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Abstract
No two people are exactly alike. Even twins who exactly look the same may differ,
particularly in their values and beliefs. Variation in values is very apparent because these are
highly personal or subjective experiences. Such nature may be gleaned from their definition
as “system of beliefs determining what is important to the individual.” (Frunzi and Halloran,
1991) These in turn plays a vital role to every undertaking made anywhere like in the
1. What are the levels of the BPO HR Managers based on RVS in terms of their:
terminal values?
instrumental values?
2
TERMINAL AND INSTRUMENTAL VALUES OF BPO-HR MANAGERS
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2. What are the human resource management orientation of the BPO HR Managers in
terms of:
Promotion?
instrumental values?
This research proposal is based on the premise that the human resource management
values of HR managers are vital and influential to the development and growth of the
Conceptual Framework
Human Terminal
Instrumental
Values of the Resource Values of the
HR Managers Management HR Managers
Orientation
This conceptual framework served as the research plot of this proposal. The model
involved the description of the terminal and instrumental values of the HR managers as
3
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possible influencing factors in their human resource management orientation. The terminal
and instrumental values were taken from the Rokeach Value Survey (RVS) list, which
categorizes the values into two major components --- the terminal values and the instrumental
values. There are eighteen (18) terminal values as well as eighteen (18) instrumental values.
The first set or terminal values refer to desirable end states of existence or the goals that a
person would like to achieve during his or her lifetime. The other set, which are the
instrumental values, refers to the preferable mode of behavior, or means of achieving the
Based from the statement of the problem and the theoretical framework drawn, the
Null hypotheses
1. To the BPOs, the research study is a useful reference in understanding the Human
hold some congruent terminal and instrumental values among the other HR managers
Research Design
systematic, factual and accurate (Aquino, 2006) description of the answers required in the
statement of the problem. This covered both the quantitative and qualitative studies of the
research paper which led into determining and describing the terminal and instrumental values
of the HR Managers and their influences in the human resource management orientation of
the respondents.
Research Instrument
The relevant data collected which likely affected the terminal and instrumental
A. Terminal Values
B. Instrumental Values
The respondents rated the eighteen (18) terminal and eighteen (18) instrumental
values according to their levels of importance were one (1) corresponds to the highest or most
important value to them; while eighteen (18) stands for the lowest ranked value for the
respondents. This was followed with the respondents rating the different human resource
orientations on a scale of one (1) or least important to seven (7) or most important. The
human resource orientations were segmented into four main categories namely: a) human
6
TERMINAL AND INSTRUMENTAL VALUES OF BPO-HR MANAGERS
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resource management selection, b) human resource management promotion, c) human
A structured survey questionnaire was used in gathering the necessary primary data
needed for this research study which validity, objectivity and clarity were pre-tested before
To finally gather the primary data needed, the pre-tested and validated questionnaires
were distributed to the actual respondents in Clark Special Economic Zone (CSEZ) where
most of the BPO Companies were located and at San Fernando, Pampanga.
Originally, sixty two (62) BPOs were identified, but when the actual data gathering
and field work was done, it was found out there were only about forty two (42) BPOs in
Pampanga. Out of the forty two (42) BPOs, thirty one (31) of them accepted or received the
questionnaire, but only eighteen (18) were retrieved. The other fifteen (15) companies
provided the following reasons for not accomplishing the research instrument:
The following statistical tools were employed in the processing and analyses of the
retrieved data:
In order to describe the levels of the respondents in the RVS terminal and instrumental
values and their human resource management orientation, descriptive statistics was used.
