The Impact of Organizational Communication on Customer Satisfaction

This assignment focuses on the significance of organizational communication in improving customer satisfaction. It discusses the research philosophy, methods, and data collection techniques used to investigate how effective communication within a mobile company can enhance customer satisfaction. The study aims to identify the impact of internal communication on employee motivation and job satisfaction, which in turn affects customer satisfaction. The research work utilizes positivism philosophy, primary and secondary data sources, and qualitative data collection methods to gather information from employees and managers. It concludes that effective organizational communication is crucial for enhancing customer satisfaction, leading to increased business performance and profitability.

Running head: RESEARCH PROPOSAL BUSINESS COMMUNICATION
Research proposal
Name of the Student
Name of the University
Author note

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Executive summary
The purpose of this research work is to find out how presence of effective communication within
the workplace can motivate the workforce to ensure increased productivity. Apart from that, the
research work emphasizes on how increased organizational communication can effectively
satisfies the customers of the organizations. This research proposal contains a detailed
introduction with a backgrounds study, research questions, research hypothesis, and a literature
review along with the research methodology.

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Table of Contents
Introduction......................................................................................................................................3
Background study........................................................................................................................3
Aim of the study..........................................................................................................................3
Objectives of the research............................................................................................................3
Research questions.......................................................................................................................3
Research hypothesis.....................................................................................................................4
Literature review..............................................................................................................................4
Conceptual framework.................................................................................................................4
Introduction..................................................................................................................................4
Organizational communication....................................................................................................5
Building trust among the employees and customers...................................................................6
Customer loyalty and satisfaction................................................................................................7
Methodology of the research...........................................................................................................7
Introduction..................................................................................................................................7
Research approach.......................................................................................................................8
Research philosophy....................................................................................................................8
Research methods........................................................................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

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Introduction
In terms of any business organization, the chief target should be to improve the overall
performance to satisfy the requirements of the customers in order to achieve more profitability
and also to attain more recognition in the market of operation. Therefore the purpose of this
research will be to determine the effectiveness of business communication within the workplace
to increase the level of satisfaction among the customers of the organization.
Background study
The research paper will revolve around a case of a mobile company to determine how
effective communication within the workplace can increase the customer satisfaction that would
help the management to increase profitability.
Aim of the study
The aim of this research is to determine how communication within the workplace can
help to increase the level of satisfaction among the customers of the company.
Objectives of the research
 How effective communication in organization can improve productivity.
 How effective communication within workplace can increase the customer satisfaction.
Research questions
RQ1 How effective communication within the workplace can increase overall performance of
the company?

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RQ2 How organizational communication can improve the level of satisfaction among the
customer base of the organization?
Research hypothesis
H0 Effective communication within workplace cannot improve the customer satisfaction.
H1 Effective organizational communication can increase customer satisfaction.
Literature review
Conceptual framework
Figure: created by author
Introduction
It can be said that the term ‘relationship marketing’ refers to the process that includes
establishing a long-term relationship with the customers of the organization in order to attain
more productivity and profitability. Effective communication within the workplace is necessary
for increasing the overall level of performance as it would annihilate the confusion among
Customer
satisfaction
Working
mentality of
the employees Organizational communication

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various levels of the workforce and that will effectively increase the accuracy of the employees1.
The increased accuracy among the employees helps the customers to get goods that are superior
in qualitative aspects and that can potentially increase the level of satisfaction among the
customer base of the company.
Organizational communication
Organizational communication is a process where all the employees along with the
leaders of the company are able to collect pertinent information regarding the organization and
regarding the operations of the company2. In general, there are two motives of organizational
communication. The former is to provide necessary information to the general workforce
regarding their roles and responsibilities to increase their overall performance. The second
motive is to increase the customer satisfaction level by delivering them quality products by
increasing the level of performance of the employees3.
1 Mathe, Kimberly, Sheila Scott-Halsell, and Mary Roseman. "The role of customer orientation
in the relationship between manager communications and customer satisfaction." Journal of
Hospitality & Tourism Research 40.2 (2016): 198-209.
2 Goetsch, David L., and Stanley B. Davis. Quality management for organizational excellence.
Upper Saddle River, NJ: pearson, 2014.
Goetsch, David L., and Stanley B. Davis. Quality management for organizational excellence.
Upper Saddle River, NJ: pearson, 2014.
3 Malhotra, Neeru, and Anna-Lena Ackfeldt. "Internal communication and prosocial service
behaviors of front-line employees: Investigating mediating mechanisms." Journal of Business

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Building trust among the employees and customers
Building trust among the employees can be attained by increasing the level of
communication within the workplace. The approach of the employers should be transparent with
the employees. This is important as, if the employees in trouble can easily contact and take
inputs from their managers, it would lesser the amount of pressure on them and they will
understand that the management will always support them when required. This is essential to
build the trust among the employees and it would effectively increase the productivity of the
organization4. In this regard, it is worth mentioning that employees are the nucleus of the
business organizations and when they are motivated, they become an asset for the organization.
Thus, the management of the business organizations should try to improve the level of
motivation among the workforce by using communication within the workplace as an effective
tool and also by using various reward and recognition procedure and use various motivational
theories to increase the performance level of the employees.
Customer loyalty and satisfaction
By improving the overall performance, the management of the business organizations
will be able to deliver products of higher quality to their customers and that can effectively make
Research 69.10 (2016): 4132-4139.
4 Jacobs, Mark A., Wantao Yu, and Roberto Chavez. "The effect of internal communication and
employee satisfaction on supply chain integration." International Journal of Production
Economics 171 (2016): 60-70.

