Human Resource Management Research

This assignment delves into the multifaceted field of Human Resource Management. It examines key concepts and practices within HRM, including e-HRM adoption in China, quality assurance in SMEs, motivating problem employees, and strategic global HRM. The assignment utilizes a mix of qualitative and quantitative research methods to analyze these topics, drawing upon scholarly articles and industry trends.

RESEARCH
PROJECT
1

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION.........................................................................................................3
1. Scope and focus of the research...................................................................................................3
2. Aims and objectives of research..................................................................................................3
Research questions...............................................................................................................................4
3. Summary of chapters...................................................................................................................4
CHAPTER 2: LITERATURE REVIEW..............................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY..................................................................................9
3.1 Introduction................................................................................................................................9
3.2 Research design.........................................................................................................................9
3.3 Data collection methods.............................................................................................................9
3.4 Sampling....................................................................................................................................9
3.5 Data analysis............................................................................................................................10
3.6 Ethical issues............................................................................................................................10
3.7 Limitations...............................................................................................................................10
CHAPTER 5: COMPANY/INDUSTRY BACKGROUND...............................................................11
QUESTIONNAIRE............................................................................................................................12
DESCRIPTIVE INFORMATION.................................................................................................12
CHAPTER 6: FINDINGS..................................................................................................................14
CHAPTER 6: DISCUSSION AND CONCLUSION.........................................................................17
REFERENCES...................................................................................................................................18
2

3

CHAPTER 1: INTRODUCTION
Topic: Impact of employee behavior on customer satisfaction and loyalty- The case study of Hilton
1. Scope and focus of the research
In the present era, competition in the hospitality industry is increasing with the very high
pace. In this, customers prefer to stay in the hotel who offers high quality services to the customers
at the affordable price. There is high impact of employee behaviour on the customer satisfaction. As
Hilton is the service industry so the satisfaction of the customers depends upon the services which
are rendered to them by their staff. It is not always possible for the satisfied customer to become
loyal for the hotel (Absar And et.al., 2012). Loyalty is the last aspect which can be achieved if the
hotel is giving constant consistently good services to satisfy their customers. In the service
organization all the aspects regarding the satisfaction and the loyalty is depended on the staff which
is working in the hotel. In the competitive environment the services which are given by the hotel are
same but how they are presented in from of the customers are different.
There are several factors which impact the customer satisfaction and help them to become
loyal for the organization. But in this, the most important is the employee behaviour as well as
attitude towards the guests who are visiting the hotel. In the hospitality industry, the major problems
which are witnessed by the customer are through the attitude and behaviour of the staff
(Bhanugopan And et.al., 2013). In the Hilton hotel, saw the declining in their sales in the peak
season when they were fully packed with their guest. This was the most discouraging factor for
them. But through the investigation it was analyzed that this was due to the unethical behaviour of
the employees towards their staff. The researcher will investigate the impact of behaviour of the
employees on customer satisfaction as well as developing loyalty for the hotel. Further, it is
significant for the researcher to know about this aspect as it will assist them in identifying the major
factor which helps in increasing the profitability of the Hilton hotel. Findings and outcomes of the
present study are highly significant which will help another researcher in conducting their study in
an effectual manner. Thus, the present study will provide academic framework to other researcher to
conduct their study effectively (Darrag and et.al., 2010).
2. Aims and objectives of research
Researcher aims to investigate the impact of employee behaviour on customer satisfaction
and loyal in Hilton hotel
 To understand the impact of employee behaviour on customer satisfaction and loyalty
4

