Impact of gender sensitive practices on job satisfaction & stress levels.
Verma, Monica ; Bhal, Kanika T. ; Vrat, Prem 等
Introduction
Demographic transformations and changes in the structure of society
have resulted in a shift in social trends. The inclusion of large number
of women in employment is one of the many changes which are taking place
in these new working life patterns (Noon and Blyton, 1997) and has
created variations in the way employment terms are offered. In 1984,
John Atkinson at the University of Sussex (UK) talked about a new model
of the firm called the "flexible firm" (Atkinson, 1984) which
was a result of these changes. The main premise of the flexible firm is
that it divides its workforce into different segments each employed on
different terms and conditions, which reflect the nature of their
contribution to the production process. Organizations, in order to gain
competitive advantage and increase employee's commitment, seek to
attain flexibilities--numerically, financially, functionally and
temporally (Johnson, 2004). Also, interest in flexible working
arrangements has been growing, as such practices have been regarded as
the measures to reconcile or balance increased pressures of work and
family life (Dex & Scheibl, 2001).
Recently, India has also experienced a considerable increase in
female employment in BPO industry. The industry has the highest
percentage of women workforce and there is a continuous increase in the
number of women professionals over the years with one fifth of the
female employees at the managerial level or above. A sudden and steep
increase in female employees may require a new HRM policy which is
different from a traditional male oriented personnel policy.
Traditionally, work structures were designed to fit males only.
Conventional management policies did not consider the dual
responsibilities of female employees between work and families. As a
result, there is a sudden development of gender sensitive practices in
many organizations in India, including BPOs. From an organizational
perspective, the primary focus for being more family-friendly is to
attract and retain qualified employees (Rogier & Padgett, 2004).
However, with the increase in the number of female employees, there has
been additional pressure to become more family friendly on moral or
ethical grounds (Cohen & Single, 2001). This argument can be
supported by the fact that organizations have an obligation to provide
mechanisms to help employees balance their work and home life so that
employees, particularly women, are not forced to choose one over the
other.
Many organizations are adopting gender sensitive or
family-responsive human resource policies to help employees achieve a
better balance between work and family (Rogier & Padgett, 2004)
The purpose of this study is to explore the satisfaction and stress
levels of women employees of call centers who avail the benefits of
various gender sensitive practices. Over the long term, this may
encourage women to reduce their intentions to leave the organization and
increase the level of organizational commitment. Many researches have
been conducted in various other sectors which focus on the impact of
family friendly policies on job satisfaction, career advancement and
organizational commitment of women employees (Park & Kim, 2001).
However, there is dearth of similar studies in an unconventional work
environment like call centers. With a sample of women employees working
in BPOs / call centers, this study tries to fill this gap by examining
how gender sensitive policies influence job satisfaction, organizational
commitment, stress and intention to leave the organization.
Literature Review
Family--friendly Policies: Today, unlike in the past, employees
demand a high quality life both at family front as well as the workplace
(Moon & Roh, 2010). This high quality life seems to provide
satisfaction and happiness to the employees' family life which
according to Romzek (1991) can have a positive impact on the workplace.
This may be one of the main reasons why gender sensitive or family
friendly practices have been recommended to help employees reduce
work-family conflict by allowing them more control over their work
schedule. Park & Kim (2001) found that family-friendly policies in
S. Korea have a positive influence on job satisfaction and
organizational commitment. Similarly, Moon & Roh (2010) in their
study found that the balance between work and family was the strongest
predictor influencing job motivation, work performance and employee
morale.
