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Technical Call Centres


  • Premilla D'Cruz

    (Premilla D'Cruz is Assistant Professor, Organisational Behaviour Area, Wing 14, Room C, IIM Ahmedabad, Vastrapur, Ahmedabad 380 015, Gujarat, India. E-mail:,

  • Ernesto Noronha

    (Ernesto Noronha is Associaté Professor, Organisational Behaviour Area, Wing 6, Room J, IIM Ahmedabad, Vastrapur, Ahmedabad 380 015, Gujarat, India. E-mail:


Views on call centres as work systems represent a dichotomy. While, on the one hand, call centres are seen as conforming to an engineering or mass service model, on the other hand, they are described as high commitment service organizations. Technical call centres, studied as part of a larger qualitative study on experiences of working in call centres, back offices and medical transcription in Mumbai and Bangalore, India, were found to resemble high commitment service organizations. Task complexity, variety and autonomy were distinguishing factors in technical call centre jobs, the presence of which promoted employee well-being and satisfaction. At the same time, the emotional labour required by front-line service work remained an important part of the job profile. The emergence of cross-cultural interactions in call centre work, stemming from the contemporary outsourcing trend, is highlighted.

Suggested Citation

  • Premilla D'Cruz & Ernesto Noronha, 2007. "Technical Call Centres," Global Business Review, International Management Institute, vol. 8(1), pages 53-67, February.
  • Handle: RePEc:sae:globus:v:8:y:2007:i:1:p:53-67
    DOI: 10.1177/097215090600800104

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    References listed on IDEAS

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