Sainsbury’s: Employee Motivation and Customer Service Dissertation
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Thesis and Dissertation
AI Summary
This dissertation investigates the impact of employee motivation on customer service, specifically focusing on Sainsbury's in Sutton. It explores various aspects of employee motivation, including how motivation levels are measured, the effects of motivation on performance, and the relationship between motivation and high-level customer service. The research delves into the types of rewards employees receive for excellent service, training and development methods, and the role of management in fostering motivation. The dissertation includes a literature review, methodology, findings, discussion, and conclusion with recommendations and implications for further research. The research aims to evaluate the impact of employee motivation on the quality of service provided to customers at Sainsbury’s Sutton, examining the reward systems, management strategies, and training programs that influence employee motivation and customer service outcomes. The findings provide valuable insights into the strategies that can be used to enhance employee motivation and customer service within the organization.

DISSERTATION
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TABLE OF CONTENTS
CHAPER 1: INTRODUCTION......................................................................................................1
Topic............................................................................................................................................1
Background of research topic......................................................................................................1
Background to research organization..........................................................................................1
Research Aim and Objectives......................................................................................................1
Research Questions......................................................................................................................2
Research rationale........................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
Literature review Introduction.....................................................................................................3
Ways in which level of motivation of employees can be measured within an organization.......3
Impact of employee motivation upon their performance............................................................4
Relationship between employee motivation and high- level customer service...........................5
Types of reward employee’s get for delivering high quality customer service...........................6
Training and development methods that motivate employees....................................................7
Literature review conclusion.......................................................................................................8
CHAPTER 3: METHODOLOGY...................................................................................................9
Research methodology.................................................................................................................9
Research Approach......................................................................................................................9
Data collection tools..................................................................................................................10
Research strategy.......................................................................................................................10
Sampling....................................................................................................................................11
Ethical Considerations...............................................................................................................11
CHAPTER 4: FINDINGS.............................................................................................................13
CHAPTER 5: DISCUSSION........................................................................................................18
CHAPTER 6: CONCLUSION, RECOMMENDATIONS, AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................20
Conclusion.................................................................................................................................20
Recommendations......................................................................................................................22
Implications for further research...............................................................................................23
CHAPER 1: INTRODUCTION......................................................................................................1
Topic............................................................................................................................................1
Background of research topic......................................................................................................1
Background to research organization..........................................................................................1
Research Aim and Objectives......................................................................................................1
Research Questions......................................................................................................................2
Research rationale........................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
Literature review Introduction.....................................................................................................3
Ways in which level of motivation of employees can be measured within an organization.......3
Impact of employee motivation upon their performance............................................................4
Relationship between employee motivation and high- level customer service...........................5
Types of reward employee’s get for delivering high quality customer service...........................6
Training and development methods that motivate employees....................................................7
Literature review conclusion.......................................................................................................8
CHAPTER 3: METHODOLOGY...................................................................................................9
Research methodology.................................................................................................................9
Research Approach......................................................................................................................9
Data collection tools..................................................................................................................10
Research strategy.......................................................................................................................10
Sampling....................................................................................................................................11
Ethical Considerations...............................................................................................................11
CHAPTER 4: FINDINGS.............................................................................................................13
CHAPTER 5: DISCUSSION........................................................................................................18
CHAPTER 6: CONCLUSION, RECOMMENDATIONS, AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................20
Conclusion.................................................................................................................................20
Recommendations......................................................................................................................22
Implications for further research...............................................................................................23

REREFENCES..............................................................................................................................24
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CHAPER 1: INTRODUCTION
Topic
The impact of employee motivation on customer service at Sainsbury’s in Sutton.
Background of research topic
Employee motivation is one of the most important factors which is required to be focused upon
by organizations. Employees of an organization directly interact with customers so it directly
impacts satisfaction level of customers. Motivated employees always focus upon bringing
improvement within their work so that needs and desire of customers can be fulfilled in a proper
and easy manner (Zhang and et. al., 2020). Motivated employees also focus upon bringing
improvement within their overall performance, bring innovation within products and services as
per the changing needs and requirement of customers. this not only helps in increasing
satisfaction level of consumers or client but also helps in enhancing loyalty within customers
towards organizations, enhances overall sales and profitability. There are different kinds of ways
in which employees within an organization are motivated so that their main focus is towards
provision of excellent quality products and services to their consumers. So, it becomes important
for organizations to measure motivational level of employees so that customer service can be
improved.
