Effect of job satisfaction on service quality and customer satisfaction of the call center industry in Morrocco

This research examines the impact of employee satisfaction on service quality and customer satisfaction in Moroccan call centers. By adapting the Sohail and Jang (2017) framework, this study incorporates dimensions such as work environment, growth opportunities, compensation and recognition, supportive supervision, and communication. Using a quantitative approach, data from 306 call center employees in Morocco revealed that employee satisfaction significantly impacts service quality, which mediates its impact on customer satisfaction. The key findings assert employee satisfaction dimensions such as Work Environment, equipped with resources, and Growth. Opportunities for improvement are positively affecting service quality and customer satisfaction. However, the contrary has been shown for supportive supervision and leadership and communication. Surprisingly, the compensation and recognition are not statistically significant in predicting service quality and customer satisfaction. This study underscores the value of employee satisfaction in driving organizational outcomes and highlights the importance of employee-centered strategies. Recommendations for improving service delivery in labor-intensive sectors are provided, offering practical insights for enhancing service quality and customer satisfaction.