Umut BULUT, NACİYE AYLİN ATAAY SAYBAŞILI

Çağrı Merkezlerinde Çalışan Performansını Etkileyen Faktörler: Bir İnceleme

Çalışmada çağrı merkezi faaliyetlerinde etkinlik ve verimliliğin ana belirleyicileri olan çalışanların performanslarını etkileyen bazı faktörlerin incelenmesi hedeflenmiştir. Deneyim, iş yükü ve çalışma süresi gibi değişkenlerinin performans üzerindeki etkileri incelendiğinde performans ile çalışan deneyimi arasında aynı yönlü bir ilişki bulunmuşken, performans ile iş yükü ve çalışma süreleri arasında ters yönlü bir ilişki olduğunu saptanmıştır. Buna göre müşteri temsilcilerinin deneyimleri arttıkça performans sonuçlarında, yani kendilerinden beklenen müşteri memnuniyeti düzeyleri, planlanan konuşma sürelerine uyum, planlanan vardiyaya uyum gibi kriterlerde gelişme kaydettiklerini görülmektedir. Diğer taraftan çalışanların aylık çalışma saatlerinin ve çalışılan süre boyunca yaşanan yoğunluk seviyesinin artmasının müşteri temsilcilerinin performanslarında düşüş yaşanmasına yol açtığı belirlenmiştir. Yoğun çalışma saatleri her alanda olduğu gibi çağrı merkezi çalışanları için de olumsuz etkileri beraberinde getirmektedir. Çalışma saatleri ve iş yoğunluğunun artması müşteri temsilcilerinde hata riskini ve devamsızlık olasılığını arttırmakta bu da performans sonuçlarına olumsuz olarak yansımaktadır

Factors Effecting the Employee Performance: Evidences from Call Centers

This study aimed to investigate the factors that affect the performance of call centers’employees who are the main actors for the efficiency and productivity in call center activities. Employees’work experience, workloads and work time have been examined as key determinants of employee performance. Regression analysis results show that there is a negative relationship between performance and employees’ workload and work time however the relationship between performance and work experience is positive and statistically significant. We found that, as the experience of the customer representatives increases, the their performance level is also increasing. However, increase in the monthly working hours of employees and their level of work load cause decreases in call center employees’ performance. We can conclude that increases in working hours and work load increase also the risk of error and the rate of absenteeism in the customer representatives, which adversely affect the individual performance results

