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Publication details

Yow, HC 2013, 'How different is different : a study of the workforce generation differences in relation to employee loyalty within the call centre industry in Malaysia', DBA thesis, Southern Cross University, Lismore, NSW.

Copyright HC Yow 2013


The call centre industry in Malaysia is a growth engine to the economy through jobs creation and delivering value to corporations. Currently there exists a diverse employee landscape composed of three different generations which poses a challenge for effective human resource management.

This study investigated the differences that exist between generations of workforce in the call centre environment in Malaysia. The findings from this study concluded that there are significant differences in employee loyalty between the different workforce generations. The contribution from this research will enable the industry to take necessary steps for an effective human resource management.