Impact of Poor Management Communication on Bourne Leisure Services

This research report investigates the impact of poor communication from management to staff on customer service levels at Bourne Leisure, a UK-based organization in the holiday and leisure sector. The study aims to understand how communication deficiencies affect customer service, acting as a guide for future research. It examines existing literature and incorporates a questionnaire distributed to Bourne Leisure employees. The report addresses research aims, objectives, and questions, including hypotheses about the effects of poor communication on employees, customer service, and management. The literature review emphasizes the importance of communication in business and its effect on employee satisfaction and customer relations. The report also explores methodologies, including primary and secondary research, and data analysis techniques such as descriptive, reliability, and correlation analysis. Furthermore, it provides recommendations and conclusions based on the findings, offering insights into how to improve communication and enhance customer service within the organization. The report highlights the importance of effective communication for organizational growth and success.

[Company name]
Poor communication from management to staff has resulted in poor levels of
customer service at Company Bourne Leisure
[Document subtitle]

Abstract:-
This research report is prepared on the poor communication from management to staff has
resulted in poor customer service for Bourne Leisure organization. The main motive behind this
study is to understand the effect of the poor communication system on the customer service of
the organization. With the help of this study Bourne Leisure organizations able to understand the
impact of the poor communication on the organization. This research report act as guide for the
academicians who are interested in conducting further research in the similar area. In this
research report the researcher have been consulted various papers which have been developed by
various authors, for the purpose of understand the research which has been conducted previously
in this area. In support of it, a questionnaire was prepared related to the research question and
distributed all to the various target respondents who are the members of the Bourne Leisure
Organization. This research helps the organizations build a sustainable business which enables
the organization to tackle the future challenges more effectively and efficiently and attract
various customers. It also enables the organizations to build strong strategies and goals which the
organization wants to achieve in the near future.
1

Table of Contents
CHAPTER 1:-.................................................................................................................................................1
INTRODUCTION:-.....................................................................................................................................1
Research Aims.........................................................................................................................................2
Research Objectives................................................................................................................................2
Research Questions.................................................................................................................................3
HYPOTHESES:-.........................................................................................................................................3
Chapter:-2...................................................................................................................................................3
LITERATURE REVIEW:-.............................................................................................................................3
CHAPTER 3:-.................................................................................................................................................9
METHODOLOGY:-....................................................................................................................................9
SECONDARY RESEARCH:-.............................................................................................................9
PRIMARY RESEARCH:-.................................................................................................................10
Surveys and questionnaires: -................................................................................................................11
Observation: -........................................................................................................................................11
Interview: -............................................................................................................................................11
RESEARCH DESIGN:-...............................................................................................................................11
POPULATION SIZE:-................................................................................................................................12
SAMPLE DESIGN:-..................................................................................................................................12
CHAPTER: - 4..............................................................................................................................................13
DATA ANALYSIS:-...................................................................................................................................13
DESCRIPTIVE ANALYSIS:-........................................................................................................................13
RELIABILITY ANALYSIS:-..........................................................................................................................14
CORRELATION ANALYSIS:-.....................................................................................................................14
HYPOTHESES ASSESSMENT:-.................................................................................................................15
RECOMMENDATION AND CONCLUSIONS:-...............................................................................................16
REFERENCES:-............................................................................................................................................18
2
Student
[Date]

CHAPTER 1:-
INTRODUCTION:-
Bourne leisure is a private British organization which owns a number of subsidiaries and
operates in the holiday sectors and leisure in the UK. Bourne leisure organization was
established in 1964. It is the most recognized organization in the UK. In this report, we will
study about how the poor communication between the management and staff influences the level
of customer service. Communication between the management and the staff plays an important
role, it should be focused on the management and should take initiatives to manage it.
(Rosenzweig, 2014) Bourne Leisure organization faces many issues related to the poor
communication, so we will study all the factors to resolve all these issues. Healthy
communication makes the organization capable of dealing with the competition. In opposite to
its poor communication is considered a big problem in an organization. Effective communication
is necessary for every organization. Effective communication plays an important role in
developing long time relation with the clients; this leads the employee motivation. One most
important benefit of healthy communication is improved relationships. A healthy relation should
be present between the management and its employee. All the things go smoothly when all
activities are on track. This helps the organization in understanding its goals and directions to run
business smoothly. The best process of communication in the organizations is through emails
that follows a chain of commands and face to face interactions. Communication is a critical
problem which faced by the Bourne Leisure Organization. So in this study a research is
conducted helping the organization to resolve the communication problem in the organization. If
3

