Cross-Cultural Management: An International Journal

The provided content appears to be a collection of academic articles and books related to research methodology, customer satisfaction, and service quality. The sources cover topics such as customer loyalty, employee emotional labor, and customer response to service failures. Additionally, there are questions for respondents regarding their experiences with Waitrose, a retail store, including their satisfaction with staff responses, communication styles, and feedback. The content seems to be focused on understanding customer behavior and satisfaction in the context of service-based industries.

RESEARCH PROJECT

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................3
1.1 Research title..........................................................................................................................3
1.2 .Rationale (Background)........................................................................................................3
1.3 Significance of research.........................................................................................................3
1.4 Aim........................................................................................................................................3
1.5 Objectives.............................................................................................................................3
Research questions ......................................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction............................................................................................................................4
2.2 Different communication related issues ...............................................................................4
2.2 Impact of effective communication on customer satisfaction...............................................5
2.4 Conclusion.............................................................................................................................6
CHPATER 3: RESEARCH METHODOLOGY.............................................................................6
3.1 Introduction............................................................................................................................6
3.1 Data collection.......................................................................................................................6
3.2 Ethical issues..........................................................................................................................7
3.3 Gantt chart .............................................................................................................................7
3.4 Sampling................................................................................................................................8
3.5 Data analysis and interpretation ............................................................................................8
CHAPTER 4: FINDINGS AND DICUSSION.............................................................................14
4.1 Research limitations.............................................................................................................14
4.2 Findings................................................................................................................................14
4.3 Discussion............................................................................................................................15
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................15
APPENDIX....................................................................................................................................16
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CHAPTER 1: INTRODUCTION
1.1 Research title
To investigate the relationship between effective communication and customer
satisfaction: Study on Waitrose
1.2 Significance of research
Customer satisfaction is achievement for an organization which is made possible by
effective contribution of employees and managers. In this regard communication serves as the
most powerful tools whereby employees can proper guidance and understand the need of
customers in an effectual manner. It is the most common issues which create problem in increase
level of customer satisfaction and retaining them for longer time span. Owing to this, study is
important for overall retail industry to integrate workforce and retain customers for longer time
span. It aids to increase sales turnover and profitability of company. It enables management to
create competitive edge of the firm and increase number of customers in the marketplace.
1.3 Aim
The main aim of the research is to investigate the relationship between effective
communication and customer satisfaction. It aids to sort out the issues which are being faced by
Waitrose, Westfield London.
1.4 Objectives
 To identify different communication related issues at Waitrose
 To assess the impact of effective communication on customer satisfaction.
 To recommend different ways for better communication in order to increase customer
satisfaction.
1.5 Research questions
 What are communication related problems occur at Waitrose while dealing with
customers?
 What is the impact of effective communication on customer satisfaction?
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 What are different ways to strengthen communication in company so as to increase
customer satisfaction
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
After completion of introduction part, the next chapter is of literature review beginning. It
consists of several secondary date related to topic that aid to develop deep understanding among
researcher. The present research is on an investigation of relationship between effective
communication and customer satisfaction. Communication is the greatest tool of success and
growth of an organization because it makes employees well informed about task to be done. It is
also effective for management to manage all business activities by which organizational
objectives can be achieved with specified time span.
2.2 Different communication related issues
