Service Performance Quality and Organizational Commitment of Customer Contact Employees in Indian Call Centers

Abstract

Current study explores the relationship between an organizational functioning variable i.e. organizational commitment of customer-contact employees (CCE) and quality of services delivered to the customers, by call centre employees. This research is an attempt to contribute to the growing body of knowledge establishing links between commitment of employees and services delivered to the customers in a pure service industry. This study expands the organizational commitment to include normative and continuance commitment, the neglected aspect of commitment in marketing literature. Data was collected from 150 customers and 150 CCEs customer contact employees of four call centers in the NCR region and customers (SERVPERF), with help of a structured self administered questionnaire. Data analysis was done using correlation and step wise regression analysis. Results of the study highlight that hypothesis of Linkage research applies to this relationship based industry as well. However the interesting output of the study was the relation between service performance quality and normative commitment. These results highlight that, if managed properly, in a relationship based service industry, human resource could be a source of core competence and inimitability through competitive ambiguity. Research results further suggest that service companies should develop human resource strategies for normative commitment targeted at younger and well educated people CCE.