Background to research organization
Sainsbury is the third largest Supermarket chain in United Kingdom that was founded in
1869 and whose headquarter is in London, UK. They have approximately 1,400 grocery stores in
the UK, 820 of which were convenience stores (About Sainsbury, 2020). Sainsbury has
approximately 116,400 employees working or them. They sell different kinds of products to
large number of customers but mostly grocery items. They opened their first shop in 1869 in
Drury Lane, London. This shop turned out to be a huge success and till 1922 they became one of
the largest retailers of groceries. They also have two subsidiaries: Sainsbury bank and Sainsbury
Energy but their main market area is grocery supermarket.
Research Aim and Objectives
Aim:
To evaluate impact of employee motivation upon high quality service provided to
customers. A case study of Sainsbury’s in Sutton.
Objectives:
1
Topic
The impact of employee motivation on customer service at Sainsbury’s in Sutton.
Background of research topic
Employee motivation is one of the most important factors which is required to be focused upon
by organizations. Employees of an organization directly interact with customers so it directly
impacts satisfaction level of customers. Motivated employees always focus upon bringing
improvement within their work so that needs and desire of customers can be fulfilled in a proper
and easy manner (Zhang and et. al., 2020). Motivated employees also focus upon bringing
improvement within their overall performance, bring innovation within products and services as
per the changing needs and requirement of customers. this not only helps in increasing
satisfaction level of consumers or client but also helps in enhancing loyalty within customers
towards organizations, enhances overall sales and profitability. There are different kinds of ways
in which employees within an organization are motivated so that their main focus is towards
provision of excellent quality products and services to their consumers. So, it becomes important
for organizations to measure motivational level of employees so that customer service can be
improved.
Background to research organization
Sainsbury is the third largest Supermarket chain in United Kingdom that was founded in
1869 and whose headquarter is in London, UK. They have approximately 1,400 grocery stores in
the UK, 820 of which were convenience stores (About Sainsbury, 2020). Sainsbury has
approximately 116,400 employees working or them. They sell different kinds of products to
large number of customers but mostly grocery items. They opened their first shop in 1869 in
Drury Lane, London. This shop turned out to be a huge success and till 1922 they became one of
the largest retailers of groceries. They also have two subsidiaries: Sainsbury bank and Sainsbury
Energy but their main market area is grocery supermarket.
Research Aim and Objectives
Aim:
To evaluate impact of employee motivation upon high quality service provided to
customers. A case study of Sainsbury’s in Sutton.
Objectives:
1
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Main objectives of this dissertation are:
To measure the level of employee’s motivation at Sainsbury’s Sutton.
To assess the employees reward system that motivation them to deliver a good customer
service at Sainsbury’s Sutton.
To evaluate the level of motivation the manager used to help motivation employees.
To look at the level of training that could help motivation employees.
Research Questions
Main research questions of this dissertation are:
What types of reward the employee get when deliver a good customer service at Sainsbury’s?
What types of training employee gets that motivate them?
How regular employee gets training that motivation them?
Is there a good feedback from employees about the type of motivation they received from
management at Sainsbury’s Sutton?
How to eradicate negative customer’s feedback
Research rationale
In the research world, it is important to have the significant justification to have the
identification of the problem which is need to be research in the study. This is helpful to have the
proper establishing of the context. The rationale will be dealing with staging to the problem cane
often leading directly. Hence, it can be concluded as the rational of the research is the considered
to be state reason which is offered by the researcher for conducting significant level of research
into the particular subject. Motivated employees also focus upon bringing improvement within
their overall performance, bring innovation within products and services as per the changing
needs and requirement of customers. The employee motivation has been considered as important
a significant topic in the recent time. Motivation have been important aspect in the organizations
as it is looking to have followed the level of benefits by providing there better human resource in
actions. There is significant concerns to make requirement of the physical, financial and human
respires to make the accomplishment of goals. In this report there will be discussion on the
reward which are given to employee to increase motivations along with good feedback from
employees about the type of motivation they received from management at Sainsbury’s Sutton.
the rationale will have the discussion on the what are action which are needed to be properly
taken by company if it wants to raise a committed workforce. Lack of commitment in any
2
To measure the level of employee’s motivation at Sainsbury’s Sutton.
To assess the employees reward system that motivation them to deliver a good customer
service at Sainsbury’s Sutton.
