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Dbs Bank Customer Centre Business Essay

In the direction research undertaking, it focuses to look into on the impact of motive on public presentation and productiveness of staffs in DBS Bank Customer Centre which is their call Centre. It views on the challenges faced by the call Centre agents which frequently consequences in low morale and negative psychological consequence on staffs.

Motivation is one country in an administration that has no right or incorrect pattern and it will either hold a positive or negative consequences depending on the outlook and quality of employees. It may move as impulsive factor towards positive or negative public presentation and productiveness of staffs which varies from single to single. To convey out the best in the staff ‘s willingness on finishing a undertaking and broaden their accomplishment set to heighten their capablenesss depends on how good the motive program is being carried out by the administration.

To stop the study, recommendations and decision are to be made in order for betterments on the current state of affairs. This will be done with inter-linking some of the motive theories and research on the factors doing the job.

Company and Organisation Background

Back in 1968, was the early old ages since Singapore addition its independency, a medium was needed towards Singapore ‘s economic development and DBS Bank Ltd was founded and recognized at Development Bank of Singapore.

To day of the month, the bank has successfully turned itself into a strong and stable fiscal establishment with a broad and comprehensive scope of fiscal merchandises and solutions to make client demands. DBS Bank is committed to authorising, educating and prosecuting its people to farther accomplish the company ‘s public presentation.

DBS Bank Ltd is a large company and the administration that is focused on is their Customer Centre which is their call Centre.

DBS Bank Customer Centre has evolved to be one of the most competitory call Centre in Singapore. The focal point of DBS Bank Customer Centre is chiefly on client service and actuating their staffs to maintain up with public presentation and productiveness is a challenge due to the nature of environment of the occupation which can easy draw down its staffs with low morale and negative psychological consequence.

1.2 Problem statement

As of current, staff choice has non been the root causation job because the client Centre has a rigorous and comprehensive choice theoretical account which eliminates occupation searchers without the needed basic capablenesss. Mention to illustration 1 to hold a visual image on the flow of their enlisting procedure for client service officer.

Illustration 1 – Flow chart of DBS Bank Customer Centre enlisting procedure

So if the staff choice is non the root doing job of staff ‘s public presentation and productiveness, so it points towards the way of staff ‘s motive which might be driving their willingness to work and holding positive client service attitude.

1.3 Rationale & A ; Selection

Motivation is non the lone manner to convey up public presentation and productiveness but it is one of the manner possible to implement and get consequences. The inquiry here is, how can it be implemented and how effectual will it be?

Motivation in definition as the procedure that history for an person ‘s strength, way and continuity of attempt towards achieving a end. ( Robbins & A ; Judge, 2012 ) . From here, is the ground for the choice of subject on motive as one of the cardinal factor towards positive consequences of public presentation and productiveness.

The writer is a member of the work force direction squad for DBS Bank Customer Centre and by make up one’s minding to make a research on this is good towards the writer in footings of farther apprehension and happening out the impact of motive on public presentation and productiveness of the human capital in the Centre.

1.4 Objective & A ; Research Questions

The aim of this study is to place how can an effectual motive program of an administration can hold an impact on staff ‘s public presentation and productiveness which may take to understanding staff ‘s occupation satisfaction which may be another subject.

To remain focus and aligned to the study objectives, this study will research on motive theories and inter-linking them to the possible root-causing jobs in the administration and the undermentioned research aim in point signifier:

To happen out if western motivational theories can be applied to DBS Bank Customer Centre.

To place the beginning doing jobs of negative client service public presentation and productiveness.

To detect the possible solutions to better client service public presentation and productiveness.

Literature Review


It is a heavy challenge to actuate and retain staffs in an environment of changeless uncertainnesss. ( Mitchel, 1982 ) . Current market and economic conditions, topped with extremely aggressive concern state of affairss sets a extremely energetic and unpredictable working environment. Therefore, bettering methods on planning and implementing motive plan by DBS Bank client Centre towards their staffs is inevitable to accomplish betterments on client service public presentation and productiveness.

