Thesis (MComm)--Stellenbosch University, 2008. / ENGLISH ABSTRACT: The aim of this study was to explore the relationships between burnout, emotional labour (EL) and emotional intelligence (EI) in the call centre industry and to determine whether EI played a moderating role in the relationship between EL and burnout. A nonexperimental research design (i.e. exploratory survey study) was used to explore the relationships between the three constructs. The constructs were defined as follows: burnout, as a syndrome consisting of three negative response patterns which include: emotional exhaustion, depersonalisation and diminished personal accomplishment (Maslach, Jackson & Leiter, 1996); EI, as the capacity to effectively perceive, express, understand and manage emotions in a professional and effective manner at work (Palmer & Stough, 2001); and EL, as the process where employees regulate their emotional display in an attempt to meet organisationally-based expectations specific to their roles (Brotheridge & Lee, 2003). A convenience sample of 250 employees was drawn from two inbound customer care call centres of a leading South African telecommunications company that was approached to participate in the research. The Maslach Burnout Inventory – General Survey (Maslach et al., 1996), the Emotional Labour Scale (Brotheridge & Lee, 2003) and the Swinburne University Emotional Intelligence Test (Palmer & Stough, 2001) were administered. Two hundred and ten (210) respondents completed and returned the questionnaires. The results showed that surface acting (a dimension of EL) was positively related to and predicted emotional exhaustion (i.e. increased burnout). Conversely, deep acting (a dimension of EL) was related to an increase in personal accomplishment scores (i.e. decreased burnout). As hypothesised, EI was found to relate negatively to surface acting and positively to deep acting and emerged as a strong predictor of deep acting, explaining 20% of the variance in deep acing scores. These results revealed that those individuals higher in EI were more likely to engage more often in deep acting techniques, which could likely influence their levels of burnout. Furthermore, EI was related to an increase in personal accomplishment (i.e. decreased burnout) and emotional management (a dimension of EI) emerged as the strongest predictor of increased personal accomplishment. Whilst EI did not emerge as a moderator in the relationship between EL and burnout, support was found for the value of developing EI interventions that foster deep acting techniques in the call centre environment. Tenure (length of service) was found to be positively related to emotional exhaustion and negatively related to deep acting, indicating that the implementation of EI interventions in call centres should not be restricted to the induction phase of an employee’s career but continue throughout their working lives. The limitations of the study and recommendations for future research were discussed. / AFRIKAANSE OPSOMMING: Die doel van hierdie studie was om die verwantskap tussen uitbranding, emosionele arbeid (EA) en emosionele intelligensie (EI) in die inbelsentrum bedryf te ondersoek en om te bepaal of EI ‘n modererende effek op die EA en uitbranding verwantskap het. Daar is gebruik gemaak van ‘n nie-eksperimentele navorsingsontwerp (nl. ‘n verkennende opnamestudie) ten einde die verband tussen die drie konstrukte en hul sub-dimensies te ondersoek. Die konstrukte is soos volg gedefinieer: uitbranding, as ‘n sindroom bestaande uit drie negatiewe respons komponente: emosionele uitputting, depersonalisasie en verminderde gevoel van persoonlike bekwaamheid (Maslach, Jackson & Leiter, 1996); EI, as die individu se kapasiteit om emosies binne die werksomgewing effektief waar te neem, uit te druk, te verstaan en op ‘n professionele en effektiewe wyse te bestuur (Palmer & Stough, 2001); en EA, as die proses waardeur werknemers hulle eksterne, sigbare emosies reguleer in ‘n poging om aan die verwagte vertoon reëls van hul organisasie (spesifiek tot hulle werksrol) te voldoen (Brotheridge & Lee, 2003). ‘n Gerieflikheidsteekproef van 250 werknemers verbonde aan twee inbelkliëntedienssentrums van ‘n toonaangewende Suid Afrikaanse telekommunikasie maatskappy was genader om aan die navorsing deel te neem. Die respondente het drie vraelyste voltooi: die Maslach Uitbrandingsvraelys – Algemene Opname (Maslach Burnout Inventory – General Survey) (Maslach et al., 1996); die Emosionele Arbeid Skaal (Emotional Labour Scale) (Brotheridge & Lee, 2003); en die Swinburne Universiteit Emosionele Intelligensie Toets (Swinburne University Emotional Intelligence Test) (Palmer & Stough, 2001). Twee honderd en tien (210) respondente het die vraelyste voltooi en terugbesorg aan die navorser. Die bevindinge toon dat oppervlakkige toneelspel (“surface acting”) (‘n dimensie van EA) ‘n positiewe verwantskap het met emosionele uitputting, asook om dit