Investigating the factors affecting female cabin crew retention in Singapore airlines

This research aims to investigate the factors affecting female cabin crew retention in Singapore airlines. The study will focus on job satisfaction and its impact on retention, as well as other factors such as remuneration and attitude. The research will provide valuable insights for Singapore airlines in improving their employee retention strategies.

Running Head: RESEARCH DISSERTATION
Research dissertation
Name of the Student:
Name of University:
Author Note:

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Abstract
Singapore Airlines is considered to be one of the renowned airlines companies in the world. The
company has a large number of recruitment for female employees’ especially female cabin crew
that requires a research to penetrate into the female cabin crew retention process within the
organisation. Therefore, this research is choosing job satisfaction as the independent variable to
discover the impact of job satisfaction of female cabin crew retention in Singapore Airlines.
Developing a rich and extensive literature review chapter to support and guide the research is
identified as a key facet of this dissertation. Moreover, using primary data analysis techniques to
extract data from the quantitative survey mode provides authentic data and information for this.
The research also run a hypothesis testing that supports the alternative hypothesis that job
satisfaction is definitely have a great impact on female cabin crew retention in Singapore
Airlines.
Keywords: Job satisfaction, female cabin crew retention, attitude, remuneration

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Acknowledgement
I would like to express my deepest appreciation to committee chair
Professor ......................................, who is helping to guide and motivate me to compete this
research through his excellence and generosity. He continuously boosted my morale to conduct
the research with a high spirit of adventure in research and scholarship. Without his scholarly
guidance and continuous support this dissertation would not have been completed.
I would also like to thank the committee members, Professor ............................ and
Professor ........................ who supported my ambition and paved my way towards success
through enlighten me with modern technology and literature findings though their enormous
academia and quest for knowledge.

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Table of Contents
Chapter 1: INTRODUCTION.........................................................................................................7
1.1 Overview...........................................................................................................................7
1.2 Problem statement.............................................................................................................8
1.3 Research rationale.............................................................................................................8
1.4 Research aim.....................................................................................................................9
1.5 Research objective............................................................................................................9
1.6 Research hypothesis..........................................................................................................9
1.7 Structure............................................................................................................................9
1.9 Summary.........................................................................................................................10
Chapter 2: Literature review..........................................................................................................11
2.1 Overview..............................................................................................................................11
2.2 Definition of job satisfaction...............................................................................................11
2.3Remuneration in organisation...............................................................................................12
2.3.1 Hypothesis....................................................................................................................14
2.4Satisfaction in profession......................................................................................................14
2.4.1 Hypothesis....................................................................................................................16
2.5 Attitude................................................................................................................................16
2.5.1 Hypothesis....................................................................................................................18
2.6 Promotion............................................................................................................................18
2.6.1 Hypothesis....................................................................................................................20
2.7 Annual leave........................................................................................................................20
2.7.1 Hypothesis....................................................................................................................21
2.8 Working hours.....................................................................................................................21
2.8.1 Hypothesis....................................................................................................................22
2.9 Destination country..............................................................................................................22
2.9.1 Hypothesis....................................................................................................................24
2.10 Employee satisfaction........................................................................................................24
2.10.1 Hypothesis..................................................................................................................25
2.11 Conceptual framework.......................................................................................................25
2.12 Summary............................................................................................................................25
Chapter 3: Methodology................................................................................................................27
3.1Overview...............................................................................................................................27

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3.2Research outline....................................................................................................................27
3.3Research philosophy.............................................................................................................27
3.3.1 Justification...................................................................................................................28
3.4Research approach................................................................................................................28
3.4.1 Justification...................................................................................................................28
3.5Research design....................................................................................................................29
3.5.1 Justification...................................................................................................................29
3.6Research strategy..................................................................................................................30
3.6.1 Justification...................................................................................................................30
3.7Sampling techniques.............................................................................................................30
3.7.1 Justification...................................................................................................................31
3.8Data collection method.........................................................................................................31
3.8.1 Justification...................................................................................................................31
3.9Data analysis technique........................................................................................................32
3.10Ethical considerations.........................................................................................................32
3.11Research limitations............................................................................................................32
Chapter 4: Findings and analysis...................................................................................................33
4.1 Introduction..........................................................................................................................33
4.2 Reliability analysis...............................................................................................................33
4.3 Demographic questions.......................................................................................................34
4.4 Correlation...........................................................................................................................37
4.5 Regression............................................................................................................................39
4.6 Discussion............................................................................................................................40
4.7 Summary..............................................................................................................................42
Chapter 5: Conclusion...................................................................................................................43
5.1 Introduction..........................................................................................................................43
5.2 Conclusion...........................................................................................................................43
5.4 Self reflection.......................................................................................................................46
5.5 Future scope.........................................................................................................................47
Reference.......................................................................................................................................48
Appendices....................................................................................................................................59
Appendix 1.................................................................................................................................59
Appendix 2.................................................................................................................................60
Appendix 3.................................................................................................................................61

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Appendix 4.................................................................................................................................61

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Topic: Investigating the factors affecting female cabin crew retention in Singapore airlines
Chapter 1: INTRODUCTION
1.1 Overview
Growth in the airlines traffic has been developed sporadically in Asia-pacific region.
According to the research of mot.gov.sg (2019) Singapore lies into the heart of the Asia-Pacific
region and opening enough prospect for the people to get a job in the industry with a great
exposure. Future orientation and capitalising the strategic geo-political advantages are
considered to be the most important part for the airlines industry of Singapore. In this context,
Singapore Airlines is considered to be one of the famous and successful airlines company that
ranks world’s best airline since 2018. There are both the experience and expertise that Singapore
Airlines has followed in order to get strategic advantages in the global market. The company has
a prolonged experience of 72 years and currently operates in 62 destinations with a fleet size of
122 (singaporeair.com, 2019). It is essential for the company to deal with the practice of
establishing an effective measure where the success of the organisation is focused on using its
human resource to a great extent with strategic measures and collective measures. As a matter of
fact, the company specifically using its female employees as a crucial part in the promotional
advertisements which is significant and effective enough for the business orientation of
Singapore Airlines. However, a pertinent question arises in terms of the ration of male and
female working in Singapore Airlines. As per the sustainability report 2017-18, the company has
an equal number of male and females employees where the percentage of female staffs is 52%.

