Impact of Employee Motivation on Customer Service at Sainsbury's

This dissertation explores the impact of employee motivation on customer service at Sainsbury's in Sutton. It discusses the importance of employee motivation, ways to measure motivation, and the relationship between motivation and high-level customer service. The aim is to evaluate the impact of employee motivation on the quality of service provided to customers.

DISSERTATION

TABLE OF CONTENTS
CHAPER 1: INTRODUCTION......................................................................................................1
Topic............................................................................................................................................1
Background of research topic......................................................................................................1
Background to research organization..........................................................................................1
Research Aim and Objectives......................................................................................................1
Research Questions......................................................................................................................2
Research rationale........................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
Literature review Introduction.....................................................................................................3
Ways in which level of motivation of employees can be measured within an organization.......3
Impact of employee motivation upon their performance............................................................4
Relationship between employee motivation and high- level customer service...........................5
Types of reward employee’s get for delivering high quality customer service...........................6
Training and development methods that motivate employees....................................................7
Literature review conclusion.......................................................................................................8
CHAPTER 3: METHODOLOGY...................................................................................................9
Research methodology.................................................................................................................9
Research Approach......................................................................................................................9
Data collection tools..................................................................................................................10
Research strategy.......................................................................................................................10
Sampling....................................................................................................................................11
Ethical Considerations...............................................................................................................11
CHAPTER 4: FINDINGS.............................................................................................................13
CHAPTER 5: DISCUSSION........................................................................................................18
CHAPTER 6: CONCLUSION, RECOMMENDATIONS, AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................20
Conclusion.................................................................................................................................20
Recommendations......................................................................................................................22
Implications for further research...............................................................................................23

REREFENCES..............................................................................................................................24

CHAPER 1: INTRODUCTION
Topic
The impact of employee motivation on customer service at Sainsbury’s in Sutton.
Background of research topic
Employee motivation is one of the most important factors which is required to be focused upon
by organizations. Employees of an organization directly interact with customers so it directly
impacts satisfaction level of customers. Motivated employees always focus upon bringing
improvement within their work so that needs and desire of customers can be fulfilled in a proper
and easy manner (Zhang and et. al., 2020). Motivated employees also focus upon bringing
improvement within their overall performance, bring innovation within products and services as
per the changing needs and requirement of customers. this not only helps in increasing
satisfaction level of consumers or client but also helps in enhancing loyalty within customers
towards organizations, enhances overall sales and profitability. There are different kinds of ways
in which employees within an organization are motivated so that their main focus is towards
provision of excellent quality products and services to their consumers. So, it becomes important
for organizations to measure motivational level of employees so that customer service can be
improved.
Background to research organization
Sainsbury is the third largest Supermarket chain in United Kingdom that was founded in
1869 and whose headquarter is in London, UK. They have approximately 1,400 grocery stores in
the UK, 820 of which were convenience stores (About Sainsbury, 2020). Sainsbury has
approximately 116,400 employees working or them. They sell different kinds of products to
large number of customers but mostly grocery items. They opened their first shop in 1869 in
Drury Lane, London. This shop turned out to be a huge success and till 1922 they became one of
the largest retailers of groceries. They also have two subsidiaries: Sainsbury bank and Sainsbury
Energy but their main market area is grocery supermarket.
Research Aim and Objectives
Aim:
To evaluate impact of employee motivation upon high quality service provided to
customers. A case study of Sainsbury’s in Sutton.
Objectives:
1

Main objectives of this dissertation are:
 To measure the level of employee’s motivation at Sainsbury’s Sutton.
 To assess the employees reward system that motivation them to deliver a good customer
service at Sainsbury’s Sutton.
 To evaluate the level of motivation the manager used to help motivation employees.
 To look at the level of training that could help motivation employees.
Research Questions
Main research questions of this dissertation are:
 What types of reward the employee get when deliver a good customer service at Sainsbury’s?
 What types of training employee gets that motivate them?
 How regular employee gets training that motivation them?
 Is there a good feedback from employees about the type of motivation they received from
management at Sainsbury’s Sutton?
 How to eradicate negative customer’s feedback
Research rationale
In the research world, it is important to have the significant justification to have the
identification of the problem which is need to be research in the study. This is helpful to have the
proper establishing of the context. The rationale will be dealing with staging to the problem cane
often leading directly. Hence, it can be concluded as the rational of the research is the considered
to be state reason which is offered by the researcher for conducting significant level of research
into the particular subject. Motivated employees also focus upon bringing improvement within
their overall performance, bring innovation within products and services as per the changing
needs and requirement of customers. The employee motivation has been considered as important
a significant topic in the recent time. Motivation have been important aspect in the organizations
as it is looking to have followed the level of benefits by providing there better human resource in
actions. There is significant concerns to make requirement of the physical, financial and human
respires to make the accomplishment of goals. In this report there will be discussion on the
reward which are given to employee to increase motivations along with good feedback from
employees about the type of motivation they received from management at Sainsbury’s Sutton.
the rationale will have the discussion on the what are action which are needed to be properly
taken by company if it wants to raise a committed workforce. Lack of commitment in any
2

