Assessing Customer Satisfaction and Loyalty in Bourne Leisure Organization

The research design for this study aims to investigate the effectiveness of Bourne Leisure organization's communication strategy in engaging employees and customers. A sample size of 100 participants will be recruited, consisting of employed individuals with a potential customer relationship with Bourne Leisure. Primary and secondary data will be collected through questionnaires, aiming to identify key factors influencing employee satisfaction and loyalty, as well as customer satisfaction and loyalty. The study's objectives are guided by existing literature in the fields of organizational communication, human resource management, and service quality.

Poor Communication from management to staff has resulted in poor levels of
customer service at Company Bourne Leisure

Abstract:-
This research report is prepared on the poor communication from management to staff has
resulted in poor customer service for Bourne Leisure organization. The main motive behind this
study is to understand the effect of the poor communication system on the customer service of
the organization. With the help of this study Bourne Leisure organizations able to understand the
impact of the poor communication on the organization. This research report act as guide for the
academicians who are interested in conducting further research in the similar area. In this
research report the researcher have been consulted various papers which have been developed by
various authors, for the purpose of understand the research which has been conducted previously
in this area. In support of it, a questionnaire was prepared related to the research question and
distributed all to the various target respondents who are the members of the Bourne Leisure
Organization. This research helps the organizations build a sustainable business which enables
the organization to tackle the future challenges more effectively and efficiently and attract
various customers. It also enables the organizations to build strong strategies and goals which the
organization wants to achieve in the near future.
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Table of Contents
Abstract:-.........................................................................................................................................1
INTRODUCTION:-.....................................................................................................................3
Research Aims.............................................................................................................................4
Research Objectives.....................................................................................................................4
Research Questions......................................................................................................................4
HYPOTHESES:-..........................................................................................................................5
LITERATURE REVIEW:-..........................................................................................................5
METHODOLOGY:-......................................................................................................................10
SECONDARY RESEARCH:-...............................................................................................10
PRIMARY RESEARCH:-.....................................................................................................11
Surveys and questionnaires: -....................................................................................................11
Observation: -.............................................................................................................................11
Interview: -.................................................................................................................................12
Research Philosophy..................................................................................................................12
Positivism...............................................................................................................................12
Interpretivism.........................................................................................................................13
Approach Selection................................................................................................................13
RESEARCH DESIGN:-.............................................................................................................14
POPULATION SIZE:-...............................................................................................................14
SAMPLE DESIGN:-..................................................................................................................15
REFERENCES:-............................................................................................................................16
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Waleed

INTRODUCTION:-
Bourne leisure is a private British organization which owns a number of subsidiaries and
operates in the holiday sectors and leisure in the UK. Bourne leisure organization was
established in 1964. It is the most recognized organization in the UK. In this report, we will
study about how the poor communication between the management and staff influences the level
of customer service. Communication between the management and the staff plays an important
role, it should be focused on the management and should take initiatives to manage it.
(Rosenzweig, 2014) Bourne Leisure organization faces many issues related to the poor
communication, so we will study all the factors to resolve all these issues. Healthy
communication makes the organization capable of dealing with the competition. In opposite to
its poor communication is considered a big problem in an organization. Effective communication
is necessary for every organization. Effective communication plays an important role in
developing long time relation with the clients; this leads the employee motivation. One most
important benefit of healthy communication is improved relationships. A healthy relation should
be present between the management and its employee. All the things go smoothly when all
activities are on track. This helps the organization in understanding its goals and directions to run
business smoothly. The best process of communication in the organizations is through emails
that follows a chain of commands and face to face interactions. Communication is a critical
problem which faced by the Bourne Leisure Organization. So in this study a research is
conducted helping the organization to resolve the communication problem in the organization. If
good communication is present in the organization, then it helps the organization in time
management in the workplace. This will help the organization in maintaining its own time and
also helps the staff in managing their work deadlines. If proper communication system is
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followed in the Bourne Leisure Organization then employees of the organization, feel important
in the organization. This will lead to the motivation of the employees, and their involvement in
their respective tasks. This will improve the customer service of the organization and also can
attract a large number of customers. (Scheer, 2014) Customers should be satisfied with the
organization and if they are unsatisfied, the growth of the organization is not possible in the
future time period. If the poor communication system is present in the organization than poor
customer services also exists in the organization. This will impact the whole organization in a
negative manner. Due to the lack of the customer service the organization loses its current
customers as well as the future customers. This will also impact the reputation of the
organization at the marketplace. This study is conducted for finding the solutions of resolving the
poor communication problem in the Bourne Leisure organization.