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1.2 Problem statement
Despite of sharing equal percentage while working in Singapore Airlines, there are some
discrepancies in the effectiveness and retention of the employees in terms of gender differences
in Singapore Airlines. The percentage of hiring female employees especially cabin crew is higher
than its male counterparts with a percentage of 65%. This percentage proves that the organisation
is more like to appoint female employees over male staffs. In this regard, Tosti-Kharas, Lamm
and Thomas (2017) suggested that appointing more female customers is supposed to be
associated with the effective human resource policy making. In other words, it can be argued that
high employment of female employees is coupled with the presence of adequate organisational
policy making that will safeguard the interests of the female staffs. However, in case of
Singapore Airlines high employee turnover is seen as a major threat to facilitate steady growth of
the business. From the figure of Singaporeair.com. (2018) approximately 67% of the female
employees quit the job whereas the percentage of male staffs is only 33%. There are plenty of
reasons can be possible that points out the reason behind such high rate of female employee
turnover. In other words, it can be articulated that there are some significant factors that affecting
the employee retention in Singapore Airlines and this research is going to investigate those
factors.
1.3 Research rationale
Female employees are identified as the most crucial part for the success of Singapore
Airlines. As a matter of fact, in general the employees are designed to work as the most effective
driving factors for the development and progress of the organisation. Therefore, it is essential for
the business companies to facilitate adequate measure and intense focus on the employees and
their sustainability within the organisation. For Singapore Airlines also the role of its female

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employees are also pertinent enough and it is important for the organisation to figure out the
factors affecting retention of female employees in Singapore Airlines.
1.4 Research aim
The research aim of this research is investigating the factors affecting female cabin crew
retention in Singapore airlines.
1.5 Research objective
The research objectives are as follows,
 To identify the determining factors responsible for job satisfaction of female cabin crew
in Singapore Airlines.
 To analyse the factors affecting the female cabin crew retention in Singapore Airlines.
 To investigate the impact of remuneration on female cabin crew retention rate in
Singapore Airlines.
1.6 Research hypothesis
The research hypothesis is mentioned below,
H1: Job satisfaction influences female cabin crew retention in Singapore Airlines.
H0: Job satisfaction does not influence female cabin crew retention in Singapore Airlines.
1.7 Structure
The research dissertation tries to develop a detailed analysis on the topic of factors like
affecting the female cabin crew retention in Singapore Airlines. In this regard, the introduction
part points out the background of the study and focusing on the research rationale to justify the
proposed research. Apart from that the role of empirical studies in terms of the literature review

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further implicates an analysis on the impact of different factors that influences job satisfaction
and employee retention in order to bring logical explanation towards the research topic. Based on
this, the research methodology will be shaped and formulates the background of the research
structure. It is important to create an effective methodology to execute the research investigation
properly. Furthermore, the research findings will evaluate the rationality and relativeness
between the factors and its effect on female cabin crew retention in Singapore Airlines.
1.9 Summary
This research introduction effectively discussed the background of the research topic in
terms of airlines industry in Singapore and its high exposure to build huge opportunity for people
to get recruited. As a matter of fact, the introductory part clearly articulates that the role of the
Singapore Airlines as a leading airlines company in Singapore and in international arena recruits
more women as employees in compare to male staffs. However, high turnover in the female
employee is a great threat for the organisation and it is essential to figure out the factors that can
damage the retention of female cabin crew in Singapore Airlines.

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Chapter 2: Literature review
2.1 Overview
This literature review is aims to deal with the impact of different factors that will put a
great deal of impact on the employee retention. In this regard, it is essential to acknowledge that
the independent variables that leave a great deal of impact on the dependent variable. In this
research, the dependent variable is identified as employee retention. Apart from that the literature
review is also going to seek help from the relevant theories and models related to the research
topic and puts some light on the relationship between the independent variables and the
dependent variables.
2.2 Definition of job satisfaction
According to Kianto, Vanhala and Heilmann (2016) job satisfaction is one of the positive
emotional state that can be achieved through the use of fair and transparent pay, promotion,
supervision and recognition. The research of Karim(2017) advocated that working values and
environment are strictly associated with satisfaction of the employees and help them to stay in
the company in future. Values and environment are connected to individuality and liberty of an
employee to perform. On the other hand, the research of Chordiya, Sabharwaland
Goodman(2017) pointed out the process of job satisfaction in the context of cross cultural
business environment. Based on this research, it can be stated that organisational commitment
does have a close link with the job satisfaction of the employees. It means the employee loyalty
towards the company is solely responsible for job satisfaction. Therefore, it depends on the
employee interests and his ethical and moral thinking practice to retain job in the organisation or
not. Moreover, Dartey-Baah and Ampofo (2016) defined job satisfaction in the form of the

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favourable feelings of the staffs about work or the working environment. A positive attitude of
the employees coupled with the emotional disposition that they can get from work and different
aspects of work. As a matter of fact, the job satisfaction of an employee can be analysed through
his or her feeling about the organisation. In an overall expression, it can be argued that job
satisfaction refers to an individual attitude towards his or her job. Al Maqbali(2016) emphasised
on the cognition and aspirations of the employees that provides positive direction towards job
satisfaction. It can be stated that role of positive direction is definitely linked with the self-
interests of the employees. However, it is also essential for the business organisations to
incorporate the employees into the business practice so that they can imbibe the objectives of the
organisation. Therefore, ValaeiandRezaei(2016) articulated that the employee satisfaction is a
complex mode of understanding where the notion of satisfaction is resembled with self-interest
and the organisational objectives.
2.3Remuneration in organisation
According to Cribb and Emmerson (2016) remuneration is payment or compensation that
the employees can receive for their performances or employment. The notion and practice of
remuneration is comprised with base salaries and bonuses that the organisations are going to
offer to the employees as their economic benefits. Karanika-Murrayet al. (2015) was trying to
define job satisfaction from a unidimensional way. The definition corporates both the
professional and non-professional employees and figures out job satisfaction is based on salary
or remuneration that is also resembled with employee motivation.
On the contrary, from the research of Van Zyl (2019) it can be found that the practice and
prevalence of remuneration has two sided interest where the organisation wants to make its own
profit by using the skills and abilities of the employees. On the other hand, the employees will

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also get the economic benefits through bonuses and incentives. Therefore, the role of
remuneration in organisation is highly significant and present a clear perception of its purpose.
There are several benefits that the remuneration practice is associated with. In this section
the discussion will discuss those benefits of remuneration in organisation.
The research of Magnan, M., & Martin (2018) pointed out that skilled and talented
employees are always considered to be an important aspect for the organisations in order to
enhance the performance of the organisation. Therefore, organisations are always searching for
the better scope to attract and employ talented employees. However, multinational companies are
highly maintained an equal salary structure for people in same designation. As a result of that it
will be impossible to make a salary hike for selected people where others get nothing. In this
context, the remuneration practice plays a pivotal role in order to attract the talented employees
and put value on their skills and abilities by awarding them financially (Pek-Greer, Wallace&
Al-Ansaari, 2016). The bonus and incentives on the basis of the performance of the employees
facilitates better practice for the employees to enhance and utilise their abilities for earning more
money. For Singapore Airlines, it is a key aspect to retain talented female crew cabin for
delivering better services and customer satisfaction.
Motivation is also a pertinent aspect that can be achieved through using remuneration.
The research of Stachová, Stacho and Bartáková (2015) pointed out that the role of the
remuneration process is associated with motivating the employees. The talented and skilled
employees are always expected to get extra preference because they provide high profitability to
the organisation. Therefore, it is essential for the organisat6ion to recognise and compensate their
efforts by giving them financial benefits in the form of monetary awards and remuneration. On
the contrary, Onnis (2019) articulated that company morale is also associated with giving