Researches indicate that out of the many components of family
friendly policies, women are more likely to work flexible schedules
(Almer & Kaplan, 2002; Cohen, 1997). Almer & Kaplan (2002)
reported that employees working a flexible arrangement experienced lower
levels of stress and burnout. Similarly, Galinksy, Bond & Friedman
(1996) found that having control over work schedules, leads to employees
feeling less stressed, which suggests that they may also perceive less
work family conflict. Since women are entrusted with the
responsibilities at the family front, this can be considered as the
reason for women working flexible schedules. It has also been found that
flexible work schedules provide organizational benefits such as
increased job satisfaction, organizational commitment and productivity
and decreased absenteeism and turnover. According to work adjustment
model (Pierce & Newstrom, 1980), a good match between the rewards
offered by a job and the needs of an employee results in positive job
attitudes. Positive job attitude implies increase in job satisfaction
(Baltes et al, 1999; Pierce & Newstrom, 1980) and a reduction in
absenteeism and turnover (Pierce, Newstrom, Dunham & Barber, 1989).
In addition, this balance will further result in an increase in
organizational commitment (Rogier & Padgett, 2004). More recent
researches tend to confirm these findings. A literature review on family
responsive work place policies including alternative work arrangements,
concluded that productivity, organizational commitment, retention and
job satisfaction are all positively affected by these policies (Glass
& Finley, 2002).
Flexible work schedules make it easier for women to progress into
upper management positions. Researches suggest that women face a number
of barriers to advancing into upper management (Cohen & Single 2001;
Friedman & Galinsky 1992). Collins, (1993) reported the difficulty
of balancing work and family as one such barrier. Women who are faced
with this conflict choose family over work and forgo advancement at work
(Conlin 2000). This indicated that if given an opportunity to have a
flexible work schedule, it is more likely that career-oriented women
will remain in their jobs, even demanding jobs, as they are able to
balance work and family. This should lead to greater number of women
advancing in their career. On the other hand, Judiesch & Lyness
(1999) found that there were significantly fewer promotions and smaller
salary increases both for men and women, working on flexible schedules.
MacDermid, Lee, Buch & Williams (2001) in their research on women
managers and professionals concluded that most of the respondents had
sacrificed some upward mobility in their careers, especially in the
short run because of reduced workload schedules. Similarly, Cohen &
Single (2001) in their study showed that the manager (both men and
women) were perceived more negatively on manager's desirability for
an engagement with high likelihood of turnover, when on a flexible
schedule.
These studies are a first step in understanding the job
satisfaction, stress levels, organizational commitment and intent to
leave of working a flexible schedule. How ever, there is dearth of such
researches in call centers. The research described here seeks to
understand, how not only flexible work schedules but the entire gamut of
gender sensitive practices or family friendly policies affect the
satisfaction, stress, organizational commitment and intention to leave
of women in call centers. Based on this reasoning, we hypothesized that:
H1: Gender sensitive practices will predict job satisfaction with
outcome related dimensions of organizational commitment and intention to
leave.
H2: Gender sensitive practices will predict stress with outcome
related dimensions of organizational commitment and intention to leave.
Based on the literature review, following research model is
conceptualized (Fig.1):
[FIGURE 1 OMITTED]
Methodology
Data was collected through a structured questionnaire from 302
women executives employed in eight call centers situated in Noida,
Gurgaon and Delhi. We approached call centers to get permission to
collect data from their women employees and got permission from two call
centers. Those who voluntarily agreed to participate in the survey were
distributed questionnaires containing a cover letter explaining the
purpose of the study, instructions for completing the questionnaire and
the demographic details. Participants were assured of their anonymity
and confidentiality of their responses. Out of the 150 distributed
questionnaires, we received 112 usable questionnaires reflecting 75
percent response rate. The remaining 190 responses were collected
through snowball sampling.
Out of a total of 302 participants, 77.4 percent were unmarried and
only 22.6 percent were married. The mean age of the respondents was 21.7
years (SD = 0.947) and mean experience in the call centre was 1.40 years
(SD = 0.729). Majority of the sample was in junior position (75.3%),
19.3 percent were in middle level and only 5.4 percent in
senior position levels. 36.5 percent of the respondents were
graduates, 47.8 percent were postgraduates, 11 percent had professional
qualifications and 4.7 percent fell in the 'other' category.
