Impact of Employee Motivation on Customer Service at Sainsbury's

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:
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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
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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
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