In footings of motive, the scope of literature reappraisal available in books, online and offline is immense. One of the books that is first reviewed by the writer for this study is “ Necessities of Organizational Behavior ” , Eleventh Edition by Stephen P. Robbins & A ; Timothy A. Judge ( 2012 ) . There are three cardinal elements in footings of motive and they are intensity, way and continuity ( Robbins & A ; Judge, 2012 ) . Intensity is considered as quality of attempts. Direction is how the attempts are directed, towards and aligned with administration ‘s and company ‘s mark. Continuity is a dimension that measures the clip frame that an person can keep attempt. A extremely motivated single can concentrate on a occupation long plenty to achieve the end.

Under the topic of organizational behaviour, subject of motive is portion of it. It covers the survey of administrations from multiple position points, methods and degree of analysis into three position ; modern, symbolic and station modern ( Robbins, 2004 ) .

The endurance of an administration and for it to be efficaciously and expeditiously working draws down to the demands of different types of motive pattern for different types of staffs ‘ behaviour is really of import ( Bauer & A ; Erdogan, 2009 ) .

The principle of this literature reappraisal is due to four grounds:

The importance of motive in client service industry.

The degree of impact of staff motive on administration public presentation.

Evaluation of earlier theories and modern motivational theories that can be used to actuate staff.

Review best motive pattern that impacts public presentation and productiveness.

Importance of Motivation and its Impact on Performance

Individuality and elaborateness can be the footings to be used to categorize motive. It is a must for managerial policies and schemes to be opened and “ out of the box ” manner of believing to undertake the motive associating to single staff ( Mathis & A ; Jackson, 2008 ) . Interrelation between motive and public presentation is inevitable which consequences in staff the performs better due to motive. Profitable administration comes from productive staffs and in order for them to be productive, they have to execute better and that can be due from motive. This is supported by a research article written by Singh Satyendra Kumar, “ Motivation as Strategy to heighten Organizational Productivity ” , 7th July 2012.

Motivation can be either intrinsic or extrinsic. Happiness, fulfilment, satisfaction and the sense of accomplishment falls under intrinsic whereas wagess, punishment, penalty and end achievement falls under extrinsic.

A better wages system is something that DBS Customer Centre can look into as a motivation factor every bit good as staff acknowledgment. The force that moves or shifts the public presentation of an administration points towards motive of staffs. The factor that differentiates an administration from another is their human capital. Human capital, the staffs, is non an object or instead things, policies, procedures or constructions that can be copied or duplicated from one administration to another. Poor wagess system and motive patterns frequently succumbed in high turnover rate and this is non regarded as a positive result because present modus operandis will be disrupted and this will hold an alternating disadvantage in public presentation.

The antonym of motive is demoralization. Demoralization is easier to yield to and it can hold a viral consequence from one staff to another. Continuous motive and honoring executing staff is one of the effectual methods to retain them ( Heracleous, 2003 )

Motivation is a must in order to uphold optimal degree of inventiveness and ingeniousness in staffs and it is really of import to prolong a diamond-like quality of public presentation to actuate first-class service ( Kreitner and Kinicki, 2010 ) .

Motivation Theory

The theoretical footing of research surveies on motive which have been undertaken by industrial psychologist and behavioural experts, draws from schools of direction discourse of modern motive theory ( McGregor, 1960 ; Hofstede, 2001 ; Maslow, 1954 ) .

Motivation theory is classified into two subdivisions:

Content Theory

Contemporary Theory

Content Theory

Detecting what really motivate persons. Example theories like Maslow ‘s ( Hierarchy of Needs ) , McCelland ‘s ( Theory of 3 Needs ) and Herzberg ‘s ( Two Factor Theory ) .

