Introduction

The happier people within their job the more satisfied they are said to be. It is a complex
phenomenon because it is relate to various casual factors like personal, social, cultural,
environmental and financial. According to “Duane Schultz and Sydney Ellen Scheltz”
Psychology and Work Today, Page 189” narrated that job satisfaction is the positive and
negative attitudes of employees towards the job. Job satisfaction is not the same as
motivation although it is clearly related. Job design is basically aim to enhance job
satisfaction and performance other methods include job rotation, job enlargement and job
enrichment.
Other influences on satisfaction include the management style and culture, employee
involvement and empowerment. The most common way of measurement is the use of
rating scales where employees report their reactions to their job’s and the questions relate
to pay, work responsibilities, fringe benefits, opportunities of growth, team work, quality
and customer focus, respect for employees and effective communication which has to be
from top to down and up to down.

Literature Review

The ultimate study of job satisfaction was in Hawthrone studies (1924-1933) reflect on
the effects of various conditions on workers productivity. These studies ultimately
showed that changes in work conditions temporarily increase productivity but this
increase result from new condition that the knowledge of being observed. This study also
can found that not necessarily working for pay but employee work for other purposes as
well. Scientific Management also had a significant on the study of job satisfaction which
the initial use of by industries greatly increased productivity because workers were forced
to work at a faster pace. However, staff became exhausted and dissatisfied. The job
satisfaction also can been seen in few satisfaction theory for example, Vroom (1964)
states that it is a fulfillment theory states that job satisfaction is negatively related to the
discrepancy between individual needs and the extent to which the job supplies these
needs.
As I mentioned previously motivation is strongly linked with job satisfaction which is
supported by Maslow’s Hierarchy of needs theory. This theory explains that people seek
to satisfy physiological needs, safety needs. Social needs, Self- esteem needs and self
actualization. Edwin A. Locke’s Range of Affect Theory (1976) is the most famous job
satisfaction model. This theory determine satisfaction base on the wants of a job and the
value given to the job. His or her satisfactions has a high impact both positively and
negatively compare who those doesn’t value, for example staff (A) values in the work
place and another staff (B) so employee (A) would be more satisfied in a position that
offers compare to employee B. It is also known as Frederick Hertzberg that explains
satisfaction and motivation in the workplace. This theory states satisfaction are achieved
by different factors they are Motivation and Hygiene factors. Motivations factors are
basically making people want to perform and provide people with satisfaction, for
example achievement in work, recognition promotion opportunities. Hygiene factors
include factors of working environment such as pay, company policies, manager
practices and other working conditions. Hackman& Oldman narrated that there are few
characteristics that include in job satisfaction they are skill variety, task identity, task
significance, autonomy and feedback. According to (Harrison, Newman& Roth, 2006,)
job satisfaction describes the feelings, attitudes or preferences of individuals regarding
work. Furthermore, it is the degree to which employees enjoy their jobs (Mccloskey and
Mccain 1987).
(Chen 2008) claims that the relationship between job satisfaction and many variables
such as motivation, stress, salary promotions, role conflict, justice, role ambiguity,
autonomy, workload, leadership style, easy communication with colleagues and social
interaction positively affect job satisfaction. Brown Forde.et.al.(2008) examined that their
significant increase in job satisfaction with the sense of achievement from work between
1998 -2004. Improvements in perceptions of job security, the climate of employment
relation and managerial responsiveness are the most important factors in explaining the
rise in satisfaction. The rise in satisfaction is to make improvements in the quality of
work.
Objective of Study
A study was undertaken to measure the level of job satisfaction among the staff of
Call-Centre in Bonuslink. The study mainly reviews around the view of employees
regarding the job satisfaction on working conditions, salary structure and other benefits,
rewards and recognitions, relationship with employees of company and the company on
its own.

Research Methodology
Research Methodology is a way to systematically solve the research problem, through
discovering, interpreting and the development of methods and system for the
advancement f human knowledge on a wide variety of scientific matters of our world and
the universe. It is also to analyse the principles of methods, rules and train employee
discipline.
Data Collection
Both primary and secondary data had been used in present study. Primary data collected
through personal interview in the form of Questionnaire. On the other hand the
Secondary data was collected from various journals, books, magazines and internet.

Sampling unit
Single most unit of population it may be single person or group of persons from whom
questionnaires will be filled till target is fulfilled. The sampling unit in this report is the
employee of Bonuslink Sdn Bhd.

Sample size
Sample size refers to the total number of respondent targeted for collecting the data for
the research. The sampling size of my study is 30 respondents of Call- Centre.

Analysis and Interpretation of Data

The entire questionnaires received were edited and all the information or data collected
were transferred into tables.
Method of the respondents
Respondent responses on the 3 point Likert scale were used for the entire questionnaire
questions:
• Satisfied
• Neutral
• Dissatisfied

The research methodology methods used to analyze the data on job satisfaction is only in
Bonuslink Company. The study conducted only in one department which is call-centre
and some did not want to share any information.