company will surely spell doom for the company. Motivation plays a vital role in improving an
employee’s performance and organizational survival. Hence it a be stated as their motivation is
the important aspect action for the organization as well as employees which will properly
increasing the different energy level and enhance the respective performances. this about
managing the time in more effective manner in respective the period.
CHAPTER 2: LITERATURE REVIEW
Literature review Introduction
Literature review identifies, evaluates and synthesise have relevant level of literature withing the
particular thing field. This is illuminating here knowledge involved to have generally accepted.
this is emerging s the current state of thinking towards the topic. This is prospering structuring
looking into the different content and style. This literature review will have the discussion on the
Motivated employees always focus upon bringing improvement within their work so that needs
and desire of customers can be fulfilled in a proper and easy manner. There are different kinds of
ways in which employees within an organization are motivated so that their main focus is
towards provision of excellent quality products and services to their consumers.
Ways in which level of motivation of employees can be measured within an organization
As per the view of Bhatti and et.al., (2016), Employee motivation is defined as the enthusiasm,
energy level, commitment and the amount of creativity that an employee brings to the
organization on a daily basis. In addition, Employee motivation is all about how engaged an
employee feels in tandem to the organization’s goals and how empowered he/she feels. on the
other and the 90 have contradicted the statement stating as Motivated employees are an asset to
an organization, they are directly proportional to an organization’s success. Motivation is
intangible, difficult to measure and extremely difficult to control, but very easy to facilitate if
done right. It’s all about intention, intensity, and perseverance.
According to the view of Kuranchie-Mensah and Amponsah-Tawiah, (2016), Morale and
productivity suffer when motivated employees go unrecognized and low performers are not held
accountable. Measuring motivation in the workplace is most effectively done with the help of
human resource metrics. on the other and the company have the usage of the different employees
which have the need to be fairly evaluates on the bai of their actual performance. In addition,
there is need to have the invitation of the different feedbacks by ensuring the current level of
motivations. On the other hand, the (Hitka Kozubíková and Potkány, (2018) have stated as
3

Performance evaluations offer a potentially powerful tool for supervisors to gauge motivation,
reinforce high performers and coach those who lack motivation. the author have stated the
statement as the most of employee don’t think assessing the good job employees have been
based on actually performance. There is need to have their fair and acute measurements tapping
more level of potentiality along with increasing the strength in the completive global economy.
According to the view of the Mikkelsen,, Jacobsen and Andersen, (2017), Employees of an
organization directly interact with customers so it directly impacts satisfaction level of
customers. The author supported the stamen as there are different kinds of ways in which
employees within an organization are motivated so that their main focus is towards provision of
excellent quality products and services to their consumers. Hence the employee motivation can
be done through Employee motivation surveys which have the allusive ideas online survey
software or platform to conduct employee motivation surveys. As tis will be helping out in
making proper identification of the areas. moving to the second as employee satisfaction survey
can depends on a ton of factors such as work environment, infrastructure, roles and
responsibilities, etc. therefore it will be helpful in there to make manager understand the
different dissatisfactory fact along with making the cation plan to act upon it .
Impact of employee motivation upon their performance
As per the view of Reizer, Brender-Ilan and Sheaffer, (2019) motivation is one of the
most important and crucial part of an organization.an organization cannot achieve their desired
goals and objectives without motivating their employees. Lack of motivation within a company
can directly impact overall performance and job satisfaction. Motivating employees helps them
to focus upon achieving desired goals and objectives in an appropriate manner. Not only this,
motivation also helps in enhancing focus of employees on difficult and challenging task
completion or achievement. It further helps an organization in increasing employees focus upon
achievement of targeted goals and objectives which helps in enhancing their overall performance
in a positive manner.
According to the view of Sharma and Sharma, (2017) For any organization to achieve
their pre- defined goals and objectives in a proper and appropriate manner, it is important for its
employees to cooperate and give their 100 percent in achievement of pre-defied targets, goals
and objectives. Or this, it is important for firms to establish strong relationship between top
management and employees. Maintenance of a healthy relationship with employees helps in
4

motivating them, enhancing their job satisfaction which further helps in bringing improvement
within their overall performance in a positive manner. Motivating employees helps in increasing
their self- esteem, provides then within an opportunity to take their career a step further, enhance
their performance so that they can get rewarded and their needs, requirements and desire can be
fulfilled in an appropriate manner. Sharma and Sharma, (2017) explains that Motivation is
important to be focused upon by organization because demotivated employees do not take any
kind of interest in bringing improvement within their performance and providing high quality of
service. Not only this, demotivated employees to take interest in participating in any kind of
training and development programs developed for enhancement of their knowledge and skills
because of which their performance can get degraded drastically. So, it can be said that it is
important for organizations to focus upon employee motivation for enhancement of their overall
performance. There are various kinds of motivational theories that are used by organizations for
motivating their employees in order to enhance their overall performance. Different kinds of
motivational theories aim in motivating employees in different manner but with one goal i.e. to
enhance overall performance of employees so that desired aim of the organization can be
achieved and main objectives can be fulfilled in an appropriate and accurate manner. motivated
employees, focuses upon learning new things and skills, enhance their existing skills so that they
enhance their productivity and focus upon providing high quality of products and services as per
the needs, desire and requirements of the customer’s which further helps the organization in
increasing their revenue profitability and attract more number of customers. So, it can be said
that employee motivation is important and can impact overall performance of employees both
positively and negatively. It is important for companies to focus upon motivating employees so
that they can work upon bringing improvement within their work and overall performance.
Relationship between employee motivation and high- level customer service
Zhang and et.al., (2020) explains that there is a strong relationship between employee
motivation and high- level of customer service. Motivating employees helps organizations in
enabling employees to fulfil their roles and responsibilities in a proper and appropriate manner
which further helps in providing high level of customer service to customers and fulfil their
needs, requirements and desires in a proper manner. there are various kinds of factors that helps
in motivating employees so that they can work upon fulfilling needs of their customers by
maintaining quality of service provided by them to customers. Employee motivation helps in
5

