Employee Engagement Survey Analysis

This assignment involves analyzing the results of an employee engagement survey. The data includes responses to various questions regarding workplace satisfaction, perceived benefits, growth opportunities, communication, and management practices. The analysis should uncover key trends, highlight areas of strength and weakness, and propose actionable recommendations to enhance employee engagement based on the survey findings.

“An investigation on the impact of employee satisfaction on customer
satisfaction in hospitality industry
- A case study of luxury hotel staff in Japan”
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Abstract
At present, the hospitality industry is heavily competitive, in which the organizations are
making efforts to satisfy their employees for sustainable development. Employee satisfaction is
considered as an essential element for the organizations to achieve their goals and objectives
effectively (Kang et al., 2015). This research study aims to analyze the impact of employee
satisfaction on customer satisfaction in the hospitality industry in the theoretical aspect. In recent
years, many of the changes occurred in the hospitality industry concerning intensifying
competition, supply and technological requirements, which is resulted in increasing demand of
the trained employees.
Based on the research outcomes it is observed that there are several ways such as
communication, employee reward system, listening and transparency that can be implemented by
the organizations in motivating and improving employee satisfaction at the workplace. The
organizations can use these ways as strategic tools to improve the job satisfaction level of the
employees. The pleased employees in hotels are expected to help the visitors with more
pleasurable conduct and an advanced echelon of consumer services. The organizations can
produce further satisfying consumer experience, enhance consumer loyalty and finally coerce
increased organizational profitability (Kim and Brymer, 2011). The hospitality organizations
require the attention of their front-line employees as these employees have direct contact with
daily customers. In luxury hotels, the management has the relationship between customers and
front-line employees at a central point as this relationship prepares a base to achieve the
organizational objectives in an effective manner. In this regard, the management needs to capture
into consideration the additional factors that yield the profitability at each level of the
organization. In this concern, the hospitality organizations are recommended to have proper
attention to satisfy the employees in an effective manner, which will be helpful in satisfying the
visitors in an attractive manner. The management can use modern technology to such as emails
and messaging system to communicate with the employees and know the issues in human
resources processes. In addition, the management should develop their policies by considering
the views and opinions of the employees. The improved and attractive policies will motivate the
employees and enable them to achieve the organizational objectives in effective manner.
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Table of Contents
ABSTRACT...................................................................................................................................................................1
CHAPTER 1: INTRODUCTION................................................................................................................................5
1.1) RESEARCH BACKGROUND...................................................................................................................................5
1.2) PROBLEM STATEMENT:........................................................................................................................................8
1.3) RESEARCH AIM AND OBJECTIVES.......................................................................................................................8
1.4) RESEARCH QUESTIONS........................................................................................................................................9
1.5) SIGNIFICANCE OF THE RESEARCH.......................................................................................................................9
1.6) RESEARCH HYPOTHESIS....................................................................................................................................10
1.7) DISSERTATION STRUCTURE...............................................................................................................................10
CHAPTER 2: LITERATURE REVIEW.................................................................................................................12
2.1) EMPLOYEE SATISFACTION.................................................................................................................................12
2.2) CUSTOMER SATISFACTION.................................................................................................................................13
2.3) FACTORS THAT ARE INFLUENCING EMPLOYEE JOB SATISFACTION....................................................................13
2.4) THEORIES RELATED TO JOB SATISFACTION:......................................................................................................16
2.5) RELATIONSHIP AMONG EMPLOYEE JOB SATISFACTION AND CUSTOMER SATISFACTION IN THE HOSPITALITY
INDUSTRY OF JAPAN.................................................................................................................................................17
2.6) RECOMMENDATIONS TO IMPROVE EMPLOYEE SATISFACTION TO IMPROVE CUSTOMER SATISFACTION............18
2.7) CONCEPTUAL FRAMEWORK..............................................................................................................................23
2.7) LITERATURE GAP...............................................................................................................................................24
CHAPTER 3: RESEARCH METHODOLOGY.....................................................................................................26
3.1) INTRODUCTION..................................................................................................................................................26
3.2) RESEARCH ONION.............................................................................................................................................26
3.3) RESEARCH PHILOSOPHY....................................................................................................................................27
3.4) RESEARCH APPROACH......................................................................................................................................29
3.5) RESEARCH DESIGN............................................................................................................................................30
3.6) RESEARCH STRATEGY.......................................................................................................................................31
3.7) DATA COLLECTION METHODS..........................................................................................................................31
3.8) CONSTRUCTION OF THE QUESTIONNAIRE.........................................................................................................33
3.9) SAMPLING METHOD..........................................................................................................................................33
3.10) DATA ANALYSIS PLAN....................................................................................................................................34
3.11) ACCESSIBILITY ISSUES....................................................................................................................................35
3.12) ETHICAL ISSUES..............................................................................................................................................35
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3.13) RESEARCH LIMITATIONS.................................................................................................................................35
3.14) SUMMARY.......................................................................................................................................................36
3.15) RESEARCH TIMESCALE....................................................................................................................................36
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION..............................................................................38
4.1) INTRODUCTION..................................................................................................................................................38
4.2) ANALYSIS OF THE RESULTS OF PRIMARY RESEARCH........................................................................................38
4.3) RELATING THE FINDINGS OF PRIMARY RESEARCH WITH LITERATURE............................................................51
4.4) TESTING OF HYPOTHESIS AND RESULTS...........................................................................................................56
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS.............................................................................58
5.1) CONCLUSION.....................................................................................................................................................58
5.2) RECOMMENDATIONS.........................................................................................................................................60
5.3) RESEARCH LIMITATIONS...................................................................................................................................63
5.4) FUTURE RESEARCH IMPLICATIONS...................................................................................................................64
REFERENCES............................................................................................................................................................65
APPENDIX 1: QUESTIONNAIRE..........................................................................................................................71
APPENDIX 2: DATA SHEET...................................................................................................................................76
APPENDIX 3: DATA GRAPH..................................................................................................................................83
Appendix 4: Ethics........................................................................................................................................................90
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Chapter 1: Introduction
The research is describing the impact of employee satisfaction on customer satisfaction in the
hospitality industry in Japan. This research discusses the role of employee satisfaction in
improving the customer services in luxury hotels. In addition, the research is also explaining the
different method by which employee satisfaction can be enhanced. The research is investigating
various methods such as training and development programs and organizational policies for the
employees to improve their performance and motivate employee them to perform with more
efficiency for customer satisfaction. In this concern, Grand Hyatt Tokyo is considered to
understand the research issue in a better way.
1.1) Research Background
The research study proposes to explore the impact of employee satisfaction on customer
satisfaction in the hospitality industry in Japan. In recent years, many of the changes occurred in
the hospitality industry with respect to intensifying competition, supply and technological
requirements, which is resulted in increasing demand of the trained employees. In addition, the
satisfied employees work with more efforts, which lead to increased services. The increased
level of services attracts more customers (Wustenhagen and Menichetti, 2012). Therefore, the
customer satisfaction is a dependent variable, which is depended on employee satisfaction. The
hospitality industry of Japan is growing rapidly and attracting to domestic and international
investors, but the employees are not satisfied with their career development.
In Japan ‘Omotenashi' is termed to treat the guests traditionally. This term is used as a guiding
principle for the hospitality industry. In recent, it is observed that the development of new hotels
is accelerating against the growing number of inbound tourist. The luxury hotels are improving
their working environments and focusing on the satisfaction level of their employees. Lee and
Ok (2012) stated that employee job satisfaction plays an immense role in satisfying the customer.
The satisfied workers with their job or position in the organization will be dedicated to providing
better and improved services to the consumers and ultimately can enlarge organizational
profitability. The management of the luxury hotels understands the employee desires from the
organization and tries to satisfy their expectations in an effective manner. The management
believes that satisfied employees can deliver better services to the visitors. In this concern, there
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is a positive relationship between the employee job satisfaction and quality of customer services.
In the competitive business environment, employee job satisfaction is considered a significant
variable in the success of hospitality organizations.
Zopiatis et al., (2014) described that there are several ways such as communication, employee
reward system, listening and transparency that can be implemented by the organizations in
motivating and improving employee satisfaction at the workplace. The organizations can use
these ways as strategic tools to improve the job satisfaction level of the employees. The
organizations can implement listening as a business strategy to improve the employee
satisfaction as it is helpful in resolving the conflicts in the workplace and establish a peaceful and
attractive environment. Through the listening strategy, the management can know the consumer
perceptions and can implement an appropriate business strategy to improve the customer services
to improve customer satisfaction level. As well as, communication, employee reward system,
transparency and organizational policies also plays an essential role in employee satisfaction and
customer satisfaction (Vlachos et al., 2013). In this concern, the luxury hotels must have the
proper focus on the development of human resource policies to satisfy the employees in an
effective manner.
About the company:
Hotel Grand Hyatt is a luxury hotel in Japan which is providing its hospitality services in an
authentic manner. The mission of the hotel is to have focused on everyday operations to develop
a relationship with its associates, owners and customers. The business activities of Grand Hyatt
Hotel are conducted by its officers and employees under the direction of Chief Executive Officer
and Board of Directors to improve the long-term worth of the hotel for the associated
stockholders. In this hotel, the board of directors is selected by its potential stakeholders to
ensure that the long-term interests of the stakeholders are being served. In addition, the
management recognizes that the long-term interests of employees are higher by taking into
consideration in which Hyatt Hotels Corporation operates.
Employee job satisfaction and customer satisfaction are interrelated to each other in an excellent
manner. The satisfied employees will effort intended to provide better customer services to
satisfy the customers. The management of Hyatt Hotel considers that pleased employees in
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hotels are expected to help the visitors with more pleasurable conduct and an advanced echelon
of consumer services. The organizations can produce further satisfying consumer experience,
enhance consumer loyalty and finally coerce increased organizational profitability. An effective
CRM (Customer Relationship Management) program is a helpful hospitality organization in
satisfying the customer. In this concern, the research study will discover diverse methods and
techniques for establishing effective CRM to satisfy the customers (Hassan et al., 2015). Meeting
the needs of employees and customers from a specific organization are denoted as satisfaction.
Therefore, each of the organization has their own elements to satisfy employees and customers to
improve the organizational profitability. It may be higher, lower, or equal in term of motivation,
expectation and fulfillment of need is satisfied. Employee satisfaction is based on the
achievement of vision and mission, on other side customer satisfaction is necessary for any
organization. In the present era, the balanced scorecard is considered as a significant strategic
initiative to implement the organizational policies for different stakeholders. Financial and
nonfinancial factors have implemented a system for the growth of an organization with proper
responses from the consumer. The balanced scorecard is helpful in providing the measurable
improvements in job satisfaction, employee retention, financial growth and customer relationship
in excellence manner (Sageer et al., 2012). Thus, the balanced scorecard is a useful tool for
improving the job satisfaction and customer satisfaction.
1.2) Problem statement:
The company is facing issues of employee satisfaction, which is influencing on the satisfaction
level of its customers. It is essential for an organization to have satisfied employees to provide
better customer services. In addition, the company is also facing the employee concerns
regarding employee policies so that the research study will be helpful in identifying the factors
that are influencing employee satisfaction as well as customer satisfaction (Pelit et al., 2011).
1.3) Research Aim and Objectives
The aim of the research study is to investigate the impact of employee satisfaction on customer
satisfaction level in the hospitality industry, which can be achieved through the strong
understanding and investigation of the below research objectives:
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 To analyze the factors affecting employee job satisfaction and current satisfaction level of
employees
 To analyze the factors affecting customer satisfaction
 To investigate the relationship among employee job satisfaction and customer satisfaction
in the hospitality industry of Japan
 To recommend the ways to manage to improve employee satisfaction to improve
customer satisfaction
1.4) Research Questions
Below are the research questions that would answer throughout the research study:
 What is the role of job engagement in improving customer satisfaction?
 What are the key drivers of job satisfaction?
 What is the relationship between employee job satisfaction and customer satisfaction in
the hospitality industry?
 How the CRM practices influence on customer satisfaction?
 Will the satisfied employees improve customer satisfaction?
 Can the organizations improve employee satisfaction through providing growth and
development opportunities for the employees?
 What are the ways to improve customer satisfaction through employee satisfaction?
1.5) Significance of the Research
The research study is helpful for the hospitality organizations to improve customer satisfaction
through employee satisfaction. It is essential for the organizations to implement different
organizational policies to satisfy the employees and retain the skilled and experienced
employees. The research outcomes will be helpful for the management in making an attractive
employee policy to satisfy the employees at the workplace. The attractive organizational policies
would be beneficial for the organizations in improving employee satisfaction level and retain the
skilled employees for long-term (Brun and Cooper, 2016). In this concern, the research discusses
the impact of the employee satisfaction on customer satisfaction in the hospitality industry. In
this concern, the research study has significance for the researcher and readers about the
importance of employee satisfaction in the hospitality industry.
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1.6) Research Hypothesis
The research hypothesis is considered as a sophisticated prediction that helps in explanation of
the experimental event. The hypotheses for this research study are as below:
 H0: There is a positive relationship between employee satisfaction and customer
satisfaction
 H1: There is a negative relationship between employee satisfaction and customer
satisfaction
1.7) Dissertation Structure
The research study will be accomplished in five different parts that are:
Chapter 1: Introduction
It is the first chapter of the research study which will describe several components used in the
research study. The components of the research study are research title, research background,
research objectives, research questions, research rationales, and research hypothesis. This chapter
will help the researcher to carry out the research in a systematic manner. In this concern, the
introduction chapter will present the outline of the research study in an effective manner.
Chapter 2: Literature Review
It is an essential chapter of a research study which will describe the information related to the
research issue from the existing secondary sources such as journals, articles, newspapers and
books. Through this chapter, the research will be able to identify the relationship between the
dependent and independent variables used in the research study.
Chapter 3: Research methodology
This chapter provides a systematic framework that would be carried out by the researcher during
the research study. This chapter will contain information about the research philosophies,
research design, research strategies, data collections methods, data analysis, ethical issues and
research limitations. By adopting a framework, the researcher will be able to obtain the research
objectives in an effective manner. Research methodology chapter is considered as the backbone
of a research study.
