An-Najah Staff

The objective of this paper is to report on a case study conducted at a UK city council to explore the relationship between improving the service operations using a “Systems Thinking” approach and the “Affective Commitment” of frontline employees within their call centre. The case study was carried out using administrative documents, face-to-face interviews, structured questionnaires and direct observation to collect data from both key management informants and employees at operative and strategic levels. The case study finds a strong relationship between the “Affective Commitment” among front-line employees in the call centre and the form of call centre service operation systems used.