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Global Business Review
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Articles

Doing Emotional Labour

The Experiences of Indian Call Centre Agents

Premilla D'Cruz

Premilla D'Cruz is Assistant Professor, Organizational Behaviour Area, Wing 14, Room C, Indian Institute of Management, Vastrapur, Ahmedabad, 380 015, Gujarat, India. E-mail: premilla_dcruz{at}yahoo.com; pdcruz{at}iimahd.ernet.in

Ernesto Noronha

Ernesto Noronha is Associate Professor, Organizational Behaviour, Indian Institute of Management, Ahmedabad, Gujarat, India. E-mail: ernesto_noronha{at}yahoo.com

A qualitative study undertaken in Bangalore and Mumbai, India, on subjective work experiences of call centre agents, uncovered four major themes addressing agents’ perceptions of and responses to emotional labour demands. These include reorienting self, balancing expectations, neutralizing stress and humouring irate customers. The findings further our understanding by highlighting the presence of normative control, the relevance of dispositional factors, the implications of coping mechanisms and the complexities introduced by global outsourcing.

Global Business Review, Vol. 9, No. 1, 131-147 (2008)
DOI: 10.1177/097215090700900109
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