enhancement of knowledge, skills and qualities of employees. Enhanced knowledge and skills of
employees helps them in gaining knowledge about company’s products, services, goals and
objectives, so that they can understand values and morals of the company and can provide high
level service to customers. Motivated employee can represent products and services of
companies to employees for providing them high quality service and enhancing overall
satisfaction level of customers. In addition to this, Danilova, (2019) elaborates that that,
employee motivation helps in engaging employees in customer service training so that they can
understand ways in which they can provide high quality service to customers up to their
expectations. Continuous training helps the employees to bring innovation within their products
and services so that factors that are not liked by the customers about products and services of
company can be removed and new features or qualities can be introduced to customers. When
more employees are motivated to fulfil their roles and responsibilities, they focus more upon
providing high level of services which further makes them feel appreciated. Motivated
employees also focus upon bringing improvement within their overall performance, bring
innovation within products and services as per the changing needs and requirement of customers.
So, it can be said that there is strong relationship between employee motivation and high level of
customer service. There are many other ways in which it can be said that there is strong
relationship between employee motivation and provision of high- level customer service.
Motivated employees focus upon attending and resolving any kind of feedbacks provided by
customers so that if there is requirement of bringing any kind of improvement within products
and service of organization then it can be addressed in a proper manner and high- level service
provision to customers can be maintained.
Types of reward employee’s get for delivering high quality customer service
There are many different kinds of rewards that are given to employees for providing
high- quality service to customers. According to the view of Chen and et. al., (2017) rewarding
employees or provision of high- quality excellent service to employees, helps them to bring
improvement within their skills and qualities in a better manner which not only helps them in
providing excellent service to their customers but it also motivates them to bring improvement
within themselves. Type of reward provided to employees completely depends upon type of
service which is being provided to customers. Different kinds of rewards that are being provided
to customers are divided into two categories that are: financial and non- financial rewards. Non-
6

financial rewards that are provided to employees for providing high quality of service are:
recognition, opportunities or development of required skills, knowledge and qualities, current
opportunities like promotion, improvement within quality of work, growth opportunities.
Whereas, financial rewards that are provided to employees for providing excellent service to
customers are; incentive, increment, variable pay with additional benefits etc. Menguc and et. al.,
(2017) further explains that, provision of financial and non- financial rewards to employees
depends upon their overall performance. But most commonly basic pay or variable pay or salary
are provided to employees for providing high- quality service to employees. In addition to
salaries many times employees are also provided with increment and incentives which further
motivates them to bring improvement within their performance and ways in which they can
provide even better service to their customers. In order to maintain provision of high- quality
service to customers, employees are provided with non- financial services as well like
recognition, promotions, opportunities to bring improvement within their skills and knowledge.
These are different kinds of rewards that are provided to employees so that they do not degrade
their performance and continue providing high- quality customer service.
Training and development methods that motivate employees
There are many different kinds of training and development methods that can be used by
organizations for motivating employees. As per the view of Noe and Kodwani, (2018) it is
important for organizations to focus upon provision of training and development to employees so
that their motivational and satisfaction level can be increased. One of the most common type of
training method used to motivate employees is though mentoring. Mentoring not only helps in
motivating employees but it also helps in development of a strong relationship between more
professional employees and trainees. Mentoring helps in motivating experienced employees as
they are provided with an opportunity to share their knowledge and experience with other
employees for bringing development and improvement within skills and knowledge of their
trainees. Group discussion and activities is another type of training and development method
which is use by organizations for motivating their employees. It is one of the best training
options as it helps in providing an environment in which multiple employee can be provided with
required training. This method helps the employees to identify knowledge and skills which is
required to be improved or learnt by them for bringing further improvement within their
performance. Additionally, Noe and Kodwani, (2018) further explains that, there are may other
7

training and development methods that motivate employees. Working on special projects is
another type of training and development method that motivates employees. Provision of an
opportunity to work upon special projects is one of the best methods though which employees
can be motivated as it helps in increasing confidence level of employees and makes them eel that
they are worth working upon special projects which direly helps in motivating them.
Literature review conclusion
From the above literature review it can be concluded that it is extremely important for
organizations to motivate their employees as it helps them in bringing improvement within their
performance so that they can provide high- quality service to their customers. There are many
different kinds of methods that can be used by organizations for motivating their employees. It
has also been concluded that type of training and development provided to employees also
impacts the quality of service which is provided to customers by the employee. Different type of
training and development programs impacts motivational level of employees in different ways
which further impacts quality of service which is provided by them to customers. It has also been
identified that it is important for organizations to link feedback provided by customers and
training and development methods together.
8