in Hilton hotel
 To understand the link between employee behaviour on customer satisfaction and
loyalty in Hilton hotel
 To analyze the importance of employee behaviour on customer satisfaction and loyalty
 To recommend the ways for enhancing customer satisfaction and making them loyal in
Hilton hotel
RESEARCH QUESTIONS
1. What is the impact of employee behaviour on customer satisfaction and loyalty in Hilton
hotel?
2. What is the link between employee behaviour on customer satisfaction and loyalty in Hilton
hotel?
3. Why employee behaviour is important in satisfying the customer of the Hilton hotel?
4. What are the other ways through which customer satisfaction can be increased and become
loyal for the Hilton hotel?
3. Summary of chapters
Chapter 1: Introduction
In the first chapter, researcher states the background, rationale, scope and significance of the
study. Besides this, it also contains aims and objectives which help researcher in conducting
research in the right direction.
Chapter 2: Literature review
In this section, researcher will critically evaluate secondary data sources such as books,
journals and research papers by taking into consideration the benefits and drawbacks of research
issue. It develops deeper understanding among the researcher and thereby, enables him or her to
present the fair view of research issue or problem (Merriam and Tisdell, 2015).
Chapter 3: Methodology
It includes the type of investigation which researcher will be carried out to assess the
solution of problem. Research methodology includes the approach and philosophy which researcher
will use to carry out their study. In addition to this, it also entails the ways or techniques which
researcher will undertake to collect and analyze the data.
Chapter 4: Company background / Industry background
In the 4th chapter, researcher will provide information about the background of Hilton hotel
who offer luxurious stay facility to the customers in UK. Through this, researcher is become able to
assess the impact of employee behavior on customer satisfaction and loyalty in hospitality industry.
5

Chapter 5: Findings
In this chapter, researcher presents the findings of research by analyzing the data with the
help of suitable tools and techniques. This chapter helps in finding the solution of research issue.
Chapter 6: Discussion and conclusion
This chapter concludes the findings of whole research program and thereby, presents the
outcome of research issue. It also includes recommendations which help Hilton in achieving success
in the future.
6

CHAPTER 2: LITERATURE REVIEW
Literature review may be defined as a process through which the researcher reviews the
information with the help primary and secondary research. In the secondary research books, journal,
research papers are evaluated to collect the data on the topic. Further, literature reviews provides the
deeper insight on the topic regarding various areas which can affect the customer satisfaction. With
the help of this, the researcher will effectively able to conduct the analysis.
According to the HanAnd et.al., 2013, it states that employee behaviour is one of the
important aspect which impacts the customer satisfaction and helps in developing loyalty towards
the Hilton hotel. In case of the Hilton hotel, it is successful because of the services which are
provided by them. With the help of the services it has made the customers loyal towards their hotel.
It has been seen that the employee behaviour is not persistent and does not remain unchanged. It
changes with the situation in which it is dealing (Hurwitz and Hurwitz, 2009). So it is important for
the staff to provide appropriate service and show ethical behaviour towards the customers. In the
service industry the things which matters a lot is the attitude of the staff towards their services and
the guests. So it is important for the hotel to control and monitor the behaviour of the employees.
With the situation the attitude changes but to remain consistent it is significant for the Hilton hotel
to provide them training and make them experience different situations. They will come to know as
how they will have to react in different situations.
According to Trappey and Ho, 2002 it says that customer gets satisfied only because if it is
getting the service in against of the value which it is providing. The basic aim the guest visits the
hotel is because they want to relax and enjoy their time. So it has become important for the
employee to treat them effectively so that their major aim gets fulfilled. There is direct link between
the customer satisfaction and the employee behaviour. It is seen that the employee can only satisfy
their customer if they are satisfied with their services which are given by the Hilton hotel (Sims,
2007). So the Hilton hotel should first render effective services to their employees so that the
positivity their behaviour can be shown to the customers. According to González, 2004 it is
necessary for the Hilton hotel to make appropriate policies and procedures and provide them with
proper salary so that they can become satisfied. Further there are various factors which help to make
the employee satisfied. As it is rightly said that customers are satisfied with the way of service
which are provided by the staff. On the other hand, there are some of the guests who visit the hotel
because the staff are cooperating and assist them in many of the things which are beyond their
services (Freeman and Ceriello, 2011). To satisfy the customer the employees have to go beyond
their roles and responsibility so that they can make them loyal towards the Hilton hotel. In the hotel
it seen that most of their guests makes the employees to do their personnel work which is not in the
7

