Stressful demands or helpful guidance? The role of display rules in Indian call centers

This paper utilizes conservation of resources (COR) theory and two of Hofstede's (1980) dimensions of culture (individualism and power distance) to examine the impact of display rules on job satisfaction and performance in an Indian call center sample. Contrary to findings in an American sample (Wilk & Moynihan, 2005), we proposed that due to cultural differences as well as differences in the nature of the job among representatives in an Indian call center, supervisory focus on display rules would reduce emotional exhaustion, and in turn, have positive consequences for employee performance and job satisfaction. Using multi-source data in a sample of 137 Indian call center representatives, results confirmed the hypothesized mediating effects of emotional exhaustion on performance and job satisfaction. Implications of these results for future cross-cultural research are presented.