CHAPTER 3: METHODOLOGY
Research methodology
Before staring any kind of research, it is extremely important to identify type of research
method which will be used for doing the research and reaching to the conclusion or answering
any kind of research question in a better and appropriate manner (Alase, 2017). These methods
further help the researcher in selection of appropriate methodology which will be used within
research paper for analysis of primary or secondary data collected by the researcher (Hennink,
Hutter and Bailey, 2020). Research methodology further helps in development of a research
strategy so that research can be conducted in a sequential manner without compromising overall
quality of the research. Research strategy is another step by step action plan that helps the
researcher in providing a direction to their knowledge, thoughts, efforts while doing a research so
that quality of the research is not compromised (Moser and Korstjens, 2018). There are two main
types of research methodologies that are mostly used within research paper: qualitative and
quantitative methodologies. Qualitative research methods are those kind of methods in which
non- numerical data is being collected and analysed for answering the research questions in a
proper and appropriate manner. Whereas, quantitative type of methods are those methods in
which numeric data is collected and analysed by the researcher for reaching to the conclusion. In
this development of hypothesis of done for testing using statistical procedure. For this
dissertation qualitative research method has been chosen by the researcher in which interview
from 3-5 manager from Sainsbury’s were interviewed. For this dissertation, qualitative research
methodology was chosen because it helps in collection and analysis of non- numerical data
collected though interview in a proper manner. Not only this, it further helped the researcher in
collection and analysis of opinions and perceptions of managers of Sainsbury.
Research Approach
Research approach helps the researcher in development of procedure and plans for
research that helps them in data collection, analysis, and interpretation in a step by step manner.
It is extremely important for researcher for selecting appropriate research approach so that
research study can be completed in a proper and appropriate manner (Bobrovskij, 2018). There
are three main types of research approaches that are: inductive, deductive, and abductive
research approach. Inductive approach is used for generation of untested conclusions in which
data is collected for exploration of a phenomenon. In this approach observation and theories are
9

proposed by the researcher at the end of the process. This approach is mostly used in qualitative
studies for answering research questions in a proper manner. Whereas deductive approach is
mostly used in quantitative studies for testing existing theories by evaluating hypothesis so that
verification of existing theories can be done. However abductive approach can be used for both
the type of studies in which observations are incomplete and there is requirement of predicting
best outcome. As it is a qualitative study, research has focused upon using inductive approach so
that identified research questions can be answered in a proper and effective manner.
Data collection tools
Data collection can be defined as a kind of process that helps in collection of information
from all the available and relevant sources for testing develop hypothesis or for answering main
research questions (Etikan and Bala, 2017). Data collection is one of the most important part of a
research study on which validity and reliability of research is based. There are two main types of
data collection methods: primary and secondary methods of data collection. Secondary data is a
kind of data that has been published already and can be collected from different sources such as
books, journals, articles, online portals, government websites etc. Whereas primary data is a kind
of data which is collected by the researcher for the first time. There are various kinds of tools
that can be used by researchers for collection of primary data for studies. Some of the main tools
with the help of which primary data can be collected are- survey interview, observations, role
playing etc. Selection of data collection tool depends upon area of research and nature of aim and
objectives of the research. For this research, researcher has chosen interview as a data collection
tool. Using this tool, researcher has interviewed 4 managers working at Sainsbury’s in Sutton.
Research strategy
Research methodology further helps in development of a research strategy so that
research can be conducted in a sequential manner without compromising overall quality of the
research (Chong, Wishart and Xia, 2019). Research strategy is another step by step action plan
that helps the researcher in providing a direction to their knowledge, thoughts, efforts while
doing a research so that quality of the research is not compromised. To develop research
strategy, it is important to understand ways in which research objectives will be achieved and
ways in which research questions will be answered. For this dissertation qualitative research
strategy has been developed in which first aim and objectives of the research study were formed.
Then based on literature review, gap in the current literature review were identified or formation
10

of research questions that are required to be answered in order to achieve main aim. For
answering research questions interview was selected as a data collection tool so that required
data can be collected and analysed for answering main research questions.
Sampling
Sampling can be defined as a process though which some members of a population are
selected so that they can participate within the study. Sampling is another important aspect of a
research paper as it is extremely difficult to conduct a research upon whole population. Selecting
a particular sample size from a large population helps the researcher in collecting and analysing a
data in a proper and appropriate manner so that main aim and objectives of the research can be
achieved (Ngozwana, 2018). It further helps in making type and size of research manageable.
Not only this, but it also helps in saving both cost and time associated with a research. There are
two main types of sampling methods that helps researcher in selection of sample size of the
research. First is probability method and second is non- probability sampling method. Probability
method is a kind of sampling method in which each member of population has a known chance
of participating within the study whereas non-probability method focuses upon selection of only
members of a population for participating within the study. Therefore, it can be said that all the
members of population do not have a known chance of participating within the study. Or this
study non- probability method has been chosen for selection of 4 managers working at
Sainsbury’s in Sutton has been selected.
Data analysis
Data analysis helps an analysing information collected so that important and useful
information can be identified for answering main research questions and achieving pre- defined
aim and objectives of the research (Malterud, Siersma and Guassora, 2016). There are two types
of data analysis methods qualitative and quantitative analysis methods. Quantitative analysis
method focuses upon using statistical methods or formulas for analysis of numerical information
whereas qualitative method is used for analysis of non- numerical information. For this study
qualitative data analysis method has been focused upon for analysis of information collected
thorough interview.
Ethical Considerations
Here are few ethical considerations that were considered in this research and were adhered
by the researcher:
11

 None of the participants were forced to participate within the study
 Complete consent of all the participants were taken prior to the study and only after their
complete consent of respondent’s interview was conducted.
 Appropriate level of confidentiality and transparency within the research was maintained i.e.
anonymity of respondents were maintained and main aim and objective of the research with
reach behind conducting the research were explained to the respondents prior to the
interview.
 All the participants were provided with a right to withdraw from participating within the
research study any time they wanted to withdraw.
12