roles of the services. But as the guests are important so it becomes necessary of the employees to
assist them in their work (Kiessling and Harvey, 2004.).
According to Nicholson 2003, it states that the services of the employees vary according to
the type of customers which they are attending. As in the hotel, the services are given according to
the money which is given to the hotel. As the Hilton hotel is one of the renowned hospitality
organization so it services many celebrities. As for them the services are unique and they get the
special privilege (Ristow and et.al., 2009). Even for them the customer satisfaction varies a lot. For
the celebrities it becomes important for the staff to satisfy their all needs and requirements and
make them loyal towards their hotel. On the other hand, there are guests who not require special
services as they only want to enjoy their experience. So for these guests different types of services
are given by the hotel so there is another hierarchy which is made for the services which are
provided to the guests. So through this information it can be said that there is direct relationship
between the employee behaviour and the service on customer satisfaction and loyalty (Khandekar
and Sharma, 2005).
According to Rovai, 2008, behaviour of the employees can retain the customer or through this
behaviour only the customer can switch to other hotel. Behaviour is not only the aspect which
enhances the customer satisfaction it is the ethical behaviour of the staff which makes the visitors
satisfied. In this, the loyalty aspect cannot be judged by judging single day behaviour of the
employees. Loyalty can only be created if the visitors are getting these consistent services regularly
and every time they are over satisfied with the services which are rendered by the staff. It is very
important for the Hilton hotel to make the customer satisfied. In this competitive world as there are
many competitors so it has became important for the hotel to retain the customer for achieving
profitability. According to Wang and et.al., 2010, customer behaviour is one of the strategy of the
Hilton hotel to retain the loyal customer and the visitors who have visited the hotel one or two times
to make them loyal. All the hotels as well as hospitality organization always focus on the USP
which attracts the guest to experience their services. So for the Hilton hotel they have made the
customer behaviour as the unique selling point through which the guest can be satisfied the services
which are provided by them. On the other hand, the customer behaviour is important because if the
services which are given to the customers are good by the way in which they are presented is
satisfactorily. Then in this case, the expectation and the value do not matches which create
dissatisfaction among the customers. So besides the services, it has become important to render the
services in the right attitude so that the expectation of the guest can be justified.
According to Bradly, 2005 the customer relationship can be formed with the hotel if the
employee behaviour is good. As they are the one who are responsible in building the relationship
8

with the customers. In the present time, the hotels are achieving the competitive advantage because
of customer relationship which they are maintaining with their customers. There is other several
ways through the customer satisfaction of the employees can be increased. The best way is to meet
the expectation of the customers (Hassan, 2010). The expectation is measured in terms of the value
which is offered by the customers. So for the Hilton hotel it becomes important to give proper and
appropriate services so that they can be satisfied. Another method for making the guest loyal is by
measuring the satisfaction level of the customers. Through measuring the level the Hilton hotel can
identify the gap between the expectation and the reality. Through identifying the gap they can
effectively take the action and overcome the situation. Creating bonding through several medias is
another way through which they can identify they can create a bond. Through emails the Hilton
hotel can provide necessary information as well as schemes so that the customer can be upgraded
with the services of Hilton hotel. These are the ways through which the customer can be satisfied
and loyalty among them can be created (Ristow and et.al., 2009).
9

