A Study on Talent Retention in BPO Industry

A Project proposal

1. NEED FOR THE STUDY :

The quality of the supervision an employee receives is critical to employee

retention. The purpose of this project is to identify the factors contributing to very high
attrition in BPO industry. The study also helps to identify the needs and requirements of
talented workforce & causes for their dissatisfaction.

2. OBJECTIVES OF THE STUDY :

2.1. Primary Objective :

 To evaluate the effectiveness of the supervisory skills with respect to motivation,

direction, leading and controlling.

 To measure the level of satisfaction with respect to the organizational culture

prevailing in the organization.

2.2 Secondary Objective :

 To identify superior leadership skills imperative for the success of an organization.

 To identify causes of dissatisfaction with respect to the leadership skills adopted by
superiors & evaluate level of employee satisfaction with respect to the support
provided by the superiors in the organization.
 To identify the organizational culture necessary to strengthen the interpersonal
relationship between employees and superiors.
 To analyze how they are induced to work efficiently and effectively leading to
maintaining productivity at steady levels.

3. RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem.

3.1 RESEARCH DESIGN

A research design is the arrangement of the conditions for the collection and analysis of
data in a manner that aims to combine relevance to the research purpose with economy in
procedure”. The researcher used both descriptive and analytical type of research design for his
research study. The main objective of using descriptive research is to describe the state of affairs
as it exits at present. It mainly involves surveys and fact finding enquiries of different kinds. The
researcher used descriptive research to discover the characteristics of customers. Descriptive
research also includes demography characteristic of consumer who use the product.
 -2-

Descriptive research:

The study is based on descriptive research descriptive research includes surveys and fact-
finding enquiries of different kinds. The major purpose of descriptive research is description of
state of affairs, as it exists as present. The main characteristics of this method are that the
researcher has no control over the variables; he can only report what has happened or what is
happening. The methods of research utilized in descriptive research are survey methods of all
kinds, including comparative and correlation methods.

3.2 Methods of data collection:

The study is carried out with the help of the following methods of collection.
1. Primary data
2. Secondary data

Primary data:

I have collected the primary data through the structured questionnaire.

Research instrument: The Structured questionnaire is used as the research instrument for the
study.

Questionnaire Design: The questionnaire framed for the research study is a structured
questionnaire in which all the questions are predetermined before conducting the survey. The form
of question is of both closed and open type.

The scales used to evaluate questions are:

Dichotomous scale (Yes or No)
Likert 5 point scale (Highly satisfied, satisfied, Neither Satisfied nor dissatisfied, Dissatisfied,
Highly dissatisfied)
Category scale (Multiple items) Ranking type (R1, R2, R3…)

The questionnaire for the research was framed in a clear manner such that it
enables the respondents to understand and answer the question easily. The
questionnaire was designed in such a way that the questions are short and simple and is arranged
in a logical manner.

Secondary data:

The secondary data are gathered from various sources such as websites, books, newspapers,
journals, magazines etc.

4. SAMPLING DESIGN

A Sample design is a definite plan for obtaining a sample from a given population. It

is the procedure used by the researcher in selecting items for the sample.
 -3-

Sample size=125 samples, variance and confidence methods are used for
determining sample size.

4.1 Sampling Technique:

Convenience sampling (sometimes known as grab or opportunity sampling) is a type of

nonprobability sampling which involves the sample being drawn from that part of the population
which is close to hand. That is, a sample population selected because it is readily available and
convenient.

It may be through meeting the person or including a person in the sample when one meets them
or chosen by finding them through technological means such as the internet or through phone.
The researcher using such a sample cannot scientifically make generalizations about the total
population from this sample because it would not be representative enough.

5. STATISTICAL TOOLS AND TECHNIQUES

5.1 PERCENTAGE ANALYSIS:

Percentage refers to a special kind of ratio. Percentages are used in making comparison between
two or more series of data. Percentages are used to describe relationships. Percentages can also
be used to compare the relative terms, the distribution of to be more series of data with a given
table, it was difficult to interpret the table with absolute figures but when percentages are used, it is
very easy to find the relative differences in distributions.

