1. 1 Background
Employees will be the assets of the company. This statement appears to be very attractive for the employees working for different group. However, practical implementation of this assertion is much less simple as the declaration itself. Considering the employees a key point and dealing with them as an asset is not so easy, but the most necessary factors for the growth and success of any business. 21st century has brought several huge and remarkable changes in the business world all over the world. The changing consumer actions and demands have forced the business to focus on the customer's satisfaction combined with the product development and augmentation. Recently in the past century the organizations were more focused towards the creation and little attention towards the customer's satisfaction. Most part of the market was influenced by the top organizations where they used to develop the products matching the available technology and where the most profit was available. (Kreitner, 1995) Earning income is still the principal emphasis of the organizations, but now the customer's satisfaction is also gained factor by the organizations. The idea of loyalty from the clients has given importance to the client satisfaction as this is actually the only way to gain the devotion. Gain customer's loyalty is aimed to develop a long-term profitable relationship with the customers as it is rightly said that it is very hard and costly to obtain a new customer than keeping the prevailing one. So, to be able to wthhold the existing customers, organizations are centered to provide quality products with quality support to them.
Motivating the employees is strongly related to the customer's satisfaction. When the staff is not determined and is unhappy with the job he/she is carrying out then he'll not have the ability to serve the client with full devotion and credibility (Lindner, 1998). Customer's satisfaction is very much dependent on customer services staff. The organizations which get excited about the service industry are extremely keen to concentrate on their customer services level by motivating their customer services personnel as it straight influences the customer's satisfaction level positively or negatively. In such a framework the retail industry of United Kingdome is very competitive and the most important parameter for success of the organizations is to maintain low turnover of the employees. Employee turnover always increases with the increased dissatisfaction one of the employees. Organizations in UK retail industry have now known that the employees are the most important stakeholder in providing the service to the customers. Meanwhile, the existing monetary conditions organizations are pressured to drill down their operating costs and the employees will be the first who usually have to handle this negative impact in most organizations (Sparks, Leigh, Burt, Steve L. , 2003). However the organizations also understand the actual fact the high employee turnover will not let them to sustain their competitive gain and they will not be able to serve their customers affectively. Generally it has been seen that if the store professionals are allowed to handle the grievances issues of the workers it can decrease the staff turnover rate, but at the mean time organizations also need to assure that no discretion is done at the work environment for the store managers (Lindner, 1998).
Employing over 470, 000 people and operating in more than 29 countries, Tesco is the second largest store of the world and largest store of UK market. The business believes that you should treat people in manner in which you desire to be cured (Colliers, 2009). The culture of the business is developed in such a way that the professionals shows very good gestures to their subordinates and don't show their illogical bossy frame of mind. A culture of team work, shared coordination, admiration, trust, supporting, hearing others and simple gestures such as declaring thanks to the other person is prevailing inside the business (O'Reilly, 2009). This can help to develop a friendly and flexible work environment where in fact the employees are absolve to communicate their views and respect one another whether on less or upper rank. Showing experience and knowledge is inspired in the business. Senior managers should spend some time on the floor so that they can have a good coordination and understanding with the low staff and also they can understand their problems or issues by experiencing themselves. Discrimination on the basis of racism, time, gender and other factors is highly discouraged in the organization and there are several rigid company procedures which totally discourage this take action (Colliers, 2009).
1. 2 Rational of the Study
In 1985, an interior communication research was conducted at Tesco and the results demonstrated that the behavioral issues of employees with the customers are negatively impacting on the work for the development of the company in an extremely competitive market. These results were not positive for the business's progress, so management considered immediate steps to recognize the causes of the negative tendencies of the staff members in order to solve their issues and problems (Sparks, Leigh, Burt, Steve L. , 2003). Tesco took several steps to encourage the staff members especially who are associated with customer services and empowered the employees in order that they are able to address the problems of the customers immediately and also removed prolonged methods related to customer services. Workers were empowered in such way that these were in a position to replace the merchandise or reimburse on the spot without referring to the supervisor or manager. This helped to boost the satisfaction level of the customer and also to develop positivity in the business's relationship with the client. These changes helped bring very productive results for the business as the quality of services increased as well as the satisfaction level of the customers also increased. Right now, the company has given a sense of "ownership" to its employees. For the short-term survival and long-term progress it is vital that proper HR techniques should be prevailing within the business especially the HR practices that Tesco has been using of their company would be very interesting to understand.
Apparently it seems that pay could be the major factor for boosting the employee desire, but this is not applicable in every the cases. Clinical tests shows that folks are encouraged with different facets such as surge in salary, recognition, rise in designation, extra vacation trips etc. This research study will be very very important to the other store and even for the organizations mixed up in service industry who are finding troubles in motivating their workers. The outcome of this study will definitely help the organizations to reduce the high employee turnover rate.
1. 3 Research Goals and Objectives
Tesco's customer services have been the role model for UK retail industry. It is because the company very intelligently motivates its employees which improve the customer's satisfaction level. The data on this subject matter is accessible, but is fragmented. This study will allow figuring out and understanding the human being resource techniques employed by the business for employee determination. With an goal of understanding the contribution of the determination level of employees towards the satisfaction degree of the customers, pursuing objectives of the study are placed:
To review the existing literature on the techniques utilized by retail sector for staff motivation
To execute a survey to measure the motivation level of the employees
To conduct interviews from the store professionals requesting about the techniques used by them for worker motivation
To measure the contribution of worker desire towards customer satisfaction
Literature Review
It has been very hard for the traditional retailers to maintain in this competitive market also to maintain the sensible profit margins. As a result of economic recession and increasing competition on the market the income are very much reliant on the customer bottom or market talk about of the company. Market share is very much reliant on customer's satisfaction and it pertains to the motivation level of the employees. However, the employers in the UK retail industry are experiencing a very challenging amount of time in marinating their staff's motivation level. This can't be neglected as well because employees play an essential role at the shop floor. Studies suggests that motivated staff members continues to be for longer time frame with the business and are better performers than the personnel who are not encouraged (Weener, 2006). Whatever the features, experience, knowledge and skills an employee who's not motivated won't deliver his/her best in to the job he's asked to do. In order to get the maximum end result form the employees it is very important that they are kept stimulated.
Due to poor economical conditions and less trading activities organizations in UK retail sector are also pursuing cost slicing techniques and hence the employee inspiration activities have dropped down. Retail sector has affected and stared to believe that motivation activities are extremely much costly, however in actual it is not the truth as low priced motivation activities can also supercharge up the morale and drive level of the team at higher aspect.
Employees leave their job when they become disappointed with the job and in the retail sector staff turnover even for the big brands such as Tesco, has been increased which is not really a positive sign as high staff turnover increases the price tag on the company. Companies are adding their brand reputation and customer's satisfaction level at stake by not following a drive activities in the business. Employee become disappointed with his/her job if the job opportunities aren't there, training programs are not followed and most common less pay. Job paths and progress will be the way to make a worker feel that he is the area of the company (Weener, 2006). This also helps to keep an employee focused as he/she recognizes that the efforts he/she is investing in to the work will not be wasted and you will be accounted for his profession growth. Keeping the employees has been the reduced top priority of the organizations that are in the united kingdom retail sector, which must be focused to be able to gain the client satisfaction.
Several clinical tests reveal the fact the salary is not the only real measure which keeps the employee determined (Kreitner, 1995). There are a great many other factors engaged such as recognitions, company willingness to pay attention, behavior of coworkers, patterns of supervisors, workload, vocational insurance policies etc. In this respect the behavior of the manager or concerned supervisor is vital as it's been observed that the professionals who listens to their team members and respond to their questions affectively and immediately, they are a lot more motivated than the others. Employee participation in daily routine decision and empowerment are a few of the other factors which also help increase the determination level of the employees.
Many other options are available in literature and also are used by many renowned organizations, but is the fact that motivation cannot be enforced somewhat it can only just result from within. Getting people to work is an extremely tactful thing and staff motivation is one particular strategies. Herzberg theory is one of these which claim that understanding the employee's frame of mind is the only path to increase their determination level. His theory shows that the key motivators are identification, achievement, career advancement and the work itself (Sullivan, 1989).
Retailers such as Wal-Mart illustrate that individuals in the business make the difference in all that they have. This creates a nature of teamwork which just a few retail companies can feature (Sullivan, 1989). The ability to inspire is a unusual surprise but effective in team building. Every company in the retail sector wishes to say that their people are friendly, enthusiastic, and faithful and also have good work ethics. For effective team development, hiring and promoting the right people is essential. It isn't merely the experience and the educational track record of the applicant that matters. He must have happy disposition and all the requirements need to be communicated to the applicant during recruitment.
Performance appraisals influence the motivation degree of employees. It really is thought that bureaucracy still affects current frame of mind and the managers aren't a homogenous group (Terpstra, 1979). Managers tend to rely more on third-party complains than on direct interrogation of the employee concerned. This needs research at Tesco to find out to what magnitude performance appraisals influence the drive and frame of mind of the employees.
The above books reveals the actual fact that to be able to have a motivated staff the characteristics of both staff and the workplace are important. At the time of recruitment the manger should pick the best person so the process of desire starts at the time of recruitment and not after. If the individual is not selected for the right job then he/she won't be highly motivated by remaining on that job (Terpstra, 1979). The employees who have direct connections with the clients at the shop floor should be motivated highly as their action will directly influence the customer. If a worker is determined then he/she will treat the customer is an excellent way by showing good gestures, by interacting with him perfectly, by supporting him making the decision from whole lot of options avaiable at shop floor etc. But if the employee is not motivated then he'll not do any of the above thing even if he is forced to do so he'll perform it with bad heart and soul and can not have the ability to impress the client or may be do not treat the customer effectively which can have a disastrous effect on the business's reputation (Sullivan, 1989). Predicated on the books review the study methodology for the research analysis will be designed.
Research Methodology
3. 1 Framework - Attitude Theory
This research study is related to the frame of mind of the employees towards their job in the event company. Job satisfaction is straight affected by the desire degree of the employees, so this study will use the attitude theory as the framework of research (Gitlin, 1998). Following a attitude theory will allow to identify that how the employee's frame of mind reflects when professionals try to stimulate him/her by using different techniques (Yin, 2003). This will likely also help to identify that how employees react to the customers with different level of motivation. This study will show that how the Tesco's drive strategies have inspired on the behaviour the employees and what have an impact on it offers made on customer's satisfaction. An array of journals and articles is made up of several journals and articles related to determination and employee satisfaction as well as customer satisfaction. Different se's such as Google, AltaVista and Yahoo will be utilized to search accessible books on the relevant theme. Reliable resources will be utilized to accumulate data that will assure the stability of the info.
3. 2 Research Approach
Research approach refers to the methods of research that the researcher adapts during his/her research. There are plenty of research methods available but hottest are qualitative and quantitative research methods. Both research methods take their own importance and have several advantages as well as cons (Yin, 2003). Many renowned experts suggest that the mixture of both he research methods should be utilized in order to get useful research results. This study is aimed to collect the results regarding the Tesco's strategies to motivate their employees therefore the inductive or the qualitative method of research is chosen. Under this technique data will be accumulated by using different tools from different stakeholders such as customer, employees, and managers.
Under qualitative research methods a research study strategy will be adapted by focusing on the strategies of 1 case company. For this purpose Tesco has been determined as circumstance company and its human tool strategies regarding drive of the employees will be examined. A research study approach is ideal as it offers holistic, in-depth exploration. Data will be gathered from different stakeholders by using different instruments. Different viewpoints of different staff will be likened in order to verify the authenticity of different version of data. Circumstance studies allow empirical investigations which is vital for this review. Detailed knowledge about a particular case can be gathered.
3. 3 Data collection
For research study data collection is vital part just as this it ought to be ensured that correct data is collected form the relevant options normally the results of the study analysis will be inadequate. You will discover two types of data i. e. Main Data and Secondary Data. Key data identifies that data which is the base line of the research study (Saunders, M. , Lewis, P. & Thornhill, A. , 2006). The results of the study review are extracted from the evaluation and analysis of the principal data. On the other hand the secondary data is the supporting data gives an assessment of the prevailing studies and relevant ideas to support the study results extracted from major data.
For this research study research data will be accumulated from different techniques and using different tools. Survey questionnaires will be distributed to the workers working at Tesco stores. Data collected from these questionnaires will show you different facets such as satisfaction level from pay, from supervisor's attitude, company insurance policies etc. and that will eventually help to learn the motivation level of these employees. Some interviews will also be extracted from these staff members in order to repay those employees who are unable to express their thoughts through survey questionnaire. At different times of the week some customers of Tesco will also be approached at different stores and those will be interviewed in order to understand their satisfaction level form the services of the business.
Thirdly, the managers would be interviewed to regulate how they make an effort to change the frame of mind of the employees and motivate them. It is important to investigate what Tesco has been using while recruitment of new people at their stores. This involves interviews of the professionals as well as the personnel. They might be questioned on the approach, on the training and career development, on the group cohesiveness, their initiatives towards team development, their procedure in the recruitment process and their overall desire strategy. Data thus accumulated from three different teams through four mechanisms would help gain an information about how different categories of people function.
Summarizing the aforementioned discussion, the info will be gathered the following:
Staff Participants - Using questionnaires and interviewing the focus group
Customers of Tesco - Brief interviews through the shopping at shop floor
Store Managers - Detailed specific interviews
Efforts would be put in to be able to extract the required information i. e. the morale degree of the employees and how they feel about their company. Questions aside from job satisfaction and inspiration such as common trust and respect would also be asked from the employees of the business. These questions will attempt to hide all the possible aspects which can affect the motivation level of the employees immediately or indirectly.
3. 4 Sampling
Sampling for the assortment of primary data will not be used and questionnaires will be allocated among the workers of Tesco as much as possible. For the reason that to collect the utmost questionnaires filled so the research result may come more appropriate and authentic. For the intended purpose of interviews at least 3 people will be chosen. These respondents may increase depending on availability and usage of the concerned store managers/supervisors.
For the evaluation the customer's satisfaction level the interviews will be conducted form customers as well. This will be done arbitrarily as in several holidays, special events such as Xmas. For this purpose at least three arbitrary customers will be interviewed and you will be asked several questions that may also include open up ended and close concluded questions. These interviews will find the frame of mind of the supervisors, workers and even the managers of the Tesco store form the customers on different occasions.
3. 5 Data analysis
For sorting out the relevant data form the extensive literature review, data decrease procedures will be used and to the analysis of the empirical data which would be accumulated from the interviews and surveys will be done through software i. e. SPSS.
Ethical concerns
On the topic drive for the employees and customer satisfaction a wide literature comes in the form of books, publications, magazines, articles, peer reviews etc. and can simply be reached from the libraries of form online resources. So far as the interviews and surveys are worried, the respondents will be informed before the interviews and surveys. The reason and the reason of the questions to be asked will be elaborated to all the respondents and there will be no training video and audio tracking of the interviews. Furthermore, the reactions of the interviewees will be maintained highly private. For the survey forms a drop field would be made offered by different Tesco stores and the respondents will not have to write their titles or other information which shows their id. This will allow getting the fair and actual replies of the workers. Prior authorization and visit for the interviews from the store respected managers as well as the organization will be studied.
Time Table
Research
Dec-2010
Jan-2011
Feb-2011
Mar-2011
Research proposal
Data Collection
Editing and Printing
Consultation with supervisor
Final Draft
Submission
