Impact of Evaluation Apprehension on Knowledge Sharing Intention through Attitude and Perceived Behavioural Control

Abstract

Knowledge sharing plays a pivotal role in the success of the organizations. Customer Service Representatives (CSRs) are the gateway for the key decision makers to understand the customers and improve process and policies accordingly. CSRs are constantly monitored and evaluated while sharing knowledge with the customers. This evaluation can impact intention of CSRs to share their knowledge. The aim of the study was to investigate the impact of evaluation apprehension (EA) on knowledge sharing Intention (KSI). Based on responses of total 207 Customer Service Representatives (CSRs), working in the three mobile companies (Mobilink, Ufone, and ZONG) this study found that: evaluation apprehension is negatively linked with knowledge sharing intention i.e. higher the evaluation apprehension lowers the knowledge sharing intention; Attitude and Perceived behavioral Control plays a mediating role between evaluation apprehension and intention for sharing knowledge. This study is extremely useful for the practitioners in the telecom sector, particularly call centre managers to understand the CSRs in a better way. A satisfied and knowledgeable CSRs with the intention to share his knowledge with the customers is beneficial for both customer and the company. Using findings of this study future researchers can further research about technical aspects of CSRs working environment and role of knowledge sharing.