Percentage = (No. of respondents/ total no. of respondents)*100

5.2 WEIGHTED AVERAGE METHOD:

Formula:

Mean score = total score/no of respondents.

Where total score = no of respondents*weighted average

5.3 CHI – SQUARE TEST:

Chi-square test is a non parametric test used most frequently by marketing researchers to test the
hypothesis. This test is employed for testing hypothesis when distribution of population is not
known and when nominal data is to be analyzed.

Chi-square test aims at determining whether a significant difference exists among the graphs or
whether the differences are due to sampling. Chi-square test is similar to T test in which the
degrees of freedom increase, where the distribution becomes more symmetrical and resembles
the normal curve. The following is the formula for calculating chi-square test.

X= (Oij-Eij) ^2

Eij
 -4-
Where Oij Observed Frequency

Eij  Expected Frequency

6. DATA COLLECTED

TABLE 1
OPINION SHOWING WHETHER THE EMPLOYEES ARE RECOGNIZED AS VALUABLE
ASSETS IN THE ORGANIZATION

Opinion Factor No of respondents % Percentage

Strongly Agree 13 87%
Agree 2 13%
Neither Agree Nor Disagree Nil Nil
Disagree Nil Nil
Strongly Disagree Nil Nil
Total 15 100%

Analysis
It shows that 87% of the employees strongly agree that they are recognized as valuable
assets in the organization and 13% of the employees agree the same.

CHART 1

100
90
80
70
60
50
no of respondents
40
percentage
30
20
10
0
strongly agree neither agree disagree strongly
agree nor disagree disagree

Interpretation
Majority of employees strongly agree that they are recognized as valuable assets in
the organization.
 -5-

TABLE 2

OPINION SHOWING THAT EMPLOYEES ARE HIGHLY MOTIVATED TO SEE THE SUCCESS
OF THE ORGANIZATION

Opinion Factor No of respondents % Percentage

Strongly Agree 12 80%
Agree Nil Nil
Neither Agree Nor Disagree Nil Nil
Disagree 3 20%
Strongly Disagree Nil Nil
Total 15 100%

Analysis
It shows that 80% of the employees strongly agree that they are highly motivated to see
the success of the organization and 20% of the employees disagree the same.

CHART 2

90

80

70

60

50

40 no of respondents

30 percentage

20

10

0
strongly agree neither agree disagree strongly
agree nor disagree disagree

Interpretation
Majority of the employees strongly agree that they are highly motivated to see the
success of the organization.
 -6-
Table 3

OPINION SHOWING THAT TOP MANAGEMENT CLEARLY COMMUNICATE ITS GOALS AND
STRATEGIES TO THE EMPLOYEES

Opinion Factor No of respondents % Percentage

Strongly Agree 13 87%
Agree 2 13%
Neither Agree Nor Disagree Nil Nil
Disagree Nil Nil
Strongly Disagree Nil Nil
Total 15 100%

Analysis
It shows that 87% of the employees strongly agree that top management clearly
communicate its goal and strategies to the employees and 13% of the employees agree the same.

CHART 3

100
90
80
70
60
50
no of respondents
40
percentage
30
20
10
0
strongly agree neither agree disagree strongly
agree nor disagree disagree

Interpretation
Majority of employees strongly agree that top management clearly communicate its
goal and strategies to the employees.
 -7-
TABLE 4
OPINION SHOWING THAT THE ORGANIZATION OFFERS CLEAR OPPURTUNITIES FOR
CAREER DEVELOPMENT

Opinion Factor No of respondents % Percentage

Strongly Agree 4 27%
Agree 11 73%
Neither Agree Nor Disagree Nil Nil
Disagree Nil Nil
Strongly Disagree Nil Nil
Total 100 100%

Analysis
It shows that 73% of the employees agree that the organization offers clear
opportunities for career development and 27% strongly agree the same.

