Client or employer identification matters Differential outcomes of dual identification in Indian call centres

Abstract

Literature shows that organisational identification has important implications in employee performance and their intention to leave a firm. In this paper, we explore the differential implications of employee identification in settings where the employees are employed by one firm but represent client firms in their work. Specifically, the paper investigates how employee identification with the firm that employs them as opposed to the client firm impact their work outcomes such as performance, job satisfaction and intention to leave. Findings from a survey of employees in an off-shored call centre show employee identification with the firm is as important as identification with the client since they develop specific affect for both the organisations that impact their work outcomes. They also foster different outcomes, e.g., intention to leave is affected by identification with the employing firm, while performance is affected by identification and job satisfaction is impacted by both kinds of identifications.