Thesis submitted in fulfilment of the requirements for the degree Master of Technology: Business Administration in the Faculty of Business at the Cape Peninsula University of Technology 2014 / Call centres have become an important source for organisations to provide efficient information to their customers through cost-effective communication channels. Call centres are defined as a work environment in which the main business is mediated by computer- and telephone-based technologies that allow the effective distribution of incoming calls to available staff, and permit customer–employee communication simultaneously with the use of display screen equipment (DSE) and instant access to information. Working in a call centre is often linked with high stress levels, difficult customers, shift work, high workload demand, absenteeism and high employee turnover rates. The work characteristics of call centres include performance targets where employees are required to achieve set targets, undergo close performance monitoring, performance appraisal systems, limited task variation, repetitive work and limited autonomy. The physical environment in the call centre is often associated with open-plan office layouts and booths where noise levels and workstations are positioned in close proximity to each other. Wellbeing in call centres has become a concern and the research was undertaken to establish what effects the working environment (physical environment and job characteristics) in call centres in the Cape Metropole has on the wellbeing of call centre agents. A quantitative research method was employed in the study. A structured questionnaire was distributed via SurveyMonkey® to call centre agents from four participating call centres in the Cape Metropole. The combined target population of the four call centres was 760. A sample size of 200 was determined by using the Raosoft Incorporated® calculation tool. Although the aforesaid sample size sufficed, a response rate of 275 was received. Questions relating to job characteristics and significance of the work were based on the Job Diagnostic Survey by Hackman and Oldham. Social support questions were based on the instrument developed by Caplan, Cobb, French, Van Harrison & Pinneau in 1975. Job demand questions were based on the instrument developed by Karasek in 1979, and only the section on job demand was used. Performance monitoring and physical work environment were measured by using the questions based on these variables by Sprigg et al in 2003. Emotional wellbeing questions relating to burnout were measured using the Oldenburg Burnout Inventory. The wellbeing questions relating to vocal health, optical health and auditory health were based on the questionnaires developed by Sprigg et al. in 2003. General health was measured using the “Somatic Complaints” section of the NIOSH Generic Job Stress Questionnaire. Musculoskeletal health problems were measured using the Cornell Musculoskeletal Discomfort Questionnaire (CMDQ) developed by Hedge in 1994. Research question 1 addressed the gender perceptions of job characteristics, physical work environment and emotional and physical wellbeing. A T-test was conducted to answer the research question and the results revealed that there was no significant difference in gender perception on job characteristics; however there was a significant difference in perception of the physical work environment and wellbeing. Research question 2 addressed whether there is a significant difference in emotional and physical wellbeing experienced by call centre agents from various industries. A MANOVA analysis was conducted to determine the significance in industries, p = .015, and an ANOVA analysis was conducted that revealed agents working in the online retail as well as financial service industries were more likely to experience disengagement, p = .035. Research question 3 addressed the factors in the workplace environment that contribute to emotional and physical wellbeing problems. An ANOVA analysis was conducted and the results revealed lack of skills variety, p = .014, contributes to exhaustion; lack of autonomy, p = .040, contributes to disengagement; lack of supervisor support, p = .009, contributes to exhaustion, job demands, p = .000, contribute to exhaustion, performance monitoring, p = .036, contributes to exhaustion; and workstation layout, p = .001, contributes to auditory health problems. Research question 4 addressed whether there is a significant relationship between job characteristics, physical work environment and wellbeing. A Pearson correlation analysis was conducted and the results revealed that there is a significant relationship between job characteristics, physical work environment, and wellbeing. It can be concluded that the workplace environment does have an impact on the wellbeing of call centre agents in the Cape Metropole. It is imperative that the management of call centres understand the nature of the job and how the physical environment contributes to job stress; burnout; vocal, auditory, and optical health problems; and musculoskeletal disorders. The researcher recognises that there are essential job characteristics associated with call centre work but that there are elements of the job that can be redesigned to improve the wellbeing of call centre agents. It is recommended that management implement interventions which will redesign those elements within the workplace environment that contribute to wellbeing issues. The findings of this study add to existing literature and knowledge of the workplace environment and wellbeing of call centre agents.

