The consequences of qualitative overstretch on employee intention to quit in Malaysia call center industry: An implication of customer relationship management

Abstract

The purpose of this study is to determine the consequences of customer relationship management (CRM) application on qualitative overstretch and intention to quit in Malaysia call center industry.A conceptual model was developed to explain the hypothesis direction and the evidence from ample of literatures suggested that comprehensive applications of CRM strategy should be adopted and integrated into organizations’ operations in order to achieve organizational performance and resolve the issue of employee turnover.More so, appropriate training program that can reduce qualitative overstretch and eradicate stress should be provided for the employees of call centers