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

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.