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Chapter 4: Data analysis and interpretation
In this chapter, the collected data are analyzed through appropriate analytical tools to obtain a
meaningful result about the research issue. At this stage, both primary and secondary data are
analyzed with the help of different statistical and theoretical tools. The data will be analyzed to
identify the most reliable and appropriate research outcomes.
Chapter 5: Conclusion and recommendations
It is the last chapter of the research study, where the researcher will discover the research
findings and link them with the research objectives. In addition, the chapter will also be helpful
in cross verifying the collected data from primary and secondary sources. Based on the research
findings, the researcher will provide possible recommendations with proper justification. As well
as, the researcher will also give the research limitations and suggestions for future researches.
Chapter 2: Literature Review
In a research study, literature review plays an essential role in identifying the research issues in a
reliable manner. Literature review improves the effectiveness of the research outcomes. The
researchers use a literature review in their research study to make a better understanding of
current literature in the field of specific research. This part provides a confrontational and
influential investigation of historical data about the similar issue (Oliveira and Martins, 2011).
The main purpose of this chapter is to support the result obtained from primary research
throughout the accessible prose. In this concern, secondary data will be utilized to develop
cleanness and consequence of the primary data.
2.1) Employee satisfaction
Li et al., (2012) depicted that an employee will be satisfied if he is happy with the job and
employer. There are several factors that contribute to employee satisfaction. These factors are
wonderful salary, empowerment of staff members, wonderful advantages as well as recognizing
superb overall performance. These factors motivate the employees to work with more efforts to
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improve the customer services. In the same way, Zhao et al., (2011) stated that the service-profit
chain builds an effective relationship between organizational development, profitability and
growth. There is a positive relationship between the employee job satisfaction and quality of
customer services. In the competitive business environment, employee job satisfaction is
considered a significant variable in the success of hospitality organizations.
2.2) Customer satisfaction
Lee and Ok (2012) opinioned that customer satisfaction depends on the quality of goods and
services and services offered by the organization. The improved quality of goods and services
satisfy the customers in a great manner. The motivated and satisfied employees will improve
their efforts to improve their services for the customers. Thus, the employee satisfaction leads to
high services and high services leads to customer satisfaction. In support of this Zopiatis et al.,
(2014) argued that employee job satisfaction has a great impact on customer satisfaction as the
satisfied employees would be dedicated to providing improved services to the consumers and
ultimately can enlarge organizational profitability. In the luxury hotels, the employees are fully
satisfied and delivering better services to the visitors.
2.3) Factors that are influencing employee job satisfaction
There are several factors that are influencing employee job satisfaction such as institutional
factors or demographic factors. These factors have both positive and negative impact based on an
individual's behavior. These factors are not only influencing to an individual’s professional life
but also on social existence. In order to increase the employee satisfaction, the organizations
have implemented some missions in their organizational policies with the emotional intelligence
practices. Along with this, Park and Gursoy (2012) determined that the organizations are
fulfilling their roles and responsibilities to improve the job satisfaction level of the employees to
establish a peaceful and productive working environment. The employees who are working in
private organizations are more satisfied as compared to state-owned employees as the private
organizations are more focused on employee satisfaction programs. The private organizations
believe that employee satisfaction has a strong impact on customer satisfaction. Therefore, they
implement favorable employee policies in their code of conduct.
Management Relationship:
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According to Hassan et al., (2015), good CRM (customer relationship management) program is
helpful for an organization in satisfying the customer, the research study would explore different
methods and techniques for establishing effective CRM to satisfy the customers. Fulfillment of
feelings, wishes, and expectations of need are denoted as satisfaction. Every business has an
element of satisfaction for both employees and customers. It may be higher, lower, or equal in
term of motivation, expectation and fulfillment of the need for satisfaction. Along with this,
Amoako et al., (2012) depicted that employee satisfaction is based on the achievement of
organizational vision and mission. In the present era, the balanced scorecard is a significant
factor for an organization for the implementation of its policies. Financial and nonfinancial
factors are provided with a system for the development of the organization with appropriate
reaction from consumers.
Furthermore, Musa et al., (2011) stated that CRM is an essential management tool, which can be
used in making a relationship with the potential customers in a planned forum. The hospitality
organizations can provide “Moment of truth” to their customers in accordance with the aim of
CRM. In order to make a productive relationship with the customers the hospitality organizations
are dealing with the visitors directly that is called “touch point”. The luxury hotels are
considering “touch points” as the supplement source of visitor’s feedback to make effective
policies to attract more customers. The management follows an effective concept that happy
customer with a good relationship will stay with the firm for the long term. Along with this, Jung
and Yoon (2013) depicted that the behavior of the management and quality of services influence
customer satisfaction in a great manner. The customers have the intention that the human
resources of an organization communicate with great interest. In this regard, the management of
the luxury hotels should make efforts to improve their relationship with their customers to retain
them for the long term.
Working environment and opportunity for advancement:
As the employees spend their much time at the workplace, therefore, it is essential for the
organizations to optimize the working environment to make happy the employees. In this
concern, Kara et al., (2012) depicted that the things such as providing a spacious working
environment rather than overcrowded ones, comfortable workstation and adequate lighting
contribute in favorable working condition. In order to establish a productive working
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environment, the organizations can use technology to make the working process more efficient.
Along with this, Jung and Yoon (2013) determined that the promotional activities of the
organization can influence on employee satisfaction and promote them to their best to achieve
the opportunities of developing their skills and knowledge. Many of the organizations encourage
their employees to obtain more advanced skills to promote them in the workplace. Therefore, the
opportunities also have impacted to the job satisfaction in the workplace.
Supervision:
In an organization, supervision plays an essential role in employee satisfaction. A friendly and
supportive supervision will be helpful in satisfying the employees and improving the internal
environment of the organization. The supervisors should take a personal interest in the welfare of
the employees to feel them that they have value for the organization (Khalid, Irshad and
Mahmood, 2012). As well as, if the employees are allowed to participate in the business decision
as it will influence on their job and create a conducive working environment for the employees.
2.4) Theories related to job satisfaction:
There are different theories that are related to job satisfaction. These theories are determined as
below:
Maslow’s theory:
Maslow's theory contributes to employee satisfaction in a great manner. According to Sadri and
Bowen (2011), the theory determines that the needs of an individual or employee consist of five
levels that are physiological needs, safety, belongingness/love, esteem, and self-actualization. As
per this theory, the employee will be more satisfied if these needs are satisfied in a proper
manner. The employees will be satisfied with their job if they satisfy their Maslow needs in an
effective manner. On the other hand, Gaki, Kontodimopoulos and Niakas (2013) stated that if the
organizations are not able to satisfy the Maslow needs of their employees than they will not be
able to improve job satisfaction level of the employees, which may lead to lower customer
services or lower customer satisfaction level. As well as, it may influence organizations
profitability.
Herzberg’s two-factor theory:
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According to Ghazi, Shahzada and Khan (2013), fulfillment of basic needs is not enough to
satisfy the employees. The self-actualization needs of the employees perform as a factor of job
satisfaction. The Herzberg's two-factor theory determines that there are two different variables in
job satisfaction, i.e. satisfies and dissatisfies. Satisfiers are the situations or things that lead to job
satisfaction in the workplace. The elements such as achievement, advancement, recognition and
responsibility contribute to high-level job satisfaction. These things are related to concrete
content in a job, which are also known as motivators or job-content factors. Conversely, Yusoff,
Kian and Idris (2013) determined that dissatisfies are those situations or things that lead to job
dissatisfaction. The elements related to organizational policies, working environment, salary and
supervision can contribute to employee job dissatisfaction. These things are associated with the
framework in which an employee performed the job. These things are also known as hygiene
factors or job-context factors.
2.5) Relationship among employee job satisfaction and customer satisfaction
in the hospitality industry of Japan
There is a great relationship between employee job satisfaction and customer satisfaction. In this
concern, Fock et al., (2011) determined that the satisfied employees work with more intention
and efforts to satisfy the customers through a higher level of services. The pleased employees in
hotels are expected to help the visitors with more pleasurable conduct and an advanced echelon
of consumer services. The organizations can produce further satisfying consumer experience,
enhance consumer loyalty and finally coerce increased organizational profitability. On the other
hand, Kara et al., (2012) stated that a lower level of employee job satisfaction and generally
lower employee confidence could pessimistically influence on an organization's operational
activities and hurt profitability. The lower employee morale leads to a lower level of employee
job satisfaction. Dissatisfied employees with their job will not work intentionally to achieve the
organizational objectives, which will influence customer services in an unfavorable manner. In
this concern, the employee job dissatisfaction may increase higher customer dissatisfaction in the
hospitality industry.
According to Raza et al., (2012), the hospitality organizations require to have attention on their
front-line employees as these employees have direct contact with daily customers. In luxury
hotels, the management has the relationship between customers and front-line employees at a
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central point as this relationship prepares a base to achieve the organizational objectives in an
effective manner. In this regard, the management needs to capture into consideration the
additional factors that yield the profitability at each level of the organization. Along with this,
Chen et al., (2011) stated that the hospitality organizations are investing in quality workers, a
technological implementation that supports to front-line workers, training and development
programs and compensation related to employee performance. The provided tools and skills
support the employees to improve the delivering customer services in an effective manner. As
well as, these tools and skills improve the employee satisfaction with improving the capabilities
of improving the customer services. In other words, the employee satisfaction elevates employee
productivity, which leads to better customer services and value for the customers. The value for
the customer leads to amplified customer loyalty and customer satisfaction through which the
hospitality organizations can retain the customers for long-term and promote their profitability in
the competitive business environment.
2.6) Recommendations to improve employee satisfaction to improve customer
satisfaction
In the competitive hospitality industry, it is essential for the hospitality organizations to satisfy
their employees to improve the customer satisfaction level. It is observed that the satisfied
employees with their job will work with more endeavors to deliver the customer services in an
effective manner. There are several ways that can be implemented by the hospitality
organizations in improving employee satisfaction to improve the customer satisfaction level
(Sageer et al., 2012). The organizations should implement these ways in their operational
activities to improve the attractiveness of the employees to their job and improve the customer
satisfaction.
Listening:
According to Menguc et al., (2013), the management should listen to their employees carefully
and approach them to ask questions and share their ideas regarding the working environment and
business concerns. It is a simple and effective procedure for the organizations to implement
satisfactory employee policies at the workplace. The organizations should listen carefully to the
extent of problems at the workplace before addressing the issues in employee satisfaction.
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Careful listening feels the employees that they are respected by the management, and they are
valuable to the company. As well as, the management can also get productive ideas from the
employees that can be implemented in improving their customer services in an effective manner.
Along with this, Brun and Cooper (2016) stated that listening is an effective way of resolving
conflicts in the workplace. The organizations can implement listening as a business strategy to
improve the employee satisfaction. Through the listening strategy, the management can know the
consumer perceptions and can implement an appropriate business strategy to improve the
customer services to improve customer satisfaction level.
Communication:
Furthermore, Men (2014) stated that communication is an essential element that can be used by
the hospitality organizations in improving the satisfaction level of the employees. The successful
organizations are using authentic communication as an essential constituent of employee
satisfaction. The duty of the organizations doesn't stop after a survey of employee satisfaction, as
it is the responsibility of the organizations to implement innovative ways of communication.
Therefore, the management should have proper communication with their employees to
eliminate the generating issues. In this concern, Vlachos et al., (2013) determined that most of
the issues occur when the employees are not pleased with their superior. Organizations must
communicate with their team members in an effective manner. For this, the manager should sit
with them, communicate with them and discover what they can do additionally for them. The
management can also implement technology to know to communicate and identify the issues in
human resources. For instance, the management can consider emails and messages in their
human resource procedure to communicate with the team members about their concerns from the
organization. In the technological world, it is an effective and quick way of authentic
communication. An authentic and effective way of communication motivates the employees and
believes them that they are valuable to the organization. This procedure improves employee
satisfaction and enables the employees to do better to provide better customers services, which
leads to improved customer satisfaction. The successful luxury hotels in Japan use the authentic
way of communication as a basic element of improving customer satisfaction through improving
employee satisfaction.
Organizational policies regarding employee health and wellness:
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Sageer et al., (2012) stated that the hospitality organizations must give priority to employee
health and wellness at the workplace. In an organization, the healthy employees will feel
protected and happy. The healthy and happy employees work more effectively as compared to
injured and unhappy employees. Favorable organizational policies would motivate the
employees to do their duties in a more productive manner and improve their satisfaction level.
The health policies will fix the hazards at the workplace that will be helpful in keeping the
employees for further achievements at their best. On the other hand, Mansoor et al., (2011) stated
that the insecure or unsafe environment would influence negatively to the employees as they will
feel unappreciated. For example, if an organization provides insufficient training programs about
the use of machinery and allows the minors to operate heavy machines without enforcing any
safety codes than the employees will think that the organization is not caring about their
happiness or well-being. In this situation, the employees can lead to less loyalty to the
organization and search other companies that enforce safety codes and take better care of the
workers. Therefore, employee safety and healthcare policies also play an essential role in
satisfying the employees to improve the customer satisfaction.
Transparency:
In the modern business environment, transparency is essential. In the words of Rothfelder et al.,
(2012), transparency can be used in improving the employee satisfaction level. Transparency is
helpful in making a better relationship between the employees and management with a solid
workplace. The employer can understand the role of each employee through transparency in the
workplace. In addition, Kim and Brymer (2011) stated that transparency includes board meet
desks, financials, management meeting desks and strategies that are essential for the employees
to stay aligned and informed with the company's vision. Transparent leadership provides a quick
solution to problems, which satisfies the employees with their job and motivates to work with
more efforts.
Growth and development programs:
Employee growth and development also improves motivation level and loyalty for the associated
organization. In this concern, He et al., (2011) stated that the organizations could improve
employee satisfaction by providing the growth and development opportunities at the workplace.
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The organizations can use training and development programs to increase the knowledge and
skills of their employees. The training and development programs are helpful in addressing the
weakness of the employees at the workplace. Training programs allow the management to
strengthen the employees and bring the employees at a higher level. Investment in training and
development programs presents that the employees are valuable for the company to achieve the
organizational goals and objectives. Along with this, Lee and Ok (2012) depicted that job
rotation strategy can be used by the organizations as a growth and development strategy. Job
rotation strategy is helpful in providing the opportunities of discovering the internal abilities and
revealing the employees to various tasks. This strategy enables the employees to improve their
understanding of different several organizational functions that can be helpful in developing their
professional career. Therefore, this growth and development strategy is also beneficial in
increasing job satisfaction and in turn loyalty and commitment. For instance, most of the
successful hotels are using job rotation strategy to eliminate the physical and mental stress from
a specific job. These organizations think that the job rotation strategy is helpful in reducing the
stress level of the employees and the stressful employees will be devoted to providing the
improved customer services.
Employee reward system:
In an organization, additional benefits or reward system motivates the employees to go beyond
and above. Some of the rewards systems may lead to cost, and some may lead to investment in
efforts and time, but all of these contribute to making the workplace more pleasant. In this
regard, Bushra et al., (2011) determined that the employees must be provided incentives for their
high-level achievements and hard work. The incentive policy in exchange for achievements can
improve the motivation level of the employees to demonstrate their worth. Through effective and
appropriate reward systems the organization can identify the potentials of their employees and
improve the organizational profitability. The rewarded employees will accomplish their
responsibility in better and effective manner to improve the customer services. In the hospitality
industry, the organizations can provide additional rewards such as incentive, holiday packages,
fringe benefits and other additional benefits for their employees to motivate and satisfy them
with their job. The employees will make efforts to improve the customer services to get the
additional benefits from the organization. As well as, Li et al., (2012) stated that the monetary
17

