Discuss about he Effect of Training and Development of Employees.
In this part of the paper the researcher will analyze the various secondary data collected for the purpose of this research. The researcher will analyze the data with respect to the effect of training and development on customer satisfaction available through various books and journal articles. The researcher will discuss the effects of diverse options available to a customer with respect to the selection of products and services. The researcher will further discuss the importance of customer satisfaction on the performance of the businesses. The researcher will also discuss the relationship between training and development of employees and customer satisfactions.
Increasing competition in the market place in the modern society demands for customer satisfaction. The customers have various available options which they can freely choose (Kärnä 2014). Most of the organizations in the food and beverage industry provides similar products therefore the service they provide become a deciding factor based on which the consumers make their choice.
The customers are the the foundations on which an organization is based on (La and Yi 2015). If customers are not satisfied the organization would not be able to continue with its operations successfully and individuals and groups would be less interested in the products and services provided by them. The matrix in relation to customer satisfaction index is very useful to the managers so with respect to analyzing the business performance. It is one of the most important indicators with respect to loyalty and repurchases intentions of customers. It is the index which differentiates between two organization providing similar products. Customer satisfaction helps the businesses to reduce customers churn along with increasing the life time values of customers. It is a fact that customer retention is cheaper than acquiring new customers therefore it is essential to provide customer satisfaction. A loyal customer can also reject his favorite brand if he is not provided with customer satisfaction. It has been observed that customers mainly leave a brand not because of products but because of inadequate satisfaction provided by the organizations to the customers. When an organization provides good level of customer satisfaction it is always stays ahead of its competitors (Cummings and Worley 2014).
If the employees of an organization are trained and are provided with appropriate rewards to ensure that the customers are satisfied there is no reason for which an organization cannot achieve customer satisfaction. The employees having the knowledge of how to satisfy customers along with motivations in form of rewards would put in that extra effort which would make any customer fell good about the services of the company. Customers who are provided with quality service create minimum problems for employees as they are aware of the fact that the employees are giving an effort towards their satisfaction. When such positive behavior is observed in the customers by the employees they also become keen to enhance their efforts towards providing better customer satisfactions. When the employees become aware of the exact things they require with respect to handling customers in a better way than they would automatically provide better services to the customers increasing customer satisfaction (Cummings and Worley 2014). As the employees are the people who directly deal with customers they have to be provided with a proper framework which they can use as guidelines towards providing customer services. If the employees are provided with training in relation to communication they would be able to understand what the customers exactly want from them (Goetsch and Davis 2014).
If the employees are provided with information in relation to the products of the company and are trained on how to provide such information to the customers it would automatically increase customer satisfaction. The customers would be able to understand the utility of the product and how it should be used to yield best results and therefore enhancing the experience of the customers (Anitha 2014).
When the employees of an organization feel that the company is taking all possible steps to ensure the development of the employees they would also want to give extra effort towards the betterment of the organization (Wilder, Collier and Barnes 2014). The employees would make sure that they give extra effort towards the training and development program so that they can ensure that the customers are satisfied. Moreover it have been found that employee satisfactions is directly related to customers satisfaction that is the satisfied employees provide better customer satisfaction as compared to the employees who are not satisfied (Elnaga and Imran 2013).
The critiques of training and development provide that such programs are not economically beneficial for the organizations as they require a lot of investments and are usually time consuming. Training is provided during the time of employment and during such time the employees are not able to do their normal course of work. However it is to be noted in this case that this investment results in long term benefits for the organization and the employees gain all knowledge which helps them to provide better services to the customers.
The customers will only be willing to avail the services of the organization only if they are treated with respect and care by the employees as there are plenty of options available to the customers. the customers provide rare chances to rectify a mistake made by the employees therefore it must be ensured by the employees that they are able to provide flawless services to the customers so that they realize that they are getting back their value for money (Anitha 2014) .
Effect of digitalization
In the age of digitalization it is very important for the employees to know how to use the internet to communicate with the employees and address their needs. The customers have also become accustomed to the internet and usually prefer the source to order food thus it becomes all the more important for the employees to be accustomed to the internet so that they can provide better customer satisfaction.
The appropriate questions which would be addressed by the researcher through are as followers
Research methodology is the manner in which a research is carried out by the researcher. The part will signify the type of data collection method that is primary or secondary which would be used by the researcher to collect data for the research. The part will also discuss the kind of method used by the researcher to analyze the data which has been collected for the research. The part will also describe the process used by the researcher towards the research (McGivern 2013).
The researcher will conduct the research according to the followings steps.
Source: Created by Researcher
Data collection method is the process in which the researcher collects data for the purpose of the research. Data is usually collected via primary or secondary data collection methods (Treiman 2014).
The researcher will be collecting data for the purpose of this research through both primary and secondary methods. Primary data will be collected by the researcher through a series of interviews conducted on selected frontline employees of the McDonalds Australia and randomly chosen customers of the organization. Another interview would be conducted on different sets of employees and customers to verify the result obtained from the first interview. Secondary data would be collected by the researcher through the available books and journal articles to analyze the current trends related to the chosen topic (Miles, Huberman and Saldana 2013).
Data analysis methods can be divided into two categories which are qualitative data analysis and quantitative data analysis.
Qualitative data analysis method
Qualitative data analysis method is used when the research is based of secondary data and content analysis.
Quantitative data analysis method
Quantitative data analysis method is used when the research is based on primary data such as interviews and surveys and analysis is done based on numbers and statistics.
The researcher will use quantitative data analysis for the purpose of this research as the research is primarily used on interviews and surveys conducted by the researcher on employees and customers of the organization. The data will collected by the researcher would be based on numbers and statistics obtained through the interviews which would be conducted (Palinkas et al. 2015).
With respect to primary data the researcher will conduct interview based on two separate focus groups which would be comprised of twenty front line employees of the organization and the second group would consist of fifty randomly chosen customers. The results obtained from the first groups of employees and customer would be confirmed by the researcher by conducting another interview of two separate groups comprising of ten frontline employees and twenty customers
Interview questions for the employees
The employees comprising of the first focus group would be analyzed by the researcher to determine what changes the employees are have witnessed since the training and development program have been incorporated within the organization. With respect to this the employees would be asked by the researcher that what are the challenges such as time management and understanding the employees are facing in relation to the program (Krueger and Casey 2014). This question would help the researcher to identify the various loopholes in the programs which can then be addressed to yield the best possible results. The researcher would also ask the employees that what are the challenges they faced towards providing quality customer care before the training and development program was incorporated into the organization. This question would help the researcher to understand what are the basic problems faced by the employees towards providing quality customer care and how can such problems be solved by the incorporation of training and development program (Pantouvakis and Bouranta 2013).
The researcher would also ask the employees about what benefits they have acquired through the incorporation of the training and development program and the program has been able to provide them with essential tools for dealing efficiently with the customers. This would let the researcher known the positive effect the program is having of the employees and how satisfied the employees of the company are through the program. The researcher will also ask the employees that what are the main issues which the program has been able to address and what are the issues which the employees are still facing difficulties with respect to customer satisfaction. The researcher will be confirmed through this question that what additional inclusion does the training and development policies incorporated by organization needs to enhance customer satisfaction. The researcher will also ask the employees to rate their skills of communication, service, complaint handling, knowledge of products, attentiveness and time management on the basis of the change observed by them with respect to these skills after the incorporation of the training and development programs (Gounaris and Boukis 2013).
The researcher will ask the same set of question to the second group of employees so that he can be confirmed about the results obtained from the interview of the first group. These results would be used by the researcher to provide relevant recommendations so that the training and development program can be used more effectively by organizations with respect to enhanced customer satisfaction.
Interview questions for customers
The questions which the researcher would ask the customers will be based on the changes the customers have observed after the training and development program for employees have been incorporated within the organization. The customers would be asked whether or not the behavior of the employees have been changed towards them. This would help the researcher know what mental effect the training and development program is having on the employees as it would directly be reflected on their behavior towards the customers (Ullah and Yasmin 2015). The researcher would ask the customers about improvement of services provided by the employees so that he can analyze what effect the program is actually having towards the improvement of services provided by the employees (Frey, Bayón and Totzek 2013). The researcher will also ask the customers whether their brand loyalty towards the organization have been effected after the organization has taken the step to incorporate training and development of their employees to provide better customer satisfaction (Lee, Back and Chan 2015). This would be done by the researcher as brand loyalty is directly proportional to customer satisfaction.
The main purpose of this research is to bring out the fact that training and development of the employees directly influence customer satisfaction. The research would be very helpful, for business organizations that provide products and services to customers on daily basis and where customer handling is a prime concern. The organization would than not hesitate to incorporate training and development programs within them as they would be aware of the benefits derived through such inclusions. The research will also provide recommendations which would help the organization who have already incorporated such programs within them to implement them in a better way in order to derive maximum benefit out of them. The research would also help the employees of such organizations to gain handy experience in relation to customer satisfaction which would also provide them with personal development. The research would also strengthen the fact that employee satisfaction is directly proportional to the way in which employees provide services to the customers.
References
Anitha, J., 2014. Determinants of employee engagement and their impact on employee performance. International Journal of Productivity and Performance Management.
Cummings, T.G. and Worley, C.G., 2014. Organization development and change. Cengage learning.
Eisingerich, A., Merlo, O., Heide, J. and Tracey, P., 2016. Customer satisfaction and purchase behavior: The role of customer input. In Looking forward, looking back: Drawing on the past to shape the future of marketing (pp. 220-220). Springer International Publishing.
Elnaga, A. and Imran, A., 2013. The effect of training on employee performance. European Journal of Business and Management, 5(4), pp.137-147.
Ferrell, O.C. and Fraedrich, J., 2015. Business ethics: Ethical decision making & cases. Nelson Education.
Fornell, C., Morgeson III, F.V. and Hult, G.T.M., 2016. Stock returns on customer satisfaction do beat the market: gauging the effect of a marketing intangible. Journal of Marketing, 80(5), pp.92-107.
Frey, R.V., Bayón, T. and Totzek, D., 2013. How customer satisfaction affects employee satisfaction and retention in a professional services context. Journal of Service Research, 16(4), pp.503-517.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence. Upper Saddle River, NJ: pearson.
Gounaris, S. and Boukis, A., 2013. The role of employee job satisfaction in strengthening customer repurchase intentions. Journal of Services Marketing, 27(4), pp.322-333.
Kärnä, S., 2014. Analysing customer satisfaction and quality in construction–the case of public and private customers. Nordic journal of surveying and real estate research, 2.
Krueger, R.A. and Casey, M.A., 2014. Focus groups: A practical guide for applied research. Sage publications.
La, S. and Yi, Y., 2015. A critical review of customer satisfaction, customer loyalty, relationship marketing, and customer relationship management. Journal of Korean Marketing Association, 30(1), pp.53-104.
Lee, J.S., Back, K.J. and Chan, E.S., 2015. Quality of work life and job satisfaction among frontline hotel employees: A self-determination and need satisfaction theory approach. International Journal of Contemporary Hospitality Management, 27(5), pp.768-789.
McGivern, Y., 2013. The practice of market research: an introduction. Pearson Higher Ed.
Miles, M.B., Huberman, A.M. and Saldana, J., 2013. Qualitative data analysis. Sage.
Palinkas, L.A., Horwitz, S.M., Green, C.A., Wisdom, J.P., Duan, N. and Hoagwood, K., 2015. Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), pp.533-544.
Pantouvakis, A. and Bouranta, N., 2013. The link between organizational learning culture and customer satisfaction: Confirming relationship and exploring moderating effect. The Learning Organization, 20(1), pp.48-64.
Saeidi, S.P., Sofian, S., Saeidi, P., Saeidi, S.P. and Saaeidi, S.A., 2015. How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of Business Research, 68(2), pp.341-350..
Treiman, D.J., 2014. Quantitative data analysis: Doing social research to test ideas. John Wiley & Sons.
Ullah, I. and Yasmin, R., 2015. The influence of human resource practices on internal customer satisfaction and organizational effectiveness. The Journal of Internet Banking and Commerce, 2013.
Wilder, K.M., Collier, J.E. and Barnes, D.C., 2014. Tailoring to customers’ needs: Understanding how to promote an adaptive service experience with frontline employees. Journal of Service Research, 17(4), pp.446-459.
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