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology consists of the techniques which researcher will adopt in collection,
formation and analysis of data. It may serve as an outline which helps researcher in conducting
study in the right direction.
3.2 Research design
In order to conduct research study in an appropriate manner, researcher requires assessing
the type of investigation which they will undertake for their study. It is the most important aspect
upon which data collection and analysis methods are highly dependent. There are specifically two
types of research namely qualitative and quantitative (Flick, 2015). In order to assess the impact of
the behavior of personnel on customer satisfaction, researcher undertakes qualitative research. By
making focus upon the qualitative feature or aspect, researcher is able to present the fair view of
research issue or problem. Besides this, researcher makes use of inductive approach to investigate
the research problem. Thus, researcher undertakes interpretivism philosophy on the basis of which
data will be gathered and analyzed (Interpretivism, 2014).
3.3 Data collection methods
Accuracy of the findings of research study is highly dependent upon the data collection
methods undertaken by the researcher. Specifically, there are two types of data such as primary and
secondary which researcher can use to conduct study in an appropriate manner (Taylor, Bogdan and
DeVault, 2015). To assess the extent to which behaviour or attitude of the human resources affects
the level of customer satisfaction, researcher undertakes both primary and secondary data collection
methods. Researcher will gather primary data via questionnaire. In this, researcher prepares
questionnaire which addresses all the research issues, aims and objectives (Research methods,
2014). It enables researcher to get essential information which is highly associated with the
research issue or problem. Besides this, researcher will also make use of secondary data sources to
conduct study in an efficient manner. In order to collect secondary data, researcher will make the
use of books, journals and research papers. With the help of both the data sources, researcher is able
to assess the suitable solution for the problem.
3.4 Sampling
Sample may be defined as a subset or small part of the population which contains all the
characteristics of larger population. Researcher needs to select sample for the research study
because it is not possible for him to conduct research upon whole population. There are mainly two
10

types of sampling techniques which researcher can use to select appropriate sample for the study
namely probability as well as non-probability sampling technique (Forman and et.al. 2015). In
probability sampling each part of population get equal chance to being selected as sample. In non-
probability sampling researcher selects the sample for the study by taking into consideration the
objective and purpose of research. With the aim to investigate the impact of employees skills and
competencies on customer satisfaction researcher undertakers purposive sampling which is the part
on non-probability sampling technique. Purpose sampling helps researcher in meeting the purpose
of research study or program. For the present study, researcher selects 30 people who prefer to stay
in Hilton. Thus, by assessing the viewpoints of existing customers business unit is become able to
identify the level to which customers are satisfied with the services offers by the personnel of
Hilton.
3.5 Data analysis
It is the most important part of the study which enables researcher to find out the
appropriate solution of the research problem or issue (Kratochwill and Levin, 2015). In order to
assess the influence of cultural aspect on negotiation in music industry researcher undertakes
qualitative research. Thus, researcher undertakes thematic perception test to analysis data which are
gathered by interview.
3.6 Ethical issues
In order to raising the effectiveness of research study researcher requires to follow all the
ethical aspects and consideration (Peltoniemi, 2015). In the present study, researcher maintains the
confidentiality of respondents. On the basis of this aspect he does not disclose the identity of
respondents in front of others. Researcher also gives credit to the author by making references from
which assistance is taken by him.
3.7 Limitations
In order to assess the appropriate solution of the problem researcher conducts interview with
only 10 people. It is one of the main limitations of research study because researcher gathers data
for limited respondents. If researcher undertakes large number of respondents then he is able to
present more realistic view of research problem. In addition to this, availability of limited time for
the research study is also one of the main issues which hamper the effectiveness of research study.
11

CHAPTER 5: COMPANY/INDUSTRY BACKGROUND
Hilton is one of the most renowned hotels. It is operating in many areas and it is regarding as
the most luxurious hotels. The target customer of this hotel is business individuals or the one who
are fond of leisure travels. The hotel is known for its services which it renders to their customers
and the services which are provided to them. It has collaboration with various airports, conventions
centres and the luxurious reports for the tourists who like to enjoy their holiday in the expensive
way. Further the brand image of the hotel is respectable and the policies and procedures which are
carried out are according to the government rules and regulations of the country in which it is
operating their business. Besides this, the hotel has won several awards regarding their hospitality
services and the behaviour of the customers. Even to make it profitable the management focuses on
training and development of the human resource to make them competent.
12