According to Webster and Sundaram (2009), there are different communication related
issues such as improper span of control, lack of deadlines and language barriers. This is because
employees belong to different areas and possess different culture. Owing to this, they can face
problem while rendering services to customers. Furthermore, different ethnic background, people
of different levels of industry possesses different characteristics from each other’s. It leads to
misunderstand customer's need by which number of customer decreases to a great extent. He also
stated that Kurt Matzler and et.al., (2015) slow communication among people from different
ethnic group decreases productivity. In this regard diversity of culture is ensured at workplace so
that employees can come to know about each other. Furthermore, just because of lack of
communication it becomes impossible to get feedback from customers related to services
provided.
Komunda and Osarenkhoe (2012), reported that lack of communication determine
uncertainty at workplace. It assists corporation to bring improvement in the present situation so
as to accomplish specified objectives in an effectual manner. It generates need of training and
changes 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 Conklin
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(2012) asserted that lack of communication channels like internet, time to time meeting and
ineffective leadership approach are the greatest barriers in delivering good quality of services to
number of buyers.
Choi and et.al., (2008) explained that poor staff training and time constraints force
personnel to merely completion of targets without considering criteria. It increase stress level of
employees and they cannot learn to meet the expectations of buyers in an effectual manner.
2.2 Impact of effective communication on customer satisfaction
According to Webster and Sundaram (2009) relationship between corporation and
customer highly depend on effective communication. This is because if an organization is
capable in delivering right information on right time then it is possible that customer satisfaction
can be derived in an effectual manner. Further, Ding and Chai (2012) asserted that, company can
provide 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 the
other hand, right selection of media is the effective means by which customer get all information
related to special offer, new product and return policy of the firm. With this corporation can
retain customers for longer time span.
Abu‐ELSamen and et.al., (2011) reported that, employees of the firm must treat with
customer in an appropriate manner. Similarly, they are provided training to deal with customers
so as to establish effective communication. It assists buyers to share their issues and get their
problem solved in less time. It is one of the effective way to build trust among buyers and
generate positive attitude among them (Komunda and Aihie Osarenkhoe, 2012).
According to Al‐Nashmi and et.al., (2011) effective communication is the one of the
important factors behind customer satisfaction. This is because employees or service providers
can 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 their
targets 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 workplace
prove to be effective as personnel can share their problems with management. Accordingly
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management can provide training and learning for employees so they can cope up with changing
scenario.
Hur, Moon and Jung (2015) advocated that with the help of proper communication
corporation can enhance learning of employees. Likewise, managers can take right strategic
decisions by incorporating views of personnel, if necessary. It contributes towards increase flow
of production and creating competitive edge of the firm in the marketplace.
2.4 Conclusion
The literature review of study concludes that there is positive relationship between
effective communication and customer satisfaction. Reason behind this is that it enables
employees or mangers to work in the direction of growth and success of firm. Also, it facilitates
to formulate plan and policies accordingly so that customers get good quality of services. It can
also be said that with the help of proper communication with employees or services providers
buyers can give their feedback on right time.
CHPATER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research is the process of searching for the effective alternative for collecting data and
analyzing the same in order to produce valid outcome. Further, it consists of set of specific tools
and techniques for develop alternative solutions for the research issues. In the current study
following tools and techniques are included.
Research methods consist of two types of investigations such as qualitative and
quantitative. 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). By
applying qualitative study researcher can assess the relationship between effective
communication and customer satisfaction. On the other hand, quantitative research is conducted
in the study which is based on two or more than two variables. It generates need of use of
statistical techniques.
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3. 2.Rationale (Background)
The topic related to communication has been chosen because it plays important role in
the success of organization. It is the powerful tool to manage conflicts and integrate workforce in
order to achieve specified objectives of corporation. Communication among corporation and
customer is the imperative aspect to retain buyers for longer time span by increasing their level
of satisfaction. At this juncture, it is very important for retail stores like Waitrose to use effective
mode of communication for satisfying needs and preferences of consumers.
Fuhrer, effective mode of communication provides detail related to products and services
as well as effective scheme of company. It leads to carry out business in right manner and
increase sales turnover to a great extent. It depicts that communication is the powerful aspect
through which company can approach to target number of buyers.
