Research Proposal: Communication and Customer Service at Hilton Hotel

This research proposal investigates the impact of poor communication between management and staff on customer service quality at the Hilton Hotel in Hong Kong. The study outlines the research background, factors influencing project selection, and a critical review of key references. It defines the research objectives, questions, and hypotheses, employing exploratory research with an inductive approach, utilizing both primary and secondary data collection methods. Primary data will be collected through questionnaires administered to Hilton Hotel employees, while secondary data will be gathered from books, journals, and online sources. Qualitative data analysis, specifically thematic analysis, will be used to interpret the findings. The proposal includes an analysis of the correlation between communication and employee encouragement and the relationship between service quality and employee morale, as well as the research plan and procedures. The study aims to identify the effects of poor communication on employee morale and customer service, suggesting strategies to improve communication and enhance customer satisfaction.

Research Project

Table of Contents
TASK 1 RESEARCH PROPOSAL.................................................................................................5
1a) Formulate a list of possible research project and selection of final choice......................5
1.1 Background.......................................................................................................................5
1.2 Factors that contribute to the process of research project selection.................................6
1.3 Critical review of key references......................................................................................6
1.4 Research project specification..........................................................................................7
Hypothesis..............................................................................................................................8
1.5 Appropriate plan and procedure.......................................................................................8
2.1 Match resources efficiently..............................................................................................9
TASK 2..........................................................................................................................................14
2.2 Undertaking proposed research investigation................................................................14
2.3 Record and collate relevant data.....................................................................................17
Do you find that poor communication among management and staff affects individuals
morale?.................................................................................................................................18
3.2 Interpret and analyse the results.....................................................................................19
Theme 5: Lack of eye contact is the main reason that affects the poor communication among
individuals............................................................................................................................23
4.1 Use agreed format...........................................................................................................28
3.1 Use appropriate research evaluation techniques.............................................................28
3.3 Conclusion and recommendation...................................................................................28
REFERENCES..............................................................................................................................30

Illustration Index
Illustration 1: Theme 1...................................................................................................................14
Illustration 2: Theme 2...................................................................................................................15
Illustration 3: Theme 3...................................................................................................................16
Illustration 4: Theme 4...................................................................................................................17
4

TASK 1 RESEARCH PROPOSAL
1a) Formulate a list of possible research project and selection of final choice
It can be assessed that there are different options available for carrying out the research
study. Following are the different topics that are suggested such as-
 “The curtailment of workforce have negative impact on employee motivation”.
 “The core competencies needed by start-ups in the Smartphone market”.
 “Poor communication from management to staff has resulted in poor levels of customer
service at Company Z”.
Thus, all such available options assesses that they could be selected in order to carry out
the research study. But scholar undertakes the crucial research topic i.e. to identify the impact of
poor communication from management to staff which has resulted in poor levels of customer
service. Hence, selecting such research options helps scholar to identify the impact of poor
communication from management to staff and thus it results into poor level of customer service
that affects their satisfaction. Thus, selecting such research option is the best way as it assists in
improving the customer service and attain best results.
TITLE- “To assess the impact of poor communication from management to staff has resulted in
poor levels of customer service- a case reference to Hilton Hotel in Hong Kong”.
1.1 Background
Communication can be stated as the crucial component that helps in delivering of
information from one level to another in order to carry out the best operations in the workplace.
With the help of proper communication it influences staff to render the best quality services to
customers and fulfil organizational requirements by obtaining specific targets. Further, it can be
assessed that poor level of communication impacts the performance of firm in an negative way.
Thus, it is essential for management of Hilton to deliver the best communication so that each
and every employee can identify the strategy that is communicated by top management to
subordinates so that better quality services can be delivered to customers and enhance
satisfaction (Assaf and Magnini, 2012). Further, it can be evaluated that HR department of firm
is required to render proper training to their employees so that they can effectively communicate
with each other and raise the performance of hotel at high standards. While, if communication
among employees is poor then it will result in bad performance and affects the customer service
5

within hotel. In regard to establish a strong business relationship, it is essential for firm to
develop effective communication among individuals. The lack of communication from
management to staff will strain the productivity of enterprise and which result in inappropriate
customer service (Hogg, 2008).
In the present study, Hilton hotel within Hong Kong has been undertaken in relation to
identify the impact of poor communication from management to staff which results in ineffective
customer service. Hence, it also effects the productivity and profitability of firm so that loyal
customers are not satisfied from the service provided by hotel. Thus, it results in dissatisfaction
among customers and thus impacts the profitability of firm.
1.2 Factors that contribute to the process of research project selection
Different scholars have assessed that impact of poor communication from management to
staff results in poor levels of customer satisfaction. It can be evaluated that communication
process needs to be effective within every business and thus it helps in delivering crucial
information to individuals from top management. Several researches conducted upon the topic
reveals that poor communication results in delivering poor customer service that ultimately
affects the productivity of firm. Here, the main interest of researcher in the topic has helped in
selecting the topic (Jeon and Choi, 2012). Additionally, limited researches has been carried out
on the selected topic that helps in obtaining useful and reliable information for the study.
Assessing the impact of poor communication from management to staff will assist in identifying
the impact of the same on poor customer service. Further, the research also requires identifying
different measures of customer satisfaction so that productivity and profitability of firm can be
improved.
1.3 Critical review of key references
As per the view of Prud’homme and Raymond (2013), poor communication from
management to staff influences the customer service and thus results in low profitability of firm.
Therefore, it is essential for management of firm to develop effective communication process so
that best information can be conveyed to every department in regard to fulfil the needs. There
has been different researches conducted in the past in relation to the given topic so that it helps in
effectively analysing and evaluating results for the study. Various books, journals, articles have
been evaluated in regard to assess the concept and causes of poor communication from
management to staff which results in poor levels of customer service. Firm needs to adopt
6

