With the advent of big data analytics and digitization, virtual support systems are getting immensely popular in present era of generation Z. Likewise call centers are fully equipped with latest innovations in technology from old styled desktops to slim line laptops, and manpower that are ready to establish efficient customer services and put off any impediment for the promotion of organization’s products and services. In Pakistan, there are five major contributors for mobile telecommunication industry, out of which two has been merged together. Ufone is a renowned name in Pakistan and ranked top among cellular services providers. However, it is being confronted with serious issues of turnover. Present study empirically investigated the role of intrinsic and extrinsic motivational factors in employee retention at Ufone call center in Lahore, Pakistan. Data was collected through simple random sampling technique. Results reported that intrinsic motivation has positive association with employees’ retention whereas extrinsic motivation has no relationship with call center employees.
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