School of Applied Human Sciences

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Browsing School of Applied Human Sciences by Author "Ball, Allan Thigo"

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    Assessment of Depression Due to Customer Cyberbullying Among Customer Care Representatives in The Business Process Outsourcing Industry: A Case of Contact Centre International (CCI) Kenya
    (Daystar University, School of Applied Human Sciences, 2024) Ball, Allan Thigo
    Cyberbullying has emerged as a pervasive issue in the digital age, affecting individuals across various sectors and professions. This study assessed the prevalence of depression symptomatology among customer care representatives (CSRs) who experience cyberbullying from customers either directly or indirectly by witnessing victimization incidences. The study target was Contact Centre International (CCI) CSRs in Kenya. The study had four objectives: assess the prevalence of cyberbullying incidences among CCI’s CCRs, determine the prevalence of depression symptomatology among CCI’s CCRs, evaluate the relationship between cyberbullying and the socio-demographic characteristics of CCI’s CCRs, and analyze the comorbidity between cyberbullying and depression among CCI’s CCRs. Through purposive sampling and census, a sample of 392, with equal proportion of male and female, was selected for the study. A mixed methods approach was used to collect quantitative and qualitative data, and the research instrument was a questionnaire. Analysis of the collected data involved simple linear regression, Pearson correlation, one-way ANOVA, and two-way ANOVA for the quantitative data and thematic analysis for the qualitative data. According to the results, there was a high prevalence of customer cyberbullying and depression among CCI’s CCRs, differences in exposure to the victimization appeared to vary according to the socio-demographic characteristics of the respondents, cyberbullying was a statistically significant determinant for depression but explained a small proportion of the variation, and there was no statistically significant relationship between the victimization and the attributes. A key recommendation of the study is the need for CCI and similar organizations to implement psychological safeguards and intervention mechanisms to support the mental health of its frontline employees.