Moreover, current study is conducted to enhance customer satisfaction in Waitrose. Here,
communication is one of the most effective alternatives to retain buyers for longer time span and
for meeting their requirement in the most effective manner. Owing to this, study sheds light on
relationship between two variables such as effective communication and customer satisfaction.
Accordingly, current scenario of selected organization will be considered in order to assess the
effectiveness of communication with regard to customer satisfaction.
The study is being conducted to solve organizational problem related to communication.
This is because improper span of control mislead employees and they cannot complete their
targets on right time. This again creates hurdles in maintaining good performance of the firm in
the marketplace with increased rate of return. Furthermore, due to lack of communication
employees cannot deliver good quality of services and in turn dissatisfy customers. It leads to
decrease number of buyers. Owing to this, study is being done to identifying relationship
between effective communication and customer satisfaction.
3.3 Data collection
Data collection is the most important process of research. It assists scholar to fulfill the
research aim effectively and produce the end results in an effectual manner. For the current
research both primary and secondary data are collected. Under this, primary data are collected
through questionnaire (Flick, 2011). The questionnaire consists of close ended questions by
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which collected data are analyzed effectively. With this researcher can reach at the aim of the
study. Apart from this, secondary data are also collected wherein different sources like journals,
books and published material are considered. This proves to be effective in collecting large
amount of information. Furthermore, secondary data aid to develop deep understanding
regarding communication related issues.
3.4 Ethical issues
Ethics consists of moral principles of any study which must be fulfilled by researcher. In
the current study following points have been considered while completing the study-
 Research will keep the data of respondents with confidentiality and the same will not be
shown to any other party. In this regard, Data Protection Act 1998 will also be considered
so that all the important information of respondents can be stored in an effectual manner.
 Anonymity will also consider while analyzing the collected data. Under this names and
addresses of respondents will not be used (Modell and Humphrey, 2008).
 All collected secondary data will be cited properly with respective study. It aids to
complete research report in an ethical manner (Flick, 2011).
3.5 Sampling
Sampling refers to the process of collecting large amount of data from the targeted
population. It serves as the individual unit by which scholar can reach at the aim of the study.
There are different kind of sampling methods such as simple random, purposive and judgment as
well as quota. On the other hand, population refers to large mass of people on which study is
being done (Chapman and McNeill, 2004). Furthermore, sample of 20 customers has been taken
to conduct the study. It contributes towards collecting large amount of data so as to reach at the
aim of the study (Ltd.Smith, 2008). However, customers are selected on the basis of simple
random sampling so that every customer has equal chance to get select in the study. In addition
to this, simple random sampling facilitates to provide right kind of data which prove to be
fruitful to develop valid solution for the problem under study (Goddard and Melville, 2004).
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3.6 Gantt chart
The following Gantt chart is showing time line of the study. It consists of all activities to
be performed to complete the research project. It depicts that total 12 weeks will require to
complete the study where different activities like literature review, collection of data and
conclusion as well as recommendations have will be given (Whiteley and Whiteley, 2006).
Research
Activities
1st
Wee
k
2nd
We
ek
3rd
W
ee
k
4th
We
ek
5th
Wee
k
6th
Wee
k
7th
Wee
k
8th
We
ek
9th
Wee
k
10th
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11th
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12th
Wee
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Introduction
Writing
literature
Review
Research
Design
Research
Methodology
Collection of
primary data
Analysis of
collected
data
Completing
the
remaining
work
Revise and
draft
Final
Submission
3.7 Resources
There are several kinds of resources that are used for completing the current study. It can
be monetary and non-monetary resources. The major non-monetary resource used for the study is
time. It is because; researcher devoted his most of the time in collecting data from number of
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primary and secondary sources. On the other hand, monetary resources such as internet,
stationary and transportation charges are included. All these resources require incurring
expenditure so as to complete the research on right time. The tentative amount to be spent on
these different sources are listed as follows
 Internet-£20
 Stationary-£25
 Transportation charges-£60
3.7 Data analysis and interpretation
Theme 1: Response of staff workers is important while rendering services
Strongly satisfied 20% 4
Satisfied 30% 6
Neutral 10% 2
Dissatisfied 20% 4
Strongly dissatisfied 20% 4
20
According to the collected primary data it has been found that 20% participants are
strongly satisfied with positive response of staff workers while rendering services. Further, 30%
respondents are also satisfied. On the other hand, 10% customers are neither satisfied or nor
dissatisfied with response of staff workers of Waitrose at the time of rendering services.
Furthermore, 20% customers are dissatisfied with response of staff workers. In addition to this,
remaining 20% are also not satisfied and stated that they do not get positive response while doing
shopping in mall or retail store.
10
20%
30%
10%
20%
20%
Strongly satisfied
Satisfied
Neutral
Dissatisfied
Strongly dissatisfied