The purpose of the research was to determine whether personality and measures of ability would significantly predict job performance of call centre operators in a South African communications company. The Customer Contact Styles Questionnaire (CCSQ7.2), the Basic Checking (CP7.1) ability test and the Audio Checking (CP8.1) ability test were completed by operators as the predictors. Supervisors completed the Customer Contact Competency Inventory (CCCI) for 140 operators as a measure of job performance. Performance statistics were obtained for the sample as additional criterion data. Correlations and multiple regression analysis revealed statistically significant small to moderate correlations between the criteria and the predictors. The research was conducted from a concurrent validity perspective. Further research from a predictive validity perspective is suggested in order to substantiate the findings and to improve the generalisability thereof. / Industrial and Organisational Psychology / M.A. (Industrial Psychology)

The general aim of the research is to determine the relationship between personality traits as measured by the Customer Contact Styles Questionnaire (CCSQ 7.2) and work performance as measured by means of internal company data sources, of call centre agents. Recent literature indicates a significant relationship between personality traits and work performance. The emphasis in this research is on the factor analytical or trait approach of personality. The sample consisted of 300 call centre agents. The relationship between personality traits and work performance is discussed in terms of descriptive statistics, correlations and multiple regression analyses. The results indicate a relationship between the personality traits of analytical thinking, detail consciousness, conscientiousness, structuredness and work performance as measured by the level of financial incentives for call centre agents. This finding could be implemented in the selection and performance management of call centre agents. / Industrial & Organisational Psychology / M. Com. (Industrial Psychology)

The objective of the research was to investigate an improvement in job performance when role-play is used as a training and assessment tool in a sales call centre environment. The research was conducted by means of a competence assessment used at different stages (Quality Assurance Performance Management Questionnaire). The final stage was two weeks after the learners who had qualified to be sales agents had entered a real working environment. At this final stage, calls were retrieved and rated against the Quality Assurance Performance Management Questionnaire (QAPMQ). A sample of 40 novice sales agents (learners) were selected and randomly divided into the control and experimental groups. The research findings indicated that if planned well, role-play can be an effective training and assessment tool. / Industrial & Organisational Psychology / M.Comm. (Industrial & Organisational Psychology)

The objective of the study was to determine whether any relationships exist between personality and the performance of sales staff in a call centre environment. Personality type (measured by the Jung Type Indicator [JTI]) and sales personality type (measured by the Sales Preference Indicator [SPI]) were correlated with sales staff performance in an insurance call centre environment. A quantitative survey was conducted using a sample of N = 146. Correlational and inferential statistical analyses revealed statistically significant positive, although weak, relationships between personality type and the performance of call centre sales staff while statistically significant positive and negative correlations, although weak, were found between sales personality type and the performance of call centre sales staff. More female and black sales staff members were found in the higher performing clusters than in the average and poorer performing clusters. The best subset of personality scales from the JTI that predicted univariate measures of performance were the extroversion-introversion scale and the judging-perceiving scale while the best subset of predictors from the SPI personality scale were the consistent-adaptive scale and the cooperative-competitive scale. Call centre performance criteria are based mainly on quantitative performance criteria. It emerged from the literature review that the call centre sales position is synonymous with emotional labour and it is, thus, recommended that future research should emphasise the importance of emotionally intensive labour and its measurement combined with quantitative performance measures. / Industrial & Organisational Psychology / M.A. (Industrial and Organisational Psychology)

