Factors that affect the motivation of first jobbers of call center agents in organization in Thailand

Abstract

This study focuses on a key factor that can affect motivation of first jobbers of call center agents in one organization in Thailand within tourism industry. Given the company’s high turnover rate, especially among first jobbers, it led to negative effect on team productivity and company performance due to inconsistent work quality. Being a first touchpoint of customers as call center agents, this could also bring bad customer experience, affecting brand image of the company. Therefore, this study aims to understand factor that can affect on work motivations of first jobbers of call center agents by using Transformational leadership framework. The qualitative semi-structured in-depth interviews were used for this study, including coding and theme methodology for data analysis. The findings of this study found that the company were still lacking all 4 dimensions of transformational leadership, especially on inspirational motivation and idealized influence. This study concludes by implementing proposed recommendations for all 4 dimensions from transformational leadership, aiming to reduce turnover rate which could play significant role in delivering positive impact to the company and customer experience.