Moroccan call centers operators’ work motivation and job satisfaction: An empirical and bidirectional analysis

  • Received October 11, 2023;
    Accepted November 13, 2023;
    Published December 12, 2023
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  • Article Info
    Volume 21 2023, Issue #4, pp. 591-604
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    1 articles

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This work is licensed under a Creative Commons Attribution 4.0 International License

As a common part-time and full-time position in the Moroccan context, call center operators are directly associated with value creation. They hold great potential and future due to their relevance to the information technology industry, especially in Morocco, as a developing country. Thus, managers unsurprisingly strive to maintain highly motivated and satisfied call center operators. This paper aims to examine the ever-trending link between work motivation and job satisfaction in both possible directions of the cause-effect pattern, each variable being alternately the dependent one at a time. A survey was conducted using a quantitative approach and convenience sampling among 137 Moroccan call center operators from local districts. The research model analysis was based on an exploratory factor analysis and a full structural equation modeling. The empirical findings displayed positive and significant links within the reversed logic of the relationship (M2: satisfaction → motivation) for a good number of sub-hypotheses (R2 = –0.78, R2 = 0.85, R2 = 0.81, R2 = 0.66 for p < 0.05), whereas the model M1 consisting of the traditional path motivation → satisfaction could not be empirically supported (R2 < 0.5, p < 0.05). Work motivation is recognized to have a significant effect on job satisfaction in the human resource literature; however, the outcomes spotted a novel significant impact within the reversed logic of the relationship. Managers should consequently be aware of the evident complementarity between work motivation and job satisfaction since each appears to enhance the other.

This paper is partly supported by University Sidi Mohamed Ben Abdellah of FEZ, Morocco (USMBA).

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    • Table 1. Respondents’ demographic data
    • Table 2. Exploratory factor analysis (EFA) results
    • Table 3. Principal components analysis (PCA) results
    • Table 4. Reliability and validity of the constructs
    • Table 5. Structural equation modeling (SEM) results for M1
    • Table 6. Structural equation modeling (SEM) results for M2
    • Table A1. Work motivation and job satisfaction measures
    • Table B1. Normality results (SPSS output)
    • Conceptualization
      Marwa Belhaj Soulami
    • Data curation
      Marwa Belhaj Soulami
    • Formal Analysis
      Marwa Belhaj Soulami
    • Funding acquisition
      Marwa Belhaj Soulami, Sofia Loulidi
    • Investigation
      Marwa Belhaj Soulami
    • Methodology
      Marwa Belhaj Soulami
    • Resources
      Marwa Belhaj Soulami
    • Software
      Marwa Belhaj Soulami
    • Visualization
      Marwa Belhaj Soulami, Sofia Loulidi
    • Writing – original draft
      Marwa Belhaj Soulami
    • Writing – review & editing
      Marwa Belhaj Soulami, Sofia Loulidi
    • Project administration
      Sofia Loulidi
    • Supervision
      Sofia Loulidi
    • Validation
      Sofia Loulidi