CHART 4

80

70

60

50

40

30 no of respondents
percentage
20

10

0
strongly agree neither agree disagree strongly
agree nor disagree disagree

Interpretation
Majority of the employees agree that the organization offers clear opportunities for
career development.
 -8-
TABLE 5

OPINION REGARDING THE WELL AWARENESS OF JOB RESPONSIBILITY OF EACH

INDIVIDUAL

Opinion Factor No of respondents % Percentage

Strongly Agree 4 27%
Agree 11 73%
Neither Agree Nor Disagree Nil Nil
Disagree Nil Nil
Strongly Disagree Nil Nil
Total 100 100%

Analysis
It shows that 73% of the employees agree that they are well aware of their job
responsibility and 27% of employees strongly agree the same.

CHART 7

80

70

60

50

40
no of respondents
30 percentage
20

10

0
strongly agree neither agree disagree strongly
agree nor disagree disagree

Interpretation
Majority of the employees agree that they are well aware of their job responsibility.
 -9-

QUESTIONNAIRE

TOPIC – TALENT RETENTION

Dear Respondent,

I am carrying out a study on talent retention. I shall be grateful if you answer

the following questionnaire. The view conveyed by you will be used for academic
purpose only.

I thank you for sparing your valuable time & cooperation in the endeavour.

Thanking you

Yours sincerely
 - 10 -
PERSONAL DETAILS

Name -

Gender - Male Female

Designation –

Department -

QUESTIONNAIRE

1. Employees are recognized as valuable assets in the organization.

Strongly Agree Agree
Neither Agree nor Disagree Disagree
Strongly disagree
2. Employees are highly motivated to see the success of the organization.
Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
3. The top management clearly communicates its goals and strategies to the employees.
Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
4. The company offers clear opportunities for career development.
Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
5. Each individual is well aware of their job responsibility.
Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
6. Do you agree that management is sensitive to employee problems.
. Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
7. The team spirit and level of cooperation among workers are good.
 - 11 -
Strongly agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree

8. Employees like to work with little supervision

Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
9. Opinion regarding the work environment in the organization
Highly satisfied Satisfied
Neutral Dissatisfied
Highly dissatisfied
10. Are you satisfied with your present job?
Highly Satisfied Satisfied
Neutral Dissatisfied
Highly Dissatisfied
11. You believe that a cordial communication exist between superior and subordinates?
Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
12. The management & supervisor accepts suggestions from your side for the improvement of
organization(Views and participation are valued).
Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
13. Are you satisfied with the quality of supervision in the organization?
Highly Satisfied Satisfied
Neutral Dissatisfied
Highly Dissatisfied
14. Your opinion of getting recognition for the work you are doing?
Highly Satisfied Satisfied
Neutral Dissatisfied
Highly Dissatisfied
15. Are you satisfied with the present training system of the company?
Highly satisfied Satisfied
 - 12 -
Neutral Dissatisfied

Highly Dissatisfied

16. How would you rate the disciplinary measures adopted by the management
Highly satisfied Satisfied

Neutral Dissatisfied

Highly dissatisfied

17. Manager/supervisor shares important information in a timely manner.

Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
18. I receive on-going feedback that helps me improve my performance.
Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
19. Manager/supervisor recognizes team members for their accomplishments.
Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
20. Manager/supervisor creates challenging assignments and growth opportunities.
Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
21. I receive valuable input on my career development from my manager/supervisor
Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
22. Within my team, people are rewarded (e.g., opportunities, promotions, pay etc.) according to
their job performance
Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
23. Free to get help from manager/supervisor & they provide guidance whenever required
 - 13 -
Strongly Agree Agree
Neither Agree Nor Disagree Disagree
Strongly disagree
 - 14 -
4.1. Chi square – Feedback/Recognitions VS Rewards :/
Aim:
To determine whether there is an association between the feedback given by
managers/supervisors to improve employee’s performance and whether employees are rewarded
according to their job performance

Ho – There is no significant relationship between Feedback/Recognitions and Rewards

H1 - There is a relationship between Feedback/Recognitions and Rewards.

Decision rate:

If calculated value > tabulated value accept Hl - alternate hypothesis.

If calculated value < tabulated value accept Ho - null hypothesis.

