Work performance varies from one group to another, as each group is unique. Each group has its own degree of cohesion and structure. It consists of different types of individuals and has its own rules that are accepted differently by each member. Cohesion is the group characteristic which provides more information about how members identify themselves with the group and how cooperative are they in meeting the group's goals. This paper proves that group cohesion influences directly and positively the group performance and quality of its work activity and it also proves that group structure analysis is the key for improving the degree of group cohesion. The research was conducted in the Outbound Sales department of the telemarketing company Studio Moderna on 14 teams with 15 members each. The study methods used were the sociometric test on which cohesion indexes were calculated and sociograms were builded and the statistical regression which was used to demonstrate both, the direct link between cohesion and group performance and the direct link between cohesion and quality of group work activity. First of all, the present study demonstrates that, under proper leadership, a group with a higher degree of cohesion will have a higher work performance and a higher quality of work activity than a group with a lower degree of cohesion. And secondly, this paper brings to the attention the importance of group structure in analyzing its cohesion in order to make proper changes at group level for increasing cohesion and performance.
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