Rankings of the means were utilized in order to establish a common ground of the
levels of commitment and agreement of the respondents on the terminal and instrumental
values of the BPO HR Managers, the Kendall’s Coefficient of Concordance W was utilized. 7
RESULTS
This part of the paper conveys the outcomes of the study conducted. Eighteen (18)
Business Process Outsourcing (BPOs) companies participated in this study out of the forty
two (42) BPOs that were approached who declined in answering the survey questionnaire due
to company policies on outside researchers, time constraints and personal opinions. Data were
statistically analyzed and discussed based on the respondents’ levels of agreement and
importance on the items related to their terminal and instrumental values and human resource
The proceeding part discusses the respondents’ levels of importance in the RVS
terminal and instrumental values. The values were ranked from one (1) to eighteen (18),
where one (1) stands for the highest and eighteen (18) as the lowest.
The mean results were arranged from the highest to the lowest values as identified by
the respondents and were segmented into three subsets. The first subset indicates the values
that the respondents identified to be most important, the second subset as moderately
important and the third subset as the least important terminal and instrumental values for
them.
Table 1 presents the top six most important values to the respondents according to the
mean rank, with family security (taking care of loved ones) as the highest; and self respect
(self-esteem) as the lowest in the set. In this category, the values of family security (taking
TERMINAL AND INSTRUMENTAL VALUES OF BPO-HR MANAGERS
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care of loved ones), health (physical and metal-well-being) and a comfortable life
(prosperous life) reflected the respondents’ manifestation to close family ties or family 8
centeredness as a Filipino way of life; while salvation, wisdom and self-respect revealed the
respondents inclination to another component of Filipino culture which is religiosity. More so,
the top six terminal values signified the respondents’ partiality to the fulfillment of one’s
This result could also be a reflection of the Maslow’s hierarchy of needs which shows
the first stage that motivates and satisfy people are the fulfillment of their basic or
physiological needs. Meanwhile the appearance of salvation as one of the top terminal value
may indicate the strong adherence of the respondents to faith and the Almighty as pre-
requisites in attaining and maintaining a good and desucred economic life. Thus, the truism of
Table 1.
Table 2 contains the middle six or the terminal values ranked as moderately important
by the respondents. In this subset, freedom which is associated with independence and free
choice was ranked as the highest moderately important terminal value; while mature love
which is linked to sexual and spiritual intimacy was ranked as the last. The values of freedom
TERMINAL AND INSTRUMENTAL VALUES OF BPO-HR MANAGERS
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(independence and free choice), inner harmony (freedom from inner conflict), equality
(brotherhood and equal opportunity for all), true friendship (close companionship), mature
love (sexual and spiritual intimacy) and sense of accomplishment (lasting contribution)
signified the respondents’ inclination to the drive or need to bond or to belong, the relational
nature of the Filipino culture; and the changing dynamics of power legitimacy in the
workplace. More so, it signifies the inclination of the respondents in pursuing maturity in
relationships such as marriage which is very basic if one has to pursue a successful family life
which is clearly manifested in the values ranked as most important by these respondents.
In these results, BPO managers are signaling a possible clamor for the prevalence of a
low-power distance type of culture in the organization where they increasingly expect to be
more involved in making decisions rather than being told to do so, in contrast to the command
Table 2.
The findings of the study revealed that in terms of terminal values, the respondents are
still inclined in placing great importance on those values that promotes family relationships
and security. Connections or similarities could also be seen between the top six (6) terminal
values and the top six (6) instrumental values based on mean rankings. Being intellectual is at
par with wisdom and broadmindedness; being responsible could be realistically aligned with
achieving family security; honesty is at par with self-respect; being ambitious could be
a way of maintaining health and achieving eternal life or salvation. This kind of result
concretizes the influence of family-centeredness and religiosity in the typical Filipino way of
life.