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remuneration to the employees. The recognition and appreciation makes the employees feel
better and highly motivated to develop his or her ability to a great extent. The practice of reward
helps them understand the positive purpose of the organisation to encourage and motivate its
employees and tries to install a good working environment within the company.
Macdonald and Charlesworth (2018) dealt with the psychological impact of the
remuneration on the employees. From the research it can be derived that the remuneration
practice facilitates good payments for the employees so that the employees feel very happy and
focused on their job. This focus on profession leads to the way of boosting employee loyalty to a
great extent. Moreover, Urbancová and Šnýdrová (2017) analysed the impact of remuneration on
the employee psychology from the human resource perspective where boosting employee loyalty
with organisational profitability is closely intertwined. The term loyalty in organisation resonated
with the retention of the employees as it is a strategic measure to continue with the existing
employees rather than putting emphasis on the new recruitment. As a result of that it is a highly
pertinent factor for Singapore Airlines to follow the remuneration practice extensively.
2.3.1 Hypothesis
Therefore, the hypothesis is as follows,
H1: Remuneration has a direct impact on female cabin crew retention in Singapore Airlines.
H0: Remuneration does not have any direct impact on female cabin crew retention in Singapore
Airlines
2.4Satisfaction in profession
One of the major impact of the employee turnover can be identified as the lower turnover
rate for the employees. It can be seen through the research of De Beer, Tims and Bakker (2016)

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that the role of the job satisfaction makes the employee to be so happy and focused on their job.
High rate of employee turnover is definitely a serious problem for the business organisations in
order to formulate a better and strong organisational activities. Therefore, the job satisfaction
makes them very happy with their job role because it meets all the criteria that an employee
expects from his or her work. As a result of that they are very reluctant to leave their current job
and try to develop their abilities to retain their jobs. It is also associated with the practice of
lower rate of absenteeism because the employees are liked to come at office and perform
professionally.
The notion of employee turnover is also intertwined with reduction in the process of
employee absenteeism that can be inculcate through increasing the job satisfaction. From the
research of Lim, Loo and Lee (2017) it can be marked that work absenteeism has a direct impact
on the organisational profitability because absent of employees led to disrupt the continuous
production of the organisation. As a result of that the multinational companies are always
looking for opportunity to reduce the employee absenteeism practice adequately. Moreover, Ali
(2016) tried to identify the employee absenteeism as a part of employee turnover. Therefore, it
can be stated that the job satisfaction of the employees make them highly motivated and focused
enough to perform professionally. As a result of that the rate of employee absenteeism can also
be reduced due to implementing measure for job satisfaction. As the job satisfaction practice
encapsulates the interests of the people therefore it is easier to convince and influence the
employees effectively.
Workplace environment is also considered to be an essential part of job satisfaction
where the staffs can learn and perform their skills and abilities to a great extent. Olaniyan and
Hystad (2016) opined that working environment is a driving factor that can create good

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communication between the colleagues and strengthen their abilities to a great level so that it
will leave a positive impact on the employee performance. Bawafaa, Wong and Laschinger
(2015) stated that the working environment is a driving factor for increasing production and
profitability for the business organisation. Therefore, through the use of job satisfaction it will be
possible to design a better working environment where the employees can cultivate and nurture
their learning and skills to such an extent that will help them to bring efficacy into the operation
and market capitalisation of the organisation.
2.4.1 Hypothesis
H1: Satisfaction in profession helps to retain female cabin crews in Singapore Airlines.
H0: Satisfaction in profession does not help to retain female cabin crews in Singapore Airlines.
2.5 Attitude
Attitude is identified as one of the important aspect for the business organisations that can
affect or influence employee retention in business. The meaning of attitude is associated with the
notion of statements or judgements concerning people, objects and events. There are cognitive,
affective and behavioural components that are associated with the attitude in workplace
environment. As per the research of Cavanagh et al. (2017) attitude is resembled with the
relation of both management of an organisation and the employees. Therefore, negative attitude
of the management will create severe problem for the employees to get satisfied.
As far as the management attitude is concerned, it can be stated that positive attitude of
the managers are highly pertinent for the organisations to satisfy the employees positively. Based
on the research of Fletcher, Alfesand Robinson(2018) the lack of attitudes from the managers
will lead to instability in workplace. The productivity of the organisation will also get hampered

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due to the dissatisfaction among the employees. Therefore, it is always highly essential for the
managers to check on their attitude so that the employees are feel so revived to ventilate their
issues with their issues. There are significant impact of attitude on the workplace environment as
well. From the research of Shah, Iraniand Sharif(2017) it was found out that the role of the
organisation is to set a better workplace environment. From the point of view of gender, there are
certainly a number of dependable factors that are posing a great importance in terms of the
attitude of the organisation towards its female employees. GuhaandChakrabarti(2016) opined
that equality and empowerment are the basic aspects that current business organisations are
focused in a great scale. Equality can be defined as equal opportunity for the employees
irrespective of their gender. For a female employee, it is very important to get adequate facilities
as their male counterparts. Henceforth, it is the responsibility for themanagement to reflect a
positive attitude with equal treatment for the women in workplace. Therefore, it can be stated
that attitude of the management is definitely play a significant role in order to maintain
satisfaction among the female employees as they are also an integral part of the organisation.
The research of Ajmalet al. (2015) asserted that women in workforce are always
expecting basic necessities and facilities. Attitude is considered to be one of the major facet that
can bring an efficacy into the practice of establishing a good relationship between the
management and the female employees. As a matter of fact, relationship with the male
colleagues is also important. Henceforth, creating better organisational policy and monitoring the
workplace environment proves the attitude of the company towards establishing a good
workplace environment through preventing gender discrimination and formulating empowerment
for the female employees. Therefore, it is important to understand the importance of the attitude
of the organisation on retention of female employees.

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2.5.1 Hypothesis
In respect to this, the hypothesis is
H1: Attitude leaves a deep impact on the retention of female cabin crew in Singapore Airlines.
H0: Attitude does not have any impact on the retention of female cabin crew in Singapore
Airlines.
2.6 Promotion
According to Nguyen, Dang and Nguyen (2015) promotion is considered to be one of the
important aspect that helps the employees to get motivated easily. Promotion leads to financial
benefits for the employees and also generates a positive in terms of facilitating recognition to the
employees in order to make them satisfied with the organisational practice.The research of Sitati,
WereandWaititu(2016) advocated that promotion is an important aspect for career and life of an
employee. For the organisations, increasing performance is definitely an important aspect that
will facilitate strategic advantage in the competitive market. In response to this, employing
talented employees is not the ultimate solution for the business organisations. Hill-Meyet al.
(2015) opined that using talented staffs requires huge expenditure for the organisation in terms of
remunerations for the talented employees. In fact, the remunerations for talented employees is
very high because of their unique abilities and skills. Therefore, an alternative option has to be
figure out by the business companies in order to run business effectively. Promotion is the best
system that can provide enough advantage for the corporate enterprises in order to recruit
medium skills employees with affordable salary. However, an experienced employee renders
proper designation and respect within the organisation that cannot be met entirely through

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remuneration. Therefore, promotion plays a pivotal role in fulfilling the needs and interests of the
employees.
In response to this, it is also important to know that the impact of promotion among the
female employees. In other words, it can be stated that impact and desire of the female
employees to get promoted is also a subject of research. Martinet al. (2015) asserted that
promotion is definitely a pertinent aspect for every employees irrespective of their gender and
interests. The research was trying to make promotion as a core of employee motivation.
Nevertheless, there are certainly some perceptual gaps that the researchers did in terms of
generalised the aspirations of female employees with their male counterparts. Thirikuand
Were(2016) mentioned that despite of having immense importance in the role of dealing with the
practice of establishing a good and important relevance in employee motivation female
employees are considered about their rights and positions in company rather than promotions.
Promotion is obviously a part of their equality and right but not a key driving force to motivate
the female staffs. Therefore, making promotion as one of the key factors of motivation for the
female employees can create a misjudgement of the aspirations of the female staffs. Nonetheless,
the research of JavedandJaffar(2019) reflected a new version of promotion in respect to all the
employees. Based on the research, it can be derived that promotion can help the employees to get
the respect which they deserve. Therefore, for the female staffs also it symbolises a respect and
transparency into the organisational culture that is coupled with their interest of getting equality
in workplace. As a result of that partially or to some extent promotion can leave impact on the
mind of the female staffs as they feel confident about their job and focus on progress.
Henceforth, it is essential to determine whether promotion has any impact on female employee
retention.