good communication is present in the organization, then it helps the organization in time
management in the workplace. This will help the organization in maintaining its own time and
also helps the staff in managing their work deadlines. If proper communication system is
followed in the Bourne Leisure Organization then employees of the organization, feel important
in the organization. This will lead to the motivation of the employees, and their involvement in
their respective tasks. This will improve the customer service of the organization and also can
attract a large number of customers. (Scheer, 2014) Customers should be satisfied with the
organization and if they are unsatisfied, the growth of the organization is not possible in the
future time period. If the poor communication system is present in the organization than poor
customer services also exists in the organization. This will impact the whole organization in a
negative manner. Due to the lack of the customer service the organization loses its current
customers as well as the future customers. This will also impact the reputation of the
organization at the marketplace. This study is conducted for finding the solutions of resolving the
poor communication problem in the Bourne Leisure organization.
Research Aims
The aim of a study is to analyze the impact of poor level of communication at the management
level to the lower level staff which impact on the customer services quality.
Research Objectives
Mentioned below are the objectives of the research papers:
- To understand the impact of poor level of communication on management land lower
level
- To understand the impact of poor level of communication on customer service
- To understand the impact of poor communication on overall growth of an organization
4

Research Questions
Mentioned below are the research questions for the research topic which is being discussed:
- What is the impact of poor level of communication at the management level to the lower
level?
- How the customer’s service affected?
- What is the impact of poor communication on organization growth level?
HYPOTHESES:-
The following mentioned are the hypotheses that have been developed after conducting the deep
study of the literature which has been shown in the next chapter: (Moreland,2015)
- H1: Poor communication affects the employees.
- H2: Poor communication affects the customer's service.
- H3: Poor communication effects the lower level of the management.
Chapter:-2
LITERATURE REVIEW:-
Communication is considered as an important aspect of the business environment. Business is a
place in which many interactions are required. (Scheer, 2014) Through these interactions various
information is acquired. Bourne Leisure organization involves open competitive activity, through
using these activities the working professionals debate issues, evaluate the arguments of others
and defend positions. There are many organizations apart from the Bourne Leisure which are
facing poor communication problem in their organizations. For example: In August 2013, AOL
5

CEO Tim Armstrong announced that it is going to reduce the size of employees which causes a
huge decline in its revenue and also reduces the size of its customers. The revenue is declined
just because of poor communication with its employee and size of the customer is reduced
because of the poor image in the market. In the Bourne Leisure organization most working
professionals, especially those which are working on upper and middle management,
continuously produce different variety messages, most of them are in written form of letters,
reports, instructions, procedures, performance reviews, and proposals. So it is defined by various
authors that communication is a primary element for understanding the workings of the other
organization. If the Bourne Leisure organization wants to deliver better services to their
consumers, then the organization should follow effective communication system in the
organization.
Moreland (2015) concluded in his study that practice of the effective communication system is
linked with the healthy cultural environment of the organization. Effective communication leads
to the happiness of the employees, job satisfaction and productivity of the employees.
Communication skills also play an important role for the leader because these skills help the
leader in managing the work environment of all the organizations. Most of the organizations
recognize the importance of the communication system in the organization that is why
communication is considered as a barometer in hiring and measuring the performance of the
employees. Bourne Leisure organization wants their employees to maintain confidentiality. This
is required by the organization just because to safeguard their strategies and future plans from
their competitors. Welch, (2012) said that if Bourne Leisure follows the proper communication
method it will help the organization in the effective implementation of their functions like
control, feedback, decision making and motivation (Longmore, 2014). Bourne Leisure
6

organization must have authority hierarchies and formal guidelines which should be followed by
the employees for fostering their motivation. For example - the head of the HR at Yahoo sent
their employees the internal memo which leaked around the world. He communicates with his
employees that telecommunicating and working from home would not allow to them which
highly affects the whole organization in a negative manner. Employee's turnover is increased,
and the motivation level of employees also decrease which leads a low performance of the
organization. Due to all this Yahoo organization employees were highly upset and felt frustrated
and launched a national conversation policies of work from home. If the Bourne Leisure
organization also wants to save it from this problem, then it must formulate its specific
objectives, appropriate plans, and effective communication system so that all functions can be
performed in a smooth manner. All this help in attracting the concentrate of the customers
towards the organization, and they will want to be the member of that organization. This can be
possible only when the quality of services and products of the Bourne Leisure organization is
good. The Proper communication system also helps the Bourne Leisure in effective decision
making.
According to Rosenzweig, (2014) from the last 15 years culture and communication have been
recognized as an important aspect of the business organization which impacts the overall
development of the organization. Various experts consider that there is hardly a development in
an organization possible in the absence of changes in the attitude, behavior, and world – views of
the people involved in the organization. Bourne Leisure should take initiatives for developing a
proper communication system which will create awareness, making informed decisions,
generating participation from employees in the process of development and change, consensus
building and finally in resolving all conflicts (Cummings, 2014). The Bourne leisure while
7