PDF

___

Bain, P., Watson, A., Mulvey, G., Taylor, P. ve Gall, G. (2002). Taylorism, Targets and Pursuit of Quantity and Quality by Call Centre Management. New Technology, Work and Employment, 17(3), 70-185.
Bakker, A. B., Demerouti, E. ve Schaufeli, W. B. (2003). Dual Process at Work in a Call Center: An Application of the Job Demands-Resources Model. European Journal of Work and Organizational Psychology, 12(4), 393-417.
Başbuğ, G., Ballı, E. ve Oktuğ, Z. (2010). Duygusal Emeğin İş Memnuniyetine Etkisi: Çağrı Merkezi Çalışanlarına Yönelik bir Çalışma. Siyaset Konferansları Dergisi, 58, 253-274.
Batt, R. (2002). Managing Customer Services: Human Resource Practices, Quit Rates and Sales Growth. Academy of Management Journal, 45(3), 587–597.
Batt, R., ve Moynihan, L. (2002). The Viability of Alternative Call Center Production Models. Human Resource Management Journal, 12(4), 14–34.
Becker, G.S. (1962). Investment in Human Capital: A Theoretical Analysis. Journal of Political Economy,70, 9-49.
Budhwar P.S., Varma, A., Malhotra, N. ve Mukherjee, A. (2009). Insights into the Indian Call Center Industry: Can Internal Marketing Help Tackle High Employee Turnover?. Journal of Services Marketing, 23(5), 351–362.
Connon, E. (1996). Developing and Retaining Profitable Customer Relationships Through Call Centers, Direct Marketing, 59(5), 24-26.
Castanheira, F. ve Chambel, M.J. (2010). Reducing Burnout In Call Centres Through HR Practices. Human Resource Management, 49(6), 1047–1065.
D’Cruz, P. ve Noronha, E. (2012). High Commitment Management Practices ReExamined: The Case of Indian Call Centres. Economic and Industrial Democracy, 33(2), 185–205.
Deery, S., Iverson, R. ve Walsh, J. (2002). Work Relationships in Telephone Call Centres: Understanding Emotional Exhaustion and Employee Withdrawal. Journal of Management Studies, 39(4), 471-496.
Deery, S. ve Kinnie,N. (2002). Call Centres and Beyond: A Thematic Evaluation. Human Resource Management Journal, 12(4), 3-13.
Dormann, C., ve Zijlstra, F. R. (2003). Call Centres: High on Technology-High on Emotions. European Journal of Work and Organizational Psychology, 12(4), 305–310.
Ergin, C. (1995). Akademisyenlerde Tükenmişlik ve Çeşitli Stres Kaynaklarının İncelenmesi, Hacettepe Üniversitesi Edebiyat Fakültesi Dergisi, 12(1-2), 37-50.
Frenkel, S. J., Tam, M., Korczynski, M., ve Shire, K. (1998). Beyond Bureaucracy? Work Organization In Call Centres. International Journal of Human Resource Management, 9(6), 957–979.
Grebner, S., Semer, N. K., Faso, L. L., Gut S., Gut, K. W., Elfering, A. (2003). Working Conditions, Well-Being, and Job-Related Attitudes Among Call Center Agents. European Journal of Work and Organizational Psychology, 12(4), 341-365.
Glucksmann, M. (2004). Call Configurations: Varieties of Call Centre and Divisions of Labour. Work, Employment and Society, 18(4), 795–811.
Holman, D. J. (2003). Call Centres. D. J. Holman, T. D. Wall, C. W. Clegg, P. Sparrow, ve A. Howard (Eds.), The new workplace: A guide to the human impact of modern working practices. Chichester, UK: Wiley.
U. Bulut – A. Ataay 9/4 (2017) 1-16 İşletme Araştırmaları Dergisi 13 Journal of Business Research-Türk
Hunter, L.W. ve Thatcher, S.M.B. (2007). Feeling the Heat: Effects of Stress, Commitment and Job Experience on Job Performance. Academy of Management Journal, 50(4), 953-968.
Izgar, H.(2001). Okul Yöneticilerinde Tükenmişlik, Ankara: Nobel Yayınları.
Jenkins, S. ve Delbridge, R. (2013). Context Matters: Examining ‘Soft’ and ‘Hard’ Approaches to Employee Engagement in Two Workplaces. International Journal of Human Resource Management, 24(14), 2670–2691.
Keser, A. (2006). Çağrı Merkezi Çalışanlarında İş Yükü Düzeyi ile İş Doyumu İlişkisinin Araştırılması. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 11(1), 100-119.
Knights, D. ve McCabe, D. (1998). What Happens When the Phone Goes Wild?: Staff, Stress and Spaces for Escape in BPR Telephone Banking Work Regime. Journal of Management Studies, 35(2), 163-194.
Korczynski, M. (2002). Human Resource Management in Service Work. Basingstoke, U.K.: Palgrave.