reward system plays an essential role in shaping job satisfaction in the workplace. It is a
fundamental element of job satisfaction as is has a dominant effect in improving employee
satisfaction with their job. The increasing requirements of the employees with high livelihood
expenses strengths the employees seeking for higher income, which can be fulfilled through
additional employee benefits. For instance, if the employees feel that they are not rewarded well
for their achievements, then emotional dissatisfaction may generate among the employees. The
emotional dissatisfaction will make the employees unsatisfied and unhappy with the
organization, which may influence to customers services and customer satisfaction level.
Therefore, it is essential for the organizations to implement an effective and attractive reward
system to improve employee satisfaction with their position in the organization.
2.7) Conceptual Framework
In a research study, the conceptual framework is developed to present the researcher's synthesis
about the literature review. In other words, the conceptual framework presents a researcher's
understanding of how different dependent and independent variables are conducted in the
research study (Wustenhagen and Menichetti, 2012). Therefore, the conceptual framework
identifies the required variables in achieving the research objectives. Based on the literature
review the conceptual framework is prepared as below:
18

The above conceptual framework is presenting that there are some independent variables such as
management relationship, organizational policies and employee satisfaction on which the
customer satisfaction is depended. In this concern, the hospitality organizations can achieve end
objective of customer satisfaction through making better management relationship, policies and
improving employee satisfaction.
2.7) Literature gap
The term literature gap is used to determine the gap between the existing between existing
literature review and current views on the similar issue. The research literature is presenting the
impact of job satisfaction on customer satisfaction in present time it is analyzed that leadership is
also playing an essential role in satisfying the employees and improving customer satisfaction,
which is not explored in the research literature. The literature review is describing that the
satisfied employees will improve the customer satisfaction, but in present time leadership and the
offers for the customers are also influencing to the customer satisfaction. It is observed that each
of the customers want to attain more from the associated organization. In this concern, it is
analyzed that organizations can satisfy their customer by offering attractive offers and discounts
on purchasing of their products and services. Therefore, the difference in the literature review
and current academic research is that literature review is describing that customer satisfaction
can be improved by satisfying the employees, but the current academic studies are presenting
that the organizations can improve customer satisfaction by offering attractive offers for the
customers.
The research study has significance in developing the understanding about there are different
ways to satisfy the customer rather than employee satisfaction. The outcomes of the research
study will be helpful in under sting these ways to improve customer satisfaction in different
manner.
19

Chapter 3: Research Methodology
3.1) Introduction
Research methodology is a systematic framework used by a researcher to determine the different
outcomes or results associated with the research problems or issues. In this section, different
research methodologies and research approaches are used to accomplish the research study in a
successful manner. Research methodology includes research philosophy, research design, and
research approach, different collections method for data and type of data as well as population
size with the sampling methods that can be used in the research project (Smith, 2015). The
research methodology is helpful in achieving different objectives for the research study. As well
as, the research methodology is also signifying the significance of diverse perception accepted to
overcome entire issues allied with the research study.
3.2) Research Onion
The research onion is developed to depict the stages of through which the researchers formulate
an effective research methodology and accomplish the research study. In the research onion, the
first step is a selection of research philosophy and the second step is selecting an appropriate
research approach. The third step is a selection of an appropriate research strategy and fourth
step identifies the time horizon (Taylor et al., 2015). The next or fifth step determines data
collection methodology in the research study. Research onion is beneficial for the researcher in
creating a series of steps under which the methods of data collection can be recognized in a
systematic manner.
20

3.3) Research Philosophy
The term research philosophy is considered as an essential part of the research methodology
which is commonly utilized to attain the complete information about the research issue. In order
to select appropriate research philosophy, different perspectives such as assumptions, concepts,
shared views, ideas or practices are considered to carry out the research methodology in the most
significant manner. Research philosophy is considered as essential vital aspect for the research
investigation to improve and expand understanding as per the necessity for the research topic. In
this concern, research philosophy is helpful in enhancing the significance and reliability of
different perspectives conducted with the research procedures (Rubin and Babbie, 2016).
Research philosophies are helpful in analyzing the impact of employee satisfaction on customer
satisfaction. Mainly, three types of research philosophies can be used by the researchers in a
research study. These research philosophies are positivism philosophy, Interpretivism philosophy
and realism philosophy. In positivism research philosophy, different types of analytical tools and
quantitative data are used to resolve the research issue and obtain the research objectives in an
effective manner. Therefore, this research philosophy is used in quantitative researches. As well
21

as, different types of assumptions and hypothesis are considered in positivism philosophy to
obtain the research outcomes in a reliable manner. On the other hand, Interpretivism research
philosophy is appropriate for qualitative researches, where the qualitative data such as
experiences, views, emotions or statements of different research participants are collected
through survey and interviews to conduct the research objectives in a most significant manner
(Schwab, 2013). In addition, the realism philosophy considers the data based on a situation or
condition that happened in previous events.
Based on the above discussion it is analyzed that positivism research philosophy is appropriate
philosophy, as it enables the researcher to understand different perceptions or experiences of the
employees from their position in the organization (Sekaran and Bougie, 2016). This research
philosophy is helpful in evaluating the role of different training and development programs and
organizational policies in employee satisfaction and increasing their performance to satisfy the
customers in the hospitality industry of Japan. The interaction of management with the
employees is critical in order to evaluate the impact of job satisfaction on customer satisfaction
or provide subjective solutions for the research issues. The research study is chiefly focused on
the investigation of the impact of employee satisfaction on customer satisfaction in a luxury hotel
in Japan.
3.4) Research Approach
The research approach is considered as an essential aspect of a research study and research
methodology, which is used by the researcher in analyzing different perspectives of the research
issue. The research approaches are also helpful in analyzing the key areas associated with the
research objectives that made the research study more realistic. There are two research
approaches that can be used by the researcher in accomplishing the research study in a successful
manner during the research investigation. The research approaches are inductive research
approach and deductive research approaches that can be considered by the researcher during
research investigation in the most efficient manner (Mertens, 2014). In some situations, mixed
research approach can be considered by the researcher to accomplish the research objectives
inconsistent manner. The deductive research approach is generally used in designing a
hypothesis for the concerned research topic. The hypotheses are prepared based on the laws and
theories that are previously designed by the researcher. On the other hand, the inductive research
22