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them more loyal towards the organization5. In contemporary times, the rivalry in the market has
become a major force and to deal with it, the managements of various business organizations
should try to capture a fair share of the market by turning the target customers more loyal
towards their organization6. Thus, it would be important for the business leaders to understand
the fact that in contemporary times if they become unable to make their target customers to get
loyal towards their organization, there may be negative impacts of these on the business. Even
the business might get exposed to a great threat and that can effectively harm the profitability of
the organization.
Methodology of the research
Introduction
Research methodology can be explained as a process that is utilized to gather necessary
information from various sources. The basic purpose of methodology of research is to evaluate
the gathered information with numerous tools of methodology for completion of the research
work.
5 Kwiatkowski, Cezary. "Effective Communication as a Major Key to Successful Organizational
Change." Journal of Quality and Environmental Studies 7.2 (2017): 22-29.
6 Saini, Gordhan K., et al. "Role of Empathy and Customer Orientation in Job Satisfaction and
Organizational Commitment." NMIMS MANAGEMENT REVIEW 34.2 (2017): 12-28.

8RESEARCH PROPOSAL BUSINESS COMMUNICATION
Research approach
The aim of the research approach is to analyze the gathered information by assessing the
problems of the research work from different perspectives. There are two types of research
approaches; one is deductive and the other one is inductive7.
For this particular research work, the deductive approach of research will be used as it
would allow him or her to complete the work with taking help from various theories that are
accessible and hypothesis testing8. The deductive approach will be chosen as opting inductive
approach would have harmed the process of the research as when a new theory not appears
relevant for the research work and the entire work might lose its flow.
Research philosophy
Generally there are three types of research philosophy and those are positivism,
interpretivism and realism. For this particular research work, positivism philosophy of the
research will be chosen as the research would be working on to determine how organizational
communication could enhance the customer satisfaction9. Thus, positivism philosophy will be
7 Taylor, Steven J., Robert Bogdan, and Marjorie DeVault. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons, 2015.
8 Mackey, Alison, and Susan M. Gass. Second language research: Methodology and design.
Routledge, 2015.
9 Flick, Uwe. Introducing research methodology: A beginner's guide to doing a research project.
Sage, 2015.

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best suited as in this way, before collecting the information and data, a detailed observation will
be made and it would help to carry on the research work. Apart from that, positivism philosophy
of research is quite cost effective, as it would not require huge time to analyze the research
problems.
Research methods
For a research work, data analysis and data collection are the most significant areas. It is
a matter of fact that these are the most important tools for conducting a research work. There are
basically two sorts of methods for collecting data, one is primary and the other one is secondary.
It is seen that primary sources of information can be collected by interviewing, providing
questionnaire and surveying.
For this particular research, at least 50 general employees and 10 managers of the mobile
company will be interviewed to gather necessary information. Apart from that, the researcher
would gather some secondary information from sources like government websites, journals and
magazines for progressing with the research work10. For this particular research work, the
qualitative data collection method will be followed and information will be gathered by
interviewing 60 respondents that is mentioned earlier.
Conclusion
Thus, it can be said that the increasing the communication within the workplace is very
important as it would allow the business leaders to motivate the general workforce so that they
can experience an increase in the overall performance of the business organization. It is a matter
10 Silverman, David, ed. Qualitative research. Sage, 2016.

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of fact, that if the overall performance of the business organizations gets increased the
management will deliver goods to the customers, which are of superior quality. This will
effectively increase the satisfaction level of the customers and will enable the management to
experience greater productivity along with the profitability.

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References
Flick, Uwe. Introducing research methodology: A beginner's guide to doing a research project.
Sage, 2015.
Goetsch, David L., and Stanley B. Davis. Quality management for organizational excellence.
Upper Saddle River, NJ: pearson, 2014.
Jacobs, Mark A., Wantao Yu, and Roberto Chavez. "The effect of internal communication and
employee satisfaction on supply chain integration." International Journal of Production
Economics 171 (2016): 60-70.
Kwiatkowski, Cezary. "Effective Communication as a Major Key to Successful Organizational
Change." Journal of Quality and Environmental Studies 7.2 (2017): 22-29.
Mackey, Alison, and Susan M. Gass. Second language research: Methodology and design.
Routledge, 2015.
Malhotra, Neeru, and Anna-Lena Ackfeldt. "Internal communication and prosocial service
behaviors of front-line employees: Investigating mediating mechanisms." Journal of Business
Research 69.10 (2016): 4132-4139.
Mathe, Kimberly, Sheila Scott-Halsell, and Mary Roseman. "The role of customer orientation in
the relationship between manager communications and customer satisfaction." Journal of
Hospitality & Tourism Research 40.2 (2016): 198-209.
Saini, Gordhan K., et al. "Role of Empathy and Customer Orientation in Job Satisfaction and
Organizational Commitment." NMIMS MANAGEMENT REVIEW 34.2 (2017): 12-28.

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Silverman, David, ed. Qualitative research. Sage, 2016.
Taylor, Steven J., Robert Bogdan, and Marjorie DeVault. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons, 2015.