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Cross-Cultural Management: An International Journal

   

Added on  2019-12-03

23 Pages5020 Words208 ViewsType: 208
Leadership ManagementMarketingLanguages and Culture
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RESEARCH PROJECT
Cross-Cultural Management: An International Journal_1

TABLE OF CONTENTSCHAPTER 1: INTRODUCTION....................................................................................................31.1 Research title..........................................................................................................................31.2 .Rationale (Background)........................................................................................................31.3 Significance of research.........................................................................................................31.4 Aim........................................................................................................................................31.5 Objectives.............................................................................................................................3Research questions ......................................................................................................................4CHAPTER 2: LITERATURE REVIEW.........................................................................................42.1 Introduction............................................................................................................................42.2 Different communication related issues ...............................................................................42.2 Impact of effective communication on customer satisfaction...............................................52.4 Conclusion.............................................................................................................................6CHPATER 3: RESEARCH METHODOLOGY.............................................................................63.1 Introduction............................................................................................................................63.1 Data collection.......................................................................................................................63.2 Ethical issues..........................................................................................................................73.3 Gantt chart .............................................................................................................................73.4 Sampling................................................................................................................................83.5 Data analysis and interpretation ............................................................................................8CHAPTER 4: FINDINGS AND DICUSSION.............................................................................144.1 Research limitations.............................................................................................................144.2 Findings................................................................................................................................144.3 Discussion............................................................................................................................15CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................15APPENDIX....................................................................................................................................162
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CHAPTER 1: INTRODUCTION1.1 Research titleTo investigate the relationship between effective communication and customersatisfaction: Study on Waitrose1.2 Significance of researchCustomer satisfaction is achievement for an organization which is made possible byeffective contribution of employees and managers. In this regard communication serves as themost powerful tools whereby employees can proper guidance and understand the need ofcustomers in an effectual manner. It is the most common issues which create problem in increaselevel of customer satisfaction and retaining them for longer time span. Owing to this, study isimportant for overall retail industry to integrate workforce and retain customers for longer timespan. It aids to increase sales turnover and profitability of company. It enables management tocreate competitive edge of the firm and increase number of customers in the marketplace.1.3 AimThe main aim of the research is to investigate the relationship between effectivecommunication and customer satisfaction. It aids to sort out the issues which are being faced byWaitrose, Westfield London.1.4 ObjectivesTo identify different communication related issues at WaitroseTo assess the impact of effective communication on customer satisfaction.To recommend different ways for better communication in order to increase customersatisfaction.1.5 Research questionsWhat are communication related problems occur at Waitrose while dealing withcustomers?What is the impact of effective communication on customer satisfaction?3
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What are different ways to strengthen communication in company so as to increasecustomer satisfactionCHAPTER 2: LITERATURE REVIEW2.1 IntroductionAfter completion of introduction part, the next chapter is of literature review beginning. Itconsists of several secondary date related to topic that aid to develop deep understanding amongresearcher. The present research is on an investigation of relationship between effectivecommunication and customer satisfaction. Communication is the greatest tool of success andgrowth of an organization because it makes employees well informed about task to be done. It isalso effective for management to manage all business activities by which organizationalobjectives can be achieved with specified time span.2.2 Different communication related issuesAccording to Webster and Sundaram (2009), there are different communication relatedissues such as improper span of control, lack of deadlines and language barriers. This is becauseemployees belong to different areas and possess different culture. Owing to this, they can faceproblem while rendering services to customers. Furthermore, different ethnic background, peopleof different levels of industry possesses different characteristics from each other’s. It leads tomisunderstand customer's need by which number of customer decreases to a great extent. He alsostated that Kurt Matzler and et.al., (2015)slow communication among people from differentethnic group decreases productivity. In this regard diversity of culture is ensured at workplace sothat employees can come to know about each other. Furthermore, just because of lack ofcommunication it becomes impossible to get feedback from customers related to servicesprovided.Komunda and Osarenkhoe (2012), reported that lack of communication determineuncertainty at workplace. It assists corporation to bring improvement in the present situation soas to accomplish specified objectives in an effectual manner. It generates need of training andchanges in organizational structure whereby personnel can get proper information related to task.They also become capable enough to deal with buyers. Apart from this, Hartman and Conklin4
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(2012) asserted that lack of communication channels like internet, time to time meeting andineffective leadership approach are the greatest barriers in delivering good quality of services tonumber of buyers. Choi and et.al., (2008) explained that poor staff training and time constraints forcepersonnel to merely completion of targets without considering criteria. It increase stress level ofemployees and they cannot learn to meet the expectations of buyers in an effectual manner.2.2 Impact of effective communication on customer satisfactionAccording to Webster and Sundaram (2009) relationship between corporation andcustomer highly depend on effective communication. This is because if an organization iscapable in delivering right information on right time then it is possible that customer satisfactioncan be derived in an effectual manner. Further, Ding and Chai (2012) asserted that, company canprovide information related to products and services and also make use of appropriate sources.This in turn customers will be well informed so they can easily take purchase decisions. On theother hand, right selection of media is the effective means by which customer get all informationrelated to special offer, new product and return policy of the firm. With this corporation canretain customers for longer time span.Abu‐ELSamen and et.al., (2011) reported that, employees of the firm must treat withcustomer in an appropriate manner. Similarly, they are provided training to deal with customersso as to establish effective communication. It assists buyers to share their issues and get theirproblem solved in less time. It is one of the effective way to build trust among buyers andgenerate positive attitude among them (Komunda and Aihie Osarenkhoe, 2012).According to Al‐Nashmi and et.al., (2011) effective communication is the one of theimportant factors behind customer satisfaction. This is because employees or service providerscan understand need of buyers and accordingly provide them products and services on right time.He further explained that effective communication makes employees well informed about theirtargets and time line. Similarly, they are also providing proper guidelines related to their work.Kimita, Shimomura and Arai (2009) asserted that use of effective communication at workplaceprove to be effective as personnel can share their problems with management. Accordingly5
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management can provide training and learning for employees so they can cope up with changingscenario.Hur, Moon and Jung (2015) advocated that with the help of proper communicationcorporation can enhance learning of employees. Likewise, managers can take right strategicdecisions by incorporating views of personnel, if necessary. It contributes towards increase flowof production and creating competitive edge of the firm in the marketplace. 2.4 ConclusionThe literature review of study concludes that there is positive relationship betweeneffective communication and customer satisfaction. Reason behind this is that it enablesemployees or mangers to work in the direction of growth and success of firm. Also, it facilitatesto formulate plan and policies accordingly so that customers get good quality of services. It canalso be said that with the help of proper communication with employees or services providersbuyers can give their feedback on right time.CHPATER 3: RESEARCH METHODOLOGY3.1 IntroductionResearch is the process of searching for the effective alternative for collecting data andanalyzing the same in order to produce valid outcome. Further, it consists of set of specific toolsand techniques for develop alternative solutions for the research issues. In the current studyfollowing tools and techniques are included. Research methods consist of two types of investigations such as qualitative andquantitative. However, selection of research method is based on requirement and nature of study.Further, in the present study qualitative type of investigation will be used (Franklin, 2012). Byapplying qualitative study researcher can assess the relationship between effectivecommunication and customer satisfaction. On the other hand, quantitative research is conductedin the study which is based on two or more than two variables. It generates need of use ofstatistical techniques. 6
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