approach is normally used to collect the data from different sources to make detailed
observations from the research participants (Ritchie et al., 2013). The theoretical aspects are
designed in the inductive approaches that are based on several aspects of social perspectives.
The researcher used a deductive research approach to generate hypothesis information from the
existing theories related to the impact of employee satisfaction on consumer satisfaction. The
deductive research approach is used by the researcher with keeping in outlook the limited time
strain and limited resources that are available easily upon which incidents are interpreted. In
addition, the use of the deductive approach became helpful in narrowing down the research
investigation to significant variables, instead wide-ranging of variables. As the deductive
research approach is commonly used with positivism research, therefore the researcher was
confident with the implication of a deductive approach in investigating the impact of employee
satisfaction on customer satisfaction.
3.5) Research Design
In a research methodology, the element research design plays an essential role to ensure that the
user information from different sources is directly associated with the research issue. It is
essential for the researcher to note that there is no uncertainty and ambiguity initiated with regard
to the research issue. There are three types of the method in order to determine that the chosen
research approach is carrying out the research objectives inappropriate manner (Best and Khan,
2016). The research can be designed into three different methods namely are quantitative,
qualitative and mixed methods. The qualitative research design method is used by the researcher
when the researcher uses a survey, interviews and questionnaire techniques to collect the
information from the research participants. This research design is related to theoretical aspects
that take into description the feelings and emotions of the research participants. In contrast, the
quantitative research design method is used by the researcher in various statistical tests of the
collected data. In addition, the mixed approach refers to the combination of both the quantitative
and qualitative designs that undertake the research issue where the single research design is not
enough.
In this research study, a quantitative research design is utilized to assess the role of employee
satisfaction on consumer satisfaction in luxury hotels in Japan. The use of quantitative design has
provided the researcher with an ability to utilize statistical procedures to determine the strength
23

of relationship and relationship between the dependent and independent variables. In addition,
the quantitative research design also enables the researcher to find the most feasible solution of
the research issue. Different data analysis techniques or tools can be utilized in obtaining
required information or facts from participants that will be helpful in organizing the entire
research project in more eloquent mode.
3.6) Research Strategy
The research strategy is considered as an essential element of the research study. A researcher
can use research strategy in designing an adequate plan to obtain the research objectives in the
most effective conduct. The research strategy identifies trends or processes through which the
research can be accomplished in the most effective and significant manner. A research study
provides several norms of using an appropriate research strategy using different tools or
techniques that have been recognized to conduct the research study and research objectives
inappropriate manner (Bozeman and Boardman, 2014). It is also helpful in eliminating different
issues during the collection of relevant information. From the different research studies, it is
analyzed that a research strategy includes different terms such as surveys, grounded theories,
action research, grounded theory, case studies and ethnomethodology in order to obtain the
research objectives in an efficient manner.
In this research study, the survey method is used as a research strategy to collect the relevant
information from the research participants. Survey strategy is an efficient and value method
through which the researcher can collect relevant information at less cost of time and money
(Bryman and Bell, 2015). In addition, it is the essential and reliable strategy for collecting
valuable data from the research participants.
3.7) Data Collection Methods
Data collection methods are considered as a technique of collecting relevant information
regarding the research issue. There are several methods of collecting both primary and secondary
data collection. The primary data can be collected through a focus group, observation, survey,
interviews, and different ethnographies methods inefficient manner. On the other hand, the
secondary data can be collected from online journals, articles or magazines, government or
census data, online portals, blogs, annual reports and other resources (Creswell, 2013).
24

The primary data collection method includes the personal meetings and interviews on the
telephone. Interview and personal meetings can be formatted into three ways structured,
unstructured and semi-structured to collect the primary data. The research can use open-ended or
close-ended questions from the research participants during the research study. Under
observation method, the target groups are preferred to obtain the perspective for the research
study. The observation method is helpful in obtaining both qualitative and quantitative data. In
addition, the case studies can be used in collecting the observations from the research
participants and understand the entire research study in a practical manner. The survey is an
effective method of collecting relevant data from the research participants through a systematic
questionnaire based on different aspects of the research objectives (Creswell and Poth, 2017). In
the survey method, a questionnaire is developed to obtain the adequate opinions of the research
participants on the research issue. It is an effective method of collecting reliable and valuable
primary information regarding the research issue.
On the other hand, online journals and articles can be used as secondary data collection method
to obtain the research objectives. Online portals and different websites can be used as secondary
data collection method to collect the most genuine and feasible information regarding the
research issue (Ioannidis et al., 2014). In addition, the annual reports of the companies can also
be used to collect the statistical information and evaluate the research objectives in an effective
manner. It is an effective way of collecting large information regarding the research issue, but it
provides past information regarding the research issue that can influence the outcomes of the
current research.
As the research study is quantitative, therefore both primary and secondary data are used to
obtain the most reliable and valuable outcomes from the research outcomes. The primary data
are collected through the survey of different managers of luxury hotels in Japan. As well as, the
secondary data are collected from different books, journals, articles and newspapers that are
related to the research issue (Hancock and Algozzine, 2016).
3.8) Construction of the Questionnaire
A structured questionnaire is used by the researcher in order to collect the views and opinions of
the research participants. The researcher prepared a questionnaire based on the literature review
and the involvement of the research participants in the organizational policies to improve the job
25

satisfaction in the workplace (Herr and Anderson, 2014). The questionnaire is distributed
through emails to the research participants in order to get their opinions on the research issue in a
quick manner.
3.9) Sampling Method
In order to accomplish the research study in feasible manner, it is essential for the researcher to
select an appropriate sampling method. The selection of sampling is depended on the number of
samples conducted in the research study. The researchers can employ non-probability or
probability methods in order to select the desired sample from the specified population (Flick,
2014). The probability sampling methods is an effective method of sampling, which provides
equal opportunities to each research participants and reduces the chances of business in the
selection of samples. The probability sampling method mainly includes stratified sampling,
cluster sampling, simple random sampling and systematic sampling. The simple random
sampling method is considered as a straightforward method of probability sampling. In this
method, the researcher selects the research participants on a random basis and provides equal
opportunity to the research participants provide their views. In non-probability sampling method,
the research participants not get equal chances to provide their views on the research issue,
which improves business in the research process and research outcomes.
In this concern, the simple random sampling method is used in this research study by the
researcher in order to collect the relevant information from the research participants. Simple
random sampling method does not bound the researcher to choose the sample size from the
target population. In this research study, 50 employees are selected from Grand Hyatt Tokyo as
sample size. These employees are working at a managerial level in the hotel's different hotels.
These employees will be able to provide a relevant answer to the research questions of the
provided questioner.
3.10) Data Analysis Plan
The collected data through the close-ended questionnaire are analyzed by the use of regression
analysis carried out by the use of SPSS. In addition to this, the results and findings are crossed
verified by the information gathered by reviewing the available literature in order to evaluate the
validity and reliability of the obtained research outcomes. In addition to this, the hypothesis is
also being tested on the basis of the findings and results obtained by interpreting the collected
26

data. These analytical tools are used in an effective manner to identify the relationship between
the identified dependent and independent variables. It is a reliable way of analyzing the collected
data in a most reliable manner.
3.11) Accessibility Issues
In a research study, the accessibility issue is an essential issue, which can influence the research
outcomes. The accessibility issues can be the issue of vague if the researcher cannot access the
relevant information. Although the research study is conducted in the hospitality industry of
Japan, the researcher employed the questionnaire based on the theoretical aspects to collect the
relevant information. In this concern, it is analyzed that the researcher was capable of accessing
the necessary information to attain the proposed research objectives.
3.12) Ethical Issues
The ethical consideration plays an essential role in accomplishing the research project in a
significant manner. In this research study, the ethical consideration is concerning confidentiality
through the signature of entire respondents associated with the specific research study. In
addition, the personal information of the respondent is secured at the time of final outcomes to
make a long-lasting and healthy relationship with the respondents. During the collection of
secondary data, the copyright and patent issues are considered by the researcher in a proper
manner. Copyrights, patents and other forms of intellectual property are respected in a proper
manner by taking permission from the publishers. As well as, the collected secondary data are
cited correctly with full reference to ensure that the data are not plagiarized. Simultaneously,
complete secondary data are written cautiously with the authentic meaning of the words.
3.13) Research Limitations
There are several limitations of the research that can limit and reduce the reliability of the
research outcomes. There was the limit of time frame and budget that have hindered the
collection of authentic data from the secondary sources. In addition, the sample size was 50
employees, which is not enough to evaluate the research objectives in an effective manner. The
sample size is presenting that the research outcomes are not perfect views of the whole
population of the employees in the hospitality industry. Additionally, the survey strategy is used
in this research study, which is based on close-ended questions. Therefore, the researcher cannot
27

get personal opinions from the research participants about the research issue, which restricts the
effectiveness of the research study.
3.14) Summary
It is analyzed that planning for a research study is a critical process for the researcher. However,
it is essential for the researcher to prepare an effective research methodology to obtain the
research outcomes in an effective manner. The positivism research philosophy is presenting the
views and opinions of the research participants about the organizational efforts that can improve
the employee satisfaction in the hospitality industry. In addition, both primary and secondary
data are used by the researcher resourcefully, which are improving the research outcomes in an
effective manner. In addition, the primary data are supported by the existing literature in an
effective manner to improve the reliability of the research outcomes.
3.15) Research timescale
In a research study, the timescale is used to evaluate the feasibility of the associated project.
Trough the timescale, the researcher scales out needed time for each activity of the research
project. In this concern, it is essential to execute the research activities in a planned manner to
accomplish the research objectives on time. Therefore, the researcher requires producing an
effective timescale to attain defined research aim. The researcher can use a Gantt chart to make a
timescale to accomplish the research study in appropriate manner. The below Gantt chart is
describing the timescale for each of the research activity:
Name of research activities Total Weeks
1 2 3 4 5 6 7 8 9
An assortment of the research issue
Make research proposal
Submission of the research proposal
Approval from the supervisor on the research
proposal for further research
Presenting literature review
28

Selection of data collection methods
Selection of sample size
Conducting survey through questionnaire
Categorize the collected data
Analysis of the research outcomes
Formulate the research report and final
submission
From the above Gant chart, it is analyzed each of the research activity needed different time to
accomplish the research study effectively. In addition, the timescale helped in enhancing the
understanding towards the research issues.
Chapter 4: Data Analysis and Interpretation
4.1) Introduction
This section provides the information related to the results and findings gained from the analysis
of the data gathered by the use of primary data collection method, i.e. survey through
questionnaire method. The collected data will be analyzed by the use of regression analysis
carried out by the use of SPSS. In addition to this, the results and findings are crosses verified by
the information gathered by reviewing the available literature in order to evaluate the validity
and reliability of the results obtained from the research. In addition to this, the hypothesis is also
being tested on the basis of the findings and results obtained by interpreting the collected data.
4.2) Analysis of the results of primary research
Gender (Question1):
29

Statistics
Gender
N Valid 50
Missing 0
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Masculine 15 30.0 30.0 30.0
Feminine 35 70.0 70.0 100.0
Total 50 100.0 100.0
From the above table, it is found out that out of 50 respondents 15 are males and
remaining are females. It is also found out that the mode of the population is females as there is a
presence of highest frequency of females in the population. This indicates that there is an
existence of the 70% of the female respondents in the population.
Age (Question2):
Statistics
Age
N Valid 50
Missing 0
Mean 2.5800
Median 3.0000
Mode 3.00
30

Age
Frequency Percent
Valid
Percent Cumulative Percent
Valid 18-24 years 13 26.0 26.0 26.0
25-33 years 7 14.0 14.0 40.0
34-44 years 18 36.0 36.0 76.0
44 or more years 12 24.0 24.0 100.0
Total 50 100.0 100.0
The above table indicates that majority of the respondents belong to the age group of 25-
33 years, i.e. 7 respondents. In addition to this, it is also analyzed that 18 respondents belong to
the age group of 34-44 years. Besides this, there are 13 respondents that belong to the age group
of 18- 24 years. Apart from this, there are 12 respondents who are more than 44 years old. It is
also indicated that the highest frequency is of the people who belong to the age group of 34-44
years.
Experience (Question3):
Statistics
Experience
N Valid 50
Missing 0
Mean 2.3000
Median 2.0000
Mode 1.00
31