Gender Sensitive Practices
Gender Sensitive Practices were assessed through a scale developed
and used by NASSCOM-IIM (A) study (2009) on 'Crossing the Digital
Barriers'. Five items were taken for the present study. The
respondents were asked to rate as to how much they agree with each of
the items on a five point scale (1=strongly disagree, 2 = disagree, 3 =
neutral, 4 = agree, 5 = strongly agree). A sample item is "Flexi
Timings of the organization help me to meet my family demands". The
reliability of the scale was 0.59.
Job Satisfaction
Job satisfaction was assessed through a 6- item scale developed by
Brayfield and Rothe (1951). Out of the 6 items, three were reverse
coded. The respondents were asked to rate the items on a five point
scale (1 = strongly disagree to 5 = strongly agree). A sample item was
"I feel fairly well satisfied with my job". The reliability of
the scale was 0.79.
Stress
Stress was measured with four burnout and anxiety related items
(e.g. I feel emotionally drained by my job, I feel tense at my job.)
adapted from the scale developed by Tate et al (1997). Participants
indicated on a six point scale the degree to which they experienced each
of these symptoms. The reliability of the scale was 0.79.
Organizational Commitment
Organizational Commitment was assessed by using the scale developed
by Mowday, Steers & Porter (1979). Seven items from the original
scale were used for assessing this construct (e.g. I am proud to tell
others that I am part of this organization.).The respondents were asked
to give their rating on a five point rating scale. The reliability of
the scale was 0.79
Intent to Leave
Intent to Leave was assessed using Comprehensive Workplace Scale by
Tate
et al (1997). It consisted of two items and the ratings were given
on a five point scale (1 = very often, 2 = fairly often, 3 = sometimes,
4 = occasionally, 5 = rarely or never). The sample item is "How
often do you think of leaving your present job?" The reliability of
the scale was 0.75.
Descriptive Statistics
The data were analyzed using SPSS (version 20).The
inter-correlations between variables and the mean, standard deviation
and Cronbach's alpha for each variable are presented in Table 1.
Test of the Proposed Model
We used AMOS (version 16) to test the hypotheses in our proposed
model. We assessed the model fit using the Chi-square ratio and the
conventional indices: Root Mean Square Error of Approximation (RMSEA),
Goodness of Fit Index (GFI), Adjusted Goodness of Fit Index (AGFI),
Incremental Fit Index (IFI) and Comparative Fit Index (CFI). In general,
a non-significant Chi-square ratio with value less than 4.0, RMSEA less
than 0.08 and GFI, AGFI, IFI and CFI values greater than 0.90 indicate a
good fit of the data to the proposed model (Bollen, 1989).
As suggested by Anderson and Gerbing (1988), an appropriate method
for causal model testing using latent variables is the two-step
procedure for testing structural equation models. The first step in this
analysis is a confirmatory factor analysis (CFA) to assess the proposed
dimensionality through the fit of individual items to their respective
scales. The item-scale fit indices- [X.sup.2]/df = 2.810, GFI = 0.836,
AGFI = 0.799, IFI = 0.785, CFI = 0.782, RMSEA = 0.078 indicate a
satisfactory fit of the data to a five factor model.
The second step in the Anderon and Gerbing (1988) procedure is to
test the fully specified model. The hypothesized model fit indices-
[X.sup.2]/df = 1.251, GFI = 0.997, AGFI = 0.975, IFI = 0.999, CFI =
0.999, RMSEA = 0.029 indicate a good fit of the data to the specified
model and is shown in fig. 2. Further, all hypothesized path
coefficients are significant and in the direction hypothesized. Model
fit and significant path coefficients offer support for the effects as
forwarded by hypotheses 1 and 2.