To evaluate the level of motivation the manager used to help motivation employees.
To look at the level of training that could help motivation employees.
Research Questions
Main research questions of this dissertation are:
What types of reward the employee get when deliver a good customer service at Sainsbury’s?
What types of training employee gets that motivate them?
How regular employee gets training that motivation them?
Is there a good feedback from employees about the type of motivation they received from
management at Sainsbury’s Sutton?
How to eradicate negative customer’s feedback
Research rationale
In the research world, it is important to have the significant justification to have the
identification of the problem which is need to be research in the study. This is helpful to have the
proper establishing of the context. The rationale will be dealing with staging to the problem cane
often leading directly. Hence, it can be concluded as the rational of the research is the considered
to be state reason which is offered by the researcher for conducting significant level of research
into the particular subject. Motivated employees also focus upon bringing improvement within
their overall performance, bring innovation within products and services as per the changing
needs and requirement of customers. The employee motivation has been considered as important
a significant topic in the recent time. Motivation have been important aspect in the organizations
as it is looking to have followed the level of benefits by providing there better human resource in
actions. There is significant concerns to make requirement of the physical, financial and human
respires to make the accomplishment of goals. In this report there will be discussion on the
reward which are given to employee to increase motivations along with good feedback from
employees about the type of motivation they received from management at Sainsbury’s Sutton.
the rationale will have the discussion on the what are action which are needed to be properly
taken by company if it wants to raise a committed workforce. Lack of commitment in any
2

company will surely spell doom for the company. Motivation plays a vital role in improving an
employee’s performance and organizational survival. Hence it a be stated as their motivation is
the important aspect action for the organization as well as employees which will properly
increasing the different energy level and enhance the respective performances. this about
managing the time in more effective manner in respective the period.
CHAPTER 2: LITERATURE REVIEW
Literature review Introduction
Literature review identifies, evaluates and synthesise have relevant level of literature withing the
particular thing field. This is illuminating here knowledge involved to have generally accepted.
this is emerging s the current state of thinking towards the topic. This is prospering structuring
looking into the different content and style. This literature review will have the discussion on the
Motivated employees always focus upon bringing improvement within their work so that needs
and desire of customers can be fulfilled in a proper and easy manner. There are different kinds of
ways in which employees within an organization are motivated so that their main focus is
towards provision of excellent quality products and services to their consumers.
Ways in which level of motivation of employees can be measured within an organization
As per the view of Bhatti and et.al., (2016), Employee motivation is defined as the enthusiasm,
energy level, commitment and the amount of creativity that an employee brings to the
organization on a daily basis. In addition, Employee motivation is all about how engaged an
employee feels in tandem to the organization’s goals and how empowered he/she feels. on the
other and the 90 have contradicted the statement stating as Motivated employees are an asset to
an organization, they are directly proportional to an organization’s success. Motivation is
intangible, difficult to measure and extremely difficult to control, but very easy to facilitate if
done right. It’s all about intention, intensity, and perseverance.
According to the view of Kuranchie-Mensah and Amponsah-Tawiah, (2016), Morale and
productivity suffer when motivated employees go unrecognized and low performers are not held
accountable. Measuring motivation in the workplace is most effectively done with the help of
human resource metrics. on the other and the company have the usage of the different employees
which have the need to be fairly evaluates on the bai of their actual performance. In addition,
there is need to have the invitation of the different feedbacks by ensuring the current level of
motivations. On the other hand, the (Hitka Kozubíková and Potkány, (2018) have stated as
3
employee’s performance and organizational survival. Hence it a be stated as their motivation is
the important aspect action for the organization as well as employees which will properly
increasing the different energy level and enhance the respective performances. this about
managing the time in more effective manner in respective the period.
CHAPTER 2: LITERATURE REVIEW
Literature review Introduction
Literature review identifies, evaluates and synthesise have relevant level of literature withing the
particular thing field. This is illuminating here knowledge involved to have generally accepted.
this is emerging s the current state of thinking towards the topic. This is prospering structuring
looking into the different content and style. This literature review will have the discussion on the
Motivated employees always focus upon bringing improvement within their work so that needs
and desire of customers can be fulfilled in a proper and easy manner. There are different kinds of
ways in which employees within an organization are motivated so that their main focus is
towards provision of excellent quality products and services to their consumers.
