Emotional dissonance, emotional exhaustion and job satisfaction in call centre workers

The rapid rise of the service sector, and in particular the call centre industry has made the study of emotional labour increasingly important within the area of occupational stress research. Given high levels of turnover and absenteeism in the industry this article examines the emotional demands (emotional labour) of call centre work and their relationship to the job satisfaction and emotional exhaustion in a sample of South Australian call centre workers (N=98) within the theoretical frameworks of the job demand – control model, the effort – reward imbalance model, and the job demands – resources model. Qualitatively the research confirmed the central role of emotional labour variables in the experience of emotional exhaustion and satisfaction at work. Specifically the research confirmed the pre-eminence of emotional dissonance compared to a range of emotional demand variables in its potency to account for variance in emotional exhaustion and job satisfaction. Specifically, emotional dissonance mediated the effect of emotional labour (positive emotions) on emotional exhaustion. Furthermore emotional dissonance was found to be equal in its capacity to explain variance in the outcomes compared to the most frequently researched demand measure in the work stress literature (psychosocial demands). Finally, emotional dissonance was found to exacerbate the level of emotional exhaustion at high levels of psychosocial demands, indicating jobs combining high levels of both kinds of demands are much more risky. Future theorizing about work stress needs to account for emotional demands, dissonance in particular. Potential ways to alleviate emotional exhaustion due to emotional dissonance is to reduce other psychosocial demands, increase rewards, support and control as conceptualized in the JDR model. Ways to boost job satisfaction are to increase control, support, and rewards.