addressing any development context should be focused on violence, food security, population
issues and conservation of natural resources. This will help the organization attract new peoples
towards their product by changing the way and lifestyle of the customers that will make the
organization successful in the future.
It was explained by various authors that the communication effort in the Bourne Leisure
organization should have tended to fulfill three main developmental roles in various business
practices. A main important role for the Bourne Leisure is to inform the potential customers to
adopt certain behaviors and practices that seem beneficial to them; this will enhance the image
and credibility of the Bourne Leisure in the marketplace. Various authors defined the
communication in a different manner. For example- Top (2013) defined the communication as a
social change for the development of the organization. By making research on communication
various theories and technology designed to increase social and material advancement of the
peoples.
As per the views of the (Cummings, 2014) service quality plays an efficient role in building the
loyalty of the customers. If the Bourne Leisure wants to enhance their customers, then it should
focus on various aspects of improving the customer loyalty. This can be improved with the
efficient communication system and by providing better service quality to their potential
customers. Komunda, (2012) pointed out that service quality as per the perceptions of the
consumers known as the gap between the expectation of consumers regarding the services of a
particular industry and the real performance perception of a specific industry. Service quality of
an enterprise can be calculated by using following formula:-
Service quality = Perceived performance of the organization - Expectation of service regarding
that organization.
8

For example - Hilton Hotel Corporation is a laboratory which collects the customer feedback on
new and their emerging technologies. Hilton organization focus main on providing better service
quality. This was done by the organization by combined innovation with a desire to better the
experience of customers.
The UK has various organizations which are dealing in tours and Travels, so there is heavy
competition in the market of the UK for tours and travels organizations. Bourne Leisure also has
a great reputation in the market of UK. In the Bourne Leisure organization, more than 5000
employees are working nowadays, and more than 13000 employees are at the peak time. By
studying the role of communication in the Bourne Leisure organization, the management can
ensure better services to their potential customers by offering best holiday destinations to their
potential employees. It is the privately owned tourism organization of United Kingdom. The
main vision of the organization is to offer a place to its potential customers where they can make
new friends and can enjoy the beautiful views of the destination.
As per the research conducted by the (Kim, 2012), concluded that exploration of ways of
communication, organizational learning, and the capacity development are interrelated with each
other. The researcher principle of communication for social change. This will help the researcher
in point out the need for the ownership of communication, changes and learning processes by
those who are considered most affected by them.
(Garicano, 2012) stated in his study that level of openness in the organization impacts the whole
climate of the organization. Openness is described here as a free expression of opinions and true
feelings of someone. It is also known as the ability to receive new ideas and gaining new
experiences and building the effective relationship. The researcher said that if the peoples are not
express their ideas openly than the effective communication system cannot exist in the
9

organization. Sharing of information cannot take place in an effective manner because
employees feel fear while sharing the information. In the same manner (Longmore, 2014)
concluded that the other main important factor which affects the climate of the communication in
the organization is the existence of rumors. The reason behind the poor communication in the
organization is vindictive and exaggerated rumors. At the same time when rumors are innocuous
than good communication system is enhanced in the organization (Komunda, 2012). The main
important factor which is considered important in the organization is the rule of assertiveness. It
can be possible that the rule of assertiveness may or may not affect communication. Strict rules
in the organization frustrate the employees of high performance. This also contributes to bringing
inflexibility in the organization.
10

CHAPTER 3:-
METHODOLOGY:-
SECONDARY RESEARCH:-
The research report have adopted secondary research as well as primary research. In this case,
secondary research is conducted because it is free to use or easy to access any answer of the
research questions which mean that collection of data is very easy, and it also provides details
regarding collected data. There is a large number of research material in secondary research like
news, websites and journal articles (Moreland, 2015). Various analytical tools are used for giving
the answers of all research questions. All this helps in understanding the different situation of the
organization from different perspectives. The main important reason behind choosing the
secondary research is that it contains the data which has already produced by different
researchers. The main benefit of using secondary research is that it saved the money and time
behind conducting this research. All the existing sources provide huge information which cannot
be collected by using other sources.
Tools used for collection of secondary data:-
 Scholarly journals: - These are the sources that involve the reports for the original
research or the various experiments in a specific field. These journals contained articles
that are reviewed by the experts and the other peers who work in the same field for
finding their originality, accuracy, and relevance.
11