Maslow ‘s ( Hierarchy of Needs )

Maslow hypothesized that within every person, there exists a hierarchy of 5 demands: Physiological, Safety, Social, Esteem and Self-Actualization ( Robbins & A ; Judge, 2012 ) . The lower demands are Physiological and Safety demands and the higher demands are Social, Esteem and Self-Actualization demands. The difference between the lower demands and higher demands is that lower demands can be fulfilled by external factors like salary and term of office, the higher demands can merely be fulfilled by internal factors which is within the person.

Illustration 2 – Maslow ‘s Hierarchy of Needs

McCelland ‘s ( Theory of 3 Needs )

McCelland ‘s theory of demands focal points on three demands ( Robbins & A ; Judge, 2012 ) :

Need for Achievement – The thrust to stand out, accomplish and win in relation to ordinary ends.

Need for Power – The demand to command or do others act in a certain manner.

Need for Affiliation – The demand for sociable, friendly and close interpersonal relationship.

Herzberg ‘s ( Two Factor Theory )

Herzberg ‘s ( Two Factor Theory ) believes that person ‘s relationship to work is basic and that attitude towards work can really good reason success or failure ( Robbins & A ; Judge, 2012 ) .

Contemporary Theory

Represents the current province of thought in explicating staffs motive. Example theories like Goal-Setting Theory, Equity Theory and Expectancy Theory.

Goal-Setting Theory

When ends are made specific, accepted by staffs even though it is tough and feedbacks are welcome, it may indicate towards the way of addition public presentation.

The eventuality planning in goal-setting theory is make up one’s minding on public end is better, doing simple and familiar undertaking features and the national civilization.

Goal scenes has positive results but some ends may be excessively effectual ( Latham & A ; Locke, pp332-340 ) . It views behavior as an environmental cause and ignores the inner-self of staff and stresses strongly on what had happened and what is traveling to be done.

Ill-defined occupation outlook will most likely consequence in inclination from staffs to cut down their attempts to achieve the preferable behaviour.

Equity Theory

This theory was developed by J. Stacey Adams. Staffs see and compare their input-output ratio with the input-outcome ratio of relevant others. The relevant others that the staff decides to compare with adds on to the complexness of Equity Theory ( Goodman, 1974, pp170-195 ) .

It causes staffs to believe that relationship is indifferent if ratios are balanced. If ratio is biased so there is an being of unfairness and unhappiness is inevitable.

Illustration 3 – Equity Theory

Expectancy Theory

This theory is by Victor Vroom. Expectancy Theory is one of the most recognized amplification of motive, even with the being of critics on this theory, most grounds supports it ( Vroom, 1964 )

It stresses on three relationship:

Effort-Performance Relationship & gt ; Exerting a given sum of attempt will take to public presentation.

Performance-Reward Relationship & gt ; Performing at a peculiar degree will take to the accomplishment of a preferable consequence.

Rewards-Personal Goals Relationship & gt ; The magnetic attraction of the possible wagess for the person.

This theory states that the force of a preference to make something in a certain manner is straight related with the force of the potency or the wagess that are anticipated from the stairss taken ( Geoff & A ; Drucker, 2005 ) .

Illustration 4 – Anticipation Theory

Restrictions and Integrating Western Motivation Theory into Asiatic Culture

Since the development of most motive theories arises from the West, chiefly from Great Britain and United States of America. Most likely it might be based and set upon the cultural scenes from the West and it might non be applicable in a practical mode towards Asia and the remainder of the universe ( Adler & A ; Gundersen, 2008 ; Robbins & A ; Judge, 2004 ; Hofstede 2001 )

Many facets of administration motive theory that is developed in one civilization may non be wholly applicable towards another civilization ( Adler & A ; Gundersen, 2008 ) . Each administration has their ain civilization and civilization is the factor that will partly directs on the behaviour of how an administration moves and staffs ‘ behaviour.

In DBS Bank Customer Centre, it patterns more on concatenation reaction scheme. In another words, it is practising the administration behaviour which is non egoistic but squad focused. A pattern that harmonize one another ‘s work alternatively of beliing, towards the end. This can be seen as a similar construct from Taoist doctrine called the, “ Ying and Yang ” ( Lopez, 2004 ) .