QUESTIONNAIRE
Topic: Impact of employee behaviour on customer satisfaction and loyalty- The case study of Hilton
DESCRIPTIVE INFORMATION
Name:
Age:
Gender:
1. How many times, you have visited Hilton hotel?
One 
More than 2 
Always 
Not visited 
2. How much do you agree that employee behavior impacts satisfaction and loyalty of customer?
Strongly disagree 
Disagree 
Neutral 
Agree 
Strongly agree 
3. Are you satisfied with the services which you are getting in the Hilton hotel?
Yes 
No 
4. Do you think the feedback system of Hilton hotel is effective?
Yes 
No 
5. Which is the major advantage of customer behavior in the Hilton hotel?
Enhanced sales 
Building goodwill of the company 
Fights competition 
Competitive advantage 
6. What is the biggest challenge faced by the Hilton hotel?
Addition in costs 
13

Undermining social values 
Increasing competition 
Switching of the loyal customers 
7. What are the recommendations to enhance the satisfaction of the customers________________?
14

CHAPTER 6: FINDINGS
Thematic perception test is undertaken by the researcher to analyze the results of semi-
structured interview. Through this, researcher is able to present the suitable outcomes or result of
the research issue.
Theme 1: Employee behavior significantly impacts the satisfaction level of the customers.
From the graph it can be said that most of the customer feels that employee behaviour has
significant impact on the satisfaction level of the customers. They believe that the customer can
visit the hotel only when they are satisfied with the services which are provided by the employees.
even from the survey the customers said that they are visiting the hotel again because the behaviour
of the employees are professional which attracts them.
Theme 2: feedback system has been proved to good in the Hilton hotel
15

From the above grpah it can be depicted that majority of the customers are satisfied with the
feedback system which is followed in the hilton hotel. As many problems was witnesed by the
customers regarding the services provided to them in the hilton hotel. So in the feedback all the
issues were discused. In no time the issues were rectified so the customers think that the feedback
system fiollowed in the company is appropriate and with the help of this the customers get the
effective services
Theme 3: competitive advantge and building goodwill are the benefits from customer behavior
Through the customer behaviour it has been noticed that the company can easily enhance the
goodwill of the hotel and even they can create competitive advantage. From the graph it can be said
that the customer belives the consumer behaviour is imortant for every aspect. even it has been
assumed that through the effective customer behaviour hilton can rule over its other competitors. so
from the diagram it can be depicted that customer behaviour is important in overall functioning of
the hotel.
Theme 4: Customers are satisfied with the services of hilton hotel
16

From the diagram it can be stated that most of the customers are satisfied with the services
which are provided by the hilton hotel. They believe that all the services which are given to them
are according to their needs as well as requirements. Even the expectation regarding the value of
money is fulfilled. The major focus they give is on the customer behaviour. Out of 30 respondents
majority of them believe that it is worth to stay in hilton hotel as their experience is good.
17

CHAPTER 6: DISCUSSION AND CONCLUSION
From the above report it can be concluded that in the hospitality industry employee behaviour
is necessary in satisfying the customers and fulfilling their expectations. There are several
procedures which are carried out buy the Hilton hotel to satisfy their customers. But the main focus
they are giving to the employee behaviour. The Hilton hotel has organized the training and
developing program through which they can make the employee learn as how to behave with the
clients and make them satisfied with their services (Nicholson, 2003). Through continuous
satisfaction only the customer will become loyal to the company. For creating loyalty among the
guests several factors needs to be favourable. One of the factors is customer behaviour.
As the hotel widely serves the customers who are rich and requires luxury so it has become
important for them to provide appropriate services to their customers (Freeman and Ceriello, 2011).
For different category of customers they have assigned the employees who can make the customer
happy. Even from the survey it has been believed that the customer behaviour enhances the
goodwill of the firm and even creates competitive advantage over the other rivalries. Further
different methods and ways are suggested which will help in enhancing the satisfaction of the
guests. Besides this, the ethical aspect should be kept in mind before carrying out the research
(Kiessling and Harvey, 2004).
Recommendations
 It has been recommended to the hilton hotel to satisfy their employees with their services.
As it is believed that the satisfied employee only provides effective services. Even the hilton
hotel should focus on the ethical behavuiour of the employees so that any unethical means
can be avoided.
 Besides this, for creating the loyalty in the customer it is importyant to give consistent
services to the guests. Loyalty is the aspect which takes ttime and it is significant for the
organization for competing with their rivalry firm (Ristow and et.al., 2009).
 Customer relationship technique should be build as this will help in retaining the customers.
with the helpmof several medias they can remain contact with the customers and make them
update with the changes and the information.
 Another recommendation can be the hilton hotel should emphasize on other aspects as with
the customer behaviour they have to provide qualirty of service to make the customer
satisfied.
18