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2.6.1 Hypothesis
Therefore, the hypothesis is
H1: Promotion in workplace increases the female cabin crew retention in Singapore Airlines.
H0: Promotion in workplace does not increase the female cabin crew retention in Singapore
Airlines.
2.7 Annual leave
Leave is identified as one of the beneficial factor for the employees because of balancing
the work-life balance. As a matter of fact, Li et al. (2016) opined that the role of annual leave is
also followed the government regulation about employee rights to enjoy those leaves. Using the
annual leaves helps the employees to get highly motivated and satisfied enough by getting the
privileges as their right. Pek-Greer, Wallaceand Al-Ansaari(2016) mentioned that the role of the
organisation is to encourage the employees to take leave and for this there are certainly a proper
and transparent leave and holiday policy for any business organisations. As a matter of fact, it
becomes important for the corporate enterprises to construct a holiday list so that the staffs can
understand the transparency and positive intention of the organisation. The reason behind
providing holidays to the employees is clearly reflected through the article of Allen(2017) where
it was stated that holidays and day offs are essential for fulfilling both the interests of the
organisation and the employees. The employees can get ample time for relaxation after a hectic
schedule of work and it will subsequently help the organisation to enhance its productivity.
As a matter of fact, for the female employees, holidays in terms of maternity leave or sick
leave is definitely an important part to make them happy and help to make a balance between
personal life and professional life. It is associated with the basic needs and rights of the female

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employees so that it will prevail a good gesture of the organisation towards its female employees.
It is important for the business to provide leave to its employees and make them happy and
motivated to work with the organisation. Therefore, leave and holidays play a significant part in
motivating the female employees effectively.
2.7.1 Hypothesis
Henceforth, the hypothesis is,
H1: Annual leave affects the female cabin crew retention in Singapore Airlines.
H0: Annual leave dies not affect the female cabin crew retention in Singapore Airlines.
2.8 Working hours
Working hours is resembled with the fact that the government regulation fixes a working
hour in order to avoid exploitation in workplace. Companies that are following the government
norms generate a positive outlook for the employees and the staffs are also motivated by the
ethical business practice of the company (Beckmann, Cornelissen&Kräkel, 2017).There are
certainly a great deal of impact of working hours in order to bring flexibility and relaxation in
workplace. DeeryandJago(2015) advocated that working time and working hours are considered
to be the key elements of working conditions. At the same time the working hours are also
determinants of work-life balance of the employees. As a result of that it is definitely play a
pivotal role in influencing the employees. From the analysis of Boswellet al. (2016) it can be
derived that organisation having an exclusive working hour and flexible shift timing will always
help the employees to exploit the working schedule positively and create an effective balance
between the professional and personal life. In course of finding out the reason behind long
working hours and its consequences in employee life, StirpeandZárraga-Oberty(2017) argued

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that culture of competition led to materialism and consumerism that compel the employees to
work hard and opt for long hour works. However, for the family people this practice has
definitely a number of drawbacks in terms of having no time for family and friends and
damaging the social life to a great extent.
Subsequently, it is a subject of further research where working hour leaves a great deal of
impact on the female employees. The article of Kashyap, JosephandDeshmukh(2016) intended to
put emphasis on the psychological analysis and cognitive development of the female workers
and found out a breakthrough in understanding the psychology of working women. Based on the
research, it can be argued that most of the female workers are highly focused on their family and
try to balance between profession and personal space. Therefore, it will be effective for them to
have a noon or afternoon shift so that they can manage their social and family life in evening. In
corroboration with the fact, StavrouandIerodiakonou(2016) opined at the same manner by stating
flexible timing will facilitate a great deal of impact on the satisfaction level of the female
employees. Henceforth, it is obvious for the female employees to have a flexible working hour
so that they can manage both personal and professional life to a great extent.
2.8.1 Hypothesis
H1: Working hour schedule has an impact on female cabin crew retention in Singapore Airlines.
H0: Working hour schedule does not have any impact on female cabin crew retention in
Singapore Airlines.
2.9 Destination country
Migration and job satisfaction are closely associated with each other where the employee
share mixed reaction while opting to work in foreign countries. From the article of Anitha (2016)

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it can be argued that migration in working habit has a number of dependable factors like the
cross cultural diversity. For the employees it is often highly problematic to make conversation
with people who are belonged to different culture. As a result of that there is definitely a
communication gap will be created that can disrupt the performance of the employees to a great
extent. In respect to this, it is important for the employees to have clear insights into the practice
of developing skills and abilities to deal with the diverse workforce. However, the process is
time consuming and critical for some of the employees. On the other hand, MsengetiandObwogi
(2015) formulated the argument in favour of migration in working. The research stressed over
the role of the financial benefits of the employees as working in foreign countries increases their
salaries. Moreover, another important aspect is resembled with working experience that the
employees can easily get by working in foreign countries. Truong et al. (2017) advocated that in
foreign countries an employee has to take a great care of his or her abilities and fit himself with
the changing situation for survival. It helps to develop a strong personal development that will
foster better progress in career.
The importance of destination country is considerably influenced the female employees.
There are plenty of reason behind such influence. First of all, Kingand Tang (2018) pointed out
that destination jobs equally beneficial for the female employees as their male counterparts
because it is clearly associated with the practice of more financial benefits for the employees. In
addition to this, getting more experience in job is also considered to be an important aspect that
will help to develop the career of the female employees as well. However, those concepts are
more career centric approach rather than putting emphasis on the real picture.
LeelavatiandChalam (2017) advocated that in real life for the family and married women,
working in different countries is definitely a real problem because they did not get ample time to

23RESEARCH DISSERTATION
spent time with family. This is a significant aspect for the married female employees because
they are always willing to make a balance between their personal and professional life. Working
in different countries will be a problem for the female employees who are more family person.
2.9.1 Hypothesis
Therefore, the hypothesis is
H1: Destination country affects the female cabin crew retention in Singapore Airlines.
H0: Destination country does not affect the female cabin crew retention in Singapore Airlines
2.10 Employee satisfaction
Employee satisfaction is a dynamic concept that contains a large number of factors like
the job satisfaction and remuneration. Moreover, in the current business situation it is important
for all the business enterprises to set an effective measure to retain talented employees in
organisation. From the research of Jacobs, Yuand Chavez (2016) it can be stated that the role of
employee satisfaction is pivotal to set the performance and profitability of the organisation so
that the company can get strategic advantage in the competitive market. In addition to this, Kara,
KimandUysal (2018) advocated that the employee satisfaction is definitely lingered with the
organisational objectives where the role of the company is to facilitate an environment where the
individual aspirations of the employees will meet the company objectives. Henceforth, it is
definitely a complex process to meet the aspirations of the employees with the help of the
organisational setting. Apart from that Fatima et al. (2015) emphasising on the satisfaction level
of the female employees and argued that besides having a range of practice to secure the
employee satisfaction factors like annual leave or working hours are considered to be important
contributing factors for satisfying the female employees. Therefore, equality and women