Moderate levels of importance (middle six) were provided by the respondents based
on the mean rankings of values pertaining to social relationships, empowerment and sense of
belongingness. The terminal values associated with these are freedom, inner harmony, and
equality, sense of accomplishment, true friendship and mature love. On the other hand, the
instrumental values that were rated as moderately important (middle six) by the respondents
have also established distinct connection with these moderately rated terminal values. To
name, the instrumental values of being independent and capable can be paired to terminal
values of freedom and sense of accomplishment; being logical may really lead to practicing
equality or fairness; and being loyal, loving and obedient may really bring about inner
The least important or lowest six (6) terminal values that were identified by the mean
rankings of the respondents were values related to social responsibility and citizenship. These
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values are national security, a world of peace, an exciting life, social recognition, pleasure and
a world of beauty. On the other hand, the lowest six (6) or least important set of instrumental
values that emanated from this study were being courageous, helpful and polite which can be
attributed to the terminal values of national security and world peace; being polite and
forgiving could be at par with social recognition; and being clean and imaginative may lead to
The null hypothesis that there is no agreement among the terminal and instrumental
the terminal and instrumental values, the computed concordance coefficients (W) were 0.29
or relatively low agreement and 0.31or weak to moderate level of agreement respectively
means that an agreement was established among the raters when it comes to these two groups
of values with .000 levels of significance. This is attributed to the wide distribution of
values may also be related to the ways behaviors are shaped in their respective work
environments where these managers are always expected to act based on the existing
company policies and protocols which maybe inconsistent with their personal values; and
standards and policies regardless of their personal opinions and inclinations. There is a
possibility then that in their respective organizations, value mindfulness and value-consistent
behavior are not being promoted at all or has not yet established a strong and extensive
significant work experience, tests and interview results, initial screening, career development
interest, English proficiency and character reference were pointed out as the top six most
important considerations in the area of recruitment and selection based on mean ranks. This
could be attributed to the fact that one of the most important criteria that BPOs consider in
recruiting is the applicant’s communication skills. They usually lay maximum emphasis on
spoken English. Other skills needed are computer skills, analytical skills, confidence and
positive attitude. Thus, interviews, initial screenings and tests results are highly considered to
be more important by the respondents because they would provide clarity and actual
The role usually played by these BPOs are so important because they act as
representatives of their client companies’ to the former’s customers and are responsible for
creating and maintaining very good impressions to both of them --- client and customer wise.
This would also explain why applicants who have significant work experiences or those who
had already worked in other BPOs are much more considered in the recruitment and selection
providing top importance on discipline and ethics which may be credited to the work
schedules of BPOs who usually operates on a 24/7 basis and three (3) eight hour shifts, where
most of the workers are assigned on the graveyard shift in favor of the time zones of the client
companies offshore. Also, proper employee discipline and ethics is expected in maintaining
the confidentiality of the clients’ technology, information and processes with respect to
patents, copyright policies and competition purposes which is automatically shared by the
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client companies to the BPOs in order to facilitate or process the part of their operations that
is being outsourced.
Attitude over skill is a favorite truism in BPOs, thus, it was also identified to be very
important for the respondents when considering employee promotion along with personality
and leadership. Given the upbeat nature of the work situation, the cultural differences between
the employees and the clients’ customers; rigidity of the directives and processes every
employee must follow when performing their work; the multi-tasking nature of the job; and
the challenge of handling objections and complaints from customers; not to mention the
challenge of adjusting to the way foreign customers communicate and interpret the English
language, a positive attitude and personality would be a great deal of asset one could have in
conservation, performance evaluation was noted to be the most important basis of keeping
employees. The other practices that were identified are compensation which obviously is one
big factor of convincing the most efficient employees to stay, thus minimizing the cost and
negative impact of high turnover rates which is one common concern in BPOs; along with
occupational health and safety plans which the respondents believes could be motivators of
keeping the employees to stay in their companies. Noticeable on this is that, the HR managers
of BPOs still believes that by providing the employees additional health and safety benefits;
and additional augmentation on their income through incentive plans, employees would have
management support is most important because this is connected with the surety of the
training program being properly appropriated. The other items identified which are qualified
trainers, training infrastructures, and budget allocations can be mandated if the top
management has the political will of supporting and executing training program for the BPO
employees.