[FIGURE 2 OMITTED]
Alternative Models
Alternative models were estimated to determine the plausibility of
other theoretical models as previously proposed. Two competing models
were examined. In both cases, the hypothesized model as presented in
fig. 1 was modified by either adding or subtracting a path as noted
below.
Prior researches (Baltes et al, 1999; Grover and Crooker, 1995;
Scandura and Lankau, 1997) report a direct relationship between family
friendly policies, job satisfaction, organizational commitment and
intention to leave. We also proposed a direct relationship between
family friendly policies, job satisfaction and intention to leave. These
relationships (model 1) were tested by modifying the hypothesized model.
Model 1 ([X.sup.2]/df = 2.337, GFI = 0.992, AGFI = 0.962, IFI = 0.988,
CFI = 0.988, RMSEA = 0.067) provided an adequate fit to the data and all
path coefficients remained significant (Fig. 3). However, the
hypothesized model appears to be the more parsimonious explanation of
the data.
[FIGURE 3 OMITTED]
There is also considerable empirical research that emphasizes the
relationship between gender sensitive practices and stress (Almer
&Kaplan, 2002). One of our proposes was to build on this finding by
proposing that gender sensitive practices reduce stress which has a
positive impact on organizational commitment and hence reduces intention
to leave. We tested this contention (model 2) by modifying the
hypothesized model. Model 2 ([X.sup.2]/df = 3.581, GFI = 0.988, AGFI =
0.942, CFI = 0.973, IFI = 0.974, RMSEA = 0.093) provided an adequate fit
to the data except for the value of RMSEA (Fig. 4).
[FIGURE 4 OMITTED]
Comparing the three models, the hypothesized model appears to be
the best fitting and most parsimonious. Model comparisons are summarized
in Table 2.
Discussion
The purpose of this study was to examine the relationship between
gender sensitive practices, job satisfaction and stress among women
employees of call centers. It was hypothesized that those who enjoy the
benefits of gender sensitive practices would be perceived to have higher
job satisfaction and lower levels of stress. The results of this study
provide support for this hypothesis. The results reveal two broad
trends. First, presence and effective execution of gender sensitive
practices have an impact on the job satisfaction of women employees
which leads to higher organizational commitment and hence reduces
intention to leave the job. This finding is consistent with prior
research (Baltes et al., 1999; Pierce & Newstrom, 1980). They
concluded that flexible work schedules make it easier for employees to
balance work and family responsibilities resulting in an increase in job
satisfaction. This in turn decreases absenteeism and turnover (Pierce,
Newstrom, Dunham & Barber, 1989). Though Baltes et al (1999) did not
include organizational commitment as an outcome in their meta-analysis,
consistent with the stated expectations, some other researches have
found that organizational commitment is positively affected when there
is a flexible work schedule (Grover & Crooker, 1995; Scandura
&Lankau, 1997). Similarly, Park & Kim (2001) conjectured the
positive influence of family friendly policies on job satisfaction and
organizational commitment in South Korea.
The second finding of the study relates gender sensitive practices
with stress, organizational commitment and intention to leave. The
finding suggests a negative relationship between gender sensitive
practices and stress which in turn lead to a decrease in organizational
commitment and an increase in intention to leave. This finding also
finds support from prior researches. Almer & Kaplan (2002) reported
that employees working a flexible arrangement experienced lower levels
of stress and burnout. Similarly, Galinksy, Bond & Friedman (1996)
found that employees feel less stressed when they have control over
their schedule.