In DBS Bank Customer Centre, a corporate behaviour is a norm where regard demands and societal demands seems to overturn self-needs and self realization ( Hofstede, 2001 ; Robbins & A ; Judge, 2012 ) . Individual ends seems less of import compared to team harmoniousness. Similarities within occupations range does non intend there are non differences in the apprehension of what is being received from the occupation ( Shenker, 1991 ) .

The western motive theory like Maslow ‘s ( Theory of Needs ) , McCelland ‘s ( Theory of 3 Needs ) and Herzberg ‘s ( Two Factor Theory ) may non necessary use to all civilization. This is supported by a research article written by Yan Zhu and Frederick K. S. Leung, “ Motivation and Accomplishment: Is there an East Asiatic Model? “ , 25th February, 2010.

Maslow ‘s theory, provided no experimental verification and several surveies that sought to authenticate the theory found no support for it ( Lawler III & A ; Suttle, 1972, pp265-287 ) There is small grounds that demand constructions are prearranged along the dimension by Maslow.

Herzberg ‘s theory, has non been good supported in literature and to exceed of it off, it has many disparagers ( House & A ; Wigdor, 1967, pp369-389 ) . The process Herzberg used is limited by its methodological analysis. Example: Peoples take credits for themselves when things are good and good but on the perversely, on an extrinsic state of affairs, they fault failure. The consistence of the methodological analysis is unsure where raters have to do readings and this might defile the findings by construing one reply in one manner while handling a similar reply in a different manner.

McCelland ‘s theory, might hold the best research support among the early western theories of motive but unhappily it has less realistic result compared than the remainder of the western theories of motive. McCelland states that the three demands are subconscious ( Robbins & A ; Judge, 2012 ) . The procedure is clip devouring and expensive.

Staffs were seen as objects, merely like another part into the production line of goods and services but this was before Hawthorne surveies which was conducted by Elton Mayo during 1924 to 1932 ( Dickson, 1973 ) and this enormously changed on how it was though. The survey resulted with findings that staffs are non merely moved by pecuniary wagess, their behaviour has a linkage to their attitudes ( Dickson, 1973 ) Since so, the demands and motive of staffs started to be as the primary focal point of directors which is term as human dealingss approach to direction ( Bedeian, 1993 ) .

Research Model

Illustration 5 – Research Model

Research Methodology

Research Question and Research Objective

Research Question

How does effectual motive impact on public presentation and productiveness in DBS Bank Customer Centre ( Call Centre ) ?

Research Objective

Weighing the significance of motive program in DBS Bank Customer Centre.

Review the impact of staff motive on administration public presentation.

Reappraisal between earlier theory and development of modern motivational theory where directors can use to their staffs.

Research Design

The research will be design to carry on on client service officers in DBS Bank Customer Centre and find the degree of their motive and whether there is any consequence or correlativity to their public presentation and productiveness. The methodological analysis towards the research will be both quantitative and qualitative where quantitative informations is any informations that can be represented by Numberss ( Example: Age, Years of Working, etc ) and qualitative informations is informations that can non be expressed by figure ( Example: Name, Gender, Race, etc ) .

Blending quantitative and qualitative with no cautious idea of a certain premises or regulations and prospect sing the mode, altered signifier of those methods can go on such that consequences obtained may go subject to question. Blending quantitative and qualitative surveies in which merely a few remarks or interviews are conducted to add-on quantitative informations aggregation “ lower the tone ” qualitative methods ( Patton, 1988 ) . The altered signifier may be out of unknowingness and ignorance because by blending quantitative and qualitative for probe return cutoffs in order to get by with the greater clip committedness required ( Bryman, 1988 ) .

Case surveies or situational illustrations will be portion of the research design, to be used in focal point survey to turn to and obtain information that has the same way to the research job. Management will so utilize the result of the research to look at the factors touching the subject on motive and design a motive program towards their staffs.