te voorspel (nl. vermeerderde uitbranding). Omgekeerd, was diep toneelspel (“deep acting”) (‘n dimensie van EA) verwant aan ‘n vermeerdering in persoonlike bekwaamheid (nl. verminderde uitbranding). EI het ‘n negatiewe verwantskap met oppervlakkige toneelspel maar ‘n positiewe verwantskap met diep toneelspel getoon, en het 20% van die variansie in diep toneelspel voorspel. Die resultate wys daarop dat mense met hoër EI meer waarskynlik diep toneelspel tegnieke sal gebruik, wat uitbranding vlakke sal beinvloed. Verder was EI verwant aan ‘n vermeerdering in persoonlike bekwaamheid (nl. verminderde uitbranding). Emosionele bestuur (‘n dimensie van EI) het die grootste variansie in persoonlike bekwaamheid voorspel. Die resultate toon dat EI nie ‘n moderator in die verwantskap tusseen EA en uitbranding is nie. Ondanks hierdie bevinding, was daar genoeg bewyse gevind vir die waarde van die ontwikkeling van EI intervensies (wat diep toneelspel tegnieke bevorder) in die inbelsentrum bedryf. Dienstyd was positief verwant aan emosionele uitputting en negatief verwant aan diep toneelspel. Die resultate bewys dat EI intervensies in inbelsentrums nie net in die begin van ‘n werknemer se loopbaan geïmplementeer moet word nie, maar deur die hele loopbaan moet voortduur. Die beperkinge van die studie en voorstelle vir toekomstige navorsing is bespreek.

Thesis (MA (Industrial Psychology))--University of Stellenbosch, 2006. / In the new service economy organisations have to distinguish themselves from their competitors in terms of the quality of their service delivery. In order to attain this new goal organisations realise the important role that customers play in their success. Organisations also recognize that modern day customers have different wants and higher expectations regarding service delivery compared to only a decade ago. To live up to these new challenges a novel form of conducting business was introduced to the global labour market: Telephone call centres provide quality and efficient service in the most cost-effective way possible by, inter alia, utilising customer service representatives (CSRs) to attend to clients’ each and every need – this job demand is termed emotional labour. Due to the way in which the CSRs’ work is structured and the wide-ranging demands placed on them, these individuals experience countless and varied stressors on the job. The result, in a nutshell, is that CSRs become emotionally exhausted and eventually leave the call centre. The purpose of the present research study is, therefore, to identify to what extent emotional labour influences CSRs’ feelings of emotional exhaustion, and whether the latter results in detrimental outcomes that undermine organisations’ success and competitive advantage in the marketplace. A large organisation’s call centre operators participated in the study (n = 84). Seven focus groups were conducted for the purpose of qualitative data collection: Six groups consisted of CSRs (N = 30) and one group consisted of team leaders (N = 4). Qualitative content analysis was used to analyse the focus group interviews. The participants (n = 84) also completed questionnaires measuring emotional labour, emotional exhaustion, supervisor support, organisational commitment, and intentions to leave. Analysis of the interview data supported the existence of the five theoretical constructs and additional sources of job stress, over and above emotional labour, were identified. Pearson product-moment correlation analysis was used to analyse the questionnaire data, followed by multiple regression analysis with organisational commitment and intentions to leave as dependent variables, and the remaining constructs as the predictors. After determining the fit of the measurement model, consisting of the five constructs, a structural model was tested. Both the measurement and structural models produced acceptable goodness-of-fit statistics. The results of the structural model did not indicate a significant correlation between the total construct emotional labour and emotional exhaustion. Significant correlations were found between emotional labour and supervisor support, emotional exhaustion and organisational commitment and intentions to leave respectively, and organisational commitment and intentions to leave. Multiple regression analysis indicated emotional exhaustion is a significant predictor of both lowered organisational commitment and increased intentions to leave. Structural equation modelling indicated emotional exhaustion is causally related to intentions to leave through organisational commitment. The findings are congruent with previous research on the detrimental effect of emotional exhaustion on organisational outcomes and illuminate the complex relationship between emotional labour and emotional exhaustion. Interventions minimising the impact of both emotional labour and emotional exhaustion, within a call centre environment, are explored.

