I want to assign $m$ tasks to $n$ workers where $m>n$, so as to minimize assignment costs defined by an $m \times n$ matrix $C$. That is, I want to find Boolean variables $x_{i,j}$ which minimize $$ \sum_{i=1}^m \sum_{j=1}^n C_{i,j}x_{i,j}, \\ s.t. \sum_{j=1}^n x_{i,j}=1 \text{ for all } i=1,\dots,m $$ Rather than a set of hard constraints, e.g., each worker can only perform a certain number of tasks, I instead want to penalize assigning lots of jobs to a single worker, by adding a second cost term $$\sum_{i=1}^m f(k_i)\,,$$ where $k_i$ is the number of jobs assigned to worker $i$ and $f$ is some super-linear function such as $f(x) = x^2$.
Is this problem as hard as the generalized assignment problem, i.e. NP-hard? I'm asking in the first case about $f(x) = x^2$ though also curious to know how the answer might change for other functions.