Operation Observation

Observation is chosen alternatively of study questionnaire to see the about existent and blunt twenty-four hours to twenty-four hours operations. How they are traveling, working, responding in the civilization, environment, work flow and procedures. Compared to study questionnaire, participants might merely give a brief or inaccurate answer to due clip constrains and sensitive issues. By detecting, it is besides possible to garner both quantitative and qualitative informations. A given clip frame will make up one’s mind on to carry on this observation and the clip of twenty-four hours and twenty-four hours of hebdomad will besides be taken into consideration due to mood swings which is natural factor in a human being ( Robbins & A ; Judge, 2012 ) .

Focus Groups ( Interview )

Decision on carry oning focal point group Sessionss compared to single interviews, it is to buoy up the temper. Staff might experience pressured during single interview and decides to hold a close treatment instead than holding an unfastened conversation which defeats the intent of this research. If they are in a group, they might non experience pressured and experiencing more relaxed A semi-structured manner of interview coupled with unfastened treatment and feedbacks will be used during the focal point groups. Each group will do up of staffs of assorted term of office ship and new staffs, gender, race and age. This is give a just information during the Sessionss.

Investigative, Practical and Experimental Research

After the aggregation of primary informations of both quantitative and qualitative is done, the following measure of the research procedure will be making fact-finding, practical and experimental research on the collected information. Investigative Research will help on placing new possible job countries, Practical Research will help on developments of solutions to the current job and Experimental Research as in the term experiment, it will be proving on the practicableness of the solutions.

Data Collection

Operation Observation

All cases, qualitative experimental research involves explicating a thoughtful and good understood relationship between the research worker and participants ( Clandinin & A ; Connelly, 2000 ) . The pattern of detecting is nil new in the scientific discipline field and the result of roll uping informations can be helpful. The downside of this research is the reading of the individual carry oning the research, the research worker needs to hold a good appreciation of segregating personal reactions to observations. A good pattern or attack to this research is that the research worker carry oning it notes down what is really being observed and topped with reading.

Focus Groups ( Interview )

The session will be a 45mins session with a group of 3-5 staffs. First 5 proceedingss will be a simple debut to interrupt the ice. The following 20 proceedingss will be a semi structured interview manner and participants will give a collative response. The last 20mins will be an unfastened treatment and feedbacks like how they feel about the work topographic point, what are they looking frontward to, any alterations they would wish to see, is at that place any job countries that they can see and etc. This session entirely will collate adequate quantitative and qualitative informations to be crossed examine with the informations from observation.

Investigative, Practical and Experimental Research

Analyzing secondary informations will be an resourceful manner to take on fact-finding research. A structured and planned design is needed in order to maximize dependability ( Kinnear and Tayor, 1996 ) . If the quality of the secondary information is good, there will be non a demand for farther research to be conducted.

Following will be the practical research where practical theory and instance surveies will be applied, in another words, theories will be put into a trial and examined.

Last, experimental research will demo if the tried theory plants or non. This will be the period where facts and figures will be thrown into topographic point to acquire it traveling. The result of it will no longer be a theory or hypothesis but classified under facts, it determines whether it is feasible or non. The lone downside of this is that it takes a batch of clip and attempt which leads to high cost.

Datas Analysis

Operation Observation

Kutsche ( 1998 ) states that, “ When 1 is seeking to analyse interview information and observation field notes, he/she is seeking to develop a theoretical account that helps to do sense of what the participants do. ”

An lineation of informations will be set and informations to be organized in a narrative mode as if a narrative is being unfold harmonizing to the clip of twenty-four hours and twenty-four hours of hebdomad following the lineation and so traveling the points around for analysis.

The following procedure will collating the information with other involved research workers to guarantee that the information is every bit accurate as possible. Why this measure? It is mentioned earlier that information will be an reading of the research worker and the inclination of acquiring personal sentiment might acquire in the manner ( Lincoln & A ; Guba, 1985 ) .

The concluding study on the analysed quantitative and qualitative findings is to be written, a manner to intermix and summarizing it.