The Pearson Product Moment of Coefficient test between terminal and human
resource selection orientation of the respondents conveyed that inner harmony is moderately
correlated with present activities, physical appearance, and English proficiency or for the
respondents; people who are at peace with themselves have better physical appearance, are
initial screening and personnel information system or for the respondents, an air of respect
and admiration is likely important in creating first impressions. Meanwhile, true friendship
was also attributed to moderately influencing employee forecasting and scheduling which
means that respondents still place a moderate importance to friendships among members of
the teams or presence of informal groups in different work shifts and projects.
experience and numbers of trainings established a moderate correlation with the terminal
values of freedom, national security, family security and social recognition. This could mean
that for the BPO HR Managers, seasoned employees are more independent, protective,
life, an exciting life and pleasure or for the respondents, employees that value their social life
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are more likely to be balanced and grounded when it comes to their personality and outlooks
in life.
occupational health and safety plans and retirement plans were moderately linked to pleasure
and comfortable life or for the BPO HR Managers these fringe benefits are accorded to
provide employees with opportunities for leisure and prosperity; while stress management is
moderately important in promoting physical and mental well-being further implying that
valuing health would also mean providing fringe benefits and incentive plans.
disclosed that the value of respect and admiration is likely associated or could be realized by
providing career counseling to employees, equal opportunities for attending seminars and
trainings and by evaluating training programs to suit the needs of the members of the
organization.
As for the correlation results of the instrumental values with the human resource
management orientation of the respondents, neat and tidy people could be perceived as
English proficient, interesting, and well-educated and will be more or moderately considered
in passing the initial screening. On the other hand, the result also revealed that for the
respondents, applicants that are perceived to be gutsy, sympathetic, and responsible would
have better tests and interview results. Also, those that are believed to be forbearing and self-
recommended for promotion as they established a moderate correlation with and among each
TERMINAL AND INSTRUMENTAL VALUES OF BPO-HR MANAGERS
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other; while those who are seen to be intellectual and ambitious will be more interested on
On the areas of retention, the Pearson test disclosed that people who are identified as
intelligent are likely to be retained or expected to fare high on performance evaluation, will
likely be entitled to get more incentives or rewards and be more interested in enjoying
occupational health and safety benefits, retirement plans, health plans and amenities for
And lastly on training, the correlation test between the instrumental values and human
resource training orientation of the respondents divulged that they possibly consider people
who are ambitious, hardworking or aspiring as those who will likely be interested to enjoy
Conclusion
a similarity, an intersection, synchronization should exist between the beliefs, values and
attitudes of the individuals working at the organizations and the values they perceive as
This research study has several limitations. First, it was conducted on an exploratory
basis and in depth causal analysis has not been considered or undertaken. The data that were
analyzed and processed were from a standardized questionnaire which can suffice the
objectives and objectivity of the findings of this research and yet still lacks further
TERMINAL AND INSTRUMENTAL VALUES OF BPO-HR MANAGERS
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determination and concretization in terms of robustness because it was undertaken within the
cultural bounds of the Pampanga area. Thus, the research could be further undertaken in other
areas to fill in the gaps and established more reputable claims to the similarities or possible
Thus, researchers that might become interested on the same topic could further pursue
and expound this study through exploring the congruence of the HR Managers’ personal
values with the prevailing BPO culture or values. Another possibility is exploring the
implications of the HR Managers leadership styles as influenced by his or her personal values
The same research can also be conducted to the other members of the management of
Business Process Outsourcing Organizations and determine the prevailing terminal and
instrumental values and management orientations of these people as related to the nature of
the business and challenges they face as providers of services to foreign companies.
A research that will identify the factors that causes the high to moderate levels of
incongruence of values among the BPO HR managers may also be made and thus identify
possible certain strategies that will work in aligning their value awareness and commitment to
relation to the management orientation of the BPOs and that of their client companies
offshore can also be conducted that may lead to the formation of a strategic value-based
management model that fits the needs of the BPOs and expectations of their foreign clients.