Experience
Frequency Percent Valid Percent
Cumulative
Percent
Valid Up to 3 years 16 32.0 32.0 32.0
4 to 8 years 15 30.0 30.0 62.0
9 to 18 years 7 14.0 14.0 76.0
19 and more years 12 24.0 24.0 100.0
Total 50 100.0 100.0
It is identified that there are 7 respondents that have an experience of 9-18 years. In
addition to this, it is also found out that approximately 30% of the respondents have an
experience of 4-8 years. Approximately 16 respondents have a work experience of up to three
years in the industry. There are 12 respondents that have a work experience of more than 19
years in the industry.
Role of Employee Job Engagement to Improve the Customer Satisfaction (Question4):
Employee Job Engagement to Improve the Customer Satisfaction
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly agree 27 54.0 54.0 54.0
Agree 19 38.0 38.0 92.0
Neutral 4 8.0 8.0 100.0
Total 50 100.0 100.0
Interpretation
From the above table, it is clear that out of 50 respondents, 27 of them are strongly
agreeing that if their company is promoting their engagement in job then this will help into
customer satisfaction. While 19 out of total 50 respondents are only agreeing upon the above
point and rest 4 are neutral.
32

Key drivers of employee job satisfaction (Question5):
Key drivers of employee job satisfaction
Frequency Percent Valid Percent Cumulative Percent
Valid
Attractive salary 21 42.0 42.0 42.0
Empowerment of the
employees 9 18.0 18.0 60.0
Working environment of
the organization 20 40.0 40.0 100.0
Total 50 100.0 100.0
Interpretation
It is clearly observed from the above indicated table that majority of respondents agree
with regard to an attractive salary as key driver of level of for job satisfaction, while 9 of them
regard empowerment given to them as key driver of for satisfaction. Rest 20 out of 50
respondents included that good working environment is the driver of their job satisfaction.
Employee satisfaction improves customer satisfaction (Question6):
Satisfied employees will satisfy customers in viable
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly agree 32 64.0 64.0 64.0
Agree 14 28.0 28.0 92.0
Neutral 4 8.0 8.0 100.0
33

Total 50 100.0 100.0
Interpretation
From the above table, it is concluded that 32 of respondents are strongly agreeing that if
they are satisfied with the job which is done by them then they will be able to satisfy their
customers. While 14 of them are only agreeing upon this fact and 4 of them were neutral upon
this.
Effect of CRM practices on customer satisfaction (Question7):
Satisfied that CRM practices are effective in improving customer
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly satisfy 14 28.0 28.0 28.0
Satisfy 22 44.0 44.0 72.0
Neutral 14 28.0 28.0 100.0
Total 50 100.0 100.0
Interpretation
All kinds of CRM practice will be effective in ways of improving customers’ satisfaction
in this context; and about 14 respondents are strongly satisfied with it and 22 of them were
satisfied by this. While 14 were there who were neither satisfied nor dissatisfied so they did not
indicted anything specifically onto this topic and they were neutral.
Satisfied and Pleased Employees improve customer service (Question8):
Satisfied and Pleased Employees improves customer service
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly agree 27 54.0 54.0 54.0
Agree 19 38.0 38.0 92.0
34

Neutral 4 8.0 8.0 100.0
Total 50 100.0 100.0
Interpretation
It is worth noticing from the above table that satisfied and pleased employees of
organisation are always helping company in improving customer service. So in this context it
could be measure that 27 of respondents strongly agree that satisfied employees will be helping
in improving customer service. 19 of the only agreed on this topic and 4 of them were neutral
upon it.
Improvement in employee and customer satisfaction (Question9):
Organizations can improve employee performance
Frequency Percent Valid Percent Cumulative
Percent
Valid
Investment in
technological
implementation
8 16.0 16.0 16.0
Implementing training and
development programs 28 56.0 56.0 72.0
Investing in recruitment of
quality workers 7 14.0 14.0 86.0
Enhancement in
compensation related to
employee performance
7 14.0 14.0 100.0
Total 50 100.0 100.0
Interpretation
From the above table, it could be interpreted that most of the respondents, which are 28
of them said that if an organisation is implementing training and development program then they
35

will be improving their performance and customer satisfaction. While 8 of them said that it could
be done by Investment in technological implementation, 7 of them said by Investing in
recruitment of quality workers and 7 of them said that by enhancing compensation of employees
company can improve performance of workers and customer satisfaction as well.
Ways that facilitates in improving employee satisfaction (Question10):
Ways that can be adopted by an organization to improve
Frequency Percent Valid Percent Cumulative Percent
Valid
Listening and
communication with the
employees
25 50.0 50.0 50.0
Organizational policies
regarding employee health
and wellness
9 18.0 18.0 68.0
Transparency and
employee reward system 9 18.0 18.0 86.0
Employee growth and
development programs 4 8.0 8.0 94.0
All of the above 3 6.0 6.0 100.0
Total 50 100.0 100.0
Interpretation
There are number of ways which will be improving employee’s satisfaction so 25 of them
indicated that listening to communication with employees will be best technique to improve
satisfaction among employees. 9 of them indicated organisation policies regarding employee’s
health and wellness should be adopted by company while 9 of them said that there must be
transparency and employee reward system. Rest 4 of them regarded employee growth and
development program as essential.
36

Basic needs of employees for motivating and satisfying employees (Question11):
Basic needs of employees to motivate and satisfy them with job
Frequency Percent Valid Percent Cumulative Percent
Valid
Provides Pay and Benefit 21 42.0 42.0 42.0
Offer the opportunities to
develop their jobs 16 32.0 32.0 74.0
Career growth 5 10.0 10.0 84.0
Supportive and fair
workplace environment 8 16.0 16.0 100.0
Total 50 100.0 100.0
Interpretation
There are some basic needs of employees that must be full filed so that they are
motivated with their job 21 of them said that providing pay and benefits are vital. 16 of them said
that offering them opportunities to develop their jobs is required. 8 of them said that if company
is supportive and workplace environment is fair then employees will be motivated and rest 5 of
them said this about growth in their career is important.
Significance of employee growth and development programs for employees (Question12):
Employee growth and development programs are crucial for everyone
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly agree 23 46.0 46.0 46.0
Agree 24 48.0 48.0 94.0
Neutral 3 6.0 6.0 100.0
Total 50 100.0 100.0
Interpretation
Employee growth and development programs are very much significant by this statement
about 23 of the respondents strongly agreed upon. 24 of them were only agreed on this point and
3 of them were neutral on this.
37

Organizational policies related to employee health and wellness programs improve employee
satisfaction (Question13):
Organizational policies of employee health wellness programs
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly agree 16 32.0 32.0 32.0
Agree 24 48.0 48.0 80.0
Neutral 10 20.0 20.0 100.0
Total 50 100.0 100.0
Interpretation
Another way in improving employee satisfaction is establishing organizational policies
for their health and wellness. In this regard 16 of them strongly agreed upon it, 24 of them were
only agreeing on it and 10 of them were neutral.
Employee reward system helps in improving employee satisfaction to improve customer
satisfaction (Question14):
Employee reward system for improving effectiveness of employee
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 50 100.0 100.0 100.0
Interpretation
All the 50 respondents said that if company is having or implementing very good reward
system so this will be improving their level of satisfaction and then leading to improve the
customer’s satisfaction as well.
H0: There is a positive relationship between employee satisfaction and customer satisfaction
H1: There is a negative relationship between employee satisfaction and customer satisfaction
Descriptive Statistics
38

Mean Std. Deviation N
Satisfied employees will satisfy customers
in viable 1.44 .644 50
Employee job engagement is effective to
improve customers 1.54 .646 50
Employee growth and development
programs are crucial for everyone 1.60 .606 50
Employee reward system for improving
effectiveness of employee 1.00 .000 50
Correlations
satisfied
employees
will satisfy
customers
in viable
Employee
job
engagement
is effective
to improve
customers
Employee
growth and
developmen
t programs
are crucial
for
everyone
Employee
reward
system for
improving
effectivenes
s of
employee
Pearson
Correlation
Satisfied employees
will satisfy customers
in viable
1.000 .595 .565 .
Employee job
engagement is
effective to improve
customers
.595 1.000 .459 .
Employee growth
and development
programs are crucial
for everyone
.565 .459 1.000 .
39

Employee reward
system for improving
effectiveness of
employee
. . . 1.000
Sig. (1-tailed)
satisfied employees
will satisfy customers
in viable
. .000 .000 .000
Employee job
engagement is
effective to improve
customers
.000 . .000 .000
Employee growth
and development
programs are crucial
for everyone
.000 .000 . .000
Employee reward
system for improving
effectiveness of
employee
.000 .000 .000 .
N satisfied employees
will satisfy customers
in viable
50 50 50 50
Employee job
engagement is
effective to improve
customers
50 50 50 50
Employee growth
and development
programs are crucial
for everyone
50 50 50 50
40

Employee reward
system for improving
effectiveness of
employee
50 50 50 50
Variables Entered/Removeda
Model Variables Entered Variables Removed Method
1
Employee growth and
development programs are
crucial for everyone
Employee job engagement is
effective to improve
customers b
. Enter
a. Dependent Variable: satisfied employees will satisfy customers in viable
b. All requested variables entered.
Interpretation:
From the above table it could be indicated that the dependent variable in this test is
satisfied employees will satisfy customers in viable while the independent variable are Employee
growth and development programs are crucial for everyone, Employee job engagement is
effective to improve customers and Employee reward system for improving effectiveness of
employee. So after putting the regression tests it is quite clear that dependent variable is
depending upon all the other independent variables.
This shows that if satisfied employees need to satisfy their customers then they need to
have growth and development programs, job engagement will be effective and reward systems
will also be improving the effectiveness of employees of Hospitality industry.
Model Summary
R Change Statistics
41

Mod
el
R
Square
Adjusted
R Square
Std. Error
of the
Estimate
R Square
Change
F
Change
df1 df2 Sig. F
Change
1 .680a .462 .439 .482 .462 20.160 2 47 .000
a. Predictors: (Constant), Employee growth and development programs are crucial for everyone
Employee job engagement is effective to improve customers
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 9.383 2 4.691 20.160 .000b
Residual 10.937 47 .233
Total 20.320 49
a. Dependent Variable: satisfied employees will satisfy customers in viable
b. Predictors: (Constant), Employee growth and development programs are crucial for everyone
Employee job engagement is effective to improve customers
Interpretation:
From the above table which is showing relationship between all the variables with one
another is concluded that it is having significant relationship among all of them as the regression
between them is .000b. So the null hypothesis H0 is in favour this shows that there is positive
relationship between employee satisfaction and customer satisfaction.
Coefficients
42