Research Aims
The aim of a study is to analyze the impact of poor level of communication at the management
level to the lower level staff which impact on the customer services quality.
Research Objectives
Mentioned below are the objectives of the research papers:
- To understand the impact of poor level of communication on management land lower
level
- To understand the impact of poor level of communication on customer service
- To understand the impact of poor communication on overall growth of an organization
Research Questions
Mentioned below are the research questions for the research topic which is being discussed:
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- What is the impact of poor level of communication at the management level to the lower
level?
- How the customer’s service affected?
- What is the impact of poor communication on organization growth level?
HYPOTHESES:-
The following mentioned are the hypotheses that have been developed after conducting the deep
study of the literature which has been shown in the next chapter: (Moreland,2015)
- H1: Poor communication affects the employees.
- H2: Poor communication affects the customer's service.
- H3: Poor communication effects the lower level of the management.
LITERATURE REVIEW:-
Communication is considered as an important aspect of the business environment. Business is a
place in which many interactions are required. (Scheer, 2014) Through these interactions various
information is acquired. Scheer (2014) involves open competitive activity, through using these
activities the working professionals debate issues, evaluate the arguments of others and defend
positions. There are many organizations which are facing poor communication problem in their
organizations. For example: In August 2013, AOL CEO Tim Armstrong announced that it is
going to reduce the size of employees which causes a huge decline in its revenue and also
reduces the size of its customers. The revenue is declined just because of poor communication
with its employee and size of the customer is reduced because of the poor image in the market.
In the various organizations most working professionals, especially those which are working on
upper and middle management, continuously produce different variety messages, most of them
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are in written form of letters, reports, instructions, procedures, performance reviews, and
proposals. So it is defined by various authors that communication is a primary element for
understanding the workings of the other organization. If the business organizations want to
deliver better services to their consumers, then the organization should follow effective
communication system in the organization (Longmore, 2014).
Moreland (2015) concluded in his study that practice of the effective communication system is
linked with the healthy cultural environment of the organization. Effective communication leads
to the happiness of the employees, job satisfaction and productivity of the employees.
Communication skills also play an important role for the leader because these skills help the
leader in managing the work environment of all the organizations. Most of the organizations
recognize the importance of the communication system in the organization that is why
communication is considered as a barometer in hiring and measuring the performance of the
employees. Every organization wants their employees to maintain confidentiality. This is
required by the organization just because to safeguard their strategies and future plans from their
competitors. Welch, (2012) said that if every organization follows the proper communication
method it will help the organization in the effective implementation of their functions like
control, feedback, decision making and motivation. The researcher said that organization must
have authority hierarchies and formal guidelines which should be followed by the employees for
fostering their motivation. For example - the head of the HR at Yahoo sent their employees the
internal memo which leaked around the world. He communicates with his employees that
telecommunicating and working from home would not allow to them which highly affects the
whole organization in a negative manner. Employee's turnover is increased, and the motivation
level of employees also decrease which leads a low performance of the organization. Due to all
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this Yahoo organization employees were highly upset and felt frustrated and launched a national
conversation policies of work from home. If the organizations also want to save themselves from
this problem, then it must formulate its specific objectives, appropriate plans, and effective
communication system so that all functions can be performed in a smooth manner. All this help
in attracting the concentrate of the customers towards the quality services of various
organizations. This can be possible only when the quality of services and products of the
organizations is good. The Proper communication system also help the very organization in
effective decision making (GRENSING-POPHAL 64).
According to Rosenzweig, (2014) from the last 15 years culture and communication have been
recognized as an important aspect of the business organization which impacts the overall
development of the organization. Various experts consider that there is hardly a development in
an organization possible in the absence of changes in the attitude, behavior, and world – views of
the people involved in the organization. Every should take initiatives for developing a proper
communication system which will create awareness, making informed decisions, generating
participation from employees in the process of development and change, consensus building and
finally in resolving all conflicts (Cummings, 2014). All the organizations while addressing any
development context should be focused on violence, food security, population issues and
conservation of natural resources. This will help the organizations attract new peoples towards
their product by changing the way and lifestyle of the customers that will makes the
organizations successful in the future (Nyborg).