CHAPTER 4: FINDINGS
Findings of research helps in presentation of all the data that has been collected though
data collection tool. This chapter will be focusing upon data presentation of all the data collected
by conducting interview with 4 managers working in Sainsbury’s in Sutton. Below findings
helps in explaining interview conducted with managers of Sainsbury. Based on this data
presentation, in interpretation of data will be done in discussion.
Question 1: Do you think employee motivation has an impact upon their performance?
Manager 1: Yes, I think employee motivation does impact their overall performance. If
employees are motivated in a positive manner, they focus upon bringing improvement within
their overall performance.
Manager 2: Yes, I think motivating employees does impact their performance but in both
positive and negative manner. It is important to focus upon ways in which employees are
motivated so that negative impact upon their performance can be reduced.
Manager 3: I think employee motivation do impact their performance. It can help employees in
bringing improvement within their performance by working upon their weaknesses.
Manager 4: I don’t know whether motivating employees can impact their overall performance
or not but yes I do think that it is important to motivate employees so that they can positively
focus upon working upon their weaknesses.
Summary: Four out of three managers said that employee’s motivation does impact their overall
performance. Of employees. But one manager does not have any idea whether employee
motivation impact their performance or not but said that it helps the employees to work on their
weaknesses. One of the managers even said that it is important for organizations to focus upon
way in which employees are being motivated as it can impact their performance both positively
and negatively.
Question 2: Do you think motivating employees can help in bringing improvement within the
service provided by employees to customers?
Manager 1: Yes, I think motivating employees can bring improvement within the type and
quality of service which is being provided to customers. In fact, I think motivating employees
13

also help the organization enhancing focus of employees towards providing high quality service
to customers for enhancement of their overall satisfaction and motivational level.
Manager 2: I do not think that motivating employees can being any change within the type and
quality of service that they provide to customers but yes, it can help the employees in
maintaining a certain quality level while providing service to customers.
Manager 3: I do think that motivating employees can help n increasing their focus upon
providing high quality service to customers. It also helps employees to focus upon resolving any
kind of issue which is being by customers.
Manager 4: Yes, motivating employees can directly help them in bringing improvement
different kinds of services that are provided by them to customer.
Summary: From the above data it can be said that four out of three managers clearly said that
motivating employees can help in bringing improvement within different type of service that are
provided to the customers. But one manager was not clear whether motivating employees can
improve customer service or not, but it can definitely help in maintaining overall quality of
customer service.
Question 3: What types of rewards that employees get at Sainsbury for delivering good customer
service?
Manager 1: Employees are provided with different kinds of non- financial rewards for
delivering good service. Employee who provide high quality service to customers are
appreciated and provided with star employees awards so that they feel motivated and continue
doing the same.
Manager 2: If employees continue providing good quality of customer service then they are
provided with financial rewards like incentives, appraisals.
Manager 3: Employee who provide maximum and high- quality service to employees are
rewarded with promotion, salary increment.
Manager 4: Rewards provided to employees completely depend upon type of service provided
by them to customers and level of service provided and maintained by them. These rewards can
be both financial and non- financial. And many times, they are provided with growth
opportunities by attending advance training and development programs.
14

Summary: All the four managers are provided differed answer to the question. From the
answers of all the four the employees it has been identified that there are different kinds of
rewards that are provided to employees if they provide high quality of service to customers and
focus upon maintaining quality level then they can be rewarded with both financial and non-
financial rewards depending upon their performance.
Question 4: Do you think providing rewards to employees for providing good service to
customers motivate them?
Manager 1: Yes, I do think that rewarding employees can directly help the organization in
bringing improvement within customer service provided by them.
Manager 2: Yes, I think that rewards can motivate employees to provide good quality of service
to customers. But I do think that provision of rewards to employees can bring improvement
within their current quality of service provided by them to customers.
Manager 3: I think rewarding employees provide employees with a reason to bring
improvement within their performance. It helps them in setting a goal or target so that they can
bring improvement within service provided by them so that they can make themselves capable
enough to achieve desired rewards. Not only this, Sainsbury has developed reward system as per
the grade and performance of employees which helps in developing a feeling of competition and
achieving something which motivates then to bring improvement within their performance for
provision of high quality service to employees.
Manager 4: Yes, I do think it is important for organizations to provide different kinds of rewards
to employees so that they can bring improvement within the level of customer service provided
by them.
Summary: All the four manager says that providing rewards to employees can motivate them in
providing good service but only three of them says that provision of rewards can actually bring
improvement within the type of service provided by them.
Question 6: What are different types of training that are provided to employees at Sainsbury so
that they feel motivated?
M1: he was said that there are different types of training that can use to engage with employee. It
is basically used in all step in term of training process. Afterwards, it can be utilised the
training aspects on the basis of essential resources that available for training. Has was
concerned about the technical training which means to motivate or influence for improving
15

their own technical aspects. This training might include knowledge of computer system to
ring up potential client. CRM system is defined the new aspects for developing the
motivation among staff members. Afterwards, employee can use CRM to identify the
interest of consumer regarding goods and services.
M2: He was said that quality training is extremely important for staff member where they can
easily preventing, eliminating and detecting the errors. This training is helping for staff
members where they feel motivated. In order to gain more knowledge and recognise to
maintain the quality standards. In this way, it is important for providing quality related
training to the employee so that they can understand the particular standards and deliver
better services. Afterwards, it will be generating better result where they can motivate
employee to improve own performance and increase business profitability in marketplace.
M3: he was said that training important for staff member in organization because they have
acquired more knowledge about the business. Professional training is help for motivated the
staff member where maintain up to date schedule in professional manner. Sainsbury’s firm
has already develop professional training for workers where they can implement innovative
thing into business activities. Thus, it is motivating to take legal action if found illegal
activities at workplace. In order to provide the equal right of employee so that they feel
motivated and understand their importance.
M4: he was said that team training as appropriate for empowering teams to improve the
decision-making, team development skills and problem-solving. This will help for motivated
the employee where applied all skills into business operation and function. Often this
training can be occurred after staff members are working together. Motivating the team
member so that they can create enjoyable workplace.
Interpretation
From above analysis, it has summarized that each and every manager show their opinion
about the different training. It help for inspiring or motivating the employee to achieve desirable
goal and objective. For conducting interview, it has been identified the different training such as
quality training, team training and technical training. These are provided by each employee at
Sainsbury’s so that they feel motivated.
Question 7: Do you think feedback provided by customers about the type and quality of service
provided to them impact overall performance of employees?
M1: he was said that feedback provided by customer regarding quality, type which directly
impact on the overall performance of employees. Large number of potential client can
purchase item before checking both positive as well as negative feedback. In this way, it is
16

