Theory of Compliance - Employee Control in Call Centers - Essay Example

? Reflection on Research and Methodological Choices in Three Academic Articles on Theory of Compliance Affiliation: Date: Part one: Introduction The studies try to analyze the factors impelling customer compliance to service provider’s instruction. Numerous services today are not dependent on the daily interaction between the provider and the customer. These services are instead dependent on the willingness of the customer to follow the instructions of the provider when they are not together. This willingness has been called customer compliance. This write up presents the analysis of three articles dealing with different ideas regarding customer compliance. Casabov and Da-Cuhna (2004) evaluated whether call center services are comprised of client centricity or by control of customer by employees. Dellande and Nyer (2007) studied the impact of public commitment to customer compliance, while Dellande, Gilly and Graham (2004) evaluated the providers’ role in gaining compliance. Casabov and Da-Cuhna (2004) studied two Brazilian call centres seeking to determine whether the service interfaces fortitudes were customer guided or depended on the control of employees over the customers. The enquiry adopted the use of direct surveillance and semi structured interviews to collect the information. The information was collected from managers, overseers and technicians. The researchers carried out 33 interviews and two-week observations in two call centres. The study indicated that control was extensively practiced and did not result in prolonged customer dissatisfaction. Dellande, Gilly and Graham (2004) evaluated the role of service provider in ensuring compliance. They used weight loss subjects from Lindora Comprehensive Weight Control. Lindora uses a platform based on medicine to regulate weight. The program has clinics throughout southern California. Data was collected by use of questionnaires disseminated to nurses and patients, use of archival data, and interviews. The data analysis method used was the PLS structural equation method given the complex mathematical nature of the data presented. They found out that provider expertise determined client’s role clarity, which in turn affected compliance. Attitudinal homophily was a significant factor in influencing compliance. Further, they concluded that role clarity, and role ability influence compliance. Dellande and Nyer (2007) evaluated the effect of public pledge on acquiescence. The study seeks to investigate the role of open commitment in gaining client acquiescence. The study collected data using 3 x 2 full factorial designs employing three levels of commitment. They engaged the use of median split to generate two ranks of SNI (low and high). The subjects were drawn from an online marketing introductory course. 102 students participated but 96 completed the study. The researchers evaluated the effect of an open declaration to conserve paper on the students’ continued conservation of papers during the term. The researchers found out that people who made an open declaration to conserve papers conserved more papers that those who made private declarations and those who did not make any pledge. Further, those who made private declaration conserved more than those who did not make any pledges. Part two: Methodological evaluation of the articles Casabov and Da-Cuhna (2004): Employee Control in Call Centers The methodology employed in the article tackling the call centers service deliveries in two Brazilian call centers employed the use of exposed surveillance, where the researcher were strategically placed to view the reactions of the customers for two weeks. The study also engaged the use of semi-structured questionnaires to 33 employees of the two call centers. The respondents included call centers managers, their supervisors and the operative staff members. The sample size in qualitative researches has been debated by various scholars in an attempt to identify the ideal size. Stead, Struwig and Struwig (2001, p. 125), stated that qualitative researchers are concerned with whether the sample is wealthy in information and deep in description and not generalizability. In addition, they considered the condition prevalent during the research as a major determinant of sample size. These include financial and human capital. For Lewis and Ritchie, the sample size is a matter of practicability (2003, P. 84). Owing to the resource intensive nature of interviews, it would be impractical to collect data from hundreds of samples. However, they cited that heterogeneity of the population, nesting criteria, data gathering methods and budget should be considered in calculating the sample size. Bowen (2008) posited that assertions of saturation should be explained and clear evidence provided to support the claim. According to Lancey and Gerrish (2010, P. 150), citing a paper written by Depaulo (2004) to guide market research, few additional needs are uncovered after thirty in-depth interviews. This means that in qualitative research, a sample size of thirty respondents represents the ideal size. This ensures reliability and generalizability. The sample size used by Ksabov and Da-Cuhna was ideal. The population of all call centers in Brazil is not large and the average number of employees in a center is a few hundreds. Thus the sample size was comprehensive and exhaustive. The use of semi-structured interviews was ideal because it allows the collection of predetermined data and allows the following of emerging themes as the interview proceeds. According to Ritchie and Lewis (2003, P. 111), the semi-structured interviews have several disadvantages. For example, it allows restricted reactions to distinct personal contexts and that the in-depth material obtained from probing comes unfairly from the more assertive and expressive people. This means that the quality of information collected is subjective to the competency of the respondent and constrains the capacity to generate in-depth data which is key in qualitative research. The researchers used opportunistic and snowball method in data collection. The use of multiple approaches develops