PHD Concept Paper - BC Heylen

COLLEGE OF HUMANITIES – PhD Concept Paper (Summarised)
Name of Staff: Student no:

Prof J H Buitendach; Dr Zandile Madlabana- Luthuli 213513322
Degree: PhD Programme: Industrial
Psychology
RESEARCH TOPIC TITLE:

Perceptions of Efficiency within an Emergency Services Control Unit
AIMS and OBJECTIVES:

The key issues of this study would be to investigate the following:
There is a wide variety of existing literature detailing stress, job satisfaction and psychological capital
and call centre effectiveness within the confines of a ‘traditional’ call centre. However, research has
been limited in terms of investigating the call centre service environment within the Emergency
Services Control Unit. The focus of this study is to therefore quantitatively explore dimensions such as
technology, customer, human resources and infrastructure and its subsequent influence on the Control
Unit’s effectiveness. The research aims to understand the dimensions associated with call centre
effectiveness in terms of biographical variables (race, age, gender, tenure and educational
qualifications), operational variables (relating to calls such as capacity, average calls attended to per
day and average wait time) as well as managerial perceptions of dimensions that influence the Control
Unit’s effectiveness.
As far as could be established, there has been extremely limited research conducted within the ambit of
Emergency Services both internationally and nationally, especially in relation to dimensions related to
efficiency. However, a study conducted Oodith (2012) indicated that call centre agents perceived the
interaction with customers as bearing great significance on call centre effectiveness and that potential
queueing possesses great potential as a deterrent for customers. Furthermore, Oodith (2012) cited that
research that considers the managerial perspective to the dimensions of efficiency are likely to increase
the current body of knowledge; thus, further giving credence to the methodological approach and
importance of the present study. Oodith’s (2012) study represent the only published studies that
paralleled the current study; no other studies could be obtained that directly pertain to the constructs
under study. Given the nature of the work undertaking by telecommunicators, further credence is given
to the importance of evaluating efficiency and providing recommendations in key performance areas of
their jobs (EMACC Performance Management Agreement, 2014). It is for this reason, that the current
study aims to address that significant gap to widen the scope the of research within in domains of call
centre research.
RESEARCH QUESTION:
1. Specific Research Objectives
The following are the research questions of this study:
1. To conduct an extensive review of literature pertaining to the dimensions that affect call centre
effectiveness, service excellence, infrastructure and technology.
2. To determine the current nature of the service environment within the Emergency Services
Control Unit.
3. To evaluate and determine differences (if any) in the perceptions of Control Unit
representatives and managers in respect to the dimensions that impact call centre
effectiveness.
4. To determine the extent to which biographical profiles of Control Unit representatives
influence perceptions of service delivery effectiveness.
5. To determine the extent to which operational variables influence perceptions of the Control
Unit’s service delivery.
6. To determine the extent to which call centre effectiveness dimensions impact the Control
Unit’s service delivery.
2. Research Questions
1. What literature currently exists to the dimensions that affect call centre effectiveness, service
excellence, infrastructure and technology.
2. What is the current nature of the service environment within the Emergency Services Control
Unit?
3. Are there differences in the perceptions of Control Unit representatives and managers in
respect to the dimensions that impact call centre effectiveness?

4. To what extent does biographical profiles of Control Unit representatives influence
perceptions of service delivery effectiveness?
5. To what extent do operational variables influence perceptions of the Control Unit’s service
delivery?
6. To what extent does call centre effectiveness dimensions impact the Control Unit’s service
delivery?
METHODOLOGICAL APPROACH:
This study would take the form of a non-experimental research design due to the fact that there will be
no manipulation of the input variables as well as no random assignment and control group (Rosenthal
& Rosnow, 1996). Furthermore, the proposed study would be an explanatory non-experimental design,
as the primary focus of the research, is to explain how a phenomenon works or operates and ultimately,
to test hypotheses (Neuman, 2014). The cross-sectional nature of the study stems from the fact that it
was based on observations in a single point in time, providing a ‘snap shot’ of social phenomena
(Neuman, 2014).
That data obtained will be interpreted using the SPSS (Statistical Package for Social Sciences) and will
be subjected to descriptive statistics which will allow us to describe the sample; therein, this will be in
the form of percentages, frequencies and means as well as inferential statistics. According to Howell
(2008), inferential statistics allows for the synthesis of inferences (conclusions based on logical
reasoning) about the population based on the results. In order to determine the reliability of the
measuring instruments, Cronbach alpha coefficients will be used (Clark & Watson, 1995). Thereafter,
the Pearson correlation coefficient will be computer in order to determine the relationship between
variables. The correlation coefficient provides an avenue to accurately measure the relationship
between variables whereas the Pearson product-moment correlation coefficient is the most commonly
used correlation coefficient (Howell, 2008). In addition, a t-test analysis will be conducted in order to
determine the significance in the means for two groups in the variable of interest (Oodith, 2012).
Within the context of the present study, the t-test will determine whether the means of two split groups
differ in terms of the dimensions of call centre effectiveness. Furthemore, an analysis of variance
(ANOVA) will be utilised in order to determine whether or not the means of various groups (i.e
telecommunicators varying biographical characteristics) are significantly differently from one another
in terms of the sub-dimensions of call-centre effectiveness. Lastly, multiple regression analysis will be
conducted to determine if a predictive relationship exists (Howell, 2008).

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COLLEGE OF HUMANITIES – PhD Concept Paper (Summarised)

Name of Staff: Student no:

RESEARCH TOPIC TITLE:

AIMS and OBJECTIVES:

The following are the research questions of this study:

effectiveness, service excellence, infrastructure and technology.

4. To determine the extent to which biographical profiles of Control Unit representatives

influence perceptions of service delivery effectiveness.

Unit’s service delivery.

Unit’s service delivery.

excellence, infrastructure and technology.

respect to the dimensions that impact call centre effectiveness?

perceptions of service delivery effectiveness?

conducted to determine if a predictive relationship exists (Howell, 2008).

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