REFERENCES
Books and Journals
Absar, N. And et.al., 2012. HRM-market performance relationship: evidence from Bangladeshi
organizations. South Asian Journal of Global Business Research. 1(2). pp. 238–255.
Bhanugopan, R. And et.al., 2013. A structural equation model for measuring human resource
management practices in the Jordanian organisations. International Journal of Organizational
Analysis. 21(4). pp. 565–587.
Bradly, F., 2005. International Marketing Strategy. Financial Times/Prentice Hall.
Darrag, M. and et.al., 2010. Investigating recruitment practices and problems of multinational
companies (MNCs) operating in Egypt. Education, Business and Society: Contemporary Middle
Eastern Issues. 3(2). pp. 99–116.
Freeman, C. and Ceriello, V. R., 2011. Human resource management systems: strategies, tactics,
and techniques. 2nd ed. Jossey-Bass Publishers.
González, M. S., 2004. Improving human resources management: some practical questions and
answers. International Journal of Contemporary Hospitality Management. 16(1). pp. 59–64.
Han, Y. And et.al., 2013. China's civil service adopts e-HRM … up to a point: Most offices blend
paper-based and electronic systems. Human Resource Management International Digest. 21(4).
pp. 33–34.
Hassan, A., 2010. Linking quality assurance to human resource management: a study of SMEs in
Malaysia.International Journal of Quality & Reliability Management.27(6). pp. 641–657
Hurwitz, M. and Hurwitz, S., 2009. The romance of the followe: part 3. Industrial and Commercial
Training. 41(6). pp. 326–333.
Khandekar, A. and Sharma, A., 2005. Managing human resource capabilities for sustainable
competitive advantage.Education and Training Journal.47(9).
Kiessling, T. and Harvey, M., 2004. Strategic global human resource management research in the
twenty-first century: an endorsement of the mixed-method research methodology. Int. J. of
Human Resource Management. 16 (1). pp.22-45.
Nicholson, N., 2003. How to motivate your problem people, Harvard Business Review. 81(1). pp.
57-64.
Ristow, L. and et.al., 2009. Human Resource Management. 3rd ed. Juta and Company Ltd.
Rovai, S., 2008.Recruiting high-tech managerial talents in China: an institutional
perspective.Journal of Technology Management in China.3(2). pp. 181–193
Sims, R. R., 2007. Human Resource Management: Contemporary Issues, Challenges, and
Opportunities. IAP.
Trappey, A. and Ho, P., 2002. Human resource assignment system for distribution centers.
19

Industrial Management & Data Systems. 102(2). pp. 64–72.
Wang, G. and et.al., 2010. Globalisation in construction management education. Journal of Applied
Research in Higher Education. 2(2). pp.52–62.
Online
Interpretivism. 2014. [Online]. Available through: <http://research-methodology.net/research-
philosophy/interpretivism/>. [Accessed on 27 April, 2016].
Research methods. 2014. [Online]. Available through:
<http://www.alzheimer-europe.org/Research/Understanding-dementia-research/Types-of-
research/Research-methods>. [Accessed on 27 April, 2016].
20