Observed frequency:

Feedback/Rewards Agree Neither Disagree Total

Agree nor
Disagree
I receive valuable input 40 30 10 80
on my career
development from my
manager/supervisor
I receive on-going 42 36 14 92
feedback that helps me
improve my
performance
Within the team, people 51 22 18 91
are rewarded according
to their job performance
Total 133 88 42 263

Feedback/Rewards Agree Neither Disagree Total

Agree nor
Disagree
I receive valuable input 40.46 26.77 12.78 80
on my career
development from my
manager/supervisor
I receive on-going 46.52 30.78 14.69 92
feedback that helps me
improve my
performance
Within the team, people 46.02 30.45 14.53 91
are rewarded according
to their job
performance
Total 133 88 42 263
 - 15 -

= 0.005 + 0.389 + 0.604 + 0.439 + 0.885 + 0.032 + 0.538 + 2.344 + 0.828

= 6.0642

Degrees of freedom = (no. of rows -1) X (no. of column-1)

= (r-1) X (c-1)

= (3-1) X (3-1)

= 2X2 = 4

Calculated value of = 6.064

P( >=6.064) = 0.1944 on 4 degrees of freedom

This indicates that there is no associate between Feedback/Recognitions and Rewards.

Interpretation:

Since calculated value is greater than tabulated value, so we accept H1 and reject
Ho . Hence there is a significant relationship between the cost of Online Office application and
interest to use Online Office applications.

4.2 Chi Square-2: Awareness Vs Acceptance:

Aim:
To determine whether there is any association between the awareness about Online Office
application and acceptance level of Online Office application as an alternative for Offline office
applications.

Ho- There is no significant relationship between awareness and acceptance.

H1-There is a relationship between the awareness and acceptance.

Decision rate:-

If calculated value > tabulated value accept Hl- alternate hypothesis.

If calculated value < tabulated value accept Ho – null hypothesis.

Awareness/ Not Very Not at Total

Acceptance Very likely all
likely
No idea 60 5 9 74

Little 4 14 2 20
 - 16 -
A great deal 3 1 2 6
Total 67 20 13 100
Table 4.2.1- Chi square analysis 2 –Observed frequencies

Companied proposition

60+5+9 74
= ----------- = -------- = 0.74
100 100

4+4+2 10
= ---------- = ------------ = 0.1
100 100

3+1+2 6
= ------------- = ------- = 0.6
100 100

Expected frequency

Total no. of samples 67 20 13

X X X
Estimated proportion 0.74 0.74 0.74
----------- ---------- ----------
Expected frequency 48.03 14.2 9.63
----------- ---------- ----------

Total no. of samples 67 20 13

X X X
Estimated proportion 0.1 0.1 0.1
-------- -------- ---------
Expected frequency 6.7 2 1.3
--------- -------- ---------

Total no. of samples 67 20 13

X X X
Estimated proportion 0.06 0.06 0.06
----------- ---------- ----------
Expected frequency 4.02 1.2 0.78
--------- -------- ---------

Observed frequency 60 5 9
Expected frequency 48.03 14.2 9.3
Observed frequency 4 4 2
Expected frequency 6.7 2 1.3
Observed frequency 3 1 2
Expected frequency 4.02 1.2 0.78
Table 4.2.2-Chi square analysis 2-Observed and expected frequencies
 - 17 -

The value of chi- square

O E (O-E) (O-E)2 (O-

E)2/E
60 48.03 12 144 3
5 14.02 -9.2 87.64 5.96
9 9.3 -0.3 0.09 0.0096
4 6.7 2.7 7.29 1.075
4 2 2 4 2
2 1.3 0.7 0.49 0.376
3 4.02 1.02 1.0404 0.258
1 1.2 -.02 0.0004 0.00033
2 0.78 1.22 1.4884 1.908
Total 14.586 Table 4.2.3-Chi square analysis 2-
Calculated value
Degrees of freedom = (no. of rows -1) X (no. of column-1)

= (r-1) X (c-1)

= (3-1) X (3-1)

= 2X2 = 4

Calculated value of = 14.586

Tabulated value of = 9.488 at 5% level of significance

Interpretation:-

Since calculated value is greater than tabulated value, so we accept H1 and reject Ho.
Hence there is a significant relationship between the awareness about Online Office applications
and acceptance of Online Office applications as an alternative for Offline Office applications.