Many researches associate flexible work schedules with decrease in
work family conflict (Meyer, 1997; Hill et al, 2001). Supporting this
conviction, Burke (2000) concluded that organizations have developed
'family--friendly policies" to support work-personal life
balance and to ensure that they remain attractive to workers. This
standpoint enables us to take another perspective towards the findings
of the study. The relationship between gender sensitive practices, job
satisfaction and stress can also be seen in the light of balancing work
and domestic responsibilities. The repetitive and intense (Bain &
Taylor, 2000; Rose, 2002; Taylor et al, 2003) and closely monitored
environment of call centers has been associated with higher anxiety and
depression, lower job satisfaction, lower general mental and physical
health and employee withdrawal (Deery et al., 2002; Holman, 2002). In
such an environment, the presence and effective implementation of gender
sensitive practices can provide a sigh of relief to the women employees
who can better balance their work and home responsibilities and hence
feel less stressed and satisfied with their jobs. This is supported by
literature which postulates that effective coping responses to
work--family conflict can eliminate or reduce both job- related and home
distress (Lazarus & Folkman, 1984).
Limitations & Future Research
Though this study provides useful insights into the studied
relationships, the results may be viewed in the light of possible
limitations. One limitation of the study is the use of some self-report
measures. Obtaining data from other resources could enhance the
generalizability of the findings. Thus, inclusion of longitudinal
studies and other ratings of behavior and attitude will provide support
for current findings. All the data collected through self-reports is
likely to be influenced by social desirability response bias. Although
this bias cannot be ruled out, some researches have shown that social
desirability may not be a source of bias in measuring organizational
perceptions (Moorman & Podskoff, 1992; Spector, 1987).
The hierarchical level of the participants could be another
limitation of the study. Most of the participants (75.3%) in our sample
belong to lower managerial positions and also majority of the
respondents are unmarried (77.4%). Their understanding of gender
sensitive practices and perception towards their benefits might be
different from the perception of married women employees and from those
in the middle and senior management positions. Hence, there could be
variability in the responses.
Practical Consideration
Since women form the major portion of the workforce of call
centers, using their skills and talent is a major task confronting these
organizations. For this, they have to not only focus on the HR systems,
but also have to understand and respond to the social and psychological
processes that make these systems effective or otherwise.
Our findings suggest that since gender sensitive practices have a
positive impact on job satisfaction, the HR department needs to make
additional efforts towards the formulation of family-friendly policies
as these practices might provide the crucial advantage of retaining call
center employees which is another major issue facing call centers. The
effective and fair gender sensitive practices can compensate the
otherwise stressful environment of call centers. The results have
implications for organizational commitment also. The satisfied and
stress-free stay of women employees in the call centers will have a
positive impact on organizational commitment also and thus, will reduce
intention to leave the organization.
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Monica Verma is from Inderprastha Engineering College, School of
Management. Sahibabad, Ghaziabad. E-mail : monicadev00@gmail.com. Kanika
T. Bhal is from Indian Institute of Technology Delhi, Department of
Management Studies E-mail: kanika@dms.iitd.ernet.in. Prem Vrat is from
ITM University, Gurgaon. E-mail: premvrat@gmail.com.
Table 1 Scale Correlation Matrix
Mean SD GSP JS
GSP 3.37 0.626 (0.56)
JS 3.60 0.617 0.279 ** (0.79)
ST 0.93 0.989 -0.249 ** -0.486 **
OC 3.74 0.566 0.256 ** 0.569 **
IL 2.43 1.182 -0.127 * -0.407 **
ST OC IL
GSP
JS
ST (0.79)
OC -0.523 ** (0.79)
IL 0.420 ** 0.415 ** (0.75)
Note: N = 302. Cronbach's alpha is in parentheses along the diagonal
* = p < 0.05, ** = p < 0.01
GSP = Gender Sensitive Practices, JS = Job Satisfaction, ST = Stress,
OC = Organizational Commitment, IL = Intent to Leave
Table 2 Model Comparison
Model [X.sup.2]/df GFI AGFI CFI IFI RMSEA
Hypothesized 1.251 0.997 0.975 0.999 0.999 0.029
Model 1 2.337 0.992 0.962 0.988 0.988 0.067
Model 2 3.581 0.988 0.942 0.973 0.974 0.093
Model 1:GSP--JS--OC--IL
Model 2: GSP--Stress--OC--IL