Ways in which level of motivation of employees can be measured within an organization
As per the view of Bhatti and et.al., (2016), Employee motivation is defined as the enthusiasm,
energy level, commitment and the amount of creativity that an employee brings to the
organization on a daily basis. In addition, Employee motivation is all about how engaged an
employee feels in tandem to the organization’s goals and how empowered he/she feels. on the
other and the 90 have contradicted the statement stating as Motivated employees are an asset to
an organization, they are directly proportional to an organization’s success. Motivation is
intangible, difficult to measure and extremely difficult to control, but very easy to facilitate if
done right. It’s all about intention, intensity, and perseverance.
According to the view of Kuranchie-Mensah and Amponsah-Tawiah, (2016), Morale and
productivity suffer when motivated employees go unrecognized and low performers are not held
accountable. Measuring motivation in the workplace is most effectively done with the help of
human resource metrics. on the other and the company have the usage of the different employees
which have the need to be fairly evaluates on the bai of their actual performance. In addition,
there is need to have the invitation of the different feedbacks by ensuring the current level of
motivations. On the other hand, the (Hitka Kozubíková and Potkány, (2018) have stated as
3
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Performance evaluations offer a potentially powerful tool for supervisors to gauge motivation,
reinforce high performers and coach those who lack motivation. the author have stated the
statement as the most of employee don’t think assessing the good job employees have been
based on actually performance. There is need to have their fair and acute measurements tapping
more level of potentiality along with increasing the strength in the completive global economy.
According to the view of the Mikkelsen,, Jacobsen and Andersen, (2017), Employees of an
organization directly interact with customers so it directly impacts satisfaction level of
customers. The author supported the stamen as there are different kinds of ways in which
employees within an organization are motivated so that their main focus is towards provision of
excellent quality products and services to their consumers. Hence the employee motivation can
be done through Employee motivation surveys which have the allusive ideas online survey
software or platform to conduct employee motivation surveys. As tis will be helping out in
making proper identification of the areas. moving to the second as employee satisfaction survey
can depends on a ton of factors such as work environment, infrastructure, roles and
responsibilities, etc. therefore it will be helpful in there to make manager understand the
different dissatisfactory fact along with making the cation plan to act upon it .
Impact of employee motivation upon their performance
As per the view of Reizer, Brender-Ilan and Sheaffer, (2019) motivation is one of the
most important and crucial part of an organization.an organization cannot achieve their desired
goals and objectives without motivating their employees. Lack of motivation within a company
can directly impact overall performance and job satisfaction. Motivating employees helps them
to focus upon achieving desired goals and objectives in an appropriate manner. Not only this,
motivation also helps in enhancing focus of employees on difficult and challenging task
completion or achievement. It further helps an organization in increasing employees focus upon
achievement of targeted goals and objectives which helps in enhancing their overall performance
in a positive manner.
According to the view of Sharma and Sharma, (2017) For any organization to achieve
their pre- defined goals and objectives in a proper and appropriate manner, it is important for its
employees to cooperate and give their 100 percent in achievement of pre-defied targets, goals
and objectives. Or this, it is important for firms to establish strong relationship between top
management and employees. Maintenance of a healthy relationship with employees helps in
4
reinforce high performers and coach those who lack motivation. the author have stated the
statement as the most of employee don’t think assessing the good job employees have been
based on actually performance. There is need to have their fair and acute measurements tapping
more level of potentiality along with increasing the strength in the completive global economy.
According to the view of the Mikkelsen,, Jacobsen and Andersen, (2017), Employees of an
organization directly interact with customers so it directly impacts satisfaction level of
customers. The author supported the stamen as there are different kinds of ways in which
employees within an organization are motivated so that their main focus is towards provision of
excellent quality products and services to their consumers. Hence the employee motivation can
be done through Employee motivation surveys which have the allusive ideas online survey
software or platform to conduct employee motivation surveys. As tis will be helping out in
making proper identification of the areas. moving to the second as employee satisfaction survey
can depends on a ton of factors such as work environment, infrastructure, roles and
responsibilities, etc. therefore it will be helpful in there to make manager understand the
different dissatisfactory fact along with making the cation plan to act upon it .
Impact of employee motivation upon their performance
As per the view of Reizer, Brender-Ilan and Sheaffer, (2019) motivation is one of the
most important and crucial part of an organization.an organization cannot achieve their desired
goals and objectives without motivating their employees. Lack of motivation within a company
can directly impact overall performance and job satisfaction. Motivating employees helps them
to focus upon achieving desired goals and objectives in an appropriate manner. Not only this,
motivation also helps in enhancing focus of employees on difficult and challenging task
completion or achievement. It further helps an organization in increasing employees focus upon
achievement of targeted goals and objectives which helps in enhancing their overall performance
in a positive manner.