Thesis (MA (Industrial Psychology))--University of Stellenbosch, 2007. / Overview of previous work: Previous research on call centres has identified the inherent stressful nature of the call centre agent job. In fact researchers have gone so far as to name call centres ‘sweatshops of the new millennium’, (Crome, 1998; Fernie, 1998). Comparative studies between human service work and burnout have often featured in current literature as have studies concerning the correlations between call centre work and job satisfaction, the effects of shift work, and stress in the call centre environment. Purpose: However, the purpose of this study, avoiding a comparative approach, is to focus on one organisation in particular, in order to assess the varied work dysfunctions present in its call centre. The study is particularly important in the light of the proposed development of the call centre industry in South Africa at this time. A more comprehensive understanding therefore, of the pitfalls of call centre work, would be beneficial to those currently running call centres as well as those planning their implementation. At the outset, stress was considered a pivotal dysfunction within the call centre, from which other maladies often ensued such as substance abuse, depression and eating pattern disruptions. Work challenges too, manifest in the field data, namely insufficient training and managerial / system problems. The research therefore includes the exploration of these factors serving to highlight both the more socio-cultural and emotional issues, as well as on-the-job grievances encountered by call centre agents. Design / methodology / approach: Owing to the exploratory nature of the study, a focus group methodology was used, allowing for in-depth qualitative research which catered for a far reaching and comprehensive understanding of current work issues. As the study concerns only call centre agents, the roles of supervisors and managers were not included. The sample comprised four different groups, of randomly selected call centre agents, with a total of 27 participants. Demographics revealed male and female participants of differing marital status, educational qualifications, but with tenure at a call centre between 2 and 6 years, and aged between 20 and 40 years. Findings: Support was found for the following dysfunctions in the process, with stress as primary harbinger of other dysfunctions, many exacerbated by the stressful nature of shift work, and the resultant work-life imbalance. Stresses encountered due to ineffective systems, training processes, and call centre management were also significant. On a positive note, of interest was the unanimous agreement that within this particular field study, workspace ergonomic considerations were thought not to add to call centre dysfunction. Research limitations / implications: Even though four groups from two different call centres were observed, they were part of the same organisation, in Cape Town in the Western Cape. In this way commonalities in terms of reactions to systems, policies etc were thought likely to be similar, however owing to the shift work nature of call centres through out South Africa, it is believed that significant correlations could be determined, in any organisation. A comparative study across various differing organisations and locations therefore could be investigated. Originality / value: Owing to the very stressful nature of call centre work, the focus groups revealed themselves to be cathartic in nature as participants thoroughly embraced the process, and personal experiences were often disclosed by participants which facilitated realistic discussions. In this way, meaningful qualitative data was collected, and can be used to ameliorate current call centre conditions, and to allow better planning for future implementation. Furthermore, the research has exposed a number of further study options, as e.g. owing to their significance, each dysfunction could be investigated further and covered individually in separate research papers, as could the role in management, and training within the call centre milieu.