. It only helps in enhancing satisfaction of employees. Through this, it becomes easy
to retain them for long term. Also, it is useful in their personal growth and development. the
factors are described below :
 Recognition – The employee should be praised by managers for their hard work and goal
accomplishment.
 Responsibility – Here, employees should be made responsible for their work. It enables
them control and regulate task given.
 Growth opportunities – It is most useful factor which helps in growth and development
of employee. The organisation should provide various growth opportunities for
employees so that their performance is enhanced.
Özgür, 2019, said that it can be analysed that the impact of job satisfaction can be also be
positive in call centre. It means that when employees are fully satisfied with their job it leads to
high performance. Also, there is a lot of creativity in doing tasks, the goals and objectives are
attained in less time. Moreover, employee put hard efforts towards attaining goals. This boosts
their motivation level and build confidence. Apart from this, highly satisfied employee motivates
10

other as well. They develop strong relation with them. Also, there are no conflicts between
management and employees. In call centre high job satisfaction shows positivity in workplace
environment it automatically, leads to better relations and improves performance of employees.
There major benefit it gives to call centre is rise in customer satisfaction by delivering high
quality services. Through this, they are able to retain customers and generate more profits.
Strategies to enhance job satisfaction
In the view of Swe and Lu, 2019, it is very important to enhance job satisfaction in call
centres so that employee turnover can be reduced. Also, it will be useful in taking commitment
of employees in long term growth of business. In addition to it, job satisfaction ensures that
employee is loyal towards organisation. Besides this, a higher job satisfaction among employees
reflects positive workplace culture. Thus, in order to enhance this there are several strategies that
can be followed by call centres. This will be help in motivating employee and enhancing their
performance. Through this, business can grow and develop in various areas. There are different
strategies available which is mentioned below :-
Providing positive working environment- this is the foremost strategy that can be followed to
enhance job satisfaction. It has been observed that motivates employee is workplace
environment. A motivating culture will automatically enforce employee to get involved in
working in creative way. Apart from this, it enables them to contribute towards company goals
and objective. By this a workplace is developed where employee interact with each other in
freely and likes to spend more time. They help and motivate each other in completing task. Also,
they work in a team and plays responsibility in effective way. Furthermore, they take their job
roles seriously and get involved in decision making.
Rewards and recognition- it is another strategy which can be executed in enhancing job
satisfaction. By providing rewards to employee it reflects how a company consider their
employees as an important asset (Dhamija, Gupta and Bag, 2019). They consider and value
rewards to a great extent. What money can do to enhance job satisfaction can not be done by
providing any other things. It is because money creates a great impact on employee performance
and behaviour. Moreover, recognition is powerful tool which impacts in positive way. Through
this, they are ready to take challenging tasks. It helps in changing employee perspective towards
call centre.
11

Increasing employee engagement – employee engagement is an effective way to enhance job
satisfaction. When employees are motivated to participate in decision making or developing
strategies, their behaviour changes. Also, when their ideas and suggestions are taken into
consideration they feel privileged. It gives them a sense of responsibility and pride in their work.
From this an open environment is developed that allows employee to contribute more towards
company.
Measuring job satisfaction – It is the strategy that is followed by every company in enhancing
job satisfaction. Here, employee performance is measured so that its strengths and weakness is
identified. It is a continuous process which helps in improving their performance. Furthermore,
through this they identify employee problem and solves them. However, their behaviour,
attitude, skills, etc. are evaluated which gives a brief information about employee performance.
Then, training is provided to employees and improvement plans are developed. By this, it
becomes easy to enhance job satisfaction within employees.
Developing skills and abilities – training programs not only improves employee productivity
but also it helps in increasing job satisfaction (Lee and et.al., 2018). Providing training supports
in learning different skills and knowledge. From this an employee capability increases and he or
she is ready to take more responsibility. It improved their behaviour as well. In addition to it,
management and employee relations are improved and creativity flows within process and
functions of business.
By following above strategies it becomes easy for call centre to increase job satisfaction
of employees. It is also useful in encouraging employee and improving their performance. Apart
from it, the strategies also enables in bringing creativity among them. A feeling of self
confidence is developed which allows them to put more efforts towards goals and objectives. As
said by Mohammad and et.al., 2019, in call centres basically rewards and recognition are given
but that are also not up to the expectations of employees. Moreover, there is very little rise in
incentives that are not enough to satisfy their needs. Due to this there is downfall in their
motivation level. Thus, they do not stay for long time in call centre.
Motivational techniques
Davies, Mete and Whelan, 2018, said that motivation is most popular way of increasing
job satisfaction among employees. This enables them to focus towards their goals and eliminates
negative behaviour. Also, encouraging employees makes them ready to take challenging task.
12

