Effects of Customer Relationship Management Strategy on Call Centre's Employee Intention to Quit: Evidence from Malaysia Call Centers

The main purpose of this paper is to develop a conceptual framework that explicitly explains the effects of implementation of CRM on the employee job satisfaction, qualitative overstretch and intention to quit in call centers in Malaysia. Evidence from the literature revealed that, for the issue of employee turnover to be resolved and for efficiency to be attained in the call centers, there must be a proper integration of CRM dimensions. It is in the light of this that this paper has developed a conceptual framework that would ensure that the dimensions of CRM are properly utilized thereby bringing about desired result in the industry.