According to the view of Sharma and Sharma, (2017) For any organization to achieve
their pre- defined goals and objectives in a proper and appropriate manner, it is important for its
employees to cooperate and give their 100 percent in achievement of pre-defied targets, goals
and objectives. Or this, it is important for firms to establish strong relationship between top
management and employees. Maintenance of a healthy relationship with employees helps in
4
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motivating them, enhancing their job satisfaction which further helps in bringing improvement
within their overall performance in a positive manner. Motivating employees helps in increasing
their self- esteem, provides then within an opportunity to take their career a step further, enhance
their performance so that they can get rewarded and their needs, requirements and desire can be
fulfilled in an appropriate manner. Sharma and Sharma, (2017) explains that Motivation is
important to be focused upon by organization because demotivated employees do not take any
kind of interest in bringing improvement within their performance and providing high quality of
service. Not only this, demotivated employees to take interest in participating in any kind of
training and development programs developed for enhancement of their knowledge and skills
because of which their performance can get degraded drastically. So, it can be said that it is
important for organizations to focus upon employee motivation for enhancement of their overall
performance. There are various kinds of motivational theories that are used by organizations for
motivating their employees in order to enhance their overall performance. Different kinds of
motivational theories aim in motivating employees in different manner but with one goal i.e. to
enhance overall performance of employees so that desired aim of the organization can be
achieved and main objectives can be fulfilled in an appropriate and accurate manner. motivated
employees, focuses upon learning new things and skills, enhance their existing skills so that they
enhance their productivity and focus upon providing high quality of products and services as per
the needs, desire and requirements of the customer’s which further helps the organization in
increasing their revenue profitability and attract more number of customers. So, it can be said
that employee motivation is important and can impact overall performance of employees both
positively and negatively. It is important for companies to focus upon motivating employees so
that they can work upon bringing improvement within their work and overall performance.
Relationship between employee motivation and high- level customer service
Zhang and et.al., (2020) explains that there is a strong relationship between employee
motivation and high- level of customer service. Motivating employees helps organizations in
enabling employees to fulfil their roles and responsibilities in a proper and appropriate manner
which further helps in providing high level of customer service to customers and fulfil their
needs, requirements and desires in a proper manner. there are various kinds of factors that helps
in motivating employees so that they can work upon fulfilling needs of their customers by
maintaining quality of service provided by them to customers. Employee motivation helps in
5
within their overall performance in a positive manner. Motivating employees helps in increasing
their self- esteem, provides then within an opportunity to take their career a step further, enhance
their performance so that they can get rewarded and their needs, requirements and desire can be
fulfilled in an appropriate manner. Sharma and Sharma, (2017) explains that Motivation is
important to be focused upon by organization because demotivated employees do not take any
kind of interest in bringing improvement within their performance and providing high quality of
service. Not only this, demotivated employees to take interest in participating in any kind of
training and development programs developed for enhancement of their knowledge and skills
because of which their performance can get degraded drastically. So, it can be said that it is
important for organizations to focus upon employee motivation for enhancement of their overall
performance. There are various kinds of motivational theories that are used by organizations for
motivating their employees in order to enhance their overall performance. Different kinds of
motivational theories aim in motivating employees in different manner but with one goal i.e. to
enhance overall performance of employees so that desired aim of the organization can be
achieved and main objectives can be fulfilled in an appropriate and accurate manner. motivated
employees, focuses upon learning new things and skills, enhance their existing skills so that they
enhance their productivity and focus upon providing high quality of products and services as per
the needs, desire and requirements of the customer’s which further helps the organization in
increasing their revenue profitability and attract more number of customers. So, it can be said
that employee motivation is important and can impact overall performance of employees both
positively and negatively. It is important for companies to focus upon motivating employees so
that they can work upon bringing improvement within their work and overall performance.