different control measures and implement the same within firm so that effective communication
can be developed among top management and subordinates in regard to deliver the service
effectively and satisfy the needs of individuals. Hence, it is effective for attaining reliable results
for the current study (Johnson and et. al., 2013).
1.4 Research project specification
The aim of the research is “To assess the impact of poor communication from
management to staff has resulted in poor levels of customer service- a case reference to Hilton
Hotel”. It aims in developing and influenced road map for carrying out the study so that defined
objectives can be attained (Hanks, 2014). Statistical tool like correlation analysis is used to
identify the relationship between poor communication and service quality that is given to the
customers in the hotel. Further, research objectives assists in modifying the research aim in an
effective and efficient manner. Following are the research objectives of the study are-
 To assess the concept and importance of communication within the firm.
 To evaluate the effects of communication on employee encouragement in the business.
 To examine the level of poor communication which results in decreasing employee
morale within Hilton Hotel, Hong Kong. To analyse the different strategies used by business to improve communication among
employees which results in customer satisfaction.
Research questions
 What are the effects of communication on employee encouragement in business?
 How does poor communication results in decreasing employee morale within Hilton
Hotel?
 What are the strategies implemented by business to improve communication among
employees?
The main research objective is that examining the level of poor communication which
results in decreasing employee morale within hotel. Thus, such objective helps scholar to
identify the different poor communication methods that affects the employee morale within
business. Hence, through carrying out such research objective helps in solving the research
problem and attain results.
7

Hypothesis
It can be assessed that on the basis of research, scholar aims to frame different hypothesis
upon which data analysis section is being carried out-
Hypothesis 1:
H10: There is no significance relationship between effects of communication on employee
encouragement in the business.
H11: There is significance relationship between effects of communication on employee
encouragement in the business.
Hypothesis 2:
H20: There is no significance relationship between the level of poor communication which
results in decreasing employee morale within Hilton Hotel.
H21: There is significance relationship between the level of poor communication which results
in decreasing employee morale within Hilton Hotel.
1.5 Appropriate plan and procedure
Here, the aim of the research is “To assess the impact of poor communication from
management to staff has resulted in poor levels of customer service- a case reference to Hilton
Hotel”. In order to conduct the study exploratory research will be adopted. Further,
interpretivism philosophy will be adopted to identify the research aim and develop effective
research design for the study. It assists in conducting the research effectively and efficiently.
Research approach selected for present study is inductive and undertakes data collection method
to attain results (Khan, 2011). However, the present qualitative study will focus upon assessing
the research issue and achieving the results. Data collection will be done on the basis of primary
and secondary data collection method. For collecting primary data questionnaire will be prepared
and thus it will be filled by the employees of Hilton hotel. While, the secondary research is done
through different books, journals, internet etc. Data analysis for the study will be conducted
through qualitative method. Thematic analysis will assist in conducting the research so that clear
analysis of the research topic can be attained (Herek, 2012).
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12
8

Drafting research proposal
Carrying out review of literature
Finalizing the objectives
Drafting the literature review
Secondary data collection
Analysing secondary data
Developing research approach
Drafting of research methodology
Formulating the questionnaire
Arranging interviews
Carrying out interview
Collecting information
Findings of the Draft
Evaluation of the data
Finalizing other chapters
Draft findings chapter
Submission to tutor and awaiting feedback
Revising the final draft
Printing and binding
Submit to Tutor
2.1 Match resources efficiently
Concept and importance of communication
As per the view of Dorn and Sahinyan (2011), poor communication in the workplace
results in serious issue and can be proved to be costly for firm. Thus, the impact of it upon
business is worst that results in failure of operations in market. Some common results are
declining business operations, loosing of target market, dissatisfaction among workers etc.
Thence, it is essential for businesses to improve its communication strategy that helps in
enhancing the performance of employee in the workplace so that motivation can be attained in an
effective manner. Communication can be stated as the method through information can be
9

