Investigating service recovery performance of call center employees in Telecom sector Pakistan

Telecom call centres in Pakistan are facing the issue of poor employees' service recovery performance. This study was undertaken to investigate the contributing factors of internal marketing practices, role stressors, and workplace social support towards employee service recovery performance. It also tested the role of affective organisational commitment to mediate the link between the factors and service recovery performance. Besides, the moderating effect of customer orientation on the relationship between affective organisational commitment and service recovery performance was also examined. The theories of equity and the reformulation of attitude were integrated to explain the relationship between the variables in the research model. Survey data were gathered from a sample of 318 telecom call centre employees of five telecom companies operating in Pakistan. Using the PLS-SEM to analyse the data and test the hypotheses, the present study showed that employee rewards, employee training, role ambiguity,
organisational support, and supervisor support were significantly related to service recovery performance. Moreover, the results revealed that affective organizational commitment mediated the relationship between internal marketing practices, role ambiguity, organizational support, supervisor support, and service recovery performance. Additionally, the results found that customer orientation moderated the relationship between affective organisational commitment and service recovery performance. The findings suggest that managers of the call centers develop internal marketing practices and workplace social support strategies to enhance an affective organisational commitment so that service recovery performance of call center employees could be improved. Moreover, the management should focus on developing a customer-oriented culture to enhance employees' service recovery performance in call centers in Pakistan.