Relationship between employee motivation and high- level customer service
Zhang and et.al., (2020) explains that there is a strong relationship between employee
motivation and high- level of customer service. Motivating employees helps organizations in
enabling employees to fulfil their roles and responsibilities in a proper and appropriate manner
which further helps in providing high level of customer service to customers and fulfil their
needs, requirements and desires in a proper manner. there are various kinds of factors that helps
in motivating employees so that they can work upon fulfilling needs of their customers by
maintaining quality of service provided by them to customers. Employee motivation helps in
5

enhancement of knowledge, skills and qualities of employees. Enhanced knowledge and skills of
employees helps them in gaining knowledge about company’s products, services, goals and
objectives, so that they can understand values and morals of the company and can provide high
level service to customers. Motivated employee can represent products and services of
companies to employees for providing them high quality service and enhancing overall
satisfaction level of customers. In addition to this, Danilova, (2019) elaborates that that,
employee motivation helps in engaging employees in customer service training so that they can
understand ways in which they can provide high quality service to customers up to their
expectations. Continuous training helps the employees to bring innovation within their products
and services so that factors that are not liked by the customers about products and services of
company can be removed and new features or qualities can be introduced to customers. When
more employees are motivated to fulfil their roles and responsibilities, they focus more upon
providing high level of services which further makes them feel appreciated. Motivated
employees also focus upon bringing improvement within their overall performance, bring
innovation within products and services as per the changing needs and requirement of customers.
So, it can be said that there is strong relationship between employee motivation and high level of
customer service. There are many other ways in which it can be said that there is strong
relationship between employee motivation and provision of high- level customer service.
Motivated employees focus upon attending and resolving any kind of feedbacks provided by
customers so that if there is requirement of bringing any kind of improvement within products
and service of organization then it can be addressed in a proper manner and high- level service
provision to customers can be maintained.
Types of reward employee’s get for delivering high quality customer service
There are many different kinds of rewards that are given to employees for providing
high- quality service to customers. According to the view of Chen and et. al., (2017) rewarding
employees or provision of high- quality excellent service to employees, helps them to bring
improvement within their skills and qualities in a better manner which not only helps them in
providing excellent service to their customers but it also motivates them to bring improvement
within themselves. Type of reward provided to employees completely depends upon type of
service which is being provided to customers. Different kinds of rewards that are being provided
to customers are divided into two categories that are: financial and non- financial rewards. Non-
6
employees helps them in gaining knowledge about company’s products, services, goals and
objectives, so that they can understand values and morals of the company and can provide high
level service to customers. Motivated employee can represent products and services of
companies to employees for providing them high quality service and enhancing overall
satisfaction level of customers. In addition to this, Danilova, (2019) elaborates that that,
employee motivation helps in engaging employees in customer service training so that they can
understand ways in which they can provide high quality service to customers up to their
expectations. Continuous training helps the employees to bring innovation within their products
and services so that factors that are not liked by the customers about products and services of
company can be removed and new features or qualities can be introduced to customers. When
more employees are motivated to fulfil their roles and responsibilities, they focus more upon
providing high level of services which further makes them feel appreciated. Motivated
employees also focus upon bringing improvement within their overall performance, bring
innovation within products and services as per the changing needs and requirement of customers.
So, it can be said that there is strong relationship between employee motivation and high level of
customer service. There are many other ways in which it can be said that there is strong
relationship between employee motivation and provision of high- level customer service.
Motivated employees focus upon attending and resolving any kind of feedbacks provided by
customers so that if there is requirement of bringing any kind of improvement within products
and service of organization then it can be addressed in a proper manner and high- level service
provision to customers can be maintained.
Types of reward employee’s get for delivering high quality customer service
There are many different kinds of rewards that are given to employees for providing
high- quality service to customers. According to the view of Chen and et. al., (2017) rewarding
employees or provision of high- quality excellent service to employees, helps them to bring
improvement within their skills and qualities in a better manner which not only helps them in
providing excellent service to their customers but it also motivates them to bring improvement
within themselves. Type of reward provided to employees completely depends upon type of
service which is being provided to customers. Different kinds of rewards that are being provided
to customers are divided into two categories that are: financial and non- financial rewards. Non-
6
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financial rewards that are provided to employees for providing high quality of service are:
recognition, opportunities or development of required skills, knowledge and qualities, current
opportunities like promotion, improvement within quality of work, growth opportunities.