It was explained by various authors that the communication effort in the organizations should
have tended to fulfill three main developmental roles in various business practices. A main
important role for the every organization is to inform the potential customers to adopt certain
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behaviors and practices that seem beneficial to them; this will enhance the image and credibility
of the business houses in the marketplace. Various authors defined the communication in a
different manner. For example- Top (2013) defined the communication as a social change for the
development of the organization. By making research on communication various theories and
technology designed to increase social and material advancement of the peoples.
As per the views of the (Cummings, 2014) service quality plays an efficient role in building the
loyalty of the customers. If the organizations want to enhance their customers, then it should
focus on various aspects of improving the customer loyalty. This can be improved with the
efficient communication system and by providing better service quality to their potential
customers. Komunda, (2012) pointed out that service quality as per the perceptions of the
consumers known as the gap between the expectation of consumers regarding the services of a
particular industry and the real performance perception of a specific industry. Service quality of
an enterprise can be calculated by using following formula:-
Service quality = Perceived performance of the organization - Expectation of service regarding
that organization.
For example - Hilton Hotel Corporation is a laboratory which collects the customer feedback on
new and their emerging technologies. Hilton organization focus main on providing better service
quality. This was done by the organization by combined innovation with a desire to better the
experience of customers.
As per the research conducted by the (Kim, 2012), concluded that exploration of ways of
communication, organizational learning, and the capacity development are interrelated with each
other. The researcher principle of communication for social change. This will help the researcher
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in point out the need for the ownership of communication, changes and learning processes by
those who are considered most affected by them.
(Garicano, 2012) stated in his study that level of openness in the organization impacts the whole
climate of the organization. Openness is described here as a free expression of opinions and true
feelings of someone. It is also known as the ability to receive new ideas and gaining new
experiences and building the effective relationship. The researcher said that if the peoples are not
express their ideas openly than the effective communication system cannot exist in the
organization. Sharing of information cannot take place in an effective manner because
employees feel fear while sharing the information. In the same manner (Longmore, 2014)
concluded that the other main important factor which affects the climate of the communication in
the organization is the existence of rumors. The reason behind the poor communication in the
organization is vindictive and exaggerated rumors. At the same time when rumors are innocuous
than good communication system is enhanced in the organization (Komunda, 2012). The main
important factor which is considered important in the organization is the rule of assertiveness. It
can be possible that the rule of assertiveness may or may not affect communication. Strict rules
in the organization frustrate the employees of high performance. This also contributes to bringing
inflexibility in the organization.
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METHODOLOGY:-
SECONDARY RESEARCH:-
The research report have adopted secondary research as well as primary research (Moreland,
2015). In this case, secondary research is conducted because it is free to use or easy to access
any answer of the research questions which mean that collection of data is very easy, and it also
provides details regarding collected data. Various analytical tools are used for giving the answers
of all research questions. All this helps in understanding the different situation of the
organization from different perspectives
Tools used for collection of secondary data:-
 Scholarly journals: - These are the sources that involve the reports for the original
research or the various experiments in a specific field. The main reason behind using
journals by the researcher that it gives the researcher various knowledge about the
different case studies on the research topic. By using these case studies researcher can
learn from their experiences and can implement their views in conducting own study.
 Articles in Literature Review: - These articles help in reviewing the assembled articles
and these also review the original research that deals with a particular topic. The
researcher used the literature review to study the past research regarding the subject of
the research. The past literature helps the researcher to form assumptions and the
quantitative or qualitative study in the field will prove or disprove those assumptions.
 Reference books: - Reference books are the sources for providing the secondary data
material. They contained the facts and various chapters which help in identifying the
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research questions. Reference books helps the researcher in providing support in
conducting its own research study by providing relevant information about the study.
PRIMARY RESEARCH:-
The research report have also used the primary research. Primary research is conducted for
identifying the taste and preference of consumers, response of consumers and their feedback
regarding a product. In this research report, various situations have been identified due to which
lack of proper communication takes place and how these situations influence the customer
service. All these will be analyzed by conducting primary research (Scheer, 2014). For finding
the answers to research questions the researcher has used various methods of primary research
like an interview, survey, and questionnaires.
