A rotatividade de pessoal em call centers brasileiros

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

This dissertation is the report of a research work developed to study the causes of the high employee turnover in brazilian call centers. After a revisional work of the main aspects of call center management and employee turnover research, it was chosen to study the correlation with human resources management (HRM) practices, in the same research strategy chosen by Huselid(1995) and Batt(2002). The related data to reach research objectives were gotten from a survey developed by The Global Call Center Project. The sample is based on a survey administered to 114 call centers of 103 organizations from 200 associates of Associação Brasileira de Telesserviços (ABT). The same survey was applied in 16 other countries, allowing benchmarking, stretching analysis horizon. The data analysis was made in three steps: management model analysis, mean comparisons and multivariate analysis. The first step showed a strong emphasis in the services mass production model. The mean comparison showed that the brazilian call centers are extremely strait in use of scripts, monitoring and employee discretion practices. These practices contribute negatively to job quality, which has a strong correlation with employee turnover. The multivariate analysis ( logistic regression ) showed a good adjustment in the proposed model, both in the adjustment index ( R2 CS=0,549 e R2 N = 0,741) and in the discriminative capacity ( area of ROC curve =0,938) and also showed that the correlation between HRM practices and employee turnover are considerable. The main suggestion is to have as HRM objective the continuous improvement of job quality, which requires a tradeoff with firm expenses and service level, it also increases variability and represents a change in the call center management culture

ASSUNTO(S)

administracao de empresas human resources management rotatividade de pessoal employee turnover centros de atendimento ao cliente gestão de call centers gestão de pessoas call centers management administracao de pessoal

ACESSO AO ARTIGO

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