Moroccan call centers operators’ work motivation and job satisfaction: An empirical and bidirectional analysis

Abstract

As a common part-time and full-time position in the Moroccan context, call center operators are directly associated with value creation. They hold great potential and future due to their relevance to the information technology industry, especially in Morocco, as a developing country. Thus, managers unsurprisingly strive to maintain highly motivated and satisfied call center operators. This paper aims to examine the ever-trending link between work motivation and job satisfaction in both possible directions of the cause-effect pattern, each variable being alternately the dependent one at a time. A survey was conducted using a quantitative approach and convenience sampling among 137 Moroccan call center operators from local districts. The research model analysis was based on an exploratory factor analysis and a full structural equation modeling. The empirical findings displayed positive and significant links within the reversed logic of the relationship (M2: satisfaction → motivation) for a good number of sub-hypotheses (R2 = –0.78, R2 = 0.85, R2 = 0.81, R2 = 0.66 for p < 0.05), whereas the model M1 consisting of the traditional path motivation → satisfaction could not be empirically supported (R2 < 0.5, p < 0.05). Work motivation is recognized to have a significant effect on job satisfaction in the human resource literature; however, the outcomes spotted a novel significant impact within the reversed logic of the relationship. Managers should consequently be aware of the evident complementarity between work motivation and job satisfaction since each appears to enhance the other.