Factors Associated with Staff Satisfaction in H&M Oxford Circus

This dissertation investigates the factors associated with staff satisfaction in H&M Oxford Circus. It explores the importance of staff satisfaction, factors that lead to employee engagement, challenges faced by H&M in managing employee satisfaction, and ways to manage employee satisfaction.

Dissertation

ABSTRACT
Staff satisfaction is based on different factors provided by company to satisfy their
employees. Working environment, promotion, pay and fair policies and practices are consider
main factors that were applied by company to increase satisfaction level among staff. Investigate
the factors associated with staff satisfaction in H&M Oxford Circus consider main research
question which is essential for employee as well as company by increasing their performance.
In order to answer above mentioned question, different activities have been done
systematically. Literature review is important activity which have completed for analysing
opinion of authors about the staff satisfaction. Research methodology is another main activities
which have been done by using primary and secondary method of data collection, qualitative and
quantitative research, research design etc. In order to collect data about the factors of staff
satisfaction, questionnaire have been used. For analysing information, thematic analysis as an
analytical tool was applied. These are important activities which helped researcher to answer
research question and accomplish better results of the dissertation.
In data collection and data analysis section, researcher find out as more of the participants
are satisfied about the services, business environment and process of H&M. Respondents of
respondents towards staff satisfaction is positive and they have to said staff satisfaction is
important for success of company as well as employees.
In conclusion, research aim and objectives were accomplished by summarising each
activities of dissertation. This chapter helped researcher by providing appropriate information
about the satisfied and unsatisfied employees in H&M.

Table of Contents
ABSTRACT ....................................................................................................................................2
TITLE .............................................................................................................................................1
CHAPTER 1: INTRODUCTION ...................................................................................................1
Overview of the study .....................................................................................................................1
Statement of Problem ......................................................................................................................1
Research Aim: .................................................................................................................................2
Research Objectives: .......................................................................................................................2
Research Questions: ........................................................................................................................2
Rationale and significance of research ...........................................................................................2
Route Map of the study ...................................................................................................................3
LITERATURE REVIEW ...............................................................................................................4
RESEARCH METHODOLOGY ....................................................................................................6
RESULTS .....................................................................................................................................11
DISCISSION AND CONCLUSIONS ..........................................................................................23
CONCLUSION .............................................................................................................................27
RECOMMENDATION ................................................................................................................27
REFLECTION ..............................................................................................................................28
REFERENCES .............................................................................................................................29
.......................................................................................................................................................30

TITLE
Investigate the factors associated with staff satisfaction in H&M Oxford Circus.
CHAPTER 1: INTRODUCTION
Overview of the study
Staff satisfaction introduces as a term that describe whether staffs are happy and
satisfying their needs and desires at work. There are different factors used by company to
increase satisfaction level among employees. It includes Woking environment, appreciation,
promotion, feel of belongings, pay, fair policies and practices and many other (Kang, Matusik,
Kim and Phillips, 2016). These are effective factors which helps an enterprise to increase staff
satisfaction and retain them for long time. For this dissertation, H&M is a given organisation. It
is a Swedish multinational organisation which was founded by Erling Persson in 1947. Company
mainly specialise in selling of fast-fashion clothing for teenagers, children, men and women.
Today, H&M employs around 177,000 people in over 73 markets (OUR WORKPLACE H&M,
2019).
Statement of Problem
Dissatisfaction among employees is a major issue or problem which impact on business
performance. Many workers within H&M feel dissatisfied with their jobs position at one point or
another. Certain workers leave their current jobs for better chances, while others select to stay
unhappy. Along with this, dissatisfied staffs can negatively impact an organisation because they
atypically lack motivation, possess negative attitudes and perform poorly. These evidence have a
way of compassing to other workers, infecting all departments and the bottom line of company.
Therefore, it is a main issue which have direct and negative impact over entire performance and
growth of business (Clark, Feiner and Viehs, 2015). This issue will also create major problem
within an organisation by increasing high employee turnover. Factors that impact employee
satisfaction might include compensation, perceptions of management, workload, flexibility,
teamwork, resources, etc. Therefore, motivation is more important and beneficial for the growth
and success of company at marketplace and in customers mind also.
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Research Aim:
Main aim of this dissertation is “To identify factors associated with staff satisfaction in
H&M.
Research Objectives:
 To understand the importance of staff satisfaction in an organization.
 To analyse the factors that can lead to employee engagement in H&M.
 To analyse the challenges faced by the organization to mange employee satisfaction
within H&M.
 To recommend the ways to mange employee satisfaction.
Research Questions:
 Why staff satisfaction is important to the organization?
 What are the factors that can lead to employee engagement in H&M?
 What are the challenges faced by the organization to mange employee satisfaction within
H&M?
 What ways would you recommend to mange employee satisfaction in H&M?
Rationale and significance of research
Main reason behind performing this research or topic is to identify importance of staff
satisfaction and factors that helps an organisation in increment of satisfaction among employees.
This investigation is essential for individual by increasing its knowledge regarding the literature
review, primary and secondary data collection, data analysis and fourth on (Seymour, 2019).
This research also support students by improving and increasing their understanding about the
importance of different factors that helps an organisation in enhancing staff satisfaction. Along
with this, main intent about selecting H&M is, it is a multinational organisation that helps
unemployed people by giving an effective chance of job.
Route Map of the study
This is also consider important part of research which helps reader by providing detailed
information about the each activities of study. Route map basically a overview of chapter or
activity which is included for completing dissertation in systematic manner (Zawadzka, 2015).
These activities will be explained as below:
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Activity 1 : Introduction: This is a first activity of dissertation which includes different
sub activities such as overview of study, research aim and objectives, research questions,
rationale, problem statement etc. These are important part of research which helps in completion
of introduction activity in systematic manner.
Activity 2 : Literature Review: This is another valuable activity which plays important
role in collection of detailed data about the staff satisfaction and its importance for company.
Main purpose of doing this activity of dissertation is to find out gaps in previous investigation. In
this part of dissertation, different authors have to provide their opinion or view about the current
topic.
Activity 3 : Research Methodology: This is third and main activity which assist reader
by giving information about the suitable methodology. Under research methodology section,
qualitative and quantitative research, primary and secondary methods of data collection, research
design, research approach, research philosophy etc. methods will be covered. These methods
helps researcher by giving information about the topic in detailed and accurate manner
(Μαρινάκη and Marinaki, 2015).
Activity 4 : Data Analysis and discussion: In this section of research, thematic analysis
will be applied for analysing accurate data about the current investigation. Discussion will be
made on the basis of primary and secondary research.
Activity 5: Conclusion: In this part of dissertation, research aim and objectives will be
achieved by using different methods. In this, summary of entire project will be explained in
accurate and concise manner. This activity is based on findings which is related to the
questionnaire.
Activity 6 : Recommendation and Reflection: This is a last activity of dissertation and
in which some recommendation will be provided to the organisation. This recommendation is
based on the research issues which will be mention in questionnaire. Along with this, reflection
will be develop for explaining personal experience while performing of each activities of study.
LITERATURE REVIEW
It introduces as an explicit method of synthesizing information about the topic. It is an
important section of dissertation because it helps in collection of detailed and in-depth data about
the study (Lindén, 2017). Main motive of this part of dissertation in to find out gaps in previous
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study. Along with this, under this section, each objectives and questions of research will be
address in systematic manner.
Staff satisfaction is important to the organization.
According to the Lodewijk Noordzij, 2013, the influence of staff satisfaction on staff
performance is clear. Satisfied staff within an organisation feel great about themselves. Because
of this, they are more capable to perform their best towards achievement of better results for
company. There are some importance of staff satisfaction to the company which will be
determine as below:
Lower turnover: High turnover of staff can be one of the maximum costs attributed to the
human resource department. In order to retain staff is important for an organisation to develop a
friendly atmosphere and makes it more easier to hire better talent and save amount of capital.
Higher productivity: Highly satisfied employees plays an essential role in increasing
productivity level of company. For example: irrespective of job position and pay grade, workers
who report hinger satisfaction towards their job tend to accomplish higher productivity.
Increased profit: In order to keeping workers more satisfied and safe can lead to
maximum sales, stronger bottom line and a lower cost.
Factors that can lead to employee engagement in H&M.
According to the Gu and Han, 2016, there are various factors that helps H&M to engage
their all employees at workplace. Some important and effective ways will be determine as under:
Career development opportunities: It introduces as an effective factor that helps H&M
to increase staff engagement at workplace. When business managers continuously invest both
money and time in staff' development within a workplace, workers will realise that H&M is also
invested in the development and success in their carrier (Factors Contributing to Employee
Engagement, 2019).
Flexible: It is another important factor that helps H&M to provide option of flexible
working hour to their staff members. It is more effective way which support company to increase
satisfaction among workers and gain better outputs within given time period (Yamadori, 2017).
Challenges faced by the organization to mange employee satisfaction within H&M.
According to the Huang, Wong and Tan, 2015, there are various challenges or problems
faced by H&M while management of satisfaction level among employees. Interpersonal conflict,
communication issues, bullying, gossip, harassment, discrimination, performance issues, poor
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job fit, low motivation and job satisfaction etc. are consider main issues which have negative
effect on business while they manage satisfaction among employees. Along with this,
communication is major issues for H&M while management of staff satisfaction (Workplace
Issues, 2019). As it create conflict and misunderstanding between
On the other hand Walsh, Schaarschmidt and Ivens, 2018, he workplace is atypically an
environment in which different number of staff members with having various personalities,
worldviews interact and communication styles. These differences are one possible source of
workplace problems and can finally lead to stress as well as tension for those interested.
Although all workers have the power to be treated fairly or friendly and to feel safe within the
workplace, some workers face bullying, harassment, discrimination and so on. These reduce
motivation and satisfaction level among employees which also have negative impact on business
performance.
Ways to mange employee satisfaction in H&M.
According to the Becki Hall, 2016, In order to mange employee satisfaction there are
various ways that must be used by H&M. Some ways will be determine as below:
Stop micro management: Assist middle management in attaining a balance between
encouraging their teams as well as stepping over into the unsafe territory of micro-management.
In order to stop micro environment support an H&M in reducing low morale, lack of innovation,
high staff turn-over, disengagement and ultimately. These will helps company to gain better
outputs within given time period.
Drive communication and transparency: It is also consider another important and
essential ways for managing satisfaction among employees within H&M. There are different
number of internal communication tools or platforms which must be used by H&M such as
intranets, company e-mails, manager cascade meetings, newsletters and ensure their staff are in
the know. These ways helps H&M to manage and improve satisfaction among staff members
(Vyduna and et. al., 2016).
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RESEARCH METHODOLOGY
Research methodology is important part of dissertation which helps in collection of
information in accurate manner. It introduces as a useful process which is applied in completing
dissertation in systematic manner (Mackenzie, Tan, Hoverman and Baldwin, 2012). Main
purpose of this part of research is to gather reliable and in-depth data about the current study. In
order to collect appropriate data about the importance of staff satisfaction and factors that helps
an organisation in improving employee satisfaction, there are different methods and approaches
of research. For completing this part of study, research onion framework will be used. This
framework includes different layers which will be explained as below:
Illustration 1: Research onion framework
(Source: Research onion framework, 2019)
Research choice: It introduces as a first layer of research onion framework which have
been classified into two types which are qualitative and quantitative. Both are consider effective
choice of research but according to the current investigation, quantitative research choice or
setting will be used. Main purpose behind applying this method as it helps in collection of
information in reliable and quality manner (Mackey and Gass, 2015). Along with this, qualitative
6

research is not much useful for conducting this research because it need maximum source from
the researcher.
Justification of selecting quantitative setting : Quantitative setting of research is more
essential and useful according to this dissertation. As it help investigator to collect information or
data from questionnaire. It is an useful instrument of primary data collection which will be
beneficial for researcher because it gives valid data about the factors associated with staff
satisfaction in H&M. Quantitative data is more useful according to selected topic because it can
be tested and checked reliability of study (Green, Camilli and Elmore, 2012).
Ethical issues: It is an important and essential part of research which impact on
investigator while completion of research activity or task in ethical manner. There are some
ethical issues including objectivity, carefulness, confidentiality, openness, respect for intellectual
property, legality, human subject protections etc. These are also consider main principles of
research ethics which will support investigator in completion of research activities in systematic
as well as ethical manner (Kumar, 2019).
Research approach: This section of investigation us also divided into two parts which
are inductive and deductive. In order to gather information about the staff satisfaction, deductive
approach will be used because it helps in collection of appropriate information from the
respondents. There is inductive approach which is not use for performing each activity of this
investigation. As this approach require maximum amount of capital and not provide quality data
about the study (McCusker and Gunaydin, 2015).
Justification of selecting deductive approach: Main purpose behind using deductive
approach of research as it helps investigator in collection of quantitative information. This
approach of research support researcher to analysis quantitative information and also gain better
outcomes within given time period. Along with this, there are various reasons of selecting
deductive approach such as: it can be time saving, more effective within students of a higher
level, easier way for analysing information in quantitative manner (Mackenzie, Tan, Hoverman
and Baldwin, 2012).
Research philosophy: Interpretivisim and positivism are introduced two types of research
philosophy. In order to doing this investigation, interpretivisim philosophy will be applied. Main
intent behind following positivism philosophy as it helps researcher to conduct valid conclusion
and achieve aim and objectives of study in systematic manner. On the other hand, interpretivisim
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is another type of philosophy which is not valuable according to the study. As this philosophy
take maximum time of the company or investigator (Miller and et. al., 2012).
Justification of selecting positivism research philosophy: Within an investigation
positivism philosophy of research will be used as it support in identification of research impact
(Mackey and Gass, 2015). Along with this, positivism philosophy is based on questionnaire and
it will help in gathering and analysing of reliable and valid data regarding the factors associated
with staff satisfaction in H&M.
Research strategy:It is also introduce one of the main layer of research onion framework
which helps researcher to select useful strategy for collection of data about the study. There are
various number of research strategy which are questionnaire, interview, focus group, observation
etc. These are essential but for gathering information regarding the staff satisfaction,
questionnaire will be used. As it helps in accumulation of reliable and valid data and also support
researcher to identify accurate response of respondents about the study. As compare to other
research strategy, questionnaire is one of the best strategy. Along with this, case study is another
type of research strategy which will going to used for collecting accurate information about the
company. As it save time and cost of the organisation or researcher (Quinlan and et. al., 2019).
Participants
Participants within an investigation play important role in answering research questions.
Research participants also called an experimental, human subject or study participants that is an
individual who participants in research. They are important part of dissertation because without
them, researcher can not collect, analysis and interpret data about the selected topic. 50 staff
member of H&M will be recruited on random basis. Main intend about applying this sampling as
it save cost, time and resources of company (McCusker and Gunaydin, 2015).
How were they selected:
Probability and non-probability sampling are consider two methods of selection of
sample size. Probability sampling means that each and every items within population has an
equal possibility of being included in sample. On the other hand, non-probability is another
technique of sampling that is often related with qualitative research and case study research
design. For selecting sample size for this dissertation, simple random sampling as a technique of
probability sampling will be applied (Miller and et. al., 2012). There are certain reasons for using
probability sampling which are: higher level of reliability of research findings, maximised
8

accuracy of sampling error estimation, sample representative of population, absence of
systematic error and sampling bias, cost effective, less time consuming and chances to make
inferences regarding the population. These are consider main reasons for selecting probability
sampling. Along with this, with the help probability sampling method 50 respondents will be
selected on random basis. On the other hand, non-probability is another method of sampling
which is not used for this dissertation because as compare to probability sampling, it is
impossible to understand how well researcher representing the population.
Sampling is also identify important part of research which helps researcher to select
sample out of total population. For selecting sample size, there are two sampling which are
probability and non-probability. For choosing sample size for the dissertation, simple random
sampling as a type of probability sampling would be follow. Along with this, non-probability is
another type of sampling which is not valuable for selecting sample size of this dissertation. As
this sampling consume more time, cost and resource of the business and there is no chance for
researcher to select sample on random basis (Riedl, Davis and Hevner, 2014).
Justification of selecting probability sampling: Probability sampling is a chosen
sampling technique for this dissertation. As it provides the best opportunity to the researcher to
develop a sample that is really representative of the population. Along with this, probability
sampling technique will also support researcher in selection of sample size on random basis. As
compare to non-probability sampling, it is more time and cost saving technique (Quinlan and et.
al., 2019).
Research instruments, process and techniques: Research is important process which is
used by almost every organisation with different purpose. Main purpose of H&M for conducting
research is to find out number of satisfied and unsatisfied employees. With the help of research,
they can easily identify different factors that helps in increasing satisfaction level among
workers. Along with this, there are different instruments of primary data collection such as
interview, focus group, questionnaire, observation and so on. All these are important but for
collecting primary information from the staff members about their satisfaction within H&M,
questionnaire will be applied. It is an useful instrument and technique of primary data collection
which assist in collection of valid and reliable data about the current topic (Scotland, 2012).
Justification of choosing Questionnaire: There are various reasons for using
questionnaire as an effective instrument of primary data collection. This reason includes,
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inexpensive, fast results, comparability, standardized,, validity and reliability, scalability,
practical, respondent anonymity etc. These are consider major advantages of using questionnaire
(Riedl, Davis and Hevner, 2014). This instrument will also support investigator to gather reliable
and valid information regarding the staff members about their satisfaction within H&M.
Time horizon: It is another important method or layer present in research onion
framework. This method is more essential and valuable for researcher because it give
information about the starting and ending time of research completion. In this section, Gantt
chart or grounded theory will be used for identifying accurate time period for research
completion. Gantt chart is consider most valuable graphical presentation tool which is used for
analysing starting as well as closing time duration of dissertation. Along with this, in this part of
research, different activities will be included in systematic manner (Silverman, 2016).
Research design: It is another important part of research methodology which is more
important because entire activity of dissertation is depend on research design. Descriptive,
experimental and exploratory are consider main types of research design. For doing this
investigation, descriptive research design will be applied because it helps in identification of
research impact. This design will also helps researcher draw valid conclusion and gain better
outcomes within given time duration. Exploratory and experimental are another type of research
design which are not much appropriate about the study. As these design not helps researcher in
identification of accurate impact of research (Tuohy and et. al., 2013).
Justification of descriptive design: This is an effective type of research design which
will be more effective and useful. As this design of research support investigator to identify
research problem and identify best ways for overcoming that impact. Descriptive design of
research is also useful for researcher by providing valid results and outcomes (Scotland, 2012).
Research limitations: This is another main and important part of dissertation as it helps
researcher to identify and overcome limitations. There are various limitations will be faced by
researcher while selection of sample size, improper behaviour from respondents side, lack of
resources, insufficient time period, lack of capital and so on. These are major limitations which
have negative impact on investigator while completion of research activities. In order to deal
with these issues, researcher must follow Gantt chart which will help them in reduction of time
issues. They also follow each task of research in ethical manner as it support them in reduction of
improper behaviour of respondents (Silverman, 2016).
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Materials
There are different materials of data collection such as questionnaire, observation
schedule, interview and many other. All these are consider main materials of data collection but
according to the current investigation, questionnaire will be applied. As it is an effective and
useful method of data collection because it support investigator in gathering of reliable as well as
useful information. Another reason for selecting this material as it help investigator by saving its
time and cost as well as providing valid outcomes (Tuohy and et. al., 2013).
Data Sources: There are basically two types of data sources which will be used for
collecting primary and secondary information about the study. When collection of primary data,
questionnaire is consider one of the main source. This source support researcher by giving real
and true data regarding the topic. In case of secondary source, magazines, articles, books,
publication research, company information etc. are used for gathering secondary data from the
staff members of H&M about their satisfaction level at workplace. In literature review section,
secondary source have been used which is beneficial for researcher because these gives in-depth
and detailed information about the current investigation (Walliman, 2017). Under primary
source, questionnaire will be prepare which will be shown as below:
Questionnaire
Q1) Are you satisfied with with your job role and responsibility?
a) Yes
b) No
Q2) According to you, which factor highly impacted on your satisfaction level at H&M?
a) Working environment
b) Fair policies and Practices
c) Promotion
d) Pay
Q3) Does staff satisfaction helps H&M in improvement of its business growth and success?
a) Yes
b) No
Q4) Do your managers, seniors encourage you to provide your best effort?
a) Yes
b) No
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Q5) According to you, what are the best ways could be used to measure staff satisfaction?
a) Team building at work
b) Implement flexible working hours
c) Give personalized gifts
d) Others
Q6) As per your opinion, what are the best things that H&M can improve satisfaction among
employees?
a) Communicate more
b) Offer opportunities for learning
c) Care about employee well-being
d) Recognize good work
Q7) What are the challenges faced by the organization to mange employee satisfaction within
H&M?
a) Conforming an employee performance
b) Interpersonal conflict
c) Communication issue
d) Discrimination
Q8) Do you feel you are rewarded for your commitment and dedications towards the work at
H&M.
a) Yes
b) No
Q9) Do you think staff satisfaction important for H&M in reduction of high employee turnover?
a) Yes
b) No
Q10) Is there any stressful aspect on your current position at H&M?
a) Yes
b) No
Q11) How would you rate the stress level within an organisation?
a) Mild
b) Moderate
c) Severe
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d) Extreme
Q12) Is your job stress level caused by your relationship with another team member you wok
with?
a) Yes
b) No
Q13) Do you struggle or faced any issue to get information to make better decisions at work?
a) Yes
b) No
Q14) Overall how satisfied or happy are you with your current position at H&M?
a) Highly satisfied
b) Satisfied
c) Highly dissatisfied
d) Dissatisfied
Q15) What suggestions or ideas would you make to enhance company/employee relations.
Research reliability and validity: This is consider last activity or layer of research onion
framework which is mainly depend on reliability and validity of primary method of data
collection. Questionnaire introduces as an effective method of primary data collection which
helps in collection of reliable and valid information from the respondents regarding the staff
satisfaction and significance of different factors that helps company in improvement and
measurement of staff satisfaction at workplace. Therefore, questionnaire is important and useful
method and not take more time, cost and resources of the business. It also helps by providing
valid and reliable outputs (Wiek and Lang, 2016).
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RESULTS
This part of the dissertation is based on questionnaire. It instrument helps in accumulation
of valid and reliable data about the study (Wiek and Lang, 2016). For achieving valid results of
the study, frequency table and graph will be develop which are determine as under;
Q1) Are you satisfied with with your job role and responsibility? Frequency
a) Yes 40
b) No 10
Q2) According to you, which factor highly impacted on your satisfaction level
at H&M?
Frequency
a) Working environment 15
b) Fair policies and Practices 12
c) Promotion 10
d) Pay 13
Q3) Does staff satisfaction helps H&M in improvement of its business growth
and success?
Frequency
a) Yes 40
b) No 10
Q4) Do your managers, seniors encourage you to provide your best effort? Frequency
a) Yes 35
b) No 15
Q5) According to you, what are the best ways could be used to measure staff
satisfaction?
Frequency
a) Team building at work 15
b) Implement flexible working hours 17
14

c) Give personalized gifts 14
d) Others 4
Q6) As per your opinion, what are the best things that H&M can improve
satisfaction among employees?
Frequency
a) Communicate more 12
b) Offer opportunities for learning 18
c) Care about employee well-being 10
d) Recognize good work 10
Q7) What are the challenges faced by the organization to mange employee
satisfaction within H&M?
Frequency
a) Conforming an employee performance 11
b) Interpersonal conflict 14
c) Communication issue 10
d) Discrimination 15
Q8) Do you feel you are rewarded for your commitment and dedications
towards the work at H&M.
Frequency
a) Yes 35
b) No 15
Q9) Do you think staff satisfaction important for H&M in reduction of high
employee turnover?
Frequency
a) Yes 36
b) No 14
Q10) Is there any stressful aspect on your current position at H&M? Frequency
a) Yes 10
15

b) No 40
Q11) How would you rate the stress level within an organisation? Frequency
a) Mild 15
b) Moderate 16
c) Severe 9
d) Extreme 10
Q12) Is your job stress level caused by your relationship with another team
member you wok with?
Frequency
a) Yes 30
b) No 20
Q13) Do you struggle or faced any issue to get information to make better
decisions at work?
Frequency
a) Yes 20
b) No 30
Q14) Overall how satisfied or happy are you with your current position at
H&M?
Frequency
a) Highly satisfied 20
b) Satisfied 25
c) Highly dissatisfied 2
d) Dissatisfied 3
Q1) Are you satisfied with with your job role and responsibility? Frequency
a) Yes 40
b) No 10
16

a) Yes b) No
0
5
10
15
20
25
30
35
40
40
10
Frequency
Q2) According to you, which factor highly impacted on your satisfaction level
at H&M?
Frequency
a) Working environment 15
b) Fair policies and Practices 12
c) Promotion 10
d) Pay 13
17

a) Working environment
b) Fair policies and Practices
c) Promotion
d) Pay
0
2
4
6
8
10
12
14
16 15
12
10
13
Frequency
Q3) Does staff satisfaction helps H&M in improvement of its business growth
and success?
Frequency
a) Yes 40
b) No 10
18

a) Yes b) No
0
5
10
15
20
25
30
35
40
40
10
Frequency
Q4) Do your managers, seniors encourage you to provide your best effort? Frequency
a) Yes 35
b) No 15
a) Yes b) No
0
5
10
15
20
25
30
35
35
15 Frequency
19

Q5) According to you, what are the best ways could be used to measure staff
satisfaction?
Frequency
a) Team building at work 15
b) Implement flexible working hours 17
c) Give personalized gifts 14
d) Others 4
a) Team building at work
b) Implement flexible working hours
c) Give personalized gifts
d) Others
0
2
4
6
8
10
12
14
16
18
15
17
14
4
Frequency
Q6) As per your opinion, what are the best things that H&M can improve
satisfaction among employees?
Frequency
a) Communicate more 12
b) Offer opportunities for learning 18
c) Care about employee well-being 10
d) Recognize good work 10
20

a) Communicate more
b) Offer opportunities for learning
c) Care about employee well-being
d) Recognize good work
0
2
4
6
8
10
12
14
16
18
12
18
10 10
Frequency
Q7) What are the challenges faced by the organization to mange employee
satisfaction within H&M?
Frequency
a) Conforming an employee performance 11
b) Interpersonal conflict 14
c) Communication issue 10
d) Discrimination 15
21

a) Conforming an employee performance
b) Interpersonal conflict
c) Communication issue
d) Discrimination
0
2
4
6
8
10
12
14
16
11
14
10
15
Frequency
Q8) Do you feel you are rewarded for your commitment and dedications
towards the work at H&M?
Frequency
a) Yes 35
b) No 15
22

a) Yes b) No
0
5
10
15
20
25
30
35
35
15 Frequency
Q9) Do you think staff satisfaction important for H&M in reduction of high
employee turnover?
Frequency
a) Yes 36
b) No 14
23

a) Yes b) No
0
5
10
15
20
25
30
35
40 36
14
Frequency
Q10) Is there any stressful aspect on your current position at H&M? Frequency
a) Yes 10
b) No 40
a) Yes b) No
0
5
10
15
20
25
30
35
40
10
40
Frequency
24

Q11) How would you rate the stress level within an organisation? Frequency
a) Mild 15
b) Moderate 16
c) Severe 9
d) Extreme 10
a) Mild b) Moderate c) Severe d) Extreme
0
2
4
6
8
10
12
14
16 15
16
9
10
Frequency
Q12) Is your job stress level caused by your relationship with another team
member you wok with?
Frequency
a) Yes 30
b) No 20
25

a) Yes b) No
0
5
10
15
20
25
30
30
20
Frequency
Q13) Do you struggle or faced any issue to get information to make better
decisions at work?
Frequency
a) Yes 20
b) No 30
26

a) Yes b) No
0
5
10
15
20
25
30
20
30
Frequency
Q14) Overall how satisfied or happy are you with your current position at
H&M?
Frequency
a) Highly satisfied 20
b) Satisfied 25
c) Highly dissatisfied 2
d) Dissatisfied 3
27

a) Highly satisfied
b) Satisfied
c) Highly dissatisfied
d) Dissatisfied
0
5
10
15
20
25
20
25
2 3
Frequency
DISCISSION AND CONCLUSIONS
It is another section of dissertation which support in analysation of in-depth and reliable
information about the selected topic. Discussion of the research is based on primary and
secondary source of data collection. In primary source, discussion will be made on the basis of
questionnaire. As it will help a researcher by giving them guideline to gather reliable and valid
information from the selected respondents (Walliman, 2017). On the other hand, discussion on
the basis of secondary source will be depend on various sources such as books, magazines,
journals, articles, publication research etc. Therefore primary as well as secondary source of data
collection are useful for investigator to analysis proper data easily.
Discussion on the basis of questionnaire
Theme 1: Satisfaction of staff towards their current job position
Interpretation: From the above given table, it has been determined as more of the
respondents are satisfied with their current job role. This graph shown 40 out of 50 staff of
H&M are satisfied towards their current position. Renaming 10 respondents not satisfied about
their current job responsibility.
Theme 2: Factor highly impacted on your satisfaction level at H&M
Interpretation: From the above data, it has been interpreted different factors that impact
over satisfaction level of employees. 15 out of 50 staff have opinion as working environment is a
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best factor that helps H&M to increase satisfaction among workforce. 12 respondents have view
as fair policies and practices are essential for enhancing satisfaction among staff members. 10
participants have knowledge as promotion is consider one of the main and essential factor that
helps worker by increasing their satisfaction level towards job. Remaining 13 participants have
knowledge as pay is main factor that support H&M to maximise staff satisfaction. Therefore, all
these are best factors for increasing satisfaction among employees. It will support an organisation
in development of its success and growth at marketplace.
Theme 3: Staff satisfaction helps H&M in improvement of its business growth and success
Interpretation: Above mentioned data or information has been interpreted importance of
staff satisfaction in development of business growth. 40 out of 50 s respondents are agreed
whereas remaining 10 are not have any idea about the same. Therefore, majority of staff
members are agreed as satisfaction is also important for business and its development in
marketplace.
Theme 4: Role of management in encouragement of staffs effort
Interpretation: According to this graph. It has been concluded seniors and managers
have to played different role in encouraging staff members to give their best efforts. 35 out of 50
respondents have agreed whereas remaining 15 are not agreed about the same. In this manager
have to provide different benefits to their employees such as promotion, better pay, flexible
working hour options etc. These are beneficial for company to retain workers for long time
maintain with strong relationship.
Theme 5: Best ways could be used to measure staff satisfaction
Interpretation: Above mentioned table or graph has been concluded best ways that could
be used by H&M or managers to measure staff satisfaction. 15 out of 50 respondents have
opinion as team building at work is one of the best way for measuring staff satisfaction within an
organisation. Team working support H&M to identify best employees and give them benefits
according to their performance. 17 respondents have view as company must implement flexible
working hour which support them to measure employees satisfaction. Flexible working hours is
more essential in increasing satisfaction among workers. 14 respondents have opinion as in order
to measure staff satisfaction, company must provide personalized gifts. It will helps them in
increasing satisfaction and also improving their motivation level in an organisation. Remaining 4
29

respondents have to suggest any ways which will support company to measure satisfaction
among staff members.
Theme 6: Best things that H&M can improve satisfaction among employees
Interpretation: Above table has been interpreted best things that H&M can improve
satisfaction among employees. 12 out of 50 staff members have opinion as company must
communicate each information in effective manner. As it not create conflict and
misunderstanding between employer and employees. 18 respondents have view as company must
offer opportunities to employees for its learning. It will helps workers in improvement of its
stratification level towards job. 10 respondents have view as care about employee well-being is
best thing for improving satisfaction among employees. Remaining 10 participants have opinion
as recognize of good work is most effective thing that helps company to improve staff
satisfaction and accomplish better outputs within given duration.
Theme 7: Challenges faced by the organization to mange employee satisfaction within H&M
Interpretation: This graph has been interpreted challenges which is faced by organization
while management of employee satisfaction at workplace. 11 out of 50 respondents have opinion
as conforming an employee performance is main challenge. Management of company have
confused while conforming workers satisfaction. 14 respondents have opinion as interpersonal
conflict is one of the major challenge which is faced by H&M while they manage staff
satisfaction. 10 participants have opinion as communication is major problem because by having
lack of communication create conflict and misunderstanding among workers. Remaining 15
respondents have view as sometime management of staff satisfaction create discrimination
among workers. Therefore, all these are major issues which will negatively impact on business
performance and growth also.
Theme 8: Rewarded for your commitment and dedications towards the work at H&M.
Interpretation: From the above mentioned information, it has been concluded feeling of
staff members when they rewarded for their commitment and dedications towards the work at
H&M. Majority of participants are feel satisfied when they rewarded for their commitment as
well as dedications also towards the work at H&M. Remaining 15 respondents not feel satisfied
and happy about the same.
Theme 9: Staff satisfaction important for H&M in reduction of high employee turnover
Interpretation: From the above mentioned, it has been concluded importance of staff
30

for H&M in reduction of high employee turnover. 36 out of 50 respondents are agreed as higher
staff satisfaction support an organisation to maintain strong relationship with employees and to
retain them for longer time period. On the other hand, remaining 14 respondents are not agreed
about the same. As they said satisfaction is not a main point for retaining workers for long time
but also motivation will also play important role in retaining staff members of long time.
Theme 10: Stressful aspect on your current position at H&M
Interpretation: Above given table or information, it has been interpreted stressful aspect
faced by workers on their current position at H&M. Majority of respondents are said as in the
workplace of H&M, there is not stressful accept. Company has to provide flexible working hour
to their workers which will be essential for its success and growth. According to this graph, 10
respondents said as there is stressful aspect whereas remaining 40 respondents said as there is no
stressful aspects. It is beneficial for employees by increasing their satisfaction level. Therefore
satisfied employees is essential part for the growth and development of company easily.
Theme 11: Rate the stress level within an organisation
Interpretation: This graph has been explained opinion of staff member towards stress at
H&M. In this 15 out of 50 responders have mild thing, 16 have moderate, 9 have severe and 10
have extreme. Therefore majority of participants have moderate thing towards their stress level at
working place of H&M.
Theme 12: Job stress level caused by your relationship with another team member you wok
with
Interpretation: From the above given information, it has been interpreted opinion of staff
members towards job stress level. In this, 30 out of 50 respondents have view as job stress level
caused relationship with another team member. As it will also impact on business by reducing its
growth and success. It will further impact of employee performance or productivity when they
feel more stressful life within an organisation. Remaining 20 respondents not have any idea or
knowledge about the same. Therefore, most of the population have view as higher stress level
within an organisation create misunderstanding and negative relationship with other team
members.
Theme 13: Faced any issue to get information to make better decisions at work
Interpretation: Above given information has been concluded issue or struggle faced by
employee while they get information in order to make better decisions at work. For this
31

statement, 20 out of 50 respondents said yes as they faced issues while getting of accurate
information and making better decisions. On the other side, remaining 30 respondents said no as
in the premises of H&M, there is effective information flow which helps employees to make
better decision and accomplish better results within given time duration.
Theme 14: Happy are you with your current position at H&M
Interpretation: This graph has been interpreted satisfaction level of employees in the
H&M. 20 out of 50 respondents are highly satisfied towards services provided of H&M. 25
respondents are satisfied, 2 are highly dissatisfied and remaining 3 are dissatisfied. Therefore
majority of respondents are satisfied towards business process, services provided by H&M.
Discussion on the basis of Literature review (Secondary source)
Staff satisfaction is important to the organization.
Different authors have to said as staff satisfaction is important important part for the
growth and success of an organisation. There are certain benefits gained by company by
satisfying needs and wants of their staff members. It includes, lower turnover, higher
productivity, increased profit and so on. These are consider major advantages of staff satisfaction
which will further support an organisation in managing staff turnover and retaining employees
for long time. Along with this, staff satisfaction is important and significant for the organization
to ensure higher revenues. On the other hand, satisfied staff tend to adjust more and manage
pressure with ease as compared to frustrated ones. Therefore, staff satisfaction is essential for
present and future growth of company by retaining workers for long time period.
Factors that can lead to employee engagement in H&M.
There are various factors that is used by H&M in order to engage employees in decision
making process and many other activities within an organisation. These factor includes, career
development opportunities, flexible working option, fair pay structure, adoption of learning
culture, cultural diversity, transparency and honesty, autonomy, inspiration, communication,
employee recognition and many other. These are consider more effective and useful factors
which will be beneficial for an organisation to engage employees in any kind of decision. As it
support staff by increasing satisfaction and also assist them to maintain strong relationship with
H&M. Along with this, with the help of these factors an organisation more capable to increase
their sales and revenues as well as maintain strong position in marketplace.
Challenges faced by the organization to mange employee satisfaction within H&M.
32

There are different challenges or drawbacks faced by H&M while they manage
satisfaction level of employees. These issues mainly related with the, interpersonal conflict,
communication issues, harassment, discrimination, bullying, gossip, performance issues, low
motivation and job satisfaction, poor job fit and so on. These challenges negatively impact on
business growth and success as well as also effect on its overall performance in marketplace. On
the other hand, management of employee satisfaction is a biggest challenge for an organisation
because it completely depend on employees performance. If business not satisfy their employees
as per their performance which can lead to increase dissatisfaction among workers. As it impact
on business growth and overall performance in negative manner.
Ways to mange employee satisfaction in H&M.
Job satisfaction is important to motivation, high productivity and low employee turnover.
There are different ways that must be used by company in order to manage employee
satisfaction. It includes start by listening, Communicate Frequently and Authentically, Prioritize
Employee Health & Wellness, define mission, set goals, Focus on Growth and Development,
Break Up Routines,Give All Employees the Opportunity to Shine,Encourage Time for Passion
Projects, Reward Employees for Big Wins and so on. These are consider main and effective
ways which will be beneficial for an organisation to manage satisfaction level among employees.
These ways will also support an organisation to retain workers for long duration and gain better
outcomes within given time duration. Along with this, management of employee satisfaction will
be support an enterprise to accomplish long term goals and objectives within predetermined time
duration.
33

CONCLUSION
From the above given information, it has been concluded that staff satisfaction is more
important for success of employees as well as an organisation also. Above findings discussed as
more of the staff members are satisfied towards success, environment, process of company. In
order to increase satisfaction among workers, different factors have been used by company
which are fair policies and practices, promotion, pay and working environment. Along with this,
certain ways have been adopted by business to measure staff satisfaction such as team building at
work, offering of personalised gifts, implementation of flexible working hours etc. These are
effective ways for measuring employee performance. There are various things that have been
applied by company to improving staff satisfaction. It includes opportunities for learning, proper
communication, care about employee well-being and recognised good work. Apart from this,
there are various challenges faced by company while they managing satisfaction among workers.
Interpersonal conflict, communication barrier, discrimination and conforming of an employee
performance are main challenges. As these challenges or issues have negative impact on
performance of employee as well as an enterprise also.
In order to meet research objectives, different method of research were used by
researcher. Primary and secondary method of data collection have been applied by investigator
as these method helped them by providing valid information about the topic. As it support
investigator to accomplish their research objectives and gain better outcomes easily.
RECOMMENDATION
From the above given information, it has been recommanded satisfaction is important
part for the success of employees and organisation. There are some recommendation that would
be suggested to H&M about how to satisfied their workers and how to retain them for long time.
These recommendation will be determined as below:
 H&M must implement fair policies and practices which will helps employees to work in
ethical and systematic manner. As there is not dissatisfaction and conflict among
employees which is beneficial for company to achieve their vision and mission.
 H&M must conduct friendly and effective working environment which helps them in
increasing number of satisfied employees. Satisfied staff members work towards
achievement of long term goals and objectives of company.
34

 Company must drive communication and transparency which assist them in reduction of
misunderstanding among workers. It will also support H&M to maintain strong
relationship with workers and retain them for longer time period.
REFLECTION
I am glad that I got an opportunity for doing investigation over a broad topic i.e.
“Investigate the factors associated with staff satisfaction in H&M Oxford Circus”. This study or
topic helps me by in proving my understanding about the importance of different factors that
contribute in increment of staff satisfaction. By performing this study I become more able to
enhance my different kind of research skills such as literature review, data collection skill, data
analyses skill and many other. Apart from this, I faced different challenges by doing this
researcher such as lack of cost, insufficient time period, unethical behaviour of respondents and
many other. These are main issues which have negative impact on mine while collection of
information and completion of research in ethical and systematic manner. In order to overcome
these issues, I taken an action and follow all activities of research in ethical manner. In order to
collect primary data, I used questionnaire as an effective instrument of data collection. By using
this method I prepared different questions to analyse opinion of respondents about the topic.
35

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