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      Attracting customers through practising gender in call-centre work

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      Work Organisation, Labour and Globalisation
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            Abstract

            The aim of this paper is to demonstrate and analyse various ways in which gender is used as a resource when call-centre firms and their employees create customer relationships. Drawing on interviews in a case study call centre it argues that men and women are understood to work differently from the point of view of attracting customers. Men are found important as individuals and through technology-related services, whereas women are conceived as resources through their association with certain products, not as individuals. Thus female gender as a resource is embedded in the commodified products.

            Content

            Author and article information

            Journal
            10.13169
            workorgalaboglob
            Work Organisation, Labour and Globalisation
            Pluto Journals
            1745641X
            17456428
            Summer 2009
            : 3
            : 1
            : 131-143
            Article
            workorgalaboglob.3.1.0131
            10.13169/workorgalaboglob.3.1.0131
            98b818c8-bf55-4192-914d-34300d058d50
            © Päivi Korvajärvir, 2009

            All content is freely available without charge to users or their institutions. Users are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles in this journal without asking prior permission of the publisher or the author. Articles published in the journal are distributed under a http://creativecommons.org/licenses/by/4.0/.


            Sociology,Labor law,Political science,Labor & Demographic economics,Political economics

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