Correlation Between Employee and Customer Satisfaction in the UK Hospitality Service Sector - Research Proposal Example

?Business Research Methods Research Proposal “An Examination of the Correlation Existing Between Employee Satisfaction and Satisfaction in the UK Hospitality Service Sector” 2. Abstract The objective of the proposed research would be to examine the correlation existing between employee satisfaction and customer satisfaction in the UK hospitality service sector. Correspondingly, a question has been framed in accordance to the literature review. Furthermore, three broad objectives have been determined in order to address the proposed research question proficiently. As planned, a quantitative research approach will be applied for the proposed research study. In addition, a structured questionnaire survey has been planned to be conducted with 100, randomly selected sample population. In order to analyse the data obtained, statistical tools such as graphs and charts will be used in the proposed research. Table of Contents 1.Research Proposal Title 2 2.Abstract 2 3.Introduction 4 4.Research Question and Objectives 5 4.1.Research Question 5 4.2.Research Objectives 5 5.Literature Review 6 6.Research Method(s) 8 6.1.Research Design 8 6.2.Data Collection Methods 9 References 11 Appendix 13 Questionnaire Designed For Customers 13 Questionnaire Designed for Employees 19 3. Introduction Employee satisfaction is often perceived to have a vital role in determining the success of the organization. It has become a crucial factor for the organization to keep its employees satisfied and motivated. However, when it comes to the hospitality service, the role of employees becomes even more important. Customer satisfaction seems to be corollary of satisfied employees, which in turn contribute towards the success of the organization. It can be firmly argued that there is a greater need for creating an environment, wherein employees are committed towards offering services, as per the preferences of the diversified customers group. It is worth mentioning that employee satisfaction not only facilitates in increasing the productivity of the organization, but it also contributes towards enhancing the quality of the services offered to the customers. It can be argued that there is a greater need for understanding the cause and effect relationship acting amid customer satisfaction and employee satisfaction, as often allegedly, it has been affirmed by that it is quite unfeasible to attain customer loyalty without seeking the employee loyalty (Naseem & et. al., 2011In simple words, because customer service largely depends on the employees who provide services to the ultimate customers in a service sector, it is essential to identify and assess the factors underlying the relationship between employee satisfaction and customer satisfaction. Thus, the chosen topic for the research, will attempt to identify the correlation existing between the customer satisfaction and the employee satisfaction in the UK hospitality service sector, evaluating the underlying factors. The research will offer valuable insights to the hospitality service sector about the role of employee satisfaction and its effects on attaining customer satisfaction. The study will further facilitate the hospitality service sector, to concentrate on the employee’s level of satisfaction in order to achieve the pre-determined goals of the organization. 4. Research Question and Objectives 4.1. Research Question The notion considered for this proposed study postulates that the in-depth understanding of the correlation existing between customer satisfaction and employee satisfaction will provide empirical evidences to the underlying factors influencing such a dependency of its market performance on the internal organisational environment and managerial strategies. This shall further assist the hospitality service providers to evaluate their current managerial strategies and pay due attention towards balancing their internal organisational environment, in order to yield a higher degree of customers satisfaction. Correspondingly, the research question to be focused in this proposed study will be, 1. “Is there a significant correlation in the UK hospitality service sector between the levels of employee satisfaction and customer satisfaction?” 2. “What are the factors underlying the dependency of customer satisfaction on employee satisfaction?” 3. “If there is a correlation, what type of correlation is it?” 4.2. Research Objectives With the aim to develop a rational explanation to the determined question, the objectives of the proposed research will be, To examine the cause and effect relationship between the levels of employee satisfaction and customer satisfaction To identify the kind of correlations, either positive or negative, exiting between employee satisfaction and customer satisfaction To understand the role of employees in ascertaining customer satisfaction 5. Literature Review Vilares & Coelho (2000) asserted that customer satisfaction have radical impact on the performance of management of hospitality service sector. Efficient understanding and meeting the anticipated needs of the customers, is thus crucial, which also acts as a key for attaining competitive advantages as well as sustaining business profitability in the long-run. Under such circumstances, ability of the employees to identify customer preferences, assess their needs and taking requisite measures, to satisfy the customers, play a vital role. Therefore, it difficulties not only significant to assist employees to develop their skills and proficiencies in decoding customer wants, but also to keep them satisfied so as to obtain higher satisfaction. Vilares & Coelho (2000) further emphasized that employee attitude plays a significant role in attaining a higher degree of customer satisfaction. It is owing to the fact that satisfied employees tend to be more dedicated towards the organisation and are