Whereas, financial rewards that are provided to employees for providing excellent service to
customers are; incentive, increment, variable pay with additional benefits etc. Menguc and et. al.,
(2017) further explains that, provision of financial and non- financial rewards to employees
depends upon their overall performance. But most commonly basic pay or variable pay or salary
are provided to employees for providing high- quality service to employees. In addition to
salaries many times employees are also provided with increment and incentives which further
motivates them to bring improvement within their performance and ways in which they can
provide even better service to their customers. In order to maintain provision of high- quality
service to customers, employees are provided with non- financial services as well like
recognition, promotions, opportunities to bring improvement within their skills and knowledge.
These are different kinds of rewards that are provided to employees so that they do not degrade
their performance and continue providing high- quality customer service.
Training and development methods that motivate employees
There are many different kinds of training and development methods that can be used by
organizations for motivating employees. As per the view of Noe and Kodwani, (2018) it is
important for organizations to focus upon provision of training and development to employees so
that their motivational and satisfaction level can be increased. One of the most common type of
training method used to motivate employees is though mentoring. Mentoring not only helps in
motivating employees but it also helps in development of a strong relationship between more
professional employees and trainees. Mentoring helps in motivating experienced employees as
they are provided with an opportunity to share their knowledge and experience with other
employees for bringing development and improvement within skills and knowledge of their
trainees. Group discussion and activities is another type of training and development method
which is use by organizations for motivating their employees. It is one of the best training
options as it helps in providing an environment in which multiple employee can be provided with
required training. This method helps the employees to identify knowledge and skills which is
required to be improved or learnt by them for bringing further improvement within their
performance. Additionally, Noe and Kodwani, (2018) further explains that, there are may other
7
recognition, opportunities or development of required skills, knowledge and qualities, current
opportunities like promotion, improvement within quality of work, growth opportunities.
Whereas, financial rewards that are provided to employees for providing excellent service to
customers are; incentive, increment, variable pay with additional benefits etc. Menguc and et. al.,
(2017) further explains that, provision of financial and non- financial rewards to employees
depends upon their overall performance. But most commonly basic pay or variable pay or salary
are provided to employees for providing high- quality service to employees. In addition to
salaries many times employees are also provided with increment and incentives which further
motivates them to bring improvement within their performance and ways in which they can
provide even better service to their customers. In order to maintain provision of high- quality
service to customers, employees are provided with non- financial services as well like
recognition, promotions, opportunities to bring improvement within their skills and knowledge.
These are different kinds of rewards that are provided to employees so that they do not degrade
their performance and continue providing high- quality customer service.
Training and development methods that motivate employees
There are many different kinds of training and development methods that can be used by
organizations for motivating employees. As per the view of Noe and Kodwani, (2018) it is
important for organizations to focus upon provision of training and development to employees so
that their motivational and satisfaction level can be increased. One of the most common type of
training method used to motivate employees is though mentoring. Mentoring not only helps in
motivating employees but it also helps in development of a strong relationship between more
professional employees and trainees. Mentoring helps in motivating experienced employees as
they are provided with an opportunity to share their knowledge and experience with other
employees for bringing development and improvement within skills and knowledge of their
trainees. Group discussion and activities is another type of training and development method
which is use by organizations for motivating their employees. It is one of the best training
options as it helps in providing an environment in which multiple employee can be provided with
required training. This method helps the employees to identify knowledge and skills which is
required to be improved or learnt by them for bringing further improvement within their
performance. Additionally, Noe and Kodwani, (2018) further explains that, there are may other
7
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training and development methods that motivate employees. Working on special projects is
another type of training and development method that motivates employees. Provision of an
opportunity to work upon special projects is one of the best methods though which employees
can be motivated as it helps in increasing confidence level of employees and makes them eel that
they are worth working upon special projects which direly helps in motivating them.
Literature review conclusion
From the above literature review it can be concluded that it is extremely important for
organizations to motivate their employees as it helps them in bringing improvement within their
performance so that they can provide high- quality service to their customers. There are many
different kinds of methods that can be used by organizations for motivating their employees. It
has also been concluded that type of training and development provided to employees also
impacts the quality of service which is provided to customers by the employee. Different type of
training and development programs impacts motivational level of employees in different ways
which further impacts quality of service which is provided by them to customers. It has also been
identified that it is important for organizations to link feedback provided by customers and
training and development methods together.
8
another type of training and development method that motivates employees. Provision of an
opportunity to work upon special projects is one of the best methods though which employees
can be motivated as it helps in increasing confidence level of employees and makes them eel that
they are worth working upon special projects which direly helps in motivating them.