Model Unstandardized
Coefficients
Standardi
zed
Coefficie
nts
t Sig. 95.0% Confidence
Interval for B
B Std.
Error
Beta Lower
Bound
Upper
Bound
1
(Constant) .158 .215 .738 .464 -.273 .590
Employee job
engagement is
effective to
improve
customers
.424 .120 .425 3.532 .001 .183 .666
Employee growth
and development
programs are
crucial for
everyone
.393 .128 .369 3.067 .004 .135 .650
a. Dependent Variable: satisfied employees will satisfy customers in viable
4.3) Relating the Findings of Primary Research with Literature
It is found out that employee engagement facilitates in the improvement in the customer
satisfaction. This is also supported by the views of Gursoy (2012) who stated that the
organizations implement different policies related to emotional intelligence practices by way of
fulfilling the roles and responsibilities for the improvement of the job satisfaction level of the
employees to create a supportive work environment. In addition to this, Li et al. (2012) also state
that empowerment of the staff members also contributes towards the improvement of employee
satisfaction which in turn improves the level of customer satisfaction.
It is also found out that there are different factors that trigger an improvement in employee job
satisfaction such as the working environment of the organization, attractive salary, organizational
43

policies and empowerment of the employees. This has been supported by Li et al. (2012) as it
has opined that there are several factors which contribute towards an increase in employee
satisfaction such as empowerment of staff members, wonderful salary and recognition of
excellent performance.
It is also found out that majority of the respondents strongly agreed that satisfied
employees lead towards increasing the satisfaction level of the customers in a viable manner. It
has been supported by Lee and Ok (2012) as they have stated that the employees who are
satisfied and highly motivated results in improving their efforts for the attainment of the high
level of customer satisfaction by providing improved customer service. In this manner, increased
employee satisfaction leads towards the provision of high-quality services to customers to
achieve a high level of customer satisfaction. In a similar manner, Zopiatis et al. (2014) also state
that there is an increased and significant impact of employee satisfaction on customer
satisfaction as satisfied employees are motivated to provide improved services to customers in
order to attain a high level of customer satisfaction. Besides this, Zhao et al. (2011) also have a
view that there is an existence of a positive relationship between the quality of customer service
and employee job satisfaction.
It is found out that most of the respondents believe that the implementation of effective
CRM practices results in the attainment of improved customer satisfaction in the hospitality
industry. In support of this, Hassan et al. (2015) stated that efficient CRM practices are helpful in
satisfying the needs of the customers in an effective manner. For this purpose, there is a need to
fulfill the expectations, feelings and wishes of the customers that denote the attainment of the
high level of customer satisfaction. Along with this, Musa et al. (2011) state that the companies
in hospitality industry put emphasis on the moment of truth and emphasizes on the touch points
which facilitates in the attainment of the feedback from the visitors that helps in the creation of
the effective policies for the purpose of attracting more number of customers.
It is identified that most of the respondents believe that pleased and satisfied employees work
with increased dedication for improving the customer service. In support of this, Fock et al.
(2011) stated that satisfied employees work with dedication and with improved efforts to satisfy
the customers by providing improved quality of products and services. The pleased employees
help visitors in the hotels by demonstrating pleasurable conduct to provide high-quality customer
services. This also helps in the enhancement of the customer loyalty to increase the profitability
44

of the organization. In a similar manner, as per the views of Kara et al. (2012), low level of
employee satisfaction towards job results in lowering their confidence level which has a
significant impact on the operational activities of the organization and its profitability. Along
with this, dissatisfied employees do not have an intention to achieve organizational objectives in
an effective manner and has a negative influence on customer services.
It is identified that there is a presence of several factors that are responsible for affecting
the employee performance and customer satisfaction in a positive manner such as the
implementation of training and development programs, investment in the recruitment of quality
workers, investment in technological implementation and enhancement in compensation related
to employee performance. This is supported by the views of Chen et al. (2011) who has a view
that in order to improve the employee performance in the hospitality industry, the companies are
making an investment in technological implementation, quality workers and training,
development and compensation programs.
The different ways that can be adopted by an organization for the purpose of
improvement in employee satisfaction include employee growth and development programs,
listening and communication with employees, transparency and employee reward system and
organizational policies related to health and wellness of the employees. In relation to this,
Menguc et al. (2013) stated that the manager should carefully listen to the views of the
employees so that they can feel respected and motivated. It also helps in the effective conflict
resolution.
In a similar manner, Men (2014) also stated that the hospitality organizations should
regularly communicate the relevant information to the employees so that they can easily handle
the grievances of the customers in an effective manner which in turn helps in the improvement in
the employee performance and customer satisfaction.
In a similar manner, Sageer et al (2012), the hospitality organizations that gives priority
to the health and wellness of the employees at the workplace results in the achievement of high
level of employee satisfaction and they are highly motivated to provide improved services to
customers in order to get a high level of customer satisfaction. Besides this, Rothfelder et al.
(2012) state that transparency in communication and the activities carried out in the organization
results in the attainment of a high level of employee satisfaction. Besides this, He et al. (2011)
states that organization and implementation of different growth and development programs
45

facilitates in improving the level of motivation and loyalty of employees towards the
organization. Organizations implement different training and development programs which
facilitates in enhancing the knowledge and skills of the employees in the organization.
It is also found out that majority of the respondents believe that presence of supportive
and fair work environment helps in improving the level of job satisfaction and increases the
motivation level of the employees in an effective manner. It is also supported by the views of
Park and Gursoy (2012) who states that the companies are establishing a peaceful and productive
work environment by fulfilling their roles and responsibilities for the purpose of improving job
satisfaction level of the employees in an effective manner.
It is also found out that the implementation of the employee growth and development
programs are crucial for the employees to achieve a high level of customer and employee
satisfaction. It is supported by the views of He et al. (2011) as they have a view that the
employee satisfaction can be improved by the provision of growth and development
opportunities at the workplace. There is a necessity to use training and development programs
for the purpose of enhancing the knowledge and skills of the employees. It is helpful in assessing
the weakness and developing their strengths by providing appropriate training to them which in
turn facilitates in achieving the organizational goals and objectives in an effective manner.
Besides this, Lee and Ok (2012) also supported it by the way that adoption of job rotation
strategy helps in the growth and development of the employees as it helps in discovering the
internally hidden abilities of the employees by providing them with the opportunity to different
employees to carry out different tasks. This is the commonly used strategy in the hospitality
industry by providing employees with the opportunity to carry out different tasks to develop their
professional career. This helps in improving the level of job satisfaction and enhancing the
loyalty and commitment of the employees towards the organization.
It is also found out that majority of the respondents believe that the adoption and
implementation of the employee health and wellness programs facilitate in improving the
satisfaction level of the employees. In relation to this, Sageer et al. (2012) state that the existence
of health and wellness of the employees at the workplace results in the development of the
feeling of protected and happy. It is also found out that the work performance of healthy and
happy employees work in an effective manner in comparison to injured and unhappy employees.
The presence of policies related to health and wellness helps in increasing the productivity and
46

satisfaction level of the employees in the organization. In a similar manner, Mansoor et al.
(2011) stated that the presence of insecure and unsafe environment has a great negative influence
on the performance of employees. It is essential for the organizations to provide appropriate
training to employees regarding the use of different tools and machines used in the organization
in order to maintain the well-being and happiness of the employees in the organization.
Therefore, it is found out that the adoption of healthcare and safety policies to increase the
satisfaction level of the employees in order to attain a high level of customer satisfaction.
It is also found out that the implementation of an effective employee reward system helps
in improving the effectiveness of the employee performance which in turn improves customer
satisfaction. In support of this, Bushra et al. (2011) state that it is necessary for the organisation
to provide incentives to employees in order to motivate them for displaying their worth. It also
helps in the identification of the potential of the employees to improve the profitability of the
organization. The provision of rewards to the employees results in the accomplishment of the
responsibility in an effective and better way to improve the customer service. It is also identified
that in the hospitality industry, additional rewards have been given to the employees such as
holiday packages, fringe benefits and incentives to motivate and satisfy the employees so that
they can provide a high quality of customer service. Besides this, Li et al. (2012) state that the
provision of monetary rewards to employees results in building an improved job satisfaction
among the employees in the organization. This facilitates in providing emotional satisfaction to
employees as it helps in making employees happy and satisfied.
4.4) Testing of Hypothesis and Results
From the above analysis, it is found out that the null hypotheses related to the relationship
between employee satisfaction and service level are rejected as it is found out that presence of
high level of employee satisfaction results in attainment of a high level of customer service. In a
similar manner, the hypothesis created related to the examination of the relationship between
service level and customer satisfaction is rejected an alternative hypothesis is accepted. These
hypotheses are evaluated on the basis of the results obtained by carrying out primary research. It
is found out that it is essential for the companies to adopt different practices in order to attain a
high level of employee satisfaction as it helps in providing a high quality of services to
customers.
47

Besides this, provision of high quality of products and services to customers results in the
attainment of a high level of customer satisfaction. The main reason behind it is that it helps in
creating the value for the customers in an effective manner. The provision of keeping the
emphasis on fulfilling the basic needs of the employees helps in the attainment of high level of
employee satisfaction in an effective manner. It is essential for the companies to provide training
to the employees which help them to understand the requirements of the customers in an
effective manner which results in the attainment of the high level of customer satisfaction.
Nowadays, organizations focus on fulfilling the requirements of the employees by the way of
adoption of different strategies which results in the increase in the loyalty and commitment level
of the employees and motivates them to attain high level of customer satisfaction as it helps in
the attainment of competitive advantage over other players in the market and maintain its
sustainability.
48

Chapter 5: Conclusion and Recommendations
In this chapter, the findings from the data analysis is determined with conducting the
research objectives in proper manner. This section will be helpful in determining the results of
the research outcome and recommendations for the organizations to improve employee
satisfaction and customer satisfaction.
5.1) Conclusion
Sustainable growth of the organizations depends on employee satisfaction:
From the analysis of collected data, it is observed that employee satisfaction is a foremost
element at the workplace to stay the happy and deliver their best for the organization. The
satisfied employees remain loyal for the organization and work their best to achieve the
organizational objectives. In other words, the sustainable growth of an organization depends on
employee benefits provided by the organization or employee satisfaction at the workplace. Each
of the employees has many expectations from the associated organization. In this concern, it is
essential for the organization to make efforts and implement benefits for the employees to
motivate them. The motivated employees will work with more efforts to achieve the
organizational objectives and provide better customer services. The employees require being
enthusiastic toward their work, which is possible only when the employees are pleased with their
job. In this concern, employee satisfaction escorts to optimistic ambience at the workplace to
improve the customer satisfaction.
Employee engagement is essential for employee satisfaction:
The research findings are presenting that employee engagement is an essential element
for Grand Hyatt hotel to improve customer satisfaction and enhance customer satisfaction level
in hospitality industry. The organizational policies can be implemented in favor of the employees
for the improvement of job satisfaction level of the employees and create a supportive work
environment. It is observed that there are several aspects that can produce improvement in
employee job satisfaction at the workplace such as working environment of organization,
organizational policies, attractive salary and empowerment of the employees. These factors can
be helpful for the organizations in improving employee satisfaction at the workplace and
49

improve the customer satisfaction through dedicated employees. In this concern, there is a
positive relationship between employee job satisfaction and customer satisfaction.
Basic needs of the employees for job satisfaction:
The management of Grand Hyatt hotel can implement different CRM programs to satisfy
the potential customers. In order to satisfy the customers, it is essential for an organization to
fulfill the wishes, feelings and expectations of the customers in effective manner, which is
possible employee satisfaction. As well as, the organizations can improve job satisfaction by
fulfilling the basic needs of the employees. The term employee satisfaction is based on
achievement of vision and mission. Balanced scorecard is an essential factor for the
organizations to measure their performance based on financial and non-financial factors.
Through the implementation of balanced scorecard metric, the organizations can analyze
employee job satisfaction and customer satisfaction rate in a proper manner and can take
appropriate decision to improve employee job satisfaction. In addition, the working condition of
the organization also influences employee satisfaction. The employees who are not feeling
comfortable in the workplace and safety at the workplace will be more frustrated and unpleased
with theirs their job. The value of R2 is 0.230 which is presenting that effective employee reward
system facilitates in improving employee performance which in turn results in the improvement
in the customer satisfaction. As well as, the value of Durbin Watson is 0.331 which is indicating
that the implementation of the effective reward system results in improving employee
performance which in turn improves customer satisfaction.
In this regard, it is essential for an organization to make employees believe that they are
an indispensable resource for the organization to motivate them. Thus, the organizations can
improve customer satisfaction through proper employee satisfaction.
Attractive salary is essential for employee job satisfaction
It is clear that Grand Hyatt hotel must be concentrating mostly in giving attractive
packages to their employees so that they are motivated as this factor was regarded to as most
important driver for job satisfaction of their employees. While the other factors like those of
empowerment and working environment of the hotel are all regarded to as secondary factor of
their satisfaction.
50