24RESEARCH DISSERTATION
Remuneration
Job
satisfaction
Attitude
Promotion
Annual leave
Working hours
Destination
country
Employee satisfaction
Reducing employee turnover
empowerment are played significantly in the process of delivering a unique but effective
competitive advantage for satisfying the basic needs and rights of the female employees.
2.10.1 Hypothesis
Therefore, the hypothesis is,
H1: Employee satisfaction affects the retention of female cabin crew in Singapore Airlines.
H0: Employee satisfaction does not affect the retention of female cabin crew in Singapore
Airlines.
2.11 Conceptual framework
2.12 Summary
The literature review tries to depict clear perception regarding the independent and
dependent variable and compare different factors that will boost each of the variables. The above

25RESEARCH DISSERTATION
review confirms that the elements are intricately linked with each other and have interdependent
features that solidify the research topic effectively. As a matter of fact, through the literature
review it can be seen that the remuneration, job satisfaction and organisational culture are
definitely played a significant role in order to influence and increase the employee retention in an
organisation. The discussed theories, models and empirical researches definitely bring a clear
insights into different elements which provides the research a proper background and
justification.

26RESEARCH DISSERTATION
Chapter 3: Methodology
3.1Overview
The research methodology supports in identifying the probable set of activities that might
be commenced by the researcher with the objective of guiding the study towards the outcome.
The current research is focused on identifying the impact of remuneration, job satisfaction and
organisational culture on female cabin crew in Singapore airlines. Therefore, the methodology
will outline the different activities that would be commenced with the objective of aligning the
objective of the research with the findings.
3.2Research outline
The research will be conducted through the application of positivism philosophy,
deductive approach and descriptive study design which will guide the study towards the
favourable outcomes, aligned to the objectives of the research paper. Primary research will assist
in collecting responses from the selected respondents, which are female cabin crew employees
from the Singaporean airlines. The responses will be analysed through the utilization of
correlation, regression (inferential statistical tools) and the p-value will be calculated for
hypothesis testing and achieving the significant value.
3.3Research philosophy
The research will be initiated through the application of positivism philosophy, which
will support in creating the factual knowledge on the impact of remuneration, job satisfaction
and organisational culture on female cabin crew’s retention in Singapore airlines. The research
will be utilizing quantifiable knowledge based on the observations and measurements relating to

27RESEARCH DISSERTATION
the issues that are being encountered by the female crew members while operating in their
respective job roles. Therefore, the application of the positivism philosophy would assist in
ensuring favourable outcome.
3.3.1 Justification
The philosophy will also provide evidence of the atomistic and ontological view of the
factors relating to retention of the female crew members in Singapore airlines. Aliyu et al.
(2014) opined that the positivism philosophy assists in linking the different observations that
would support in defining the position of the female crew members and the factors representing
their rate of retention in the Singaporean airlines. On the other hand, McCusker and Gunaydin
(2015) stated that the positivism philosophy is reliant on the data collection and interpretation for
supporting the objectives of the research study. In this relation, the exposition of the positivism
philosophy would assist in examining the different factors through assessment of the experiences
of the female cabin crew of Singaporean airlines.
3.4Research approach
The research will be initiated through the utilization of the deductive approach, as it will
scrutinize different available models and theories relating to the HR practices. On the other hand,
the deductive approach would also support in deducing data from the different sources, which
would assist in enriching the study in alignment with the objectives.
3.4.1 Justification
The deductive approach will assist in reviewing the available information on the different
factors that are threatening the employability of the female cabin crew employees of Singaporean
airlines. On the other hand, Zalaghi and Khazaei (2016) opined that the deductive approach in a

28RESEARCH DISSERTATION
research paper assists a researcher in exploring the different possible literatures and primary
sources for incorporating information in the study while guiding the same towards the assorted
outcome. Therefore, the utilization of the deductive approach will be supporting to develop a
thesis paper relevant to the available information while inducing new information that are being
collected through the primary surveys for continuing with a research study that is aligned with
the objectives and questions.
3.5Research design
The research will be undertaken through the utilization of explanatoryresearch design,
which will support in identifying the causal relationship between the different factors that are
being affecting the face of employability and retention among the female cabin crew of
Singaporean airlines. Matua and Van Der Wal (2015) opined that the explanatory research
design ascertains and studies the correlation that exists between the different variables while
operating as per the objectives of the study.
3.5.1 Justification
The application of the explanatory research design, in the current research will support in
identifying the position of the female cabin crew members and the factors that are shaping their
employability while operating in their respective job roles. The delineation of the different
factors and delineation of causal relationship with the phenomenon would support in enriching
the study. On the other hand, the application of the explanatory research design would allow
better understanding of the different factors that are threatening the rate of retention among the
female cabin crew members in Singaporean airlines. Therefore, the utilization of the explanatory
research design would support in guiding the study towards the unbiased outcome in alignment
with the objectives of undertaking the research.

29RESEARCH DISSERTATION
3.6Research strategy
The research is being made through the utilization of a survey where 14 questions would
be created based on the topic of the research. The creation of the survey will be based on the
types of information that might be collected for identifying the experience of the female cabin
crew staff members of Singaporean airlines.
3.6.1 Justification
The survey would support in examining the different experiences of the female cabin
crew members of the concerned airline organization. The delineation of the psychological
position of the cabin crew members through the survey questionnaire and the alignment of the
responses with the theories that are being deduced during the literature review would enrich the
study (Etikan, Musa &Alkassim, 2016). Again, the identification of the position of the
respondents and addressing the research problem through the responses of the respondents.
3.7Sampling techniques
The convenience sampling technique is being applied in the research with the objective
of reaching out to respondents that are easily or conveniently available. Choy (2014) opined that
convenience sample is a type of non-probability sampling method where the respondents might
be chosen as per the convenience of the researcher. The sample size that is being considered for
the research is 85 female cabin crew employees of Singaporean airlines. Therefore, convenience
sampling supports a researcher in encouraging the involvement of the respondents that are
located in convenient locations.

30RESEARCH DISSERTATION
3.7.1 Justification
In this current study, the application of the convenience sampling technique would
support in choosing the female cabin crew employees from the concerned airline organization.
On the other hand, the willingness of the people to participate in the research study would allow
in continuing with the study while adhering to the ethical considerations. Moreover, the
application of the convenience sampling, being a non- probability sampling, would support the
researcher in choosing the female cabin crew employees as significant respondents for the study.
3.8Data collection method
The research is being commenced through the utilization of primary data collection
technique, which is purposed with identifying the major factors that are affecting the rate of
retention among the female cabin crew employees of the concerned airline organization. A
planned questionnaire would be created consisting of 14 close ended questions based on the
topic. The questionnaire would be circulated among the respondents with the objective of
collecting their responses and analysing the same to culminate into the outcome of the study.
3.8.1 Justification
The primary questionnaire will focus on collecting responses from the female cabin crew
employees of the Singaporean airlines company with the objective of identifying the factors that
are affecting the rate of retention. Therefore, the utilization of the primary data collection
through closed ended questionnaire would support in enriching the research through better
delineation of the factors and phenomenon relating to the job circumstances that are being
encountered by the female cabin crew employees of the concerned business venture.