Theme 2: Effective communication is the key to increase your interest towards offerings of
an organization
Strongly agree 30% 6
Agree 35% 7
Neutral 10% 2
Disagree 10% 2
Strongly disagree 15% 3
20
According to the collected primary data, it has been found that 30% respondents strongly
agree that communication is the effective way to increase interest of buyers towards offerings of
an organization. Furthermore, 35% respondents also agree that effective communication aid to
generate positive attitude among buyers. On the other hand, remaining participants do not agree
for contribution of effective communication in increasing attention of buyers towards offerings
of corporation.
Theme 3: Staff attitude is considered as the most while shopping in retail store
Quality of services 30% 6
Attitude of staff workers 60% 12
Appropriate environment 10% 2
20
11
30%
35%
10%
10%
15%
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

As per the data collection, it has been found that 30% customer focus on quality of
services while doing shopping from retail store. On the other hand, 10% participants consider
that appropriate environment must be there in order to satisfy their needs. Furthermore,
remaining majority of respondents consider staff attitude as the most important factor at the time
of shopping.
Theme 4: Waitrose gives positive response in case of complaints made by customers
Strongly satisfied 25% 5
Satisfied 30% 6
Neutral 0% 0
Dissatisfied 20% 4
Strongly dissatisfied 25% 5
20
12
30%
60%
10%
Quality of services
Attitude of staff workers
Appropriate
environment

The collected primary reveals that 25% respondents are strongly satisfied with positive
response of company towards feedbacks given by customers. Further, 30% respondents are also
satisfied with same. Apart from this, 20% customers are dissatisfied whereas remaining 25% are
strongly dissatisfied because of improper response of company.
Theme 5: Positive response of staff workers is the essential element to increase customer
base
Strongly agree 25% 5
Agree 30% 6
Neutral 10% 2
Disagree 20% 4
Strongly disagree 15% 3
20
13
25%
30%
20%
25%
Strongly satisfied
Satisfied
Neutral
Dissatisfied
Strongly dissatisfied

According to the collected primary data it has been found that 25% respondents strongly
agree that positive response of staff worker is the key to increase customer base. Further, 30%
customers also agree that response of staff workers help to increase customer in the organization.
Apart from this, 10% participants neither agree nor disagree for contribution of staff workers in
increasing customer base. Furthermore remaining respondents disagree whereas some of them
strongly disagree with role of staff workers in increasing customer base.
Theme 6: Customer's feedback is valued at Waitrose
Extremely 20% 4
Somewhat 25% 5
Rarely 45% 9
Not at all 10% 2
20
14
Strongly agree Agree Neutral Disagree Strongly disagree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
25%
30%
10%
20%
15%
20%
25% 45%
10%
Extremely
Somewhat
Rarely
Not at all

The collected primary data reveals that 20% respondents stated that customer's feedback
is extremely valued at Waitrose. Further, 25% customers said that it is somewhat valued by the
company whereas 45% participants stated that buyers' feedback is rarely valued by the
corporation. In addition to this, remaining respondents stated that views of customers are not at
all valued by firm.
Theme 7: E-mail is best option for effective communication
E-mail 50% 10
Social media 15% 3
Text messages 25% 5
Voice mail 10% 2
20
The collected primary data reveals that 50% respondents consider E-mail is the best
option for effective communication between customers and company. Further, 15% participants
quoted for social media whereas 25% for text messages. In addition to this, remaining 10%
customers stated that voice mail is the best option by which customers can sort their problem out.
Theme 8: Managers and staff workers use uniform language with customers
Strongly agree 20% 4
Agree 40% 8
Neutral 10% 2
Disagree 20% 4
15
50%
15%
25%
10%
E-mail
Social media
Text messages
Voice mail