Satisfied and Pleased Employees improve customer services
From the interpretation it is also clear that all the pleased and satisfied employees will be
helping in improvement of customer’s service. So it the most important part of company at time
when they need to improve the service of firm they need to satisfy their employees as well.
Employee growth and development programs
These programs will be helping company in improving employee’s motivation and giving
them opportunity to grow and develop so that it is considered to as profit for Grand Hyatt Hotel
as well. All sort of development and growth programs which hotel is regulating must be crucial
for everyone like including employees, company and customers as well
5.2) Recommendations
It is essential for a hospitality organization to improve job satisfaction to improve the
customer satisfaction in an effective manner as the satisfied employees will do their best to
provide better customer services. In this concern, a different way can be suggested to improve
the employee satisfaction in an effective manner. It is found out from the research findings that
there is a significant impact of the increased employee satisfaction on the level of satisfaction of
the customers. These recommendations/suggestions are determined as below:
Communicate and listen carefully the employees:
In order to improve the internal capabilities, the organizations must effort to satisfy their
employees to improve the customer satisfaction level. It is analyzed that the satisfied employees
will work with more efforts to provide better customer services. In this concern, it is
recommended that the organizations should communicate and listen carefully to the employees
and approach them to share their ideas regarding the working environment and business
concerns. It would be helpful for the organization to solve the employee issues regarding the
working processes. Effective communication and listening will feel the employees that they are a
valuable resource for the organization. The management can get creative ideas from the
employees that can be implemented in improving the working environment of the organization.
As well as, the organizations can use an authentic way of communication as a foremost
constituent of employee satisfaction. Therefore, the management of Grand Hyatt hotel should
51

have proper communication with their employees to eliminate the generating issues in
organizational processes. The management can also use emails and messaging system to
communicate with the employees and know the generating issues in human resources. The
successful luxury hotels in Japan have proper communication as a basic element of improving
customer satisfaction through improving employee satisfaction (Kim and Brymer, 2011). The
hospitality organizations should give priority to employee health and wellness to feel them better
in the workplace. In a healthy and protected environment, the employees work in a better way.
The favorable organizational policies will motivate the employees to do their duties in a more
productive manner to improve the customer services.
Transparency at the workplace:
In addition, it is recommended that the organizations should have transparency at their
workplace to make a better relationship between the employees and management. The employer
should appreciate the role of each employee to stay aligned and informed of the company's
vision through transparency. Transparency will be helpful in getting the quick solution to
problems among the employees. As well as, the employee growth and development programs
can be implemented at the workplace to retain the skilled employees for long-term.
Training and development programs:
The organizations must implement training and development when properly to increase
the knowledge and skills of their employees. In this concern, the organizations must have an
essential role in identifying the concerns and needs of the employees. The employees want to
feel that they have self-sufficiency with working for the specific organization, whether the
management can give additional responsibilities and promote the employees to a senior position
(Zopiatis et al., 2014). The organizations can increase the internal skills of the employees and
motivate them to achieve the existing opportunities in the workplace. It is also recommended that
the organizations should implement reward systems to provide additional benefits for better-
performing employees to motivate them. The reward system can increase the cost for the
organization, but the results of this system will be higher as compared to the cost. In this
concern, the organizations should also provide additional benefits to their employees to motivate
and satisfy with their job.
52

Flexible working environment:
As well as, the organizations must be flexible for the organizations by providing
employee greater control, responsibility and autonomy at the workplace. In a flexible working
environment, the employees will feel stress-free and will be able to work in a better manner. The
employee should be allowed to shape their own role in the organization. The employees who
have the opportunity to outline own roles and responsibility according to their strengths will
demonstrate higher job satisfaction (Jung and Yoon, 2013). It is suggested that the hospitality
organizations can improve employee satisfaction by following these recommendations in their
operational activities.
Basic needs of the employees:
Each of the individuals wants to satisfy their basic needs from their job. In this concern, it
is recommended that the hospitality organizations must implement better organizational policies
to satisfy the basic needs of their employees. If, the employees satisfy their basic needs that they
will do their best to achieve the organizational achievements. So that that organization should
supervise the employees personally to know their needs and make efforts to satisfy their basic
needs to improve job satisfaction.
5.3) Research Limitations
The research study has a depth focus on the impact of employee job satisfaction on
customer satisfaction in the Grand Hyatt hotel. However, there are several limitations that can
limit and reduce the reliability of the research outcomes. As the research study is primarily
focusing on employee satisfaction at the workplace, therefore, it is not possible how the
organizations can improve the customer satisfaction in other ways. It is not enough that the
satisfied employees can improve customer satisfaction. There are different factors that influence
the customer satisfaction in a great manner. In this concern, the research study is not providing
entire factors that can be implemented in improving customer satisfaction level. As well as, there
was the limit of time frame and budget that have hindered the collection of authentic data from
the secondary sources. In the provided time frame, it was not possible to collect entire relevant
information regarding the research issue. In addition, the sample size was 50 employees, which
is not enough to evaluate the research objectives in an effective manner. The sample size is
53

presenting that the research outcomes are not perfect views of the whole population of the
employees in the hospitality industry. Based on the small sample size it is not possible to take an
exact decision regarding the research issue. Additionally, the survey strategy is used in this
research study, which is based on close-ended questions. Due to the close-ended questions, it
was not possible to know the actual views of the respondents about the research issue. In this
concern, the close-ended questions restricted to get relevant information about the research issue
and decreased the reliability of research outcomes.
5.4) Future Research Implications
The research study presented unique insights into the impact of employee job satisfaction
on customer satisfaction and management efforts to make the hospitality services attractive in
luxury hotels. In this concern, the research study can be used by another researcher on the similar
topic. The researcher can use the findings of the research study in obtaining a valid conclusion.
In addition, the hospitality organizations can also implement the concepts of the research study
in improving their internal environment to satisfy the employees in an effective manner. In this
concern, the research study can be used for a further researcher in the similar field.
54

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Appendix 1: Questionnaire
59

Impact of employee satisfaction on customer satisfaction
The purpose of this questionnaire is to obtain your views on how employee satisfaction would
impact on customer satisfaction. Your opinion will help us to evaluate employee satisfaction on
customer satisfaction in the hospitality industry in Japan.
This questionnaire will take about 5 minutes of your time. All the information collected is stored
in a secured server. The confidentiality of your personal information will be preserved and
managed in line with UK Data Protection Act.
Demographic Description:
1. Specify your gender:
A) Masculine
B) Feminine
2. Please tick Your Age Group:
A) 18-24 years
B) 25-33 years
C) 34-44 years
D) 44 or more years
3. Please provide your experience in this industry:
A) Up to 3 years
60

B) 4 to 8 years
C) 9 to 18 years
D) 19 and more years
Questions related to the impact of employee job satisfaction and relationship of
management on customer satisfaction:
4. Do you agree that employee job engagement is effective to improve the customer
satisfaction?
A) Strongly Agree
B) Agree
C) Neutral
D) Disagree
E) Strongly Disagree
5. What are the key drivers of employee job satisfaction?
A) Attractive salary
B) Empowerment of the employees
C) Working environment of the organization
D) Organizational policies for the employees
6. Do you agree that the satisfied employees will satisfy the customer in viable manner?
A) Strongly Agree
B) Agree
61

C) Neutral
D) Disagree
E) Strongly Disagree
7. Are you satisfied that CRM practices are effective in improving customer satisfaction level in
hospitality industry?
A) Strongly satisfy
B) Satisfy
C) Neutral
D) Dissatisfy
E) Strongly dissatisfy
Questions related to relationship among employee job satisfaction and customer
satisfaction in hospitality industry of Japan:
8. Do you agree that the pleased and satisfied employee will work with more dedication to
improve the customer service?
A) Strongly Agree
B) Agree
C) Neutral
D) Disagree
E) Strongly Disagree
62

9. How the organizations can improve employee performance and customer satisfaction?
A) Investment in technological implementation
B) Implementing training and development programs
C) Investing in recruitment of quality workers
D) Enhancement in compensation related to employee performance
Questions related to ways of improving employee satisfaction to improve the customer
satisfaction:
10. What are the ways that can be adopted by an organization to improve employee
satisfaction?
A) Listening and communication with the employees
B) Organizational policies regarding employee health and wellness
C) Transparency and employee reward system
D) Employee growth and development programs
E) All of the above
11. What do you think about the basic needs of employees to motivate and satisfy them with the
job?
A) Provides Pay and Benefit
B) Offer the opportunities to develop their jobs
C) Career growth
D) Supportive and fair workplace environment
63

12. Do you agree that employee growth and development programs are crucial for everyone in
the organization?
A) Strongly Agree
B) Agree
C) Neutral
D) Disagree
E) Strongly Disagree
13. Can the organizational policies regarding employee health and wellness programs improve
employee satisfaction in your opinions?
A) Strongly Agree
B) Agree
C) Neutral
D) Disagree
E) Strongly Disagree
14. Do you support the employee reward system for improving the effectiveness of employee
performance to improve customer satisfaction?
A) Yes
B) No
Thank you for taking your time to answer the questionnaire!
For more information, please refer to Participant Information Sheet which you have already
received. Thank you very much!
64

Appendix 2: Data Sheet
Q 1 2 3 4
ID Specify your
gender
Please tick Your
Age Group
Please provide your
experience in this
industry
Do you agree that
employee job
engagement is
effective to improve
the customer
satisfaction?
001 Masculine 34-44 years Up to 3 years Agree
002 Feminine 34-44 years Up to 3 years Agree
003 Masculine 34-44 years 4 to 8 years Strongly Agree
004 Masculine 34-44 years 9 to 18 years Agree
005 Feminine 18-24 years 4 to 8 years Agree
006 Feminine 44 or more years 19 and more years Strongly Agree
65

007 Masculine 44 or more years 19 and more years Strongly Agree
008 Feminine 18-24 years Up to 3 years Strongly Agree
009 Feminine 44 or more years 19 and more years Strongly Agree
010 Masculine 44 or more years 19 and more years Strongly Agree
011 Feminine 25-33 years 4 to 8 years Agree
012 Feminine 34-44 years 4 to 8 years Agree
013 Feminine 44 or more years 19 and more years Neutral
014 Feminine 25-33 years 4 to 8 years Strongly Agree
015 Feminine 34-44 years 4 to 8 years Agree
016 Masculine 44 or more years 19 and more years Strongly Agree
017 Feminine 18-24 years Up to 3 years Strongly Agree
018 Feminine 25-33 years Up to 3 years Strongly Agree
019 Feminine 18-24 years Up to 3 years Agree
020 Masculine 34-44 years 4 to 8 years Agree
021 Masculine 25-33 years 9 to 18 years Strongly Agree
022 Masculine 44 or more years Up to 3 years Strongly Agree
023 Feminine 18-24 years 4 to 8 years Agree
024 Feminine 25-33 years 4 to 8 years Strongly Agree
025 Feminine 18-24 years Up to 3 years Strongly Agree
026 Feminine 34-44 years 19 and more years Strongly Agree
027 Feminine 34-44 years 4 to 8 years Agree
028 Feminine 18-24 years Up to 3 years Agree
029 Feminine 34-44 years Up to 3 years Strongly Agree
030 Masculine 44 or more years 9 to 18 years Strongly Agree
031 Feminine 18-24 years Up to 3 years Agree
032 Masculine 18-24 years Up to 3 years Strongly Agree
033 Feminine 44 or more years 19 and more years Strongly Agree
034 Masculine 25-33 years Up to 3 years Strongly Agree
035 Feminine 34-44 years 9 to 18 years Strongly Agree
036 Feminine 34-44 years 19 and more years Agree
037 Masculine 34-44 years 9 to 18 years Strongly Agree
038 Feminine 44 or more years 19 and more years Neutral
039 Feminine 34-44 years 19 and more years Agree
040 Masculine 34-44 years 9 to 18 years Agree
041 Feminine 18-24 years 4 to 8 years Strongly Agree
042 Feminine 18-24 years 4 to 8 years Agree
66

