Journal of Marketing Management

The Mediating Effect of Qualitative Overstretch on Customer Orientation, Technological Based Crm and Intention to Quit Incall Centers
Aliyu Olayemi Abdullateef, Sany Sanuri Mohd Muktar, Rushami Zien Yusoffc, Intan Shafinaz Binti Ahmad

Abstract
Call centers globally have been found to be increasing compared to the early 90s, paving way for more employment for the people. Consequently, the rate of employee turnover in the call centers has been very high such that it has become a conundrum which managers are battling to subdue. However, researchers and practitioners have found many factors that are responsible for the persistent rate of turnover, such as work overload, role conflict, role ambiguity, customer incivilityand employee job satisfaction. Many literatures have also established the effect of customer orientation and technology based CRM on organizational performance and their capabilities to protect the detrimental effects of qualitative overstretch and reduce turnover rate among employees.Hence,this paper explores the mediating effect of qualitative overstretch on the customer orientation and technological based CRM towards intention to quit of employees from the call centers. It shall also assist the call centers management to fashion out a stress free working environment which would reduce to a greater extent employee intention to quit.

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