Lawler, E.E., Mohrman, S.A. ve Ledford, G.E. (1995). Creating High Performance Organizations: Practices and Results of Employee Involvement and Total Quality Management in Fortune 1000 Companies. San Francisco, CA: Jossey-Bass.
Lee, R.T. ve Ashford B.E. (1993). A Further Examination of Managerial Burnout: Toward an Integrated Model. Journal of Organizational Behavior, 14, 3-20.
Lewig, K.A. ve Dollard, M.F. (2003). Emotional Dissonance, Emotional Exhaustion and Job Satisfaction in Call Centre Workers. European Journal of Work and Organizational Psychology, 12(4), 366-392.
Man, F. ve Selek-Öz, C. (2009). Göründüğü gibi Olamamak ya da Olduğu gibi Görünememek: Çağrı Merkezlerinde Duygusal Emek, Çalışma ve Toplum, 20, 75- 94.
Maslach, C. ve Jackson, S.E.(1981), The Measurement of Experienced Burnout. Journal of Occupational Behavior, 2, 99-113.
McDonnell, A., Connell, J., Hannif, Z. ve Burgess, J. (2013). Voices From Higher Up the Ladder: Exploring The Team Leader Role in Call Centres. New Technology, Work and Employment, 28(2), 145–159.
Michel, L. P. (2001). Call centres in Germany: Employment market and qualification requirements. Economic and Industrial Democracy, 22, 143-153.
Özkan, G. (2013). Çağrı Merkezlerinde Duygusal Emek ve Örgütsel İletişim. Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 7(4), 64-80.
Parlak, Z. ve Çetin, I. B. (2007). Bilgi Toplumu ve Bilgi İşçisi Bağlamında Çağrı Merkezleri: Emek Süreci, İş ve İstihdam, Sosyal Siyaset Konferansları Dergisi, 52, 107-134.
Polatçı, S., Ardıç, K. ve Tınaz, Z.D. (2007), Tükenmişlik Sendromu ve Demografik Özelliklerin Tükenmişlik Üzerine Etkisi: Tokat Orta Öğretim Kurumlarında Bir Analiz, Sosyal ve Ekonomik Araştırmalar Dergisi, Selçuk Üniversitesi İktisadi ve İdari Bilimler Fakültesi, 7, 1-22.
Randall, M. ve Scott W.A. (1988). Burnout, Job Satisfaciton and Job Performance. Australian Psychologist, 23(3), 335-347.
Ruyter, K.D., Wetzels, M. ve Feinberg, R. (2001). Role Stress in Call Centers: Its Effects on Employee Performance and Satisfaction, Journal of Interactive Marketing, 15(2), 23-35.
U. Bulut – A. Ataay 9/4 (2017) 1-16 İşletme Araştırmaları Dergisi 14 Journal of Business Research-Türk
Quinones, M.A., Ford, J.K. ve Teachout, M.S. (1995). The Relationship between Work Experience and Job Performance: A Conceptual and Meta-Analytic Review. Personnel Psychology, 48, 887-910.
Schaufeli, W.B. ve Bakker, A.B. (2010). The Conceptualization and Measurement of Work Engagement. A.B. Bakker ve M.P. Leiter (Eds.). Work Engagement: A Handbook of Essential Theory and Research, New York: Psychology Press.
Schmidt, F.L., Hunter J.E., ve Outerbridge, A.N. (1986). Impact of Job Experience and Ability on Job Knowledge, Work Sample Performance, and Supervisory Ratings of Job Performance. Journal of Applied Psychology, 71, 432-439.
Schmidt, F.L., Hunter, J.E., Outerbridge, A.N. and Goff, S. (1988). Joint Relation of Experience and Ability With Job Performance: Test of Three Hypotheses. Journal of Applied Psychology, 73, 46-57.
Schmidt, F.L. ve Hunter, J.E. (2004). General Mental Ability in the World of Work: Occupational Attainment and Job Performance. Journal of Personality and Social Psychology, 86, 162-173.
Taylor, P. ve Bain, P. (1999). An Assembly Line in the Head: Work and Employee Relations in The Call Center. Industrial Relations Journal, 30(2), 101-117.
Taylor, P., D’Cruz, P. Noronha, E. ve Scholarios, S. (2013). The Experience of Work in India’s Domestic Call Centre Industry. International Journal of Human Resource Management, 24(2), 436–452.
Tuten, T.L. ve Niedermeyer, P.E. (2004). Performance, Satisfaction and Turnover in Call Centres: The Effects of Stress and Optimism. Journal of Business Research, 57, 26-34.
Valverde, M., Ryan, G. ve Gorjup, M.T. (2007). An Examination of the Quality of Jobs in The Call Center Industry. International Advanced Economic Research, 13, 146- 156.
Zapf, D., Isic, A., Bechtoldt, M., ve Blau, P. (2003). What is Typical for Call Centre Jobs? Job Characteristics, and Service Interactions in Different Call Centres. European Journal of Work and Organizational Psychology, 12 (4), 311–340.
Zikmund, W.G., McLeod, R. ve Gilbert, F.W. (2003). Customer Relationship Management: Integrating Marketing Strategy and Information Technology. Reno, NV: Better World Books.