The general aim of the research is to determine the relationship between personality traits as measured by the Customer Contact Styles Questionnaire (CCSQ 7.2) and work performance as measured by means of internal company data sources, of call centre agents. Recent literature indicates a significant relationship between personality traits and work performance. The emphasis in this research is on the factor analytical or trait approach of personality. The sample consisted of 300 call centre agents. The relationship between personality traits and work performance is discussed in terms of descriptive statistics, correlations and multiple regression analyses. The results indicate a relationship between the personality traits of analytical thinking, detail consciousness, conscientiousness, structuredness and work performance as measured by the level of financial incentives for call centre agents. This finding could be implemented in the selection and performance management of call centre agents. / Industrial and Organisational Psychology / M. Com. (Industrial Psychology)

The purpose of the research was to determine whether personality and measures of ability would significantly predict job performance of call centre operators in a South African communications company. The Customer Contact Styles Questionnaire (CCSQ7.2), the Basic Checking (CP7.1) ability test and the Audio Checking (CP8.1) ability test were completed by operators as the predictors. Supervisors completed the Customer Contact Competency Inventory (CCCI) for 140 operators as a measure of job performance. Performance statistics were obtained for the sample as additional criterion data. Correlations and multiple regression analysis revealed statistically significant small to moderate correlations between the criteria and the predictors. The research was conducted from a concurrent validity perspective. Further research from a predictive validity perspective is suggested in order to substantiate the findings and to improve the generalisability thereof. / Industrial and Organisational Psychology / M.A. (Industrial Psychology)

The objective of the research was to investigate an improvement in job performance when role-play is used as a training and assessment tool in a sales call centre environment. The research was conducted by means of a competence assessment used at different stages (Quality Assurance Performance Management Questionnaire). The final stage was two weeks after the learners who had qualified to be sales agents had entered a real working environment. At this final stage, calls were retrieved and rated against the Quality Assurance Performance Management Questionnaire (QAPMQ). A sample of 40 novice sales agents (learners) were selected and randomly divided into the control and experimental groups. The research findings indicated that if planned well, role-play can be an effective training and assessment tool. / Industrial and Organisational Psychology / M.Comm. (Industrial & Organisational Psychology)

The objective of the study was to determine whether any relationships exist between personality and the performance of sales staff in a call centre environment. Personality type (measured by the Jung Type Indicator [JTI]) and sales personality type (measured by the Sales Preference Indicator [SPI]) were correlated with sales staff performance in an insurance call centre environment. A quantitative survey was conducted using a sample of N = 146. Correlational and inferential statistical analyses revealed statistically significant positive, although weak, relationships between personality type and the performance of call centre sales staff while statistically significant positive and negative correlations, although weak, were found between sales personality type and the performance of call centre sales staff. More female and black sales staff members were found in the higher performing clusters than in the average and poorer performing clusters. The best subset of personality scales from the JTI that predicted univariate measures of performance were the extroversion-introversion scale and the judging-perceiving scale while the best subset of predictors from the SPI personality scale were the consistent-adaptive scale and the cooperative-competitive scale. Call centre performance criteria are based mainly on quantitative performance criteria. It emerged from the literature review that the call centre sales position is synonymous with emotional labour and it is, thus, recommended that future research should emphasise the importance of emotionally intensive labour and its measurement combined with quantitative performance measures. / Industrial and Organisational Psychology / M.A. (Industrial and Organisational Psychology)

The research describes how post-training supervisory support enhances training transfer in the private sector. Transfer of training principles were identified, after which the participants were interviewed to determine which transfer of training criteria were used by supervisors to enhance training in the work environment. The study population for this research was comprised of call centre supervisors and call centre agents from a company in the private sector in Gauteng Province, South Africa. The study methodology involved qualitative interviews and document reviews. Themes and sub-themes were identified from the data collected. The findings of the study reflected how post-training supervisory support enhances transfer of training. Recommendations were provided that could have a significant impact on organisations’ approach towards ensuring successful transfer of training to the work environment. Suggestions for further studies were made. The study concludes by suggesting a transfer of learning strategy aimed at enhancing transfer to the work environment that should be implemented by organisations. / Adult Basic Education (ABET) / M. Ed. (Adult Education)