Ernesto Noronha is Professor in the Organi- zational Behaviour area. His research interests include Ethnicity and Diversity at Work, Labour Relations, Downsizing, Organizational Control, and ICTs and Organizations. enoronha@iima.ac.in
Premilla D’Cruz is Associate Professor in the Organi- zational Behaviour area. Her research interests include Emotions in Organizations, Workplace Bullying, Self and Identity, Organizational Control, and ICTs and Organizations. pdcruz@iima.ac.in
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Customer Cyberbullying: The Experiences of India’s International-Facing Call Centre AgentsIn Boundary Spanning Elements and the Marketing Function in Organization, edited by Sadadev, Sunil, Malhotra, Neeru and Purani, Keyoor, London: Springer International Publishing, 2015, 9-32.Ernesto Noronha and Premilla D’Cruz As boundary-spanners
performing emotional labour via virtual mode in India’s international-facing
call centres, agents often face abuse from their overseas customers. Such
misbehaviour goes beyond aversive racism to include economic, dispositional,
situational and sexual dimensions. Not only do employer organizations and
clients, in pursuit of competitive advantage, adopt service level agreements
that constrain employee agency in responding to customer aggression but
socioideological controls, performance measures and customer feedback also pose
significant limits. Agents are defenceless against these three powerful stakeholders,
particularly because of the North-South dynamics within which global production
networks operate. Adopting emotion-focused coping strategies to deal with their
experiences, agents make pragmatic choices that further their long-term
interests while maintaining their value systems. In addition to extending the
workplace bullying literature through a focus on extra-organizational/external
bullying, employer-driven interventions promoting ethical workplaces are
suggested as means to address the issue.
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Abstracts of other Book Chapters authored by IIMA faculty included in this issue
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Archana Dholakia and Ravindra H. Dholakia
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G. Raghuram and Niraja Shukla
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Archana Dholakia and Ravindra H. Dholakia
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