Impact of Employee Motivation on Customer Satisfaction in Airline Industry of Pakistan

This presentation explains the research methodology and hypothesis of the research article “Impact of Employee Motivation on Customer Satisfaction: Study of Airline Industry in Pakistan” in detail. It also provides a précis of the key findings from the literature review.

Impact of Employee
Motivation on Customer
Satisfaction: Study of Airline
Industry in Pakistan

Table of Contents
Introduction......................................................................................................................................3
Conclusion.......................................................................................................................................6
REFERENCES................................................................................................................................1

Introduction
In this presentation explanation of research methodology and hypothesis of research
article “Impact of Employee Motivation on Customer Satisfaction: Study of Airline Industry in
Pakistan” were explained in detailed manner. Further other than this, Précis the key findings
from literature review of selected article was done in an appropriate manner.
Explanation of research methodology and hypothesis
For this research paper researcher had focused upon collecting primary data from the
respondents and analyse this data using statical quantitative analysis methods were used for
analysing primary data collected and identifying which hypothesis is acceptable and which is not
by testing relationship between each variable and component of each hypothesis. In statistical
analysis also correlation and regression method were used specifically for finding relationship
between two variables or components.
In this research paper, quantitative research methodology has been adopted by the
researcher in an appropriate manner. For analysis of all the data collected by the researcher a
questionnaire was formed for collection of data and in order to analyse this data SPSS version 17
statistical package was used. This primary data with the help of questionnaire was collected from
one of the top most and leading private Pakistani airline organization. This primary data was
collected in two phases, in first phase data was collected by all the employees who were in direct
contact with the customers who provided services like flight attendants or handling passengers.
In second phase this questionnaire were asked to be filled by customers of airline organization
and these questionnaires were randomly filled by random customers. Sample size selected by the
researcher was of 500 respondents out of which 300 respondents were employees and 200
respondents were customers of Pakistani airline industry.
For analysis of all the primary data collected in two phases with the help of questionnaire
first of all Cronbach’s alpha method was used so that overall validity and reliability of the
questionnaire can be checked in terms of employee motivation and customer satisfaction. After
applicability of this method, Pearson correlation and regression analysis method was applied by
the researcher so that relationship between employee motivation as well as in customer
satisfaction can be applied. But this same method of Pearson correlation and regression analysis
was repeated again for testing relationship between employee motivation, pay and benefit,
organizational vision, work environment as well as on customer satisfaction.

There are five main hypothesis that have been focused upon to be tested in this dissertation
are as follows:
First hypothesis: Employee motivation has positive influence on customer satisfaction.
Second hypothesis: Work environment has positive influence on customer satisfaction
Third hypothesis: Pay and benefits have positive influence on customer satisfaction
Fourth hypothesis: Management systems have positive influence on customer satisfaction
Fifth hypothesis: Organizational Vision has positive influence on customer satisfaction
Each of these hypotheses were tested using correlation and regression method of
statistical analysis in quantitative analysis. For this first of all variables and components
important in each hypothesis were first of all identified and then relationship between identified
components were done so that it can be identified that whether identified and developed
hypothesis are acceptable or not.
Testing of all of the above hypothesis directly helped the researcher in evaluating and
analysing impact of employee motivation in Pakistan Airline industry. From the results it was
understood and analysed that all the five main hypothesis were accepted from evaluation of all
the results. Acceptance hypothesis H2 was accepted that clearly helped in explaining that work
environment does have a significant impact upon customer satisfaction of in Airline industry of
Pakistan. Acceptance of hypothesis 3 clearly helped in understanding that Pakistani airline
industry pay and benefit have a positive and significant impact upon satisfaction of customers in
an appropriate manner. Results of the study further elaborated that acceptance of hypothesis 4
explained that management system of Pakistani airline impact customer satisfaction of airline
industry. Lastly acceptance of 5th hypothesis explained that it is import for organization to focus
upon developing effective organizational vision as it can positively influence satisfaction level of
customers.
Précis the key findings from literature review
From the findings of literature review it was identified that today most of the
organizations focus upon continuously monitoring satisfaction level of customers, so that
continuous improvement within overall service quality of organization can be brought as per the
needs and requirements of customers. It was identified that effective and high quality of service
provision can directly enhance overall satisfaction level of customers that can further lead to

enhancement of employee loyalty. It has further been found that in order to provide high quality
of services to customers, all the employees of the organizations should have required information
and skills for dealing with questions of customers. This directly helps in ensuing that employee
get satisfied with the service provided to them by the organization.
From the literature review of the article, it was found that most of the services provided
by the organization are evaluated by the customers and their outcome as well on the basis of their
predicted expectations, products or services delivered to them as per their expectations and
needs. It is extremely important for organization to identify and evaluate expectations of
customers and it is one of the first and the foremost factor that can directly impact overall
satisfaction level of customers. Not only this, many companies do not understand that there is a
direct relationship between employees’ motivation and customer satisfaction and due to
negligence of employee’s motivation, satisfaction level of their customers is affected directly.
Due to this it becomes important for organizations to enhance motivational level of employees so
that satisfaction level of customers can be enhanced which would eventually enhance overall
performance of organization
Motivated employees can eventually help in bringing improvement within overall quality
of the service as such employees can directly help in enhancing and maintaining overall desired
service quality which is expected by the customers to be provided to them. From the literature
review it has further found that if organizations focus upon developing positive employee
behaviour and attitude then it can directly help in influencing overall needs and requirements of
the customers which can eventually help in maintaining high level of satisfaction level of
customers. In service based industry provision of effective and high quality service to customers
or client has been one of the most important and vital part of organization that can directly affect
satisfaction level of customers in both positive and negative manner. Due to this, for service
based industries it becomes extremely important for companies to maintain overall performance
0of their employees, enhance that employees interact with the customers directly in positive and
appropriate manner so that not only satisfaction level of customers is enhanced but productivity
of employees is also enhanced and maintained.
It was further found from literature review that most of the organizations need to focus
upon management of intangible assessment as well such as knowledge, information management
system. Not only this, they need to also focus upon dealing within changing technology,

financial as well as economic world and bring required changes within the business operations,
services etc. This can further affect overall performance of any firm and it can further affect
overall performance of employees which eventually affect quality of service which is provided to
customers. Due to this, all the organizations especially the one operating in service industry need
to focus upon continuously evaluate service provision which is provided to their customers by
ensuing that both direct/ indirect interaction of employees with the customers is effective and
positive as well as done in an appropriate manner.
Literature review further helped in identifying that airline industry is one of those
industries that comes under category of service industry where productivity of employees is
extremely important to be maintained that can affect performance and productivity of
organizations operating in this industry. In this industry provision of high- quality service to
customers has become extremely important because competition in this industry has increased
tremendously because of which provision of high quality service to customers has become a
compulsion for organizations in this industry. Not only this, due to this increasing competition
organization in this industry also need to motivate their employees, maintenance high
performance of their employees so that overall service quality can be improved, positive
involvement of employees with the customers is high so that overall satisfaction level of
customers of this industry is enhanced. Negative performance of employees of this industry can
further influence performance of organization which can eventually affect service provision of
organization which further affect satisfaction level of customers.
Conclusion
From the above presentation it has been concluded that in the selected article, statistical
analysis method were used for analysis of primary data collected with the help of questionnaire
was done. Further it has further been concluded that all the five main hypothesise were accepted
from the data collected by the researcher with the help of researcher in two phases.

REFERENCES
Books and journals
Shahzad, N., 2018. Impact of employee motivation on customer satisfaction: Study of airline
industry in Pakistan. Journal of Forensic Psychology, 3(2), pp.2-5.
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