Abstract
Organisations must comprehend critical staff dynamics to harness employee’s
potential and concretise customer satisfaction as a strategic imperative hegemony. As
customer satisfaction, channelled through innovation, is pivotal to corporate performance, and
employees are key resources underpinning innovation; prevailing correlations between these
organisational forces could spawn significant managerial redirection. Research to determine
the impact of consultant employee satisfaction (independent variable) on innovative work
behaviour (dependent variable) at the iDirect Contact Centre.
The quantitative research evaluates the impact of one variable on another, and is causal
comparative or ex-post facto by design. The research showed unequivocally that a strong
direct relationship between employee satisfaction and innovative work behaviour exists
amongst front-line telephony consultants at the iDirect Contact Centre. This is supported by a
high magnitude Pearson’s Correlation Coefficient of 0.96, and simplistically interpolates to the
apothegm that innovation at the iDirect Contact Centre will increase (rise) if employee
satisfaction levels are elevated.