Strongly disagree 10% 2
20
The collected primary data reveals that 20% respondents strongly agree that managers
and staff use uniform language. Further, 40% participants agree with the same. In addition to
this, remaining respondents do not provide positive response related to uniform languor within
managers and staff workers.
CHAPTER 4: FINDINGS AND DICUSSION
4.1 Research limitations
Every research always consists of sometime of limitation. The present study also consists
of limitations related to time, cost and quality. Here, limited time can create barriers in
completing all research activities. However, use of Gantt chart made it possible for scholar to
complete the study within stipulated time span. Furthermore, several resources also required to
store data which again generate need of monetary resources. Here, cost effective sources like
Ms-excel has been used in order to save cost and time. Apart from this, some of the sites were
restricted to use by which it might be possible that some important data left unused.
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20%
40%
10%
20%
10%
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

4.2 Findings
According the data analysis chapter it has been found that Waitrose adopt effective media
of communication but still it creates problem in meeting requirement of customer. This is
because most of the customer fined it ineffective when dealing with staff workers. Further, they
also focus on attitude of staff workers that how they behave with customers. It facilitates to adopt
specific approach so as to deliver good quality of services to large number of buyers.
Furthermore, it has also been found that 50% respondents refers that E-mail is the best option by
which company can ensure direct contact with customers. It aid to achieve long run growth of
firm with increased rate of return.
The collected primary data reflects that staff members or retail sector plays a vital role in
increasing the level of customer satisfaction. It enables the corporation to cater the needs of
buyers and to retain them for longer time span. Similarly, employees are also provided with
upgraded technology like E-mail so that they can be provided with the guidelines through their
immediate supervisors. Furthermore, data analysis chapter shows that staffs of Waitrose give
positive response to their customers and resolve their issues on right time. It proves to be
effective in ensuring one to one communication while delivering services. Moreover, consumers
focus on the attitude of service providers. This tends to affect the buying behavior of customers
to a great extent.
4.3 Discussion
As per the findings it can be said that organization need to ensure effective
communication in order to satisfaction level of customers. It helps to increase their interest and
also increase the customer’s base. Furthermore, corporation must bring improvement at
workplace by which staff workers can meet expectations of buyers effectively. Apart from this,
effective modes of communication like E-mails, Text messages and voice-mail can be used in
order to interact with buyers.
All these modes are effective for providing detail information to customers related to
product and services. Also it has been found that detail regarding special offers and discount is
also provided to consumers by using upgraded latest technologies as E-mail, voice mail as well
as text messages. Not only has this, but staff members of company also used uniform language
17

through which consumers can easily understand their conversation. It facilitates to influence
them and get the best product for what buyer’s desire.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
The study attempts to examine the relationship between effective communication and
customer satisfaction concludes that management need to provide to time to time information to
customers. With the help of effective communication at workplace all employees work with
integrity which enables them to achieve their targets on right time. This again affects level of
customer satisfaction.
Recommendations
It can be suggested to management of Waitrose to adopt different kind of training in
order to develop communication skills among employees or service providers. Similarly
employees should be asked to use common language as English which in turn buyers can easily
understand the same. Company should also change the internal environment on the basis of
feedback of buyers. It leads to resolve the issues which are taking place in the growth and
success of organization. In addition to this, it is only the response of staff member who make
customers feel happy and visit the store again and again. In addition to this, staff members
should ensure that give response is given to buyers so they can be retain for longer time span.
The management of Waitrose needs to develop effective corporate culture where
employees are provided with time to time training to ensure effectual communication at the
workplace. Similarly, customer's complaints should be taken seriously and immediate actions
should be taken for the same. The upgraded technologies like mobile applications and social
media marketing should be used for raising awareness of consumers in respect with products and
services. These are some of the alternatives through which management of corporation can get
feedback related to products in relatively less time.
Further, team meeting and board meeting must take place in shorter time span. This aids
to increase attention of buyers and create competitive edge of the firm in the marketplace. Apart
from this, strong relationship will be developed between customers and corporation by which
long a well as short term objective of firm can achieved within specified time span. Therefore,
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communication is one of the effective alternatives to satisfy need of customers and retain them
for longer time span.
19

