Title: Does relational paradigm lead to staff commitment: evidence from Indian call centres

Authors: Sanjaya S. Gaur; Manish Goswami; Ali Quazi

Addresses: Faculty of Business and Law, AUT School of Business, Auckland University of Technology (AUT), Private Bag 92006, Auckland 1142, New Zealand ' Jet Airways India Pvt Ltd. 3rd Floor, Litolier Chambers, Andheri (E), Mumbai – 400 059, India ' Faculty of Business, Government & Law, School of Management, University of Canberra, Bruce ACT 2601, Australia

Abstract: This paper empirically investigates the effect of relational elements and employee demographics on commitment of employees to their organisations. The data consisted of responses from a sample of 169 customer service representatives employed in call centres in India's most cosmopolitan city, Mumbai. The results reveal a positive impact of relational drivers on employees' commitment to call centres. However, age and level of education of employees have negative effects on employee commitment to their organisations. These results confirm relational elements to be the strongest predictors of employee commitment to call centres. The implications of these findings are that Indian call centres should strive to build relationships with employees as a strategy to secure their commitment to call centres. These findings and their implications for employee retention strategies of Indian call centres are highlighted in the paper. The paper also identifies its limitations as well as areas for further research.

Keywords: relational paradigm; call centres; India; employee commitment; employee retention; staff commitment; human capital; human resource management; HRM; human resources; relational drivers; employee demographics; demography; customer service representatives; age; education; educational attainment; prediction; employee relationships; relationship building.

DOI: 10.1504/JGBA.2014.065590

Journal for Global Business Advancement, 2014 Vol.7 No.4, pp.287 - 302

Published online: 30 Apr 2015 *

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