CONCLUSION
RECOMMENDATIONS
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Definition of Terms
Instrumental Values: Personal and desirable modes of behavior or values that the BPO HR
Terminal Values: Refers to the goals the BPO HR Managers would like to achieve in his or
her profession.
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Protest, v. (1971). Compact edition of the Oxford English dictionary (Vol. 2, p. 2335).
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TERMINAL AND INSTRUMENTAL VALUES OF BPO-HR MANAGERS
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Appendix A
Interview Questionnaire
____________________
____________________
____________________
____________________
Dear _______________:
This paper aims to determine the values of the HR Managers in BPOs and how they
contribute in the management orientation of the HR Practitioners in the industry.
In this regard, I would like to request a few moments of your time to answer the attached
questionnaire.
Sincerely yours,
Noted By:
Name
Home Address
Company Name
Company Address
Age Religion
Educational Background:
Note: Please start from the highest degree attained.
Degree/ Course School Attended Inclusive Years of
Attendance
TERMINAL AND INSTRUMENTAL VALUES OF BPO-HR MANAGERS
SYSTEMS PLUS COLLEGE FOUNDATION
Employment Background:
Note: Please start from the latest to the first.
Employer Position Duration
TERMINAL AND INSTRUMENTAL VALUES OF BPO-HR MANAGERS
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PART II: Rokeach Value Survey (RVS).
TERMINAL VALUES. Below is a list of terminal values in alphabetical order. Kindly rank
each value in its order of importance to you.
To begin, select the value that is most important to you and write the number 1 in the blank
space next to the value. Next, choose the value that is second in importance to you and write
number 2 in the space next to it. Work your way through the list until you have ranked all the
18 values. The value that is least of importance to you will be ranked number 18.
When ranking, take your time and think carefully. Feel free to go back and change your order
should you have second thoughts about any of your answers.
To begin, select the value that is most important to you and write the number 1 in the blank
space next to the value. Next, choose the value that is second in importance to you and write
number 2 in the space next to it. Work your way through the list until you have ranked all the
18 values. The value that is least of importance to you will be ranked number 18.
When ranking, take your time and think carefully. Feel free to go back and change your order
should you have second thoughts about any of your answers.
7 - Most important
6 - Very important
5 - Important
4 - Moderately important
3 - Slightly important
2 - Least important
1 - Not important
A. Human Resource Recruitment Most Very Impor Mode Slightly Least Not
and Selection impor impor tant rately import impor impor
tant tant impor ant tant tant
tant
7 6 5 4 3 2 1
1. Initial screening
2. Character
reference/Background
Investigation
3. Physical Examination
4. Physical Appearance
5. Educational Attainment
3. Seniority
7. Personality
8. Recommendations
11. Attitude
12. Popularity
13. Age
14. Gender
C. Human Resource Conservation Most Very Impor Mode Slightly Least Not
and/or Retention: impor impor tant rately import impor impor
tant tant impor ant tant tant
tant
7 6 5 4 3 2 1
1. Compensation
3. Performance evaluation
4. Incentive plans/programs
7. Vacation leaves
8. Health plans
TERMINAL AND INSTRUMENTAL VALUES OF BPO-HR MANAGERS
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C. Human Resource Conservation Most Very Impor Mode Slightly Least Not
and/or Retention: impor impor tant rately import impor impor
tant tant impor ant tant tant
tant
7 6 5 4 3 2 1
9. Retirement plans
D. Human Resource Training: Most Very Impor Moder Slightly Least Not
import impor tant ately import import impor
ant tant import ant ant tant
ant
7 6 5 4 3 2 1
1. Needs assessment survey for
employees and members of the
management.