a multifaceted view of the enquiry and enables triangulation of information sources. Though generalization is not the main focus of qualitative research, diverse techniques allow for the making of stronger inferences than the use of a single method (Tashakkori and Teddie, 2003, p. 184). The use of snowball method, however, may not have been the best choice. Snowball is important if the subject is a network of individuals or a hard to reach universe (Bryan, 2012, p. 424). In this case, none of this was present. Further, this reduced the representativeness of the sample. While interviewing managers and supervisors, the methods used should have been more purposive. Opportunistic and snowball sampling, however, was appropriate for sampling customers. During data analysis, the coding and thematic classification was comprehensive enough to exhaustively identify all the themes that emerged in the research. The usage of grounded theory and lack of hypotheses allowed the objective evaluation of all emerging issues. Dellande, Gilly and Graham (2004): The Role of the Service Provider in Gaining Compliance in Health Care Services Dellande, Gilly and Graham (2004) collected their data from the patients and nurses in Lindori. The sample included 376 patients and 40 nurses. The study engaged postal questionnaires, and later on, eight interviews to follow up emergent themes in the questionnaires. Dellande, Gilly and Graham (2004) used quantitative research using questionnaires and archival data, and qualitative study using in-depth interviews. The use of the two approaches enables for triangulation of data. However, the data analysis should be adjusted to accommodate the information collected through the different methods (Tashakkori 2003, pp. 16). In quantifying and statistically analyzing qualitative data, important information which is not quantifiable is lost. The questionnaires response rate among the patients was low. A low response rate is a problem since it may eliminate the randomness of a sample. Those who do not respond may have a certain characteristic in common meaning that the dependent variables may be exposed to extraneous variables. This reduces the reliability and generalizability of the study. This low response rate when using postal questionnaires is inevitable, consequently, the investigators would have used another mode in administering. Postal questionnaires attract a high response rate among the middle class and low responses in either extreme (Curwin and Slater, 2003 p. 63). To correct the impact of non-response, a non-response bias analysis is necessary. The study utilized 8 respondents justifying that after 8 respondents there is no new information to be gained. According to contemporary studies, there is a general consensus that the number should be higher than that. 8 respondents may not represent the totality of all possible responses. The research, however, was ethically done with due permission and communication done. Dellande and Nyer (2004): Public Commitment and Compliance Dellande and Nyer (2007) conducted a quantitative study using a 3*2 factorial design. The factorial design is more comprehensive in its coverage of variables and possible interactions. To achieve the same power using, for example, one or two way ANOVA, requires more subjects (Black, 1999, p. 487). Further, factorial design enables the capturing of the intricacy of social phenomena. It enables the sample to closely resemble the universe, which helps to improve external validity. Thus, the use of the design improved the applicability of the study. The researchers used simple random sampling. This means that each of the subjects had an like opportunity in being in any of the three groups. Randomization helps to control extraneous variables so that the results of manipulation are purely due to the independent variable. For example, in this study, the extraneous variable could be the availability of printers or prior information concerning paper conservation. The selection of an online course ensured representativeness since participants were drawn from different regions. The lack of physical meeting meant the lack of interference, hence increasing validity. Statistical data analysis enables an unbiased evaluation of data collected and eliminates bias. However, serious issues may arise concerning the adherence of ethical conduct during research. For example, the subjects seem not to have been aware that they were participating in a research. Further, even if they were aware, they were not informed that they would be under observation. The researchers, therefore, were spying on the subjects. This would have been in an attempt to reduce Hawthorne’s effect. The subjects have the right to awareness of the study and the right to participate or not. Part three: Reflection on the research problem, methodology and findings Casabov and Da-Cuhna (2004): Employee Control in Call Centers The purpose of the study was to determine whether call center services involved customer centricity or employee control. To do this, the researchers used semi-structured interviews to gather data from managers, supervisors and operators. The interviews were augmented by open observation. The question required the observation of the behavior of the call center operators and the methods they used. The use of observation and in-depth interviews provided effective means of identifying the behavior of employees and the method they used. This method, however, was exposed to the bias of one party. The customers may have had a differing view regarding the nature of the process. The study discovered that the interaction between the operators and the customers involves more control that customer centricity. Dellande, Gilly and Graham (2004): The Role of the Service Provider in Gaining Compliance in Health Care Services The purpose of the study was to identify the role of the provider in influencing acquiescence in customers. To achieve this, they used postal questionnaires and interviews on nurses and patients. They used a conceptual framework identifying customer ability, motivation and role clarity as necessary for compliance to exist. Role clarity depended on provider’s expertise and