They get involved in taking decisions and helping others in completing task. Moreover,
sometimes negative motivation is used by business as a technique (Motivational techniques.
2016). This helps in allowing them to work forcefully and completing goals in specified time.
But as said by Bellmann, Hübler and Leber, 2018, this type is not applied in call centres as here
employees quit job. It is a result of rise in turnover. As described above there are various other
motivational techniques as well which is used. It provides them option to implement and
motivate employees. They are as follows :-
Sharing profits – it is a technique in which business shares some amount of profits with
employees. It is given either in terms of bonus or benefits. This motivate employee morale and
boost their confidence. Also, when employee gets profit a positive feeling is developed within
them.
Growth opportunities – it is also another technique which is used in motivating employees. In
this, employee is provided vast opportunities for growth. Through this, a feeling of superiority is
developed among them. They feel encouraged that more responsibilities is given to them.
However, it also benefit in retaining employees for longer term. This technique is applied when
employee job satisfaction is low and there is increase in absenteeism. Offering them a higher
post makes them more responsible. They actively participate in doing their tasks.
As elucidated by Symitsi, Stamolampros and Korfiatis, 2018, apart from techniques,
motivation theories can also be used in increasing job satisfaction. They are most influential
method in encouraging employee. The theories are applied as per workplace situation and
employee behaviour. it is also a strategy that can be used (Motivational theories. 2016). The
various theories are as follows :-
Locke’s goal setting theories – It is a theory in which specific goals and objective are set
according to the performance of employee. The goals established describe how it will change
behaviour of employees. Generally, challenging goals are set which motivates employee
behaviour. It allows them to attain those goals and achieve rewards. Besides this, goals
developed are realistic and time framed. It becomes an initial stage of motivation in which
employee is highly energised to attain those goals. Then, at last feedback is taken which enables
in identifying behaviour and overall performance of employee. Goal setting theory is best
strategy as in this goals are set different. However, it is useful in determining weak areas and
providing training to improve it. Through this, overall performance of employee is improved.
13

Vroom expectancy theory –This theory focuses on process and content of motivation. It means
that motivation depends on beliefs of a person and desired outcomes. There are basically three
factors in it which are as follows :-
 Expectancy – A person belief will help in making more efforts and result in success. It
means that if employee work harder it will be more beneficial to them.
 Instrumentality – it means that a person belief that there is connection between activity
and goals. If they perform well they will get more rewards.
 Valence – It refers to the degree to which a person values a reward given.
According to Wisniewski, Jacinto and Gould, 2018, the importance of job satisfaction is
as equal as success of business. It is because without job satisfaction business can not grow and
expand. Alongside it, a higher job satisfaction automatically leads towards business success. It is
because a workplace is developed where employees are ready to give up their everything towards
company success. Also, it enables in performing job roles in efficient way. A high satisfaction is
result of motivation which make it easy to work in such a harsh condition. However, it has been
observed that sometimes, even when motivation level is low but job satisfaction is high it will
not impact negatively on employee performance. It is because they are satisfied with their jobs.
Consequently, job satisfaction comes with job security. So, if job is secured there will be low
retention rate. Also, it will not impact in negative way on employee performance. It has been
evaluated that when behaviour is positive job satisfaction is high and vice versa. Therefore, it is
necessary to change employee behaviour so that satisfaction is enhanced. The behavioural
change in usually done by motivating employees.
As stated by Paais and Sui, 2018 there is change in the way in which call centre works.
Now, with rise in issue of low job satisfaction, it has been analysed that there is need to change
overall workplace environment. It has highly impacted on behaviour of employees. They are
considering it in a negative way. Moreover, there are many other issues which is been faced by
employees in call centre. For many call centre job satisfaction has played a vital role in it growth
and success. Earlier job satisfaction means feeling of pleasure or fulfilment that person derives
from job. But now definition is completely changed. In this behaviour, engagement, etc. are been
considered. Now, employees evaluate many other things in this such as job security, benefits,
growth opportunities, etc. hence, by analysing all these job satisfaction is obtained. Also, it has
been evaluated that environment in call centres is not so effective now a days. The culture has
14

become complicated due to improper relations between employer and employee. Moreover,
stress and work load is another reason due to which job satisfaction is low in call centre.
15