17. Retreats/Recollections
Descriptive
Concordance W
Variable 1 Variable 2
Mean 8.950556 9.492777778
Variance 11.01356 8.906562418
Observations 18 18
Pearson Correlation -0.0342
Hypothesized Mean Difference 0
df 17
t Stat -0.50688
P(T<=t) one-tail 0.309375
t Critical one-tail 1.739607
P(T<=t) two-tail 0.61875
t Critical two-tail 2.109816
TERMINAL AND INSTRUMENTAL VALUES OF BPO-HR MANAGERS
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Pearson Coefficient of Correlation
CORRELATION RESULTS BETWEEN TERMINAL VALUES AND HUMAN RESOURCE SELECTION PRACTICES
A An Family Inner Natio Self- A Social True A A
comfo Equali exciti securi Freed Healt harm Matur nal Pleasu Salvati respe sense recog friend Wisdo world world
rtable ty ng life ty om h ony e love securi re on ct of nition ship m of of
Initial screening -0.30 -0.42 0.13 0.16 0.21 0.47 0.16 -0.20 -0.34 -0.04 -0.11 0.06 -0.03 0.50 0.18 0.06 -0.35 -0.21
Character reference/background
investigation 0.22 -0.08 0.16 -0.10 -0.08 0.02 -0.08 0.08 -0.07 0.16 -0.41 0.07 -0.19 0.26 0.32 0.13 -0.18 -0.29
Physical examination 0.02 -0.54 0.37 0.18 -0.19 -0.05 0.07 0.01 -0.44 0.15 0.46 0.12 0.27 -0.05 0.14 -0.13 -0.41 -0.27
Physical appearance 0.11 -0.04 0.20 0.06 0.10 0.01 0.54 -0.11 0.22 0.25 -0.53 -0.04 0.07 0.17 0.31 -0.21 -0.28 -0.29
Educational attainment -0.22 -0.33 -0.29 0.24 0.37 0.11 0.27 -0.38 0.20 -0.15 -0.33 -0.07 -0.31 0.36 -0.05 0.11 0.25 0.22
Academic honors and recognition -0.37 -0.11 -0.18 0.48 0.22 -0.13 0.20 -0.35 0.29 -0.28 -0.30 0.23 -0.17 0.29 0.14 0.34 0.06 0.10
Significant work experience 0.02 -0.02 0.14 0.22 0.16 -0.02 -0.26 -0.19 0.15 -0.13 -0.31 0.05 -0.06 0.25 0.09 -0.03 0.23 0.08
Company knowledge 0.14 -0.20 -0.22 0.27 -0.22 -0.11 0.37 0.30 0.37 0.15 -0.37 -0.14 -0.24 0.03 0.26 -0.13 -0.05 -0.14
Recommendations 0.32 0.06 0.16 -0.08 0.07 -0.22 0.26 0.15 0.43 0.31 -0.16 -0.43 0.15 -0.12 -0.01 -0.49 0.00 -0.04
Employment planning and forecasting -0.30 -0.45 -0.11 0.32 0.19 0.03 0.32 -0.32 -0.09 -0.09 -0.11 0.21 0.07 0.26 0.41 -0.12 -0.07 0.01
Succession planning 0.00 -0.09 0.03 0.30 -0.01 -0.04 -0.09 -0.19 -0.24 -0.26 0.19 0.37 0.07 -0.17 0.14 0.09 0.05 -0.05
Personnel information system -0.18 -0.13 -0.34 -0.04 0.39 0.23 0.23 -0.18 0.02 0.00 -0.35 -0.11 -0.24 0.45 0.06 -0.06 0.16 0.17
Career development and interest -0.14 -0.06 -0.01 0.34 -0.02 0.24 0.12 -0.11 -0.27 -0.25 0.07 0.26 -0.21 -0.02 -0.39 0.40 0.04 -0.21
Personality profile 0.07 -0.35 0.31 -0.02 -0.02 0.08 0.28 -0.31 -0.10 0.39 -0.46 -0.36 -0.32 0.38 0.11 -0.07 0.04 -0.03
TABLE OF CONTENTS
Conceptual Framework……………………………………....……...…… 17
Results …………………………………………………...…….….…… 28
Conclusion …………………………………………………...…...…… 80
References ……………………………………...………...…………… 85
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APPENDICES