homophily. Further, compliance led to achievement and, consequently, motivation. To evaluate this complex interrelationship, the researchers had to develop several hypotheses linking the variables and then evaluating them using the information obtained from questionnaires and interviews. Questionnaires were ideal since individuals are the ones who can tell what motivates them and what matters or does not. They concluded that provider’s expertise and attitudinal homophily increased compliance. Further, compliance led to the achievement of the set goals. Therefore the role of provider in promoting compliance was identified. Dellande and Nyer (2007): Public Commitment and Compliance The purpose of the study was to determine whether public commitment influenced compliance. Empirically, this is possible by comparing the behavior of people who have made public commitments and those who have not. The researchers endeavored to do this by taking a random sample and dividing it into three categories that were then treated differently and their behavior observed. The observation of the behavior, however, was through an online monitoring method not explicitly explained in the report. The study does not explain how the researchers identified whether time recorded as used in reading online was actually spent on reading. Possible scenarios not incorporated in the study include instances where students print notes to study when they cannot access them online. Nevertheless, assuming the inexistence of such cases, the data analysis showed that those who made public pledge to conserve paper conserved more than those who made private pledges or did not make pledges. Part four: comparison of assumptions and methodologies The methodologies applied by researchers indicate the different assumptions regarding reality and the phenomenon being evaluated. Casabov and Da-Cuhna (2004) used qualitative approach, employing in-depth interviews and observation. In this paradigm, the researcher assumes that there are various realities. These include the researcher’s and that of the subjects of the study. For example, through observation, the researchers identify their reality. The subjects give an account of their reality during interviews. Due to these variations, the accuracy of the data is ensured through triangulation. Here, the truth/reality is not ‘out there’ but is in the interactions among the researcher and the subjects. Dellande, Gilly and Graham (2004) used interviews and questionnaires. This approach used mainly a quantitative approach augmented by qualitative enquiry through interviewing. Quantitative approach assumes that the reality is detached from the researcher and can be quantified. This is evidence in the data breakdown they used which consists of a lot of calculations. Here, the researcher’s reality is irrelevant and variables are tested for causal relations. Dellande, Gilly and Graham (2004), perceive reality as being both quantifiable and non-quantifiable. This means that both quantitative and qualitative methods should be used to understand the phenomenon. Dellande and Nyer (2007) assume reality as objective and quantifiable. Their study employed factorial design and involved manipulation of an independent variable to see their effect on a dependent variable. The purpose of the study was to identify causal relations rather than to explain the phenomenon. This can be contrasted with Casabov and Da-Cuhna (2004) study whose main aim is to explain and not predict future outcomes. According to Dellande and Nyer (2007), reality is not dependent on the researcher and elimination of the researcher’s influence is necessary. Conclusion The three studies adopt different methodologies, and in effect, different assumptions concerning the phenomenon. The three studies evaluate the same thing, customer compliance as a component of service delivery. The three studies, however, evaluate the topic with different assumptions about the phenomenon. One study views the subject as purely quantifiable, the second as partially quantifiable and the third as purely qualitative. Since customer compliance is a social phenomenon, quantifying it leaves some information which cannot be analysed statistically. Using both paradigms help to capture all the information. In this case, however, two methods should be used during analysis to ensure that no information is left out. Further, the studies should be done ethically. Some of the issues to address include seeking permission from subjects prior to their involvement in a study. Subjects should be aware and have the right to pull out from a study at any point in time. References BLACK, T. R. (1999). Doing quantitative research in the social sciences: an integrated approach to research design, measurement and statistics. London [u.a.], SAGE Publications. BOWEN, S. (2008) Naturalistic inquiry and the saturation concept: a research note. Qualitative Research, 8, February, pp. 137-152. BRYMAN, A. (2012). Social research methods. Oxford, Oxford University Press. CARLSNAES, W. (2007). Handbook of international relations. London [u.a.], Sage Publ. (543) CURWIN, J., & SLATER, R. (2008). Quantitative methods for business decisions. London, South-Western Cengage Learning. DELLANDE, S., & NYER, P. (2007) Using commitment to gain compliance. Advances in consumer research, 34, 2007, pp. 249-255. DELLANDE, S., GILLY, M. C., & GRAHAM, J. L (2004) Gaining compliance and losing weight: the role of the service provider in health care services. Journal of Marketing, 68 (3), pp.78-91. GERRISH, K., & LACEY, A. (2010). The research process in nursing. Chichester, West Sussex, U.K., Wiley-Blackwell. LUNENBURG, F. C., & ORNSTEIN, A. C. (2008). Educational administration: concepts and practices. Belmont, CA, Wadsworth (54) STRUWIG, F. W., & STEAD, G. B. (2001). Planning, designing and reporting research. Cape Town, Pearson Education South Africa. TASHAKKORI, A. (2003). Handbook of mixed methods in social & behavioral research. Thousand Oaks, Calif. [u.a.], Sage Publ. TASHAKKORI, A., & TEDDLIE, C. (2008). Foundations of mixed methods research: integrating quantitative and qualitative techniques in the social and behavioral sciences. London, SAGE. Read More