Tools used for collecting Primary data:-
Surveys and questionnaires: -
It is very effective method of collecting the result. This enables in collecting the required data
which will be analyzed further for administration. In this the researcher had visited to different
staff members of the organization so that, the researcher can know their views directly without
any mistake (Welch, 2012). Survey used by the researcher to collect the true consequences of the
poor communication in the organization.
Observation: -
Observations can be of two types, observation through interaction and communication and
observations through no interaction or communication. In this research direct observation is used
to know the customer's response on the spot. All this help in identifying the image of the
organization in the market (Appiah, 2016). Observation used by the researcher in conducting the
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research because the researcher wants to to check definitions of terms that participants use in
interviews, observe events that informants may be unable or unwilling to share.
Interview: -
The interview is a process of interaction between the moderator and the respondents. It is
a very appropriate method of collecting the data and easy to organize it. In this research,
report interview has been organized to ask questions directly from the customers. Though
it is a time-consuming process and but very beneficial. The researcher chooses this
method for collecting the data because the researcher wants to explore the views and
experiences about the individual respondents. Through this the researcher can directly
involve the responses of every respondents.
Research Philosophy
The research philosophies refer to the ways the data are collected considering various
methodologies. There are in general two types of research philosophies, one is positivism
and the other is interpretivism. This research paper has tried to understand both the
research philosophy in greater detail and then tried to come up with the conclusion of
selecting any one of them.
Positivism
The positivism generally means the consideration of the situations or things in the stable
states and which can be interpreted in numeric form or straight data delivery can be
brought from there. The positivism aspect of the research philosophy also believes that if
the researchers are involving any kind of observational research or the research activities
that require the researcher to understand the results after continuous observation of the
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subjects, then the researcher need to make a special arrangement for the same. That
means, the researchers should build an environment that ensures that only those factors
impact the surrounding that are under consideration and the rest of the factors are
eliminated from the situation.
Interpretivism
The proponents of interpretivism states that consideration of positivism is not apt and
there should be also be the inclusion of variables that are present in the actual situation. It
has been argued that the when conducting the observation or research, one cannot just
isolate certain variables and conduct the research. Moreover, if a research is conducted by
considering the limited factors or variables then it would not be possible to state that
whether the results brought out by the research will have any impact in the actual
situation.
Approach Selection
Both the philosophies that have been discussed are entirely dependent on the type of research
that is being carried after. The first philosophy that is positivism supports the study of subject
from the quantitative perspective. One can clearly state here that only understanding the
quantitative aspect may lead the researcher to miss out on the qualitative aspect of the study
which is also important as there can be different opinions of the individuals (as stated by
interpretivists). Therefore, considering both the aspect of the philosophy and the need of this
research, only positivist approach has been taken. The first reason behind the selection of the
positivist approach is the time that needed to be spent on the collection of the data. In this
research, the researcher will consider sending the questionnaire to the various respondents. These
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questionnaires will be then filled by the respondents and will be then collected by the
researchers. The data collected from the questionnaire will of quantitative in nature that is event
he yes or no of the questions will be converted into binary digits to employ statistical study over
the result. The second important aspect is that it is cost effective form of data collection and
conducting the research. The researcher will be only sending the questionnaire through the
emails which will not either consumer time or the money. The only time that will be invest in is
assessing the previous literatures to form assumptions which will be then proved using the
collected data.
RESEARCH DESIGN:-
The research design for this research paper is conducted by adopting a suitable procedure as per
required by the topic in the discussion. For this various research papers are examined which are
related to the research topic. The research is initiated further with clear identification of all the
research objectives which helps in conducting further research.
POPULATION SIZE:-
As it is mentioned earlier that the researcher is using primary and secondary data for conducting
the research, therefore it is required to identify a population needs to whom the questions will be
asked to understand the subject (Rosenzweig, 2014). As this research is conducted for the
Bourne Leisure organization, there should be following characteristics in the selected
population:-
 The population should be employed in the Bourne Leisure organization.
 The population should be a potential customer of the Bourne leisure organization.
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SAMPLE DESIGN:-
The size of the sample for the study will be hundred in number. The questionnaire distributed
will be more than hundred; it can be nearby 150 questionnaire distribution. The main reason
behind all this is that the most of the respondents might not turn up the response. The situation
can be anything but the reason is that final response should be hundred after removing all the
partially filled questionnaire.
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