Focus Groups ( Interview )

Data will be analyse by grouping the participant ‘s responses to each inquiry. By labeling each of the group responses, information will be developed. Further examining into this will ensue in replies towards the research objectives. Theories will be based on the findings and readings will be made.

The result of the research might propose some intuitions and may give waies for farther examining. More than one research worker will be tasked to make analyze the informations because different individual will supply different positions and a combined positions may ensue with a little more information.

Investigative, Practical and Experimental Research

Researcher will now get down informations processing and divide it into two parts, graphical and quantitative. Graphical will be the primary usage for fact-finding informations analysis. Data collected will so be put up for proving against theories and ensuing in possible solutions. Consequences will be used in quantitative and qualitative analysis. This will so be followed with experimental research where the consequences are being quantified and reasonable qualitative signifier. Then the experimental inquiries will be able to be addressed with clear definitions and replies.

Ethical Consideration

The aim of this research study is transparency and unsophisticated for easiness of perceptual experience by receiving system and respondent and turning away of any uncertainty on the writer ‘s terminal. Ethical consideration includes:

Informed consent – Participants will be informed and made aware of the intent of the research and how the consequences will be used, in instance there are any possible unpleasant impacts due to their engagement and who will be given entree to the consequences. The aim of informed consent is to give the participants the ability to do informed determination as to whether they will and desire to take part or non.

Voluntary engagement – Participants have the option and the right to retreat from any session without being banned or criticized on future engagement of future research. They do non hold to supply any accounts for retreating.

Make no injury – This is applicable to both psychological and physical province. It as to be clear that the research Sessionss do non harm participants in the signifier of emphasis, hurting, invasion of privateness in any manner possible.

Confidentiality – Information will be purely kept confidential. It will non be made available to anyone except to those involved in the research. Thus it is of import on how studies are being constructed to guarantee that there is perfectly no manner possible for participants to be identified even is their names are non being used.

Merely assess relevant constituents – Merely relevant constituents to the research will be assessed. When carry oning research on a batch of people, participants tends to inquire inquiries from any and every angle but non all might be relevant to the research. Hence, it is critical to maintain Sessionss every bit simple as possible and to remain focused on the aim of the research and what the information collected will be used for.

Discussion and Recommendations

Indicating towards the way of staffs motive, it has come to a belief that when staffs feel motivated to accomplish better, that is the point when they are converted that their difficult work to better public presentation and productiveness will be followed with a better assessment. “ The strength of a sensitivity to move in a certain was is straight related with the strength of the outlooks or wagess that are expected from this act ( Geoff & A ; Druker, 2005 ) . ”

The client service officers in DBS Bank client Centre might non needfully weigh their public presentation entirely on salary and pecuniary wagess. They might be anticipating something different, something like growing chance, occupation acknowledgment or occupation duty and these might move as a motive tool on them in a long tally.

As a recommendation, the administration to look into intrinsic motive elements. Among all states, they portion the same basic elements and ideas which is, they prefer wagess to be based on public presentation and occupation accomplishment instead than senior status ( Robbins & A ; Judge, 2012 ) .


Service industry has perpetuate into a really competitory industry in Singapore. It is no longer what it used to be 10 old ages ago. The degree of anticipation has risen enormously. Hence, client service officers in DBS Bank Customer Centre has a really of import function to play which is functioning the clients. In order to give quality service criterions, foremost, the client service officers have to experience good in what they do. It is hard to keep oneself with high liquors daily when some clients can be truly awful towards them. So, how can they keep the good feeling from within and remaining motivated day-in and day-out, the employers which is the administration can play a portion.

Management demand to set in attempt to measure and understand basic demands theory which can possible aid and supply moderately solutions turn toing these issues. Unmotivated client service officers will most probably has a negative interaction result with a client which will decidedly ensue with a significantly lessening in service quality that leads to negative public presentation. Although motive may non be the lone reply but it decidedly play a portion to do client service officers in DBS Bank Customer Centre achieve occupation satisfaction which will in bend besides lead the degree of public presentation and productiveness to a higher degree.

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