important for Sainsbury’s to maintain the quality of service so that customer can easily
attract towards brands. In order to increase the overall performance because positive
feedback from client side increase motivation level of staff members. it always tried to
satisfy the need or requirement of client.
M2: he was agreed with the statement about the feedback provided by customer in term of
quality and type. It always inspiring the employee to improve feedback process and develop
a comprehensive understanding of feedback sources. Usually, customer can website to give
their feedback on the basis of experience so as require to improve the quality of items. The
participation of employee that directly impact on the performance.
M3: he was said that positive feedback motivate the employee to maintain their quality of
service. in this way, it motivate to server as rewards and fulfil promises of other client. The
client’s feedback can enhance the employee engagement as well as satisfy with their own
work. Sainsbury’s can inspire their employee to identify the motivational feedback from
client side. In this way, it help for targeting the other potential consumer those want to
purchase items. Furthermore, customers are providing the effective feedback that majorly
impact on the facilitation of desired outcome and impact on the overall performance of
employees. He was said that effective feedback can be complex that needs critical way to
achieve employee success.
M4: he was said that potential feedback impact on the employee where motivates the staff
member to improve job performance. In order to enhance the ability, encouragement efforts
and acknowledging result or outcome. it included in the managerial strategy for providing
the consistency. The positive feedback in regards of quality of service that can reduce the
staff member mistakes, enhance and increase efficiency within the workplace.
Interpretation
From above analysis, it has been identified the opinion of each and every manager regarding
customer’s feedback, which inspiring or motivating the other staff members in term of quality of
services. As per interview, it has identified the both positive feedback from client side that
always motivating or inspiring the staff member’s to achieve desirable goal and objective.
17

CHAPTER 5: DISCUSSION
This chapter comprises of discussion of finding which resulted from research on the basis of
assessment contribution towards employee motivation in providing the best quality customer
service. Conducting the interviews for obtaining the information and data from respondents
(Fatra and Heryanto, 2019). The significant role of employee motivation in enhancing the best
quality of service at Sainsbury’s. Generally, it is leading factor to employee motivation, attitude
of staff members towards different practices and measures taken to minimise factors leading the
poor quality customer service.
Another role that customers can play important role in the service delivery and consider
as best contributor to their own satisfaction. Potential consumers may not aware about the
productivity and profitability of organization. At that time, employee can play important role in
shaping the actual perception of client which may carry in their minds with regards to the
organization on the basis of action as well as behaviour. The Sainsbury’s spend a large amount
of money to create client loyalty but it cannot possible without employee motivation. It often
understand the critical aspects of enhancing the staff member motivation in order to achieve
desirable goal of business and maintain consumer loyalty. Employee can play important role in
winning customer mind as well as heart (Setiyani, Djumarno and Nawangsari, 2019). As per
analysis, it has been identified that employee motivation affected by both workplace
environment and personal characteristics. It also engaged with the business advantage in the
different manner. Two way communication always support for reshaping the perception of staff
members so that they can motivate or inspire towards organizational goal. It also supporting to
understand the need and requirement of potential client, providing the best quality of services.
Employee satisfaction has positive way to influence the customer in term of service delivery.
As compared with the marketing campaign that mainly used by Sainsbury’s to attract more
consumers and build brand impression. In order to satisfy the customer demand because these
are influenced by employee’s behaviour when they can interact with client. Marketing is one of
important key aspect in term of customer satisfaction which help for improving current position
of business in global marketplace.
The impact of employee motivation on the performance of organization. in this way, it is
considered as important part of business to identify the job employee job satisfaction level
towards customer service. Lack of motivation within organization can impact on the entire
18

performance and efficiency. It is an essential for motivating their staff member and help them to
focus on desirable goal or objective. The motivation always supporting for employee to resolve
the challenging situation in business activities. Furthermore, it also increasing the overall
production and sales in marketplace (Kurdi, Alshurideh and Alnaser, 2020). On the other hand,
Motivation is not only providing the right direction of employee but also brining improvement in
the high quality customer services. In this way, Sainsbury’s would be maintained the level of
customer service in marketplace. Motivated staff member can bring better outcome as compared
to the unsatisfied people. It can be performed their duty efficiently when they were completely
satisfied from company.
In most of cases, demotivating staff member to take less interest in the participating of
training and development program. That’s why, it is necessary for motivating or inspiring the
employee towards training session so that they can easily improve their own skills and
knowledge. As per analysis, it has been implementing the different motivational theories that
mainly used by Sainsbury for inspiring the staff members (Moumani, 2020). Various type of
motivational theories are influencing large number of staff members where they can achieve
their desirable goal and objective. The primary aim of motivational theories is to improve the
performance of employee so that they can complete their task in quickly manner. Afterwards, it
directly affecting on the revenue of entire business while attracting large number of customer
towards organizational goods and services.
To achieve higher customer service quality and employee productivity that must develop
an encouraging or motivating the environment where staff member contribution in problem
solving and achieving the desirable goals. Usually, Company can motivate their staff by
officering good payment, salaries, better culture and growth opportunities. In this way, employee
motivating towards their work and enhance the employee’s productivity. As a result, it can
improve the customer service in order to satisfy the customer’s demand (Anand Han, 2020).
Furthermore, it is describing the attitude of employees while dealing with potential consumer
that can impact on the satisfaction level in positive manner. If they are able to satisfy the client
exert efforts to maintain good relationship.
It have been evaluating the employee’s impact on the organizational performance and results
often showed a positive relationship between staff member behaviour, attitude and business
19