REFERENCES
Journals and books
Al‐Nashmi, M. and et. al., 2011. Variation in communication satisfaction of academic staff in
universities in Yemen depending on national culture. Cross Cultural Management: An
International Journal. 18 (1). pp.87–105.
Amjad A. Abu‐ELSamen, A. A. and et. al., 2011. Towards an integrated model of customer
service skills and customer loyalty: The mediating role of customer satisfaction.
International Journal of Commerce and Management. 21(4). pp.349 – 380.
Chapman, S. and McNeill, P., 2004. Research methodology. Routledge.
Choi, J. and et. al., 2008. Customer satisfaction factors of mobile commerce in Korea. Internet
Research. 18(3). pp.313 – 335.
Ding, Y. and Chai, K., 2012. Effects of customer expertise on spillovers between products and
services: An exploratory study on mobile communications. Managing Service Quality:
An International Journal. 22 (1). pp.75 – 97.
Flick, U., 2011. Introducing Research Methodology: A Beginner's Guide to Doing a Research
Project. SAGE.
Franklin, M., 2012. Understanding Research: Coping with the Quantitative - Qualitative Divide.
Routledge.
Goddard, W. and Melville, S., 2004. Research Methodology: An Introduction. Juta and Company
Ltd.Smith, E., 2008. Using Secondary Data in Educational and Social Research.
McGraw-Hill International.
Hur, W., Moon, T. and Jung, Y. S., 2015. Customer response to employee emotional labor: the
structural relationship between emotional labor, job satisfaction, and customer
satisfaction. Journal of Services Marketing. 29(1). pp.71 – 80.
Kimita, K., Shimomura, Y. and Arai, T., 2009. Evaluation of customer satisfaction for PSS
design. Journal of Manufacturing Technology Management. 20 (5). pp.654–673.
Komunda, M. and Aihie Osarenkhoe, A., 2012. Remedy or cure for service failure? : Effects of
service recovery on customer satisfaction and loyalty. Business Process Management
Journal. 18 (1). pp.82 – 103.
Kurt Matzler, K. and et. al., 2015. Switching experience, customer satisfaction, and switching
costs in the ICT industry. Journal of Service Management. 26(1). pp.117 – 136.
Modell, S. and Humphrey, C., 2008. Balancing acts in qualitative accounting research.
Qualitative Research in Accounting & Management. 5(2). pp.92–100.
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Webster, C. and Sundaram, D.S., 2009. Effect of service provider's communication style on
customer satisfaction in professional services setting: the moderating role of criticality
and service nature. Journal of Services Marketing. 23 (2). pp.103 – 113.
Whiteley, M. A. and Whiteley, J., 2006. The familiarization study in qualitative research: from
theory to practice. Qualitative Research Journal. 6(1). pp.69–85.
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APPENDIX
1. Name_______________________
2. Age
 20-30 Years
 30-40Years
 40-50 Years
 50 and above
3. Gender
 Male
 Female
4. Are you satisfied with response of staff workers of Waitrose while rendering services?
 Strongly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Strongly dissatisfied
5. Do agree that effective communication is the key to increase your interest towards
offerings of an organization?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
6. What do you consider the most while shopping in retail store?
 Quality of services
 Attitude of staff workers
 Appropriate environment
7. Are you satisfied with response of Waitrose in case of complaints made by you?
 Strongly satisfied
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 Satisfied
 Neutral
 Dissatisfied
 Strongly dissatisfied
8. Do agree that positive response of staff workers is the essential element in increasing
number of customer?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
9. To what extent do you think that customer's feedback is valued at Waitrose?
 Extremely
 Somewhat
 Rarely
 Not at all
10. Which is the best option for effective communication?
 E-mail
 Social media
 Text messages
 Voice mail
11. Do you agree that managers and staff workers uses inform language with you?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
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