31RESEARCH DISSERTATION
3.9Data analysis technique
Quantitative data analysis technique will be followed in order to support the survey. In
this regard, close ended questionnaire will be designed in order to set positive findings with a
range of respondents who are willing to participate into the survey procedure.
3.10Ethical considerations
Anonymity and confidentiality
The research maintained the anonymity and confidentiality of the respondents with the
purpose of securing the interests of the vulnerable population (Choy, 2014). The different
modifications in the research design enabled the researcher in upholding the anonymity of the
vulnerable respondents while aligning with the needs of the same.
Consensus
The research was undertaken after gaining the consensus of the population. Gaining the
consensus of the population supports an organization in enhancing the rate of operations of the
research. Gaining the consensus of the respondents assured the unbiased outcome of the
research.
3.11Research limitations
The primary data was collected through surveying the female cabin crew employees of
the concerned airline organization. However, the researcher faced difficulties in contacting and
convincing the female cabin crew members for participating in the interview process. The lack of
confidence among the female cabin crew members and fear of losing their current job role might
also lead to biased responses for the organization, which affected the course of the research.

32RESEARCH DISSERTATION
Chapter 4: Findings and analysis
4.1 Introduction
This chapter is going to discuss the quantitative analysis over the female employees of
Singapore Airlines. There are certainly a number of importance about the independent variables
and it will facilitate a deep insights into the process of establishing the relationship between the
independent and dependent variable. Firstly, a reliability test is conducted to check the reliability
and validity of the entire independent variables. After that this section will facilitate correlation
and regression analysis for getting a clear analysis of the link between dependent and
independent variables. The analysis is supplemented with different tables and charts so that the
analysis will be effective to discuss.
4.2 Reliability analysis
Reliability Statistics
Cronbach's
Alpha
N of Items
.915 7
Item Statistics
Mean Std. Deviation N
Remuneration 3.9059 1.00147 85
Job_sat 3.9882 .98494 85
Attitude 3.9882 .93852 85
Promotion 3.9294 1.01522 85
Annual_leaves 3.9529 .95001 85
working_hour 3.9882 .99695 85
Des_coun 3.8412 .98866 85

33RESEARCH DISSERTATION
This research is focusing on 7 independent variables in terms of remuneration, job
satisfaction, attitude, promotion, annual leaves, working hour and the destination country in
order to understand the level of satisfaction among the female cabin crew of Singapore Airlines
that will facilitate their retention within the organisation. Based on this understanding, it can be
stated that the overall reliability score is .915 that is near value 1. The 1 value denotes ultimate
reliability of the factors therefore, it can be stated that for this research the independent variables
are highly reliable and proving the importance of those independent variables.
4.3 Demographic questions
For an in-depth understanding, this research is going to divide the demographic analysis
of the respondents into four part. For instance, age, education, experience and daily working hour
are referred as the crucial demographic factors that will prove the efficacy of the female
respondents properly. Based on the research, it can be found that among 85 female respondents

34RESEARCH DISSERTATION
32 respondents are belonged to the age group of 18-29 whereas the 26 are of 3.-39 which is the
second highest.
As far as the education is concerned, all those female cabin crews are highly educated
and have the ability to understand the importance of this research. The purpose of analysing the
academic background of the female respondents is to check their educational qualification that
will provide ample understanding of their ability to get the fathom of this research. The research
finds out that most of the respondents are from diploma or bachelor degree so that it will
facilitate a great deal of importance to the exclusiveness and significance of the research.

35RESEARCH DISSERTATION
Apart from age and the education another important aspect is the experience of the
female employees within the organisation. In this regard, as the respondents are working in
Singapore Airlines so that the table shows their experience in Singapore Airlines. The table
suggests that most of the female cabin crew are having 3-6 years of experience. Henceforth, it
confirms their profound knowledge and experience in the field and it also bolsters the value of
their responses as well. Moreover, 26 of the 85 female respondents have more than 7 years of
experience so that they know the preferred and the actual environment of the organisation that
can affect the female cabin crew retention in Singapore Airlines.

36RESEARCH DISSERTATION
Furthermore, the daily work timing also referred to the importance of the responses and
their experience in the related field by spending more time in workplace. Out of 85 respondents,
40 female cabin crews are spending 7-9 hours in the organisation. It proves that the respondents
are clearly identified the role and activities of Singapore Airlines and it also reflects into the
responses through survey. In addition to this, there are 28 female cabin crew respondents out of
85 who are working more than 9 hours within the organisation. Therefore, their experience and
knowledge can provide better result about the research theme.
4.4 Correlation
Correlations
Remunera
tion
Job_
sat
Attitu
de
Promoti
on
Annual_lea
ves
working_h
our
Des_co
un
Remunerat
ion
Pearso
n
Correlat
ion
1 .663** .547** .544** .505** .425** .439**
Sig. (2- .000 .000 .000 .000 .000 .000

37RESEARCH DISSERTATION
tailed)
N 85 85 85 85 85 85 85
Job_sat Pearso
n
Correlat
ion
.663** 1 .744** .669** .581** .555** .548**
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000
N 85 85 85 85 85 85 85
Attitude Pearso
n
Correlat
ion
.547** .744** 1 .652** .647** .620** .623**
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000
N 85 85 85 85 85 85 85
Promotion Pearso
n
Correlat
ion
.544** .669** .652** 1 .617** .652** .522**
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000
N 85 85 85 85 85 85 85
Annual_lea
ves
Pearso
n
Correlat
ion
.505** .581** .647** .617** 1 .769** .727**
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000
N 85 85 85 85 85 85 85
working_h
our
Pearso
n
Correlat
ion
.425** .555** .620** .652** .769** 1 .687**
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000
N 85 85 85 85 85 85 85
Des_coun Pearso
n
.439** .548** .623** .522** .727** .687** 1

38RESEARCH DISSERTATION
Correlat
ion
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000
N 85 85 85 85 85 85 85
**. Correlation is significant at the 0.01 level (2-tailed).
The correlation process is trying to analyse the importance of the independent variables
and its significance in this research. It can be stated that the role of correlation in research is to
facilitate an effective measure between two independent variables and finds out the direction of
relationship. The value of the correlation coefficient is highly valuable in this regard where the
value of the coefficients are restricted between +1 and -1. The coefficient that goes towards 1
and to some extent closer to 1 is considered to be a strong correlation. At the same time
coefficient having lower value in compare to 1 will be identified as weak correlation. It is
important to know that the role of the correlation is to facilitate the importance of the variables as
coefficients so that it will generate a clear portrayal of the independent variables.
From this table, it can be found that annual leaves and working hour has the highest value
of .769 so that it can be stated that those variables are identified as most valuable coefficient. The
significance also proves a strong correlation between annual leaves and the working hour of the
employees. On the other hand, promotion and annual leaves has been seen the lowest correlation
due the lowest value of .617. As a result of that it can be stated that there are limited or very less
relationship between the promotion and annual leaves so that it will create less impact on the
dependent variable as employee retention. Moreover, another important relationship can be
found in the coefficient of job satisfaction and attitude with a value of .744. As a result of that