delivered from one person to another. On the other hand, it is the process through which
individual can interact with other group of people in order to share information, develop ideas
and make decision in regard to solve the issues. It involves different media involved in order to
carry communication such as television, newspaper, internet etc. Further, communication can be
categorized into two different forms such as verbal and non-verbal communication. However,
Marinov (2006), argued that verbal communication can be stated as the spoken word when
communicating with another individual. On the other hand, non-verbal communication means
using other mediums such as body language, sign language, gestures and postures etc. to
communicate with one other.
Further, the communication model assesses that it is the information source that helps in
sending the information by using effective medium so that receiver receives the best information
but the information sometimes affected by noise, distraction etc. According to the view point of
Holm (2006), communication is crucial component within each and every business enterprise as
it assists in delivering the best information to another individual so that it can help them to attain
success. Top management of any firm uses different medium of communication in order to
deliver information to staff so that they can render the best customer service and achieve
satisfaction. Cornelissen (2014), stated that effective communication is crucial for employee
encouragement and job satisfaction which results in attaining success. Businesses are required to
improve their communication process and thus deliver the best customer service to attain
satisfaction. Thus, it is essential for top management to develop interaction with the lower level
staff in order to direct them so that success can be attained in an effective way. In the current
business scenario, communication is considered as the most crucial factor that helps firm to
communicate and determine its success.
Effects of communication on employee encouragement in the business
As per the opinion of Ulmer, Sellnow and Seeger (2014), communication is the best part
in the business and thus management needs to focus upon developing it so that it helps in
encouraging individual and attain desired success. Employee encouragement is the most
important tool that assists in enhancing the customer service in market. Also, top management of
firm is required to communicate the information to staff so that information can be rendered to
them regarding customer service. Within hospitality firm, it is essential for employees to
improve its communication and thus it results in employee encouragement. Communication is
10

very effective tool that helps in improving worker encouragement. Businesses are required to
focus upon its communication process and thus enhance the efficiency of firm. Poor
communication among management and employees affects the productivity of individual as they
are not informed about the service delivery process which results in dissatisfied customers.
Singhal and Rogers (2012), stated that communication impacts upon the employee
motivation as it helps managers and supervisors to identify the weakness of personnel while
delivering services to clients. Therefore, proper communication channel needs to be adopted so
that in regard to render best services such as e-mail, notice etc. and thus relationship can be build
among employer and employees. However, poor communication from management to staff has
resulted in poor levels of customer service which affects profitability ratio of firm in market.
Hence, it is essential for firm to enhance the communication so that crucial information can be
delivered to one another. Interaction is being considered as one of the best factor which results in
improving employee satisfaction and thus inefficient and ineffective communication impacts
upon individual performance. However, Sadri and Tran (2002), argued that in the workplace
when there is no sharing of ideas and thoughts it results in unproductive environment which
results in affecting the success. Therefore, it is essential for management to share their opinions
with the staff and inform them about the new ideas so that involvement of employees helps in
improving the business performance.
According to the view of Clampitt (2012), if management is unable to communicate with
employees it affects their morale and thus decreases the performance of firm in market. Hence, it
is crucial for enterprise to undertake effective communication process so that required
information can be delivered to clients and helps them in satisfying their needs. Also, business
needs to develop interaction with employees in order to help them in understand the policies and
practices so that required information can be delivered to clients. Hence, it assists business to
encourage employees and provide them satisfaction in terms of success.
Poor communication results in decreasing employee morale
Kim, Vogt and Knutson (2015), stated that communication practices are very crucial for
firm as it helps in attaining success. Communication process serves two main essential functions
within firm i.e. it disseminates the information required by employees in order to get the things
done and build relationship of trust and commitment. However, without it employees end up
working and thus it affects the performance of firm in market. It is essential for business to
11

properly communicate with each other and develop interaction so that issues can be overcome
and best service can be delivered to customers. However, if there is poor communication
prevailing in the business it results in decreasing employee morale. Poor communication results
in affecting the quality of services which results in affecting the workplace success. Castells
(2013), argued that poor communication impacts upon the business performance and thus there
are different factors that impacts because of poor communication. It is as follows-
 Increased employee turnover- It can be identified that people voluntarily leaves the
firm and it causes significant cost to business. However, employment replacement costs
is very high because recruiting new employees within firm costs high to the firm. It is
essential for firm to communicate most effectively so that it encourages people and thus
reduces the attrition rate among workers (Boella and Goss-Turner, 2013).
 Increased absenteeism- Chathoth and et. al., (2014), stated that inadequate, inefficient
and ineffective communication from management to staff impacts upon employee
motivation. Thus, in turn it drives employees to decision to come to work each day.
Further, it can be assessed that ineffective communication among management and staff
influences the variations in communication practices and thus increases the employee
absenteeism.
 Poor customer service- Moran, Abramson and Moran (2014), stated poor
communication among management and employees leads to frustrate communications
with clients. Here, there are various employees who lack guidance from management and
are locked out of genuine struggle with their job. Hence, companies are required to
develop effective communication process which results in poor customer service and thus
overcome the problems in order to attain desired success.
 Ineffective change management- Change within business structure and management
influences the business process. Thus, it is essential for firm to meet their objectives and
thus improve the communication skills so that managers are being able to deal with
resistance needed to change. However, Oliver (2014), argued that management need to
inform employees about the change so that best results can be attained. Also, it is
essential for enterprise to employ skilled labour so that they can assist in managing
communication. Poor communication skills can be stated as an way of communicating
12