Investigating Staff Satisfaction Factors at H&M Oxford Circus

This dissertation investigates the factors influencing staff satisfaction at H&M Oxford Circus. It begins with an introduction outlining the research aim, objectives, questions, and the significance of the study. The literature review synthesizes existing research on staff satisfaction, highlighting its importance for organizational performance and exploring factors like career development and flexible working hours. The research methodology section details the use of primary and secondary data collection methods, including questionnaires and thematic analysis. The results section presents findings on employee satisfaction levels, the business environment, and processes within H&M. The discussion and conclusions summarize the research activities, and the dissertation concludes with recommendations based on the research findings and a reflection on the research experience. The study aims to identify the factors associated with staff satisfaction and provide recommendations for improvement, contributing to the understanding of employee engagement and business success.

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
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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
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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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