performance. Organizations that are perceived as best enterprise motivate the staff member by
attracting them towards significant goal or objective.
In order to promote customer service that has played important role in organization. The
importance of employee motivation is much more central within Sainsbury’s because of the
direct interaction between consumers and employees. To achieve higher consumer satisfaction
level and productivity particularly in the retail industry. The motivation of employee and their
engagement with organization is becoming as essential part. Furthermore, different models and
theories are developed for tangible item which do not applicable in the organization. At that
time, motivated employee can focus on the intangible assets such as customer relationship,
service improvement (Aneke, 2020). It is rapidly help for changing the entire business in order to
maintain customer satisfaction level while keeping their motivated staff members. It became
happier with their business to achieve higher customer satisfaction and also improved the better
customer services. Employees should have positive interaction with potential client because of
their motivation. It will help for inspiring the staff member to fulfil the specific need and
requirement of customer. Motivated employee can increase the customer awareness among
potential clients regarding goods and services (Kurdi, Alshurideh and Alnaser, 2020).
Sainsbury’s will develop the learning and supportive environment for staff member and
motivated towards their goal. It helps for reducing the conflict between customer as well as
employee. In order to perceive the greater performance and efficiency. Employee wages have a
string relationship to staff productivity which automatically leads to customer satisfaction.
CHAPTER 6: CONCLUSION, RECOMMENDATIONS, AND
IMPLICATIONS FOR FURTHER RESEARCH
Conclusion
As per the above file, it can be recommended as employee attitude typically reflect in the moral
of company. in areas of the customers service and sales, happy employees are considered to be
extremely important to provide in satisfaction to customers. So, it is important for company to
raise the benefits of employee to increase the employee contentment’s which can bring their
inexpensive change and long-term impact of productivity and profitability of firm. as per the
research, it has been stat as high level of employee satisfactions proved out to be the direct ad
positive influences on customer satisfaction.
20

Employee loyalty and commitments properly influences the customer satisfactions by
developing the positive, friendly reputations which will be spread in networking and attract the
new customers. A happy employee is successful in retaining customer and more likely to meet
up the exceeded customer survive expectation. Customer satisfaction is the important aspect for
company for which it is significant for Sainsbury to look out for employee happiness and o
everything right for seeing expected results. The business has to take significant efforts to insure
everything run along the definite strategy. In the research employee engagement have been
identified as sustainable success for fostering the company missions and contribution in company
success. lack of personal and professional satisfactions of employee will clearly lead to lacking
incentive to present itself in most possible manner.
Employees satisfaction an engagement to be built in the business cultures as there have been
customer centric in every aspect in their professional behaviour work. The company is deeply
omitted to customer satisfaction recognized efforts to help in company meet its goals. employee
have need to make the good working environment by diminishing the employee stress level by
developing the team working spirts and having the positive impacts. Provision of an opportunity
to work upon special projects is one of the best methods though which employees can be
motivated as it helps in increasing confidence level of employees.
21

Recommendations
Reward employees for big wins
Motivating the employees for the big wins such as hitting the key millstones which helps in
spread positive goodwill and created shared sense of the proper accomplishment and
accountability (Hitka , Kozubíková and Potkány, 2018). These are different kinds of rewards that
are provided to employees so that they do not degrade their performance and continue providing
high- quality customer service. This will be helping out the firm to hot the increase sales
numbers, decrease in churn and reach to the projects. tis can be done by providing exhaustive
range of desirable products. This is leadership proper recognizing term proper efforts turning in
wonders for satisfaction in perfect manner.
Prioritize the employee health and wellness
The company shou look at term sedentary nature of office life which will turn out to have
deleterious effect on the health contributing the depressed moods and employee satisfaction.
Luckily there will be countless cost-effective solutions will be encouraging the employees n
increasing the efficiency of the work an attract more customer satisfaction in perfect manner.
this can be done as adding more level of nutria meals and nick essentials for boosting employee
stictions
Focus on growth and development
Sainsbury have to believes in such level of growth and developments as this can been done
through enhancement of regular’s personal development programmes. In this situation, company
leader will be presenting the education materials to the entire companies. this is the way to give
the employee additional tools and grown up individual and professionals in perfect manner. in
addition to that there are Different type of training and development programs impacts
motivational level of employees in different ways which further impacts quality of service which
is provided by them to customers (Antoni and et.al., 2017). It has also been identified that it is
important for organizations to link feedback provided by customers and training and
development methods together.
22

Implications for further research
Employee have often been examined and weighing motivations determining their significant job
satisfaction. This paper has clear help in identifying employee motivation and relation of
customer satisfaction in the significant manner. Sainsbury will have idea regarding the change in
policies and procedure helping out to move major confidence and motivation in the employee
looking to have better enhancement of customer satisfaction
23