REFERENCES
Books and journals
Bangwal, D. and Tiwari, P., 2019. Workplace environment, employee satisfaction and intent to
stay. International Journal of Contemporary Hospitality Management. 31(1). pp.268-
284.
Bellmann, L., Hübler, O. and Leber, U., 2018. Works Councils, Training and Employee
Satisfaction.
Costanza N, Moreno B and Rico M, 2019 "Do wages and job satisfaction really depend on
educational mismatch? Evidence from an international sample of master graduates",
Pavitra D, Shivam G and Surajit B, 2019 "Measuring of job satisfaction: the use of
quality of work life factors", Benchmarking: An International Journal
Davies, G., Mete, M. and Whelan, S., 2018. When employer brand image aids employee
satisfaction and engagement. Journal of Organizational Effectiveness: People and
Performance.`(1). pp.64-80.
Dhamija, P., Gupta, S. and Bag, S., 2019. Measuring of job satisfaction: the use of quality of
work life factors. Benchmarking: An International Journal.
Gustavo A. G, 2018 "Employee involvement and job satisfaction: a tale of the millennial
generation", Employee Relation
Hussein N. I, Silva K and Sevag K. K, 2019 "Which personal values matter most? Job
performance and job satisfaction across job categories", International Journal of
Organizational Analysis
Jaworski, C., Ravichandran, S., and Singh, S., 2018. The effects of training satisfaction,
employee benefits, and incentives on part-time employees’ commitment. International
Journal of Hospitality Management. 74. pp.1-12.
Lee, D.J. and et.al., 2018. The effects of explicit and implicit ethics institutionalization on
employee life satisfaction and happiness: The mediating effects of employee experiences
in work life and moderating effects of work–family life conflict. Journal of Business
Ethics. 147(4). pp.855-874.
Ma, X., 2018, July. The effect mechanism of work flexibility on employee job satisfaction.
In Journal of Physics: Conference Series (Vol. 1053, No. 1, p. 012105). IOP Publishing.
Matsuki, T. and Nakamura, J., 2019. Effect of Employees’ Values on Employee Satisfaction in
Japanese Retail and Service Industries. Advances in Human-Computer
Interaction, 2019.
Mohammad, J. and et.al., 2019. Workplace internet leisure and employees’ productivity: The
mediating role of employee satisfaction. Internet Research.
Özgür K, 2019 "The effect of organizational cynicism on job satisfaction: Testing the
mediational role of perceived organizational spirituality", Management Research
Review,
Paais, M. and Sui, J.M., 2018. THE INFLUENCE ANALYSIS OF THE LEADERSHIP
BEHAVIOR TOWARD WORKING SATISFACTION OF THE
EMPLOYEE. PEOPLE: International Journal of Social Sciences. 4(3).
Schmidt, J.A. and Pohler, D.M., 2018. Making stronger causal inferences: Accounting for
selection bias in associations between high performance work systems, leadership, and
employee and customer satisfaction. Journal of Applied Psychology. 103(9). p.1001.
16

Shrivastava, P., 2018. Impact of effectiveness of performance management system on employee
satisfaction and commitment. International Journal of Management Research and
Reviews. 8(4). pp.1-8.
Swe, K.T.H. and Lu, L.H., 2019. The enhancement of employee engagement to reduce employee
turnover intention and improve employee job satisfaction: an action research on Mirac
Company in Yangon, Myanmar. ABAC ODI JOURNAL VISION. ACTION.
OUTCOME.. 6(1). pp.123-147.
Symitsi, E., Stamolampros, P., and Korfiatis, N., 2018. Employee satisfaction and corporate
performance in the UK.
Wisniewski, J.M., Jacinto, C., and Gould, E., 2018. Opportunities to Improve Employee
Satisfaction Within State and Local Public Health Agencies. Journal of public health
management and practice: JPHMP.
Online
Dr. Sangita G. 2018. A Study of Job Satisfaction in a Call Centre. [online] Available through :
<https://pdfs.semanticscholar.org/ea00/8b92efbbdef8a018727a623f0d86649a5989.pdf>
Herzberg two factor theory. 2018. [online] Available through : <
https://managementstudyguide.com/herzbergs-theory-motivation.htm >
Michelle R. G. 2018. Job satisfaction of call centre representatives. [online] Available through :
http://etd.uwc.ac.za/bitstream/handle/11394/1532/Gordi_MA_2006.pdf?sequence=1>
Motivational techniques. 2016. [online] Available through : <https://smallbusiness.chron.com/7-
techniques-increasing-motivation-55420.html>
Motivational theories. 2016. [online] Available through : <
https://www.tankonyvtar.hu/hu/tartalom/tamop412A/2011-0023_Psychology/
030300.scorml>
17