043 Masculine 44 or more years 4 to 8 years Neutral
044 Feminine 34-44 years 4 to 8 years Neutral
045 Feminine 18-24 years Up to 3 years Agree
046 Feminine 34-44 years 9 to 18 years Strongly Agree
047 Feminine 18-24 years Up to 3 years Strongly Agree
048 Feminine 34-44 years Up to 3 years Agree
049 Feminine 25-33 years 4 to 8 years Strongly Agree
050 Feminine 44 or more years 19 and more years Strongly Agree
Q 5 6 7 8
ID What are the key drivers of employee job
satisfaction?
Do you agree
that the satisfied
employees will
satisfy the
customer in
viable manner?
Are you satisfied that
CRM practices are
effective in
improving customer
satisfaction level in
hospitality industry?
Do you agree that
the pleased and
satisfied employee
will work with
more dedication to
improve the
customer service?
001 Empowerment of the employees Agree Neutral Agree
002 Working environment of the organization Strongly Agree Neutral Agree
003 Attractive salary Strongly Agree Strongly satisfy Strongly Agree
004 Working environment of the organization Agree Neutral Agree
005 Attractive salary Strongly Agree Satisfy Strongly Agree
006 Working environment of the organization Strongly Agree Neutral Strongly Agree
007 Attractive salary Strongly Agree Strongly satisfy Strongly Agree
008 Empowerment of the employees Strongly Agree Neutral Strongly Agree
009 Working environment of the organization Strongly Agree Satisfy Strongly Agree
010 Working environment of the organization Strongly Agree Strongly satisfy Strongly Agree
011 Empowerment of the employees Agree Strongly satisfy Agree
012 Attractive salary Agree Strongly satisfy Agree
013 Working environment of the organization Agree Satisfy Agree
014 Working environment of the organization Strongly Agree Satisfy Strongly Agree
015 Attractive salary Strongly Agree Strongly satisfy Strongly Agree
016 Attractive salary Strongly Agree Neutral Strongly Agree
017 Attractive salary Strongly Agree Satisfy Strongly Agree
018 Working environment of the organization Strongly Agree Satisfy Strongly Agree
019 Empowerment of the employees Strongly Agree Satisfy Strongly Agree
67

020 Attractive salary Strongly Agree Neutral Agree
021 Working environment of the organization Strongly Agree Strongly satisfy Strongly Agree
022 Working environment of the organization Strongly Agree Satisfy Agree
023 Empowerment of the employees Neutral Strongly satisfy Agree
024 Attractive salary Strongly Agree Strongly satisfy Strongly Agree
025 Working environment of the organization Strongly Agree Satisfy Strongly Agree
026 Empowerment of the employees Strongly Agree Strongly satisfy Strongly Agree
027 Attractive salary Agree Satisfy Agree
028 Working environment of the organization Strongly Agree Satisfy Strongly Agree
029 Attractive salary Strongly Agree Strongly satisfy Strongly Agree
030 Attractive salary Strongly Agree Satisfy Strongly Agree
031 Working environment of the organization Agree Satisfy Agree
032 Attractive salary Agree Satisfy Neutral
033 Working environment of the organization Strongly Agree Satisfy Strongly Agree
034 Attractive salary Strongly Agree Strongly satisfy Agree
035 Attractive salary Strongly Agree Strongly satisfy Strongly Agree
036 Working environment of the organization Agree Satisfy Strongly Agree
037 Attractive salary Strongly Agree Satisfy Agree
038 Working environment of the organization Strongly Agree Neutral Neutral
039 Empowerment of the employees Neutral Satisfy Agree
040 Empowerment of the employees Agree Neutral Neutral
041 Working environment of the organization Agree Neutral Strongly Agree
042 Attractive salary Agree Satisfy Neutral
043 Attractive salary Neutral Neutral Agree
044 Attractive salary Neutral Neutral Agree
045 Working environment of the organization Strongly Agree Satisfy Strongly Agree
046 Attractive salary Strongly Agree Satisfy Agree
047 Empowerment of the employees Agree Satisfy Agree
048 Working environment of the organization Agree Neutral Agree
049 Attractive salary Strongly Agree Strongly satisfy Strongly Agree
050 Working environment of the organization Strongly Agree Neutral Strongly Agree
Q 9 10
68

ID How the organizations can improve employee
performance and customer satisfaction?
What are the ways that can be adopted by an
organization to improve employee satisfaction?
001 Implementing training and development programs Listening and communication with the employees
002 Implementing training and development programs Employee growth and development programs
003 Investment in technological implementation Listening and communication with the employees
004 Implementing training and development programs Organizational policies regarding employee health and wellness
005 Implementing training and development programs Employee growth and development programs
006 Enhancement in compensation related to employee performance Transparency and employee reward system
007 Implementing training and development programs Listening and communication with the employees
008 Implementing training and development programs Listening and communication with the employees
009 Implementing training and development programs Listening and communication with the employees
010 Implementing training and development programs Employee growth and development programs
011 Implementing training and development programs Organizational policies regarding employee health and wellness
012 Implementing training and development programs Listening and communication with the employees
013 Implementing training and development programs Listening and communication with the employees
014 Implementing training and development programs Listening and communication with the employees
015 Investing in recruitment of quality workers Organizational policies regarding employee health and wellness
016 Investment in technological implementation Listening and communication with the employees
017 Implementing training and development programs Organizational policies regarding employee health and wellness
018 Enhancement in compensation related to employee performance Transparency and employee reward system
019 Investment in technological implementation Listening and communication with the employees
020 Enhancement in compensation related to employee performance Listening and communication with the employees
021 Implementing training and development programs Employee growth and development programs
022 Implementing training and development programs Listening and communication with the employees
023 Investing in recruitment of quality workers Organizational policies regarding employee health and wellness
024 Investment in technological implementation Listening and communication with the employees
025 Enhancement in compensation related to employee performance Listening and communication with the employees
026 Investment in technological implementation Transparency and employee reward system
027 Implementing training and development programs Organizational policies regarding employee health and wellness
028 Implementing training and development programs Listening and communication with the employees
029 Investing in recruitment of quality workers Listening and communication with the employees
030 Implementing training and development programs Listening and communication with the employees
031 Implementing training and development programs Listening and communication with the employees
032 Implementing training and development programs Transparency and employee reward system
033 Implementing training and development programs Listening and communication with the employees
69

034 Implementing training and development programs Listening and communication with the employees
035 Enhancement in compensation related to employee performance Transparency and employee reward system
036 Implementing training and development programs Transparency and employee reward system
037 Enhancement in compensation related to employee performance Transparency and employee reward system
038 Implementing training and development programs Listening and communication with the employees
039 Implementing training and development programs Organizational policies regarding employee health and wellness
040 Investing in recruitment of quality workers Organizational policies regarding employee health and wellness
041 Enhancement in compensation related to employee performance Transparency and employee reward system
042 Implementing training and development programs Organizational policies regarding employee health and wellness
043 Investing in recruitment of quality workers All of the above
044 Investing in recruitment of quality workers All of the above
045 Investment in technological implementation Listening and communication with the employees
046 Implementing training and development programs Listening and communication with the employees
047 Investment in technological implementation Transparency and employee reward system
048 Investing in recruitment of quality workers Listening and communication with the employees
049 Investment in technological implementation Listening and communication with the employees
050 Implementing training and development programs All of the above
Q 11 12 13 14
ID
What do you think about the basic needs of
employees to motivate and satisfy them with the
job?
Do you agree that
employee growth and
development
programs are crucial
for everyone in the
organization?
Can the organizational
policies regarding
employee health and
wellness programs
improve employee
satisfaction in your
opinions?
Do you support
the employee
reward system
for improving
the
effectiveness of
employee
performance to
improve
customer
satisfaction?
001 Provides Pay and Benefit Agree Agree Yes
002 Provides Pay and Benefit Strongly Agree Neutral Yes
003 Provides Pay and Benefit Strongly Agree Strongly Agree Yes
004 Offer the opportunities to develop their jobs Agree Strongly Agree Yes
005 Provides Pay and Benefit Strongly Agree Strongly Agree Yes
006 Supportive and fair workplace environment Strongly Agree Strongly Agree Yes
70

007 Provides Pay and Benefit Strongly Agree Strongly Agree Yes
008 Career growth Strongly Agree Agree Yes
009 Offer the opportunities to develop their jobs Strongly Agree Strongly Agree Yes
010 Supportive and fair workplace environment Strongly Agree Strongly Agree Yes
011 Offer the opportunities to develop their jobs Agree Agree Yes
012 Offer the opportunities to develop their jobs Agree Agree Yes
013 Provides Pay and Benefit Agree Agree Yes
014 Provides Pay and Benefit Strongly Agree Agree Yes
015 Provides Pay and Benefit Agree Strongly Agree Yes
016 Offer the opportunities to develop their jobs Agree Agree Yes
017 Provides Pay and Benefit Strongly Agree Strongly Agree Yes
018 Provides Pay and Benefit Agree Agree Yes
019 Career growth Strongly Agree Strongly Agree Yes
020 Provides Pay and Benefit Agree Agree Yes
021 Offer the opportunities to develop their jobs Strongly Agree Agree Yes
022 Career growth Agree Agree Yes
023 Offer the opportunities to develop their jobs Agree Neutral Yes
024 Provides Pay and Benefit Strongly Agree Strongly Agree Yes
025 Supportive and fair workplace environment Agree Neutral Yes
026 Offer the opportunities to develop their jobs Strongly Agree Strongly Agree Yes
027 Offer the opportunities to develop their jobs Agree Agree Yes
028 Career growth Agree Agree Yes
029 Supportive and fair workplace environment Strongly Agree Agree Yes
030 Offer the opportunities to develop their jobs Strongly Agree Neutral Yes
031 Supportive and fair workplace environment Agree Agree Yes
032 Offer the opportunities to develop their jobs Neutral Neutral Yes
033 Supportive and fair workplace environment Agree Agree Yes
034 Provides Pay and Benefit Agree Agree Yes
035 Provides Pay and Benefit Strongly Agree Strongly Agree Yes
036 Offer the opportunities to develop their jobs Agree Agree Yes
037 Provides Pay and Benefit Strongly Agree Neutral Yes
038 Provides Pay and Benefit Strongly Agree Strongly Agree Yes
039 Provides Pay and Benefit Agree Agree Yes
040 Career growth Neutral Neutral Yes
041 Offer the opportunities to develop their jobs Strongly Agree Agree Yes
042 Provides Pay and Benefit Agree Agree Yes
71

043 Provides Pay and Benefit Agree Neutral Yes
044 Provides Pay and Benefit Neutral Neutral Yes
045 Offer the opportunities to develop their jobs Agree Neutral Yes
046 Provides Pay and Benefit Strongly Agree Strongly Agree Yes
047 Offer the opportunities to develop their jobs Strongly Agree Agree Yes
048 Supportive and fair workplace environment Agree Agree Yes
049 Offer the opportunities to develop their jobs Agree Strongly Agree Yes
050 Supportive and fair workplace environment Strongly Agree Agree Yes
72

Appendix 3: Data Graph
Question1
Answer Choices Responses
Masculine 30.00% 15
Feminine 70.00% 35
Answered 50
Question2
Answer Choices Responses
18-24 years 26.00% 13
25-33 years 14.00% 7
73

34-44 years 36.00% 18
44 or more years 24.00% 12
Answered 50
Question3
Answer Choices Responses
Up to 3 years 32.00% 16
4 to 8 years 30.00% 15
9 to 18 years 14.00% 7
19 and more years 24.00% 12
Answered 50
Question4
74

Answer Choices Responses
Strongly Agree 54.00% 27
Agree 38.00% 19
Neutral 8.00% 4
Disagree 0.00% 0
Strongly Disagree 0.00% 0
Answered 50
Question5
Answer Choices Responses
Attractive salary 42.00% 21
Empowerment of the employees 18.00% 9
Working environment of the organization 40.00% 20
75

Organizational policies for the employees 0.00% 0
Answered 50
Question6
Answer Choices Responses
Strongly Agree 64.00% 32
Agree 28.00% 14
Neutral 8.00% 4
Disagree 0.00% 0
Strongly Disagree 0.00% 0
Answered 50
Question7
76

Answer Choices Responses
Strongly satisfy 28.00% 14
Satisfy 44.00% 22
Neutral 28.00% 14
Dissatisfy 0.00% 0
Strongly dissatisfy 0.00% 0
Answered 50
Question8
Answer Choices Responses
Strongly Agree 54.00% 27
Agree 38.00% 19
Neutral 8.00% 4
Disagree 0.00% 0
Strongly Disagree 0.00% 0
Answered 50
Question9
77

Answer Choices Responses
Investment in technological implementation 16.00% 8
Implementing training and development programs 56.00% 28
Investing in recruitment of quality workers 14.00% 7
Enhancement in compensation related to employee performance 14.00% 7
Answered 50
Question10
Answer Choices Responses
Listening and communication with the employees 48.98% 25
Organizational policies regarding employee health and wellness 18.37% 9
78