REREFENCES
Books and Journals
Alase, A., 2017. The Interpretative Phenomenological Analysis (IPA): A Guide to a Good
Qualitative Research Approach. International Journal of Education and Literacy
Studies. 5(2). pp.9-19.
An, M.A. and Han, S.L., 2020. Effects of experiential motivation and customer engagement on
customer value creation: Analysis of psychological process in the experience-based
retail environment. Journal of Business Research.
Aneke, F.O., 2020 TRAINING NEEDS APPROACH FOR EFFECTIVE EMPLOYEE
MOTIVATION IN THE HOTEL INDUSTRY FOR IMPROVED PRODUCTIVITY.
Antoni, C.H and et.al., 2017. Reward management: Linking employee motivation and
organizational performance.
Bhatti, O.K. and et.al., 2016. Employee motivation an Islamic perspective. Humanomics.
Bobrovskij, I.N., 2018, January. How to Select the most Relevant Roughness Parameters of a
Surface: Methodology Research Strategy. In IOP Conference Series: Materials Science
and Engineering (Vol. 302, No. 1, p. 012066).
Chen, M., and et. al., 2017. The impact of high-commitment HR practices on hotel employees’
proactive customer service performance. Cornell Hospitality Quarterly. 58(1). pp.94-
107.
Chong, J., Wishart, D.S. and Xia, J., 2019. Using MetaboAnalyst 4.0 for comprehensive and
integrative metabolomics data analysis. Current protocols in bioinformatics. 68(1).
p.e86.
Danilova, A., 2019. The Relationship Between Employee Motivation and Customer Loyalty.
Etikan, I. and Bala, K., 2017. Sampling and sampling methods. Biometrics & Biostatistics
International Journal. 5(6). p.00149.
Fatra, A. and Heryanto, H., 2019. THE EFFECT OF IMPLEMENTATION OF POPULATION
ADMINISTRATION POLICY AND EMPLOYEE MOTIVATION ON QUALITY OF
SERVICE AND ITS IMPACT ON COMMUNITY SATISFACTION IN ISSUANCE
OF BIRTH ACCESS (Case in: The Department of Population and Civil Registration of
the Dharm. Archives of Business Research. 7(7). pp.155-165.
Hennink, M., Hutter, I. and Bailey, A., 2020. Qualitative research methods. SAGE Publications
Limited.
Hitka, M., Kozubíková, Ľ. and Potkány, M., 2018. Education and gender-based differences in
employee motivation. Journal of Business Economics and Management, 19(1), pp.80-
95.
Hitka, M., Kozubíková, Ľ. and Potkány, M., 2018. Education and gender-based differences in
employee motivation. Journal of Business Economics and Management, 19(1). pp.80-
95.
Kuranchie-Mensah, E.B. and Amponsah-Tawiah, K., 2016. Employee motivation and work
performance: A comparative study of mining companies in Ghana. Journal of Industrial
Engineering and Management (JIEM), 9(2), pp.255-309.
Kurdi, B., Alshurideh, M. and Alnaser, A., 2020. The impact of employee satisfaction on
customer satisfaction: Theoretical and empirical underpinning. Management Science
Letters. 10(15). pp.3561-3570.
24

Lorincová, S and et.al., 2019. Employee motivation as a tool to achieve sustainability of business
processes. Sustainability, 11(13), p.3509.
Malterud, K., Siersma, V.D. and Guassora, A.D., 2016. Sample size in qualitative interview
studies: guided by information power. Qualitative health research. 26(13). pp.1753-
1760.
Menguc, B., and et. al., 2017. The role of climate: implications for service employee engagement
and customer service performance. Journal of the Academy of Marketing Science. 45(3).
pp.428-451.
Mikkelsen, M.F., Jacobsen, C.B. and Andersen, L.B., 2017. Managing employee motivation:
Exploring the connections between managers’ enforcement actions, employee
perceptions, and employee intrinsic motivation. International Public Management
Journal, 20(2), pp.183-205.
Moser, A. and Korstjens, I., 2018. Series: Practical guidance to qualitative research. Part 3:
Sampling, data collection and analysis. European Journal of General Practice. 24(1).
pp.9-18.
Moumani, E., 2020. Exploring the Impact of Employee Empowerment on the Intrinsic Motivation
of Employees in Collaborative Environments (Doctoral dissertation, University of
Maryland University College).
Ngozwana, N., 2018. Ethical Dilemmas in Qualitative Research Methodology: Researcher's
Reflections. International Journal of Educational Methodology. 4(1). pp.19-28.
Noe, R.A. and Kodwani, A.D., 2018. Employee training and development, 7e. McGraw-Hill
Education.
Reizer, A., Brender-Ilan, Y. and Sheaffer, Z., 2019. Employee motivation, emotions, and
performance: a longitudinal diary study. Journal of Managerial Psychology.
Setiyani, A., Djumarno, D., Riyanto, S. and Nawangsari, L., 2019. The Effect of Work
Environment on Flexible Working Hours, Employee Engagement and Employee
Motivation. International Review of Management and Marketing. 9(3). p.112.
Sharma, N. and Sharma, A., 2017. Relationship between employee motivation and performance
of the employees working in retail sector In Jaipur. Journal of Management
Engineering and Information Technology. 4(2). pp.10-17.
Zhang, H., and et. al., 2020. Customer‐Initiated Support and Employees’ Proactive Customer
Service Performance: A Multilevel Examination of Proactive Motivation as the
Mediator. Applied Psychology.
25

Online
About Sainsbury. 2020. [Online]. Available though: <
https://www.about.sainsburys.co.uk/about-us/our-purpose >
26