accordingly, committed towards offering enhanced quality services to customers in order to attain a higher degree of customer satisfaction and loyalty (Vilares & Coelho, 2000). As was stated by Wangenheim & et. al. (2007), there exist a positive relationship amid the degree of customer satisfaction and the degree of employee satisfaction. This study justifies that hospitality service providers should not neglect the role of employees in attaining greater customer satisfaction as a positive correlation indicates that a key to obtain customer satisfaction is to maintain the quality of work executed by the employees, which can be accomplished by preserving a higher degree of employee satisfaction (Wangenheim & et. al., 2007). Naseem & et. al. (2011), focusing on this particular aspect, firmly affirmed that employee satisfaction is the most important factor in the service sector. Agreeing with the postulations of Wangenheim & et. al. (2007) and Vilares & Coelho (2000), Naseem & et. al. (2011) stated that service quality is closely attributed with the level of employee satisfaction. It has also been propagated that the quality services rendered by the employees, ultimately contribute towards seeking loyal customers and thereby facilitate in increased profitability of the service organization. Thus, it can be affirmed that seeking employee loyalty is imperative for the attainment of customer satisfaction. Hence, organizations should empower employees and in order to seek better employee satisfaction, and in lieu, ensure higher customer satisfaction (Naseem & et. al., 2011). Eboli & Mazzulla (2007) further promulgated that quality of service is a crucial factor on the service sector for attaining loyal customers. Accordingly, it can be stated that service sector organizations should primarily be involved in promoting efficient and superior quality services to its customers. Nonetheless, the role of employees in delivering services is imperative. Contextually, it can be argued that the organization should seek to provide greater employee satisfaction in order to achieve competiveness and a larger percentage of satisfied customer base (Eboli & Mazzulla, 2007). Chebat & Kollias (2000) also stated that service sector predominately depends on the ability of customers to contact with employees for efficient delivery of services. In this regard, that attitude and behaviour of employees can significantly affect the customer perceptions to convey their preferences and needs to the employees. Thus, it can be advocated that employees should exhibit a positive attitude and behaviour, while interacting with customers, which can be accomplished only by a satisfied workforce. Contextually, empowerment of employees act as a pivotal measure to attain the loyalty and job satisfaction of employees, which in turn shall benefit the organization with quality services rendered to customers. Eventually, it shall also contribute towards enhancing the brand image and the overall profitability of the organization (Chebat & Kollias, 2000). 6. Research Method(s) 6.1. Research Design There are primarily two major research approaches, including quantitative method and qualitative method, which are commonly used in research studies. In this proposed study, the quantitative approach has been planned to be applied, owing to its ability to comprehend empirical evidences and provide rational justification to the determined research question on the basis of statistical data. Hence, it is expected that quantitative research will facilitate in ascertaining more reliable and valid inferences to support the purpose of the proposed study (International Market Research, 2013). Furthermore, the correlational research strategy will be applied in the proposed research. Accordingly, the correlational research strategy is expected to draw patterns on certain specific circumstances, which shall further signify the dependency of customer satisfaction on employee satisfaction. With reference to research philosophies, there are primarily two major philosophies, namely positivistic and phenomenological. A positivistic philosophy seeks to ascertain measures and analyse any particular phenomenon and further offer rational explanation to the issue in concern. It is worth mentioning that the explanation drawn through a positivistic philosophy aims to establish a relationship or causal link amid different elements. As this proposed study also aims to provide an explanatory note for the relationship existing between employee satisfaction and customer satisfaction, based on statistical information, a positivistic philosophy has been selected for the proposed research, owing to its effectiveness over phenomenological philosophy (University of Bradford, 2007). 6.2. Data Collection Methods Data collection procedure is widely stated as another most important aspect in a research procedure, as reliability and validity of research inferences are largely based upon the accuracy of data collected. There are various methods of data collection, which include survey methods, experimentations, observations, focus groups and in-depth interview among the primary. Correspondingly, taking into concern that a quantitative approach has been considered for the empirical evaluation of the dependency between employee satisfaction and customer satisfaction, a structured questionnaire survey will be considered in this proposed research. This method is expected to be beneficial to explore feelings of the respondents, i.e. the customers and the employees and likewise assist in the obtainment of first hand data. Accordingly, a randomly selected sample size of 100 customers and 100 employees will be targeted for the proposed research from the hospitality industry. Secondary data available in the form of recently published journals and articles related with employee satisfaction and customer satisfaction will also be considered in the proposed research in order to obtain a critical view to the issue in