SEARCH

SEARCH BY CITATION

Keywords:

  • call centre;
  • colonialization;
  • culture masquerading;
  • identity;
  • organization commitment;
  • Philippines

This mixed method study examines the impact of culture masquerading among 488 Filipino customer service representatives handling international accounts. Culture masquerading is practised via taking on foreign names, locations and nationalities. Applying social identity theory, it is hypothesized and supported that masquerading of nationality is negatively related to cultural identity. As predicted, there is a positive relationship between cultural identity and organization commitment. No support is found for the hypothesis that cultural identity mediates the relationship between culture masquerading. Situated identity theory and economic, social, and historical influences are used to explain these findings.