Literature review conclusion
From the above literature review it can be concluded that it is extremely important for
organizations to motivate their employees as it helps them in bringing improvement within their
performance so that they can provide high- quality service to their customers. There are many
different kinds of methods that can be used by organizations for motivating their employees. It
has also been concluded that type of training and development provided to employees also
impacts the quality of service which is provided to customers by the employee. Different type of
training and development programs impacts motivational level of employees in different ways
which further impacts quality of service which is provided by them to customers. It has also been
identified that it is important for organizations to link feedback provided by customers and
training and development methods together.
8

CHAPTER 3: METHODOLOGY
Research methodology
Before staring any kind of research, it is extremely important to identify type of research
method which will be used for doing the research and reaching to the conclusion or answering
any kind of research question in a better and appropriate manner (Alase, 2017). These methods
further help the researcher in selection of appropriate methodology which will be used within
research paper for analysis of primary or secondary data collected by the researcher (Hennink,
Hutter and Bailey, 2020). Research methodology further helps in development of a research
strategy so that research can be conducted in a sequential manner without compromising overall
quality of the research. Research strategy is another step by step action plan that helps the
researcher in providing a direction to their knowledge, thoughts, efforts while doing a research so
that quality of the research is not compromised (Moser and Korstjens, 2018). There are two main
types of research methodologies that are mostly used within research paper: qualitative and
quantitative methodologies. Qualitative research methods are those kind of methods in which
non- numerical data is being collected and analysed for answering the research questions in a
proper and appropriate manner. Whereas, quantitative type of methods are those methods in
which numeric data is collected and analysed by the researcher for reaching to the conclusion. In
this development of hypothesis of done for testing using statistical procedure. For this
dissertation qualitative research method has been chosen by the researcher in which interview
from 3-5 manager from Sainsbury’s were interviewed. For this dissertation, qualitative research
methodology was chosen because it helps in collection and analysis of non- numerical data
collected though interview in a proper manner. Not only this, it further helped the researcher in
collection and analysis of opinions and perceptions of managers of Sainsbury.
Research Approach
Research approach helps the researcher in development of procedure and plans for
research that helps them in data collection, analysis, and interpretation in a step by step manner.
It is extremely important for researcher for selecting appropriate research approach so that
research study can be completed in a proper and appropriate manner (Bobrovskij, 2018). There
are three main types of research approaches that are: inductive, deductive, and abductive
research approach. Inductive approach is used for generation of untested conclusions in which
data is collected for exploration of a phenomenon. In this approach observation and theories are
9
Research methodology
Before staring any kind of research, it is extremely important to identify type of research
method which will be used for doing the research and reaching to the conclusion or answering
any kind of research question in a better and appropriate manner (Alase, 2017). These methods
further help the researcher in selection of appropriate methodology which will be used within
research paper for analysis of primary or secondary data collected by the researcher (Hennink,
Hutter and Bailey, 2020). Research methodology further helps in development of a research
strategy so that research can be conducted in a sequential manner without compromising overall
quality of the research. Research strategy is another step by step action plan that helps the
researcher in providing a direction to their knowledge, thoughts, efforts while doing a research so
that quality of the research is not compromised (Moser and Korstjens, 2018). There are two main
types of research methodologies that are mostly used within research paper: qualitative and
quantitative methodologies. Qualitative research methods are those kind of methods in which
non- numerical data is being collected and analysed for answering the research questions in a
proper and appropriate manner. Whereas, quantitative type of methods are those methods in
which numeric data is collected and analysed by the researcher for reaching to the conclusion. In
this development of hypothesis of done for testing using statistical procedure. For this
dissertation qualitative research method has been chosen by the researcher in which interview
from 3-5 manager from Sainsbury’s were interviewed. For this dissertation, qualitative research
methodology was chosen because it helps in collection and analysis of non- numerical data
collected though interview in a proper manner. Not only this, it further helped the researcher in
collection and analysis of opinions and perceptions of managers of Sainsbury.
Research Approach
Research approach helps the researcher in development of procedure and plans for
research that helps them in data collection, analysis, and interpretation in a step by step manner.
It is extremely important for researcher for selecting appropriate research approach so that
research study can be completed in a proper and appropriate manner (Bobrovskij, 2018). There
are three main types of research approaches that are: inductive, deductive, and abductive
research approach. Inductive approach is used for generation of untested conclusions in which
data is collected for exploration of a phenomenon. In this approach observation and theories are
9
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