How internal communication can influence the employee's performance in order to improve their customer services within the retail industry

By

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

Communication in an organization is regarded as a critical factor which extends towards the organizational performance.the researcher will be “investigating whether internal communication (IC) techniques have on influence in the employees' engagement/performance (EEP) within the ASDA supermarket stores in Leeds in order to improve the customer service satisfaction. In the recent years research suggests that IC function is considered as one of the fastest growing management disciplines and also outline that many organizations in the UK recognize IC, as a distinct tool and department for the company communication success. Managers' communication practices are enhanced by using communication tools that encourage honesty and open two-way communication with their employees. Case study research will be used for this study as primary research is very time consuming and data collection for such a big company as ASDA is difficult.In a changing business environment, management must effectively use vertical as well as lateral and diagonal communication channels and opportunities on an on-going basis to deliver organizational direction.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the study1

Purpose of the Study1

Significance of the Study1

Rationale of the study2

Definition of Terms3

Limitation for the Study3

Research Questions4

Aims and objectives of the study4

CHAPTER NO 2: LITERATURE REVIEW6

Overview IC and EE6

IC, EE and organizational culture7

IC as a Two-way communication approach9

IC influence on the organization performance10

Managers and Employee Benefits12

Relationship between IC and EE16

Effective communication and job satisfaction17

IC and employee performance18

Employee and customer service20

CHAPTER 3: METHODOLOGY23

Introduction23

Case studies23

Data collection24

Research approach24

Research design25

Ethics for Internal communication26

Research Constraints26

Research Plan27

CHAPTER 4: DISCUSSION AND ANALYSIS28

Case Study Findings28

Blackpool, Fylde and Wyre NHS Foundation Trust28

Broadway29

Department for Work and Pension's30

ASDA Case Study31

Discussion32

IC techniques/tools used by ASDA32

Effectiveness of IC techniques to improve the customer service satisfaction34

Mangers and two way communication approach35

Maslow theory and relationship of staff with supervisors37

Effective communication and job satisfaction39

IC and employee performance42

Managers and Employee Benefits43

Employee and customer service45

CHAPTER 5: CONCLUSION & RECOMMENDATIONS48

Conclusion48

Recommendations49

REFERENCES51

APPENDICES56

Blackpool Fylde and Wyre NHS Foundation Trust Case56

Broadway Lodge Case60

The Department for Work and Pensions (DWP) Case63

Two way communication model67

Maslow Hierarchy of motivation68

CHAPTER 1: INTRODUCTION

Background of the study

In times of global changes many sectors such as social, economic, political and technological have radically affected the organizations environment, particularly in the communication area. Surprisingly the internal communication (IC) interest has increased significantly in the past years within organizations, especially in the way managers and employees communicate at work. The author found out that the initial literature offers extensive studies and theoretical debates about the internal communication process and its influence on the employee's performance; also it shows the main ...