concern (International Market Research, 2013). Furthermore, statistical tools, such as graphs and charts will be used to analyse the data obtained from various sources along with the Pearson’s correlation regression model, with the aim to ascertain the type of correlation existing among the two variables of employee satisfaction and customer satisfaction (refer to the questionnaire sets attached in the appendix). Apparently, a hypotheses testing will be considered in this study, with the application of Pearson’s correlation regression model. Accordingly, the hypotheses to be tested in this proposed study have been mentioned hereunder. References Chebat, J. C., & Kollias, P., 2000. The Impact of Empowerment on Customer Contact Employees’ Roles in Service Organizations. Journal of Service Research, Vol. 3 No. 1, pp. 66-81. Eboli, L., & Mazzulla, G., 2007. Service Quality Attributes Affecting Customer Satisfaction for Bus Transit. Journal of Public Transportation, Vol. 10, No. 3. International Market Research, 2013. Introduction to Qualitative Research. The Advantages and Disadvantages of the Qualitative Research Methods. [Online] Available at: http://www.b2binternational.com/b2b-blog/ebook/market-research-chap05.pdf [Accessed August 09, 2013]. Naseem, A., & et. al., 2011. Impact of Employee Satisfaction on Success of Organization: Relation between Customer Experience and Employee Satisfaction. International Journal of Multidisciplinary Sciences and Engineering, Vol. 2, No. 5, pp. 41-46. Vilares, M. J., & Coelho, P. S., 2000. The Employee-Customer Satisfaction Chain in the ECSI Model. European Journal of Marketing, Vol. 37 No. 11/12, pp. 1703-1722. Wangenheim, F. V., & et. al., 2007. Does The Employee–Customer Satisfaction Link Hold For All Employee Groups. Journal of Business Research, Vol. 60, pp. 690–697. University of Bradford, 2007. Effective Learning Service Introduction to Research and Research Methods. Research Approaches. [Online] Available at: http://www.brad.ac.uk/management/media/management/els/Introduction-to-Research-and-Research-Methods.pdf [Accessed August 09, 2013]. Appendix Questionnaire Designed For Customers Section 1: Please Tick (v) to the correct option 1. Gender: Male Female 2. Age: 20-30 31-40 41-above Section 2: Please Tick (v) to the correct option 3. How often do you go for travelling or precisely, consuming hospitality services? Once in a month Once in a quarter (three months) Twice in a quarter (three months) Once in a year Twice in a year Depends on my work and personal life planning 4. When was the last that you purchased hospitality service? Last week Before 2 - 3 weeks Last month More that 2 - 3 months ago Before 4 - 6 months Last year 5. How would you rate your overall satisfaction with the hospitality services that you had recently availed? Very satisfactory Somewhat satisfactory Neutral Somewhat dissatisfactory Very dissatisfactory 6. What do you think was missing (or present) in the services rendered to you, which influenced your dissatisfaction (or satisfaction) level? The employees (were not / were) quite supportive The management (was not / was) very much concerned about knowing our preferences and serving us accordingly Adequate significance (was not / was) rendered to listen to customer complaints The staff members seemed (not bothered / bothered) about the customers’ choices and the organisation’s commitment to serve us 7. According to you, how will you rate the satisfaction level of the staff members who were offering you the services? Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Very dissatisfied 8. Have you ever cancel your hospitality service in your past experience? Yes No 9. Why did you cancel your service? Poor delivery of services by the staff Poor methods of communication followed by the staff Lack of knowledge of the staff to identify customer requirements 10. Based on which variable did you select the hospitality service? Brand image Quality assurance you had developed through past experiences Quality assurance given by your friends/colleagues/family members Any other element (please specify) 11. Will you purchase services from the same organisation or brand again in future? Yes No 12. Will you recommend the services to any other? Yes No 13. Do you have any suggestions for improvement? Kindly explain…… Questionnaire Designed for Employees Section 1: Please Tick (v) to the correct option 1. Gender: Male Female 2. Age: 20-30 31-40 41-above 3. How long have you been working in the hospitality sector? Less than one year One to two years Two to three years More than three years 4. Have you pursued any specific educational degree for hospitality services? Yes No Section 2: 5. Did you receive any training or developmental assistance from your employer during your tenure in the organization? Yes No 6. How many hours do you have to work daily on an average? 8 hours More than 8 hours (but seldom) More than 8 hours (almost regularly) 7. Do you have the following facilities in your organisation? Over-time payment Medical benefits Incentives/allowances based on customer feedbacks Paid leaves Performance appraisal based monetary hikes Promotional hikes Festive allowances None of the above 8. Kindly specify your perception regarding the below mentioned aspects. a. Your supervisor continuously monitors and intends to support your development in the workplace Yes No b. Your feedback regarding the enhancement of service quality is considered with due significance by you supervisor Yes No c. Your supervisor tends to identify your limitations and strengths to guide you accordingly Yes No d. A proper performance appraisal scheme is used in your workplace, where the feedbacks from customers and your peers are considered by the management Yes No 9. Given the above mentioned aspects, how much satisfied are you in your current organisation? Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Very dissatisfied 10. What else do you wish to improve in your workplace? Read More