Correlation between Work Environment and Service Profit Chain, Job Satisfaction and Service Climate - Research Proposal Example

Evaluation of Research Methods Contents Contents Introduction 3 Discussion 3 Research problem and explanation 3 Literature Review 4 Causes & Effects 5 Research Methods 5 Findings and comparison 6 Limitations & future research suggestion 7 Hypothesis formulation 7 Suitable research method 8 Research action plan 8 Conclusion 9 Reference 10 Introduction There are wide array of business problems identified in the current scenario. Many business organizations adopt best practices so as to efficiently deal with such challenges. In this study, achieving higher levels of customer satisfaction is the major business issue. This issue would be analyzed with the support of some academic articles. Research has been exhibited differently in these articles. Customer satisfaction level is closely knitted with appropriate service delivery, product quality, green marketing practices, etc. The satisfaction aspect basically differs from one individual to another. Employees also play a vital role in enhancing degree of customer satisfaction. Environmental consequences of overall business operations have an impact on corporate image. This study shall not only evaluate theoretical backgrounds proposed by various researchers but even outline hypothesis for future research study. On the basis of this evaluation, future research method shall also be highlighted. This research method would be well aligned with identified current business problem. Discussion Research problem and explanation The major research problem determined in chosen academic articles revolves around factors affecting customer loyalty and satisfaction. In current business scenario, it is essential to sustain wide base of loyal customers. Higher levels of customer satisfaction are necessary in order to drive in desirable profit margins. In the articles, working environment of service and product organizations is encompassed. Authors state that environmental management practices are strongly associated with profit chain. They even indicate importance of employee engagement towards acquiring and sustaining customer satisfaction. The problem is in context of efforts undertaken by business organizations to improve customer satisfaction level. Literature Review As per Kassinis and Soteriou (2003), ecological effects, rising costs and environmental awareness are putting excessive pressure on organizations to incorporate environmental friendly practices. Green business strategy is commonly observed in all firