Analyzing Employee Satisfaction's Impact on Customer Service (Tesco)

This research report investigates the impact of employee satisfaction on customer service delivery, focusing on Tesco Kensington Store in London. The study explores the relationship between employee satisfaction and customer service, examining factors influencing employee satisfaction, such as brand image and working conditions. The report includes an executive summary, introduction, literature review, methodology, results and analysis, and conclusions and recommendations. The research employs an inductive approach with a descriptive research design, utilizing both qualitative and quantitative methods, including questionnaire surveys and secondary data collection. The literature review covers the concept and significance of employee satisfaction, its relationship with customer service, practices to enhance satisfaction, and influencing factors. The report aims to understand the significance of employee satisfaction at Tesco, assess its link to customer service, recommend improvements, and identify key influencing factors. The research outlines a detailed plan and implementation schedule.

Research project
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Executive summary
In the present scenario it is essential for the organization to deliver effective services to
customers that would mainly enhances the overall productivity and profitability of the
organization that further support in satisfying their employees. Therefore, through this it can be
stated that there is relationship between employee satisfactions with delivery of effective
customer services.
In the light of organization employee satisfaction benefit in enhancing the retention of
employees along with this, organization does not focuses on training their staff repeatedly that
avoid unnecessary expense of the company. The factor mainly include brand name or brand
image of the organization that plays significant role in influencing the satisfaction level of their
employees and staff. The employees are highly engaged towards the organization if they possess
high brand image in the competing retail market. On the contrary to this, high brand image or
name of the store may also negatively impact the satisfaction level of the employees as along
with high brand image it is required by management to provide adequate working conditions that
outcome in satisfying the employees.
Moreover, it has also focuses on all the research specifications that is required by the
researcher in order to successfully conduct the research. The research methodology mainly
include assessing all the approaches and design that is used by them for conducting the proper
research in ethical manner.
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TABLE OF CONTENTS
CHAPTER 1- INTRODUCTION....................................................................................................3
CHAPTER 2- LITERATURE REVIEW.........................................................................................5
CHAPTER 3- METHODOLOGY...................................................................................................9
CHAPTER 4-RESULTS AND ANALYSIS.................................................................................11
CHAPTER 5- CONCLUSION AND RECOMMENDATIONS...................................................16
REFERENCES..............................................................................................................................18
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CHAPTER 1- INTRODUCTION
Background of study
In the present scenario it is essential for the organization to deliver effective services to
customers that would mainly enhances the overall productivity and profitability of the
organization that further support in satisfying their employees. Therefore, through this it can be
stated that there is relationship between employee satisfaction with delivery of effective
customer services (Piriyathanalai and Muenjohn, 2012). The key background of the study is to
measure the employee satisfaction level within the retail industry as it directly impact the
services of staff and employees those who are rendering services within the organization. The
chosen organization for this topic is Tesco Kensington Store London one of the giant firm that
ensure proper satisfaction of their employees.
Rationale of the study
The key rationale of conducting the study on employee satisfaction is that in the
contemporary scenario it is the topmost priority of the top level authority to ensure that their
employee’s are satisfied or not. Employee satisfaction is directly link with the overall
performance of employees along with the delivery of services to the ultimate customers
(Claycomb and Martin, 2013). The satisfied employees are more committed towards the
activities of organization therefore, they will results in delivering
Research aims and Questions
Aim-
“To analyse the impact of employee satisfaction on delivering customer service- A study on
Tesco Kensington Store London.”
Objectives-
 To understand the significance of employee satisfaction within Tesco Kensington store.
 To assess the link between employee satisfaction and delivering customer services within
the company.
 To recommend effective ways through which Tesco can deliver better customer services
through enhanced employee satisfaction. To assess the factors those are influencing employee satisfaction within the organization.
Research Questions-
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 What is the significance of employee satisfaction within Tesco Kensington store?
 What is the relationship between employee satisfaction and delivering customer services
within the company?
 What are the ways through which company can enhance the satisfaction level of
employees?
Analysis and framework Research approach- It is an effective element within the methodologies that is used by
the researcher in order to develop the theory on the ground of this data is collected. In
order to successfully conduct the research the selected research approach will be
inductive research approach. Research design- Research design is termed as structural canvas of the actions and
activities through which investigator can successfully conduct the research (Amaratunga,
Baldry and Newton, 2002). For conducting the research the selected research design will
be descriptive research design that would ensure in-depth or detailed analysis of the topic
so that necessary recommendations must be made by the management in order to enhance
the satisfaction level of their employees. Research philosophy- It is considered as belief or notion in which the relevant data
regarding the experience and event will be gathered and analyzed so that it may results in
attaining the valid solution or conclusion. The chosen research philosophy will be
interpretivism as the collected data and information would be interpreted properly to gain
adequate outcome. Research methods- The research method focuses on the way through which the
researcher will easily accumulate the data (Bhattacharyya, 2009). For the present
proposal the selected research method will be qualitative technique through designing the
questionnaire survey so that researcher will gain adequate information related with the
management topic.
 Data collection methods- The last research framework include data collection method
through which researcher or scholar would gain reliable and accurate information. The
data collection method that will be used to conduct research must focuses on primary
sources in which researcher will collect data through designing the questionnaire on the
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basis of which themes will be prepared (Creswell, 2013). On the other hand, secondary
source of data collection will be also used by the researcher to revise and regain the past
information for conducting the research in effective manner.
Plan and implementation
Activities Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7
Drafting aims and
objectives for the
research
Conducting literature
review of the topic
Stating methodologies
Drafting questionnaire
Accumulating the data
Data analysis
Recommendations and
conclusion
CHAPTER 2- LITERATURE REVIEW
Concept and significance of employee satisfaction
Employee satisfaction in the present context is consider as an effective approach in which
the staff are satisfied and happy with the provided working environment and activities within the
store. As per the view of Yee, Yeung and Cheng (2010) organization is not able to accomplish
their stated goals and objectives if they do not have adequate or correct set of satisfied staff. The
employees or staff are consider as key element that determine the success of firm in the retail
industry. Accordant with that it has also depicted that employee satisfaction plays pivotal role in
enhancing the level or performance of the individual. If the organization wants that their staffs
deliver effective outcome in terms of delivering customer services within the store then manager
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must focuses on providing effective practices to them so that they can satisfy the requirement of
their employees.
Accordant with Gounaris, Dimitriadis and Stathakopoulos (2010) employee satisfaction
plays significant role for both organization as well as to their employees that directly benefit in
delivering quality and effective customer services. In the light of organization employee
satisfaction benefit in enhancing the retention of employees along with this, organization does
not focuses on training their staff repeatedly that avoid unnecessary expense of the company. On
the other hand, another Yee, Yeung and Cheng (2010) has stated that if employee of the retail
organization are satisfied then it also results in enhancing the overall productivity of the
employees that support in succeeding the goals and objectives of the organization. In addition to
this, it has been also assessed that satisfied employees also benefit the retail staff in delivering
and proving effective services to their ultimate customers. Therefore, it has been said that
employee satisfaction significant benefit in delivering the quality customer services.
Whereas, Jones, Kalmi and Kauhanen (2010) has also critically evaluate that employee
satisfaction also plays significant role in enhancing their performance level that support them in
delivering quality services to their customers. It has been assessed that if the employees are
provided with the services that meets and satisfy their needs results in offering long term services
within the retail industry. Along with this Rogelberg and et.al (2010) has also stated that with the
employee satisfaction they feel committed and sense of responsibleness towards the
establishment that results in delivering quality customer services with meeting their requirement.
Along with this satisfied employees would effectively deal with the issues and problems of the
customer in proper manner that support in building powerful relationship among them.
Relationship between employee satisfaction and delivering customer services within the
company
It has been assessed that there is positive relationship between the employee satisfaction
and delivering the customer services. According to the Kuballa (2007) satisfied employees
within the retail industry are consider to be more productive and loyal that would directly impact
their service quality. For instance, if the staff is happy and satisfied within the retail store then
they would deliver proper and effective service to the customers in terms of providing them
required products and services that would ultimately lead to the customer satisfaction. On the
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other hand, if the employees are unhappy or dissatisfied within the retail outlet then they would
deliver improper services to customers that would dissatisfied their customers.
Practices through which company can enhance satisfaction level of their employees
In the present context employee satisfaction plays significant role within the organization
as the satisfied employees are likely to perform effectively and hardly in the structure that result
in delivering quality services to the customers. As per the view of Topolosky (2014)
management focuses different practices that would support the retail store in enhancing and
raising the satisfaction level of their employees. One of the effective practices for enhancing the
satisfaction of worker and staff include revision in their pay structure. With the help of revising
and amending the pay scale of employees it results in meeting their monetary requirement that
support in rendering effective services to customers. On the other hand, with amending or
revising the remuneration structure support in boosting the morale and motivation of their staff
towards the organization. For instance, with the revision of pay structure it positively assist the
enhancing their gratification level that support in rendering quality services to their ultimate
customers. On the contrary to this Sureshchandar, Rajendran and Anantharaman (2002) has also
stated that revising the pay structure needs to understand the duties of all the staff so that they
may engage in setting proper pay structure so that it may not results in rendering improper
services to their customers.
On the other hand, Rawson, Duncan and Jones (2013) has also stated that another
practices through within retail organization raise the satisfaction level of their employees is
through initiating conducting feedback program that support in attaining the proper responses
from the staff and employees so that management of the retail organization must focuses on
meeting and satisfying their employees. Along with this, conducting feedback program also
support in knowing and measuring the grievances of the employees that impact their delivery
services so that they can overcome their grudge and results in satisfying them properly.
Factors influencing employee satisfaction
As per the view of Barnes, Ponde and Hopkins (2015) there are different factors active in
the establishment that directly impart to the field or area of employee satisfaction that directly
impact on the customer services. The factor mainly include brand name or brand image of the
organization that plays significant role in influencing the satisfaction level of their employees
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and staff. The employees are highly engaged towards the organization if they possess high brand
image in the competing retail market. On the contrary to this, high brand image or name of the
store may also negatively impact the satisfaction level of the employees as along with high brand
image it is required by management to provide adequate working conditions that outcome in
satisfying the employees.
Along with this, Jones, Kalmi and Kauhanen (2010) has also stated that another factor
which influence and affect the employee satisfaction level within retail sector is working
condition that is provided to them. As, the employees spent most of their time at the store that
requires effective and collaborative working condition that support them in providing effective
services to the customers. Along with this, adequate lighting, comfortable working space as well
as providing spacious areas to the staff support them in enhancing and gaining the satisfaction
level. Thus, it is said that comfy and collaborative working environment is consider as effective
factor that influences the satisfaction level of employees within the retail store.
In addition to this, Gounaris, Dimitriadis and Stathakopoulos (2010) has also stated that
usage of formal and informal approach of management within the retail organization is also
consider as an effective factor that influences employee satisfaction level within the store. It has
been stated that employees within the organization are going to be extremely satisfied with their
job role if the equilibrium among formal and informal management has been strictly retained.
Yee, Yeung and Cheng (2010) has also stated that if the environment is too formal then
employee may get suffocated or dissatisfied that hamper their activities within the stores. On the
contrary to this, if the environment of organization is balanced with both the type of management
approach then staff would be easily get satisfied and motivated within the organization.
Another factor that influences the satisfaction level of employees within the retail store is
engaging in proper recognition activities. With the high level of rewarding and recognition
activities within the organization tends to influence the satisfaction level of employees as it
would results in acknowledging their services that is provided to the ultimate customers. As per
the view of Claycomb and Martin (2013) if manager recognizes the services of employees then
in such situation employees get satisfied with the environment of organization and they would
render effective services to the ultimate customers.
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CHAPTER 3- METHODOLOGY
Research approach
The key element within research methodology is research approach it is defined as the
way through which the researchers effectively and properly conduct the research and obtain
required results from the report. Along with this, research approach also supports the investigator
in processing right methodologies that exclude the chance of omission or mistake to the greater
extent. There are two types of research approach that is used in the research project namely
deductive and inductive-approach (Daniel and Sam, 2011). For the present research that is
analysing the impact of employee satisfaction on delivering customer services must focuses on
inductive research approach. The justification for chosen research approach is that it support the
researcher in gaining qualitative data and results that mainly generate untested conclusion that
benefit the overall research project. Along with this, using this research approach also benefit in
accumulating the relevant data that is mainly used to investigate the phenomenon through
preparing different themes.
Research design
Another element within research methodology is research design it is termed as carbon
copy of the plan that indicates the way in which the research is being carried out with the key
aim to address research problem. Along with this, it represents the design or outline in which the
researcher would collect measures and analyzes the accumulated data to gain effective result
(Fiegen, 2010). There are different research design techniques that are used by the Tesco
management that is descriptive, exploratory, experimental etc. the selected research design for
the present research project is descriptive research design as this design is feasible for the study
as it support in gaining the accurate and in-depth data. Moreover, it also plays significant role in
gaining valid data and information.
Research philosophy
Another component is research philosophy it is a broad concept it is termed as belief that
support in conducting the research related with specific topic. Along with this it is also consider
as the philosophy that directs the researcher regarding how the investigation is proceed
(Choosing appropriate research methodologies, 2015). It basically comprises of different factors
and elements such as way of seeing the things, various attitude and perceptions etc. that need to
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be assessed in order to gain reliable outcome. There are two types of research philosophy that is
interpretivism and positivism (Research approach, 2015). The selected research philosophy for
the present research is interpretivism as it mainly focuses on interpreting the accumulated
qualitative data so that it may results in gaining adequate knowledge and results. Along with this,
key goal of using this research philosophy is that it focuses on understanding the topic and
concept rather than making the predictions.
Research methods
It is consider as process that is being used by the scholar for collecting the required
information for the key purpose of making effectual decisions for the research. The research
method that is used by researcher includes qualitative research method that is through devising
the questionnaire (Research Methodology, 2015). Therefore, the research method is mainly used
to accumulate the qualitative data for understanding the impact of employee satisfaction on
delivering customer services.
Data collection methods
Another element in research methodology is analyzing the data collection methods that
support the researcher in collecting and accumulating the relevant and required data from
different sources. Basically there are two types of sources through which scholar can easily
collect the qualitative data that is primary and secondary sources (Wyse, 2011). The selected
primary source through which data has been collected is devising the questionnaire that support
in gaining accurate and reliable information. Another selected data collection method is
secondary sources in which researcher collects the data and information from the published
sources that is newspaper, online articles and journals etc. for the present research project on the
specified topic the selected secondary sources are online journals and articles.
Sampling
Sampling is defined as the methodology in which sample has been selected from the large
population and determine large number of observation (Daniel and Sam, 2011). Furthermore, it
has been stated that selecting effective sample positively impact the outcome or result of the
study. Along with this, sampling is also termed as statistical method or technique of gaining and
acquiring representative data from the group or universe. The selected sampling for the present
report is simple random sampling as in this sampling method all individual within the population
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gets equal and fair chance to get selected in the sample. Along with this, the selected sample size
for the present research project is 25 employees of Tesco store as it support them in analyzing
their satisfaction level that supports them in rendering or delivering quality customer services.
Ethical consideration
It is also consider as essential part of the research methodology is ethical consideration
which states that all the information and data that has been collected and accumulated by the
scholar is ethical in nature and does not gathered through using the unethical means or practices
(Creswell, 2013). Along with this these are the norms or standard criteria that distinguish the
individual from performing right and wrong activities for conducting the research project.
CHAPTER 4-RESULTS AND ANALYSIS
Graphical representation-
Are you satisfied with your job role within the organization? Number of
respondents
Yes 15
No 10
Rate your satisfaction level with the current job position in the Tesco
store?
Number of respondents
Very dissatisfied 3
Dissatisfied 5
Neutral 5
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