History of Bonuslink Sdn Bhd

BonusKad Loyalty Sdn Bhd (BLSB) or Bonuslink is in corporated on 5th July 1997 and
officially launched in 1998. Bonuslink has become Malaysia’s premiere and favourite
consumer rewards programme and has gained the recognition and acceptance of
Malaysian from all walks of life. There are four leading companies with equal
shareholding namely Shell Malaysia, Parkson Corporation, MBF Cards, and Usaha Tegas
(majority stakeholder in Astro).
The purpose of this programme is to provide marketing services for the shareholders and
participating companies, to promote customer service and attract new customers to the
products and services of the shareholders and participating companies which currently
Bonuslink has 30 over partners. (Refer to Appendix 1). Call-Centre in Bonuslink
consists of 30 staff. (Refer to Appendix 11). The purpose of call-centre staffs is required
to respond customer’s incoming calls efficiently and accurately. And their immediate
superiors are the Team leaders. (Refer to Appendix 111)
Members are rewarded with Bonuslink Points by dong their everyday shopping at
participating companies and redeem quality branded gifts with the Points collected.
Analysis of Data

1. About Bonuslink

Table 1
Satisfied Neutral Dissatisfied Total

About bonuslink 40 40 10 100%

(Job Satisfaction towards the Company)

Base on the survey which shows on table 1 the staff of call-center at Bonuslink find that
30% of them satisfied with Bonuslink and 10% dissatisfied because this staff always
thinks that there are better companies outside. The satisfied staff’s are basically the staff
that has been working in Bonuslink since year 1997. They are afraid of switching other
job due to environment and new work concern so they accept the management in what
ever way it is. They are happy to work in Bonuslink due to less job pressure. On the other
hand Bonuslink’s competitor is Real Rewards and Mesra. Compare to the competitors
Bonuslink is one of the Leading loyalties marketing Service Company whereby,
Bonuslink offered so many free programmes for the customers. For example: Bonuslink
pay your bills, whereby Bonuslink give out RM 140.000.00 for the winner of the most
highest transaction at our Partners, Swipe for gold is whereby Bonuslink offered gold
coin worth of RM 15,0000 to 10 Winners and many more programmes was conducted
compare to Real Rewards and Mesra. The staff’s are happy to work in Bonuslink.
2. Work it Self

Table 2
Satisfied Neutral Dissatisfied Total

Work it Self 40 30 30 100%

(Job Satisfaction towards the work of customer service in Bonuslink Call- Centre)

This study shows that the call- centre staff 40% of them satisfied with the work because
the work is same all the time and when there is less calls they will do other multitasked
job for example, reply emails to customer, updating Bonuslink Form and etc. They know
their product knowledge very well due to handling the same situation everyday. The staff
also satisfied with the job because on every Monday, Wednesday and Friday the staff’s
will have brain storming, whereby here they are informed on the latest promotion offered
by the partners and question and answer section by the Team Leaders. In this section the
staff always keeps updated on the latest information. Base on the table above there are
30% of the staff feels neutral regarding the job. On the other hand there is 30% of staff
who find dissatisfied with their job due to bored and monotonous due to the same job that
they are handling all the time. The staff’s feels that they can’t grow any further with the
limited job scope that they are handling daily.
3. Relationship of Managers and Team Leaders

Table 3

Satisfied Neurtral Dissatisfied Total

Open Communication 30 30 40 100%
Treat fairly 30 30 40 100%
Fair Performance appraisals 30 40 30 100%
(Relationship of Managers and Team Leader in Job Satisfaction towards employees)

Base on the study above the relationship of managers and Team Leaders in Bonuslink
call-centre can be looked into few categories such as:
a. Communication of Managers and Team Leaders
b. The Managers and Team Leaders treat staff fairly
c. Fair Appraisal performance
There are communications interactions among staff but this basically take place among
the staff that the Manager and Team Leader like. 40% of the staff dissatisfied because
there is no open communication in general to all the staff. 30% of the staff feels neutral.
The communication take place only to certain group of task, for example if the staff is on
the quite side there will be less communication taken place and this make the staff to feel
that they are left out. This also can be seen very clearly when they attend any company
dinner or trip where communication from manager and Team Leaders is only to certain
group of staff’s.
According to Treating fairly among employees is very vital in an organization, for
example from the table above we can see that only 30% is satisfied. But on the other hand
40% is not satisfied with the way how the Manager and Team Leaders treat them.
Everyone is treated differently with various types of way. For example giving flexibility
to the staff that they feel they like.
Performance Appraisals has to been done for all the individual staffs in Call- Centre in
Bonuslink. The performance Appraisals is taken place by two parties firstly by the Team
Leaders and secondly by Training and Quality department. From the table shows that
30% satisfied with the Performance Appraisals but on the other hand 30% feels
dissatisfied because they believe that the appraisals has to be done fairly. The Team
Leaders only will take the bad calls for the appraisals and give the negative feedback all
time which makes the staff unmotivated with the Performance Appraisals. The
performance appraisals also done base on favoritism. The Importance of Performance
Appraisals is one of the most critical elements of being a supervisor, manager, or team
leader. This important human resources process helps employees grow along with the
company because it focuses their attention on how to become better, more motivated, and
eventually more successful. By utilizing a skilled performance appraisal system, these
managers can empower employees to take charge of needed improvements, as well as
create a more positive and productive work environment.
4.