39RESEARCH DISSERTATION
the relationship between job satisfaction and attitude is definitely contained a good importance in
this research.
4.5 Regression
Model Summary
Mode
l
R R
Square
Adjusted R
Square
Std. Error of
the Estimate
1 .592a .350 .291 .885
a. Predictors: (Constant), Des_coun, Remuneration, Promotion,
Attitude, working_hour, Job_sat, Annual_leaves
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1 Regression 32.485 7 4.641 5.922 .000b
Residual 60.338 77 .784
Total 92.824 84
a. Dependent Variable: Employee satisfaction affects the female cabin crew retention in
Singapore Airlines.
b. Predictors: (Constant), Des_coun, Remuneration, Promotion, Attitude, working_hour,
Job_sat, Annual_leaves
The regression analysis is focused on the relationship between the independent variables
and dependent variables so that the theme of the research can be proved as per the hypothesis.
Based on this understanding, it can be stated that the value of R Square and Adjusted R Square
are respectively .350 and .291. The difference between the two factors is .059. As a result of that
it can be argued that there are high relationship between the dependent and independent variable
of this research. Moreover, the significance of the Anova table suggests that the value is <0.01.
Therefore, the alternate hypothesis will be taken as the outcome of the relationship between the
dependent and independent variable.

40RESEARCH DISSERTATION
4.6 Discussion
In the discussion, it can be stated that the research supports the alternative hypothesis that
employee satisfaction affects the female cabin crew retention in Singapore Airlines. The
correlation and regression analysis clearly discusses the relationship among the independent
variables that are remuneration, job satisfaction, attitude, promotion, annual leave, working hours
and destination country and its impact on the retention of female cabin crew retention in
Singapore Airlines. Based on the correlation analysis, it can be stated that individually most of
the employee satisfaction factors are insignificant in order to bring a significant relationship with
the dependent variable. Most of the coefficients are >0.01 so that they are highly insignificant.
The objective was to identify the independent variables are affecting the female cabin crew
retention in Singapore Airlines. However, the research findings proved that individually it is not
possible for the independent variables to influence the female cabin crew retention of Singapore
Airlines. As a matter of fact, none of the empirical studies have confirmed that the job
satisfaction factors are able to influence the rate of retention of the employees directly.
Obviously, there are certain aspects that the literature review was covered suggest that the
individually those factors help to motivate the employees so that in future it will determine their
retention into the same organisation. However, it was seen that there was no direct relationship
between the job satisfaction factors individually and employee retention practice. The same
result can be found in the context of female cabin crew retention in Singapore Airlines where it
is proved that the job satisfaction factors are individually insignificant to affect the female cabin
crew retention in Singapore Airlines.
It certainly creates a question about the authenticity of job satisfaction over influencing
the female employee retention in Singapore Airlines. The regression test confirms the validity

41RESEARCH DISSERTATION
and significance of job satisfaction to influence female cabin crew retention in Singapore
Airlines. The Anova test scores the significance of the relationship <0.01 with a value of .001.
Henceforth, it is obvious to evaluate and find out the efficacy of the research. In response to this,
the literature review provides justification along with the research findings where it can be stated
that employee satisfaction with all its factors can influence the female cabin crew retention in
Singapore Airlines. At the same time, the correlation analysis suggests that there is significant
relationship between the factors of employee satisfaction as all the factors are valued more
than .5. In addition to this, the model of this research is also perfect with a validity result of .915
that is close to absolute value of 1. Therefore, it can be stated that the report is right and accurate
enough to project direct impact of the employee satisfaction over the female cabin crew retention
in Singapore Airlines. Moreover, it can be stated specifically that the employee satisfaction
factors does not have enough ability to influence the female cabin crew retention but as a whole
it can definitely leave immense impact on the female cabin crew retention of Singapore Airlines.
4.7 Summary
The finding and analysis part tries to develop an effective understanding of the
relationship between employee satisfaction and retention of the female cabin crew in Singapore
Airlines through the evaluation of the survey. Henceforth, it can be stated that there are certainly
a number of importance of this research where it is found that not a single satisfaction factor is
responsible for affecting the female cabin crew retention in Singapore Airlines. Rather it can be
stated that all the factors are equally contributed to the female cabin crew retention but as a
whole in the form of employee satisfaction. Based on the result of the research findings, the
alternate hypothesis has been taken as the absolute factor for female cabin crew retention. It will
generate a unique and direct result as the research expects to get.

42RESEARCH DISSERTATION
Chapter 5: Conclusion
5.1 Introduction
This chapter is going to discuss the detailed conclusion of the research where the
objective of the research will be evaluated through the glass of literature review and the research
findings. The importance of this chapter is to elucidate the final statement of the research
outcome in addition with a recommendation so that it will guide towards further study in the
same theme. Moreover, a self-reflection part is also included in this chapter where the personal
beliefs and understanding of the research has been placed. Therefore, this chapter has definitely a
pertinent position in order to conclude the research with adequate professionalism and efficacy.
5.2 Conclusion
It can be concluded that the research effectively linked the literature review and the
research findings with the objective of the research. There are three significant research
objectives that can show the relevance of this research.
To identify the determining factors responsible for job satisfaction of female cabin crew in
Singapore Airlines.
The literature review corroborates the fact that job satisfaction is a dynamic concept and
it is based on a number of key factors. For the female employees there has to be clear and
specific determinants that are directly or indirectly determines the job satisfaction of the female
employees. The reason behind choosing job satisfaction as the core factor is that the literature
reviews emphasise on the importance of job satisfaction as a key factor for establishing link with
employee attrition. There are significant measure of the job satisfaction provides in terms of

43RESEARCH DISSERTATION
satisfaction, remuneration, attitude, promotion and so on. Therefore, putting emphasis on the job
satisfaction is definitely a significant aspect that this research emphasises on. Moreover, due to
the magnanimity and dynamic aspect of job satisfaction the researcher cares to break the
discussion in reference to the determinant factors of job satisfaction. Henceforth, the importance
of identification of the determinant factor is crucial and the first step of the research to be carried
out. From this point of view, this research tries to pursuit an empirical study with the help of peer
reviewed and non-peer reviewed journals related to the topic. From the literature review, it is
found that factors like remuneration, satisfaction in profession, attitude, promotion, annual leave,
working hours and destination country all these seven aspects directly or indirectly influence the
job satisfaction of the female employees in different industry. Therefore, it is obvious for the
research to go through those factors and finds out whether the same factors affecting job
satisfaction of the female cabin crew in Singapore Airlines. As a result of that the research
introduces a survey on 85 female cabin crews of Singapore Airlines. Based on the survey data
analysis, it is proved that those factors are definitely supports the arguments provided in the
empirical studies. In fact, through the correlation analysis, the relationship among the 7 factors is
also found strong. Henceforth, it can be derived that all the mentioned factors are responsible to
influence job satisfaction of the female cabin crew in Singapore Airlines.
To analyse factors affecting the female cabin crew retention in Singapore Airlines
Analysing the factors that affecting female cabin crew retention in Singapore Airlines is
considered to be the primary theme of this research. Therefore, this research tries to use the
employee satisfaction factors as the determinants of female cabin crew retention in Singapore
Airlines. The empirical understanding does not provide any direct link between employee
satisfaction and female cabin crew retention. Understanding the key aspects of determining the

44RESEARCH DISSERTATION
job satisfaction on the basis of gender is quite a critical task. Therefore, this research intends to
maximise its proximity towards the impact of job satisfaction on the female cabin crew retention
in Singapore Airlines. Due to having no direct relation between job satisfaction and female
employee retention, the empirical evidences only find out the potential factors of job satisfaction
and the survey is also relied on the same factors so that it will harness a link between the
literature review and the primary data analysis throughout the research. Nevertheless, there is
plethora of insights that supports the fact that there is certainly a major contribution of job
satisfaction over the practice of establishing a unique female employee retention procedure.
Despite of all the efforts, it requires a proof that can enlighten the researcher to conclude the
research with positive expectation. Therefore, using employee satisfaction along with its
determinant factors as the key independent variables and female cabin crew retention in
Singapore Airlines as the dependent variable, this research runs a hypothesis testing. The result is
as expected that rejects the null hypothesis and strongly support the alternate hypothesis that
there is undoubtedly a deep impact of employee satisfaction over female cabin crew retention in
Singapore Airlines. Seeking help of the primary sources in terms of surveying 85 female cabin
crew employees of Singapore Airlines provides further impetus into the research outcome and
solidify the expected result of the research.
To investigate the impact of remuneration on female cabin crew retention rate in Singapore
Airlines.
There is also a major objective that the research is trying to highlight in the form of
understanding the relationship between female cabin crew retention and each of the job
satisfaction factors. The purpose is to set a unique outcome that proves the role of the individual
factors in developing great influence on the female employee retention process. The literature

45RESEARCH DISSERTATION
review supports each of the factors as a crucial role to play in the context of impact on employee
retention rate. The entire empirical study has confirmed that each of those factors has a strong
impact on the female employee retention rate. However, in the context of using each of the
factors to identify the influence over female cabin crew retention rate in Singapore Airlines is
found weak. The research does not prove that remuneration is the ultimate factor determining the
female cabin crew retention in Singapore Airlines. The strong relationship among the job
satisfaction factors makes the variables dependent on each other. Therefore, not any of the
factors is capable to leave an impact on the female cabin crew retention rate rather as a whole job
satisfaction can able to influence the female cabin crew retention rate in Singapore Airlines.
5.4 Self reflection
This study intends to widen the perception of the research about the relationship between
job satisfaction and female employee retention. A long range of variables are used in this
research in order to go to the fathom of the understanding of female employee retention rate. The
research proved that each of the determinants of job satisfaction is ostensibly make a try to
influence the female cabin crew retention in Singapore Airlines but after the hypothesis testing it
is confirmed that job satisfaction as a whole is responsible for the female cabin crew retention
rather than focusing on a specific factor. In addition to this, it can be stated that for making the
research genuine and getting authentic data the research is opted for primary data collection
method with the help of quantitative analysis in the form of surveying 85 female cabin crews of
Singapore Airlines. As a result of that the data is authentic and provide clear insights into the
process of generating a positive outcome regarding the impact of job satisfaction on female cabin
crew retention in Singapore Airlines. Moreover, analysing the data with the help of SPSS

46RESEARCH DISSERTATION
software, the research is able to cultivate knowledge about the different analytical techniques that
are relevant with the data collection process of this research.
5.5 Future scope
In future, this research can be conducted with 200 sample size so that some importance of
the each job satisfaction factors can be analysed with a more deep-down analysis. Moreover, it is
also imperative for the research to get the vision and opinion of the organisation and finds out the
management ability to enhance the job satisfaction of the employees in order to retain them.

47RESEARCH DISSERTATION
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58RESEARCH DISSERTATION
Appendices
Appendix 1
Figure 1: Employee hiring in Singapore Airlines
(Singaporeair.com. 2018)

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Appendix 2
Figure 2: Employee turnover in Singapore Airlines
(Singaporeair.com. 2018)

60RESEARCH DISSERTATION
Appendix 3
Figure 3: Male-female ration in Singapore Airlines
(Singaporeair.com. 2018)
Appendix 4
Investigating the factors affecting female cabin crew retention in Singapore Airlines
This questionnaire is designed to identify and investigate the impact of job satisfaction of the
female employees on female cabin crew retention in Singapore Airlines. Your participation is
much appreciated and your answers will be treated confidentially and will be used for academic
purpose only.

61RESEARCH DISSERTATION
Section1 Demographic Information (Please choose the most convenient answer)
D0
1
Age group (years) ☐ 18 -29 ☐30-39 ☐40-49 ☐50+
D0
2
Education
a. Up to High School
b. Diploma
c. Bachelor Degree
D0
3
Years in the organisation ☐<3 years ☐3-6 years ☐7+ years
D0
4
Spending time in work daily ☐<7 hours ☐7-9 hours ☐9+ hours

62RESEARCH DISSERTATION
SECTION B: Remuneration affecting female cabin crew retention in Singapore Airlines.
SECTION C: Job satisfaction affects female cabin crew retention in Singapore Airlines.
SECTION D: Attitude of the organisation influences female cabin crew retention in
Singapore Airlines.
Remuneration
RR1 Good remuneration helps to motivate employees in organisation. SD D N A SA
RR2 Good pay scale makes employee loyal towards company. SD D N A SA
Job satisfaction
JS1 The job satisfaction makes employee highly focused at work. S
D
D N A
S
A
JS2
The job satisfaction increases your responsibility towards
organisation.
S
D
D N A
S
A

63RESEARCH DISSERTATION
SECTION F: Promotion for performance encourages female cabin crew retention in
Singapore Airlines.
SECTION G: Annual leaves helps in female cabin crew retention in Singapore Airlines.
Attitude of the organisation
AO1
Singapore airlines provides equal opportunity for the female cabin
crew.
S
D
D N A
S
A
AO2
Female empowerment in organisation leads to high satisfaction for
the female employees.
S
D
D N A
S
A
Promotion
PR1 Promotion in workplace makes an employee confident about her job. S
D
D N A
S
A
PR2 Singapore Airlines follows no gender discrimination in promotion. S
D
D N A
S
A

64RESEARCH DISSERTATION
SECTION H: Working hour schedule has an impact on female cabin crew retention in
Singapore Airlines.
SECTION H: Destination country affects the female cabin crew retention in Singapore
Airlines.
Annual leave
AL1
Singapore airlines provides its female employees proper annual leave
structure.
S
D
D N A
S
A
AL2 The annual leave policy suits the female employees to get motivated. S
D
D N A
S
A
Working hour
WH1
The female employees of Singapore Airlines have flexible shift
timing.
S
D
D N A
S
A
WH2
The female employees of Singapore Airlines can get opportunity to
set work-life balance.
S
D
D N A
S
A

65RESEARCH DISSERTATION
Section E: Dependent variable
Destination country
DC1
Working in foreign country is a problem for the female cabin crew of
Singapore Airlines.
S
D
D N A
S
A
DC2
Singapore Airlines forced its female cabin crew to work in destination
countries.
S
D
D N A
S
A
DV1
Employee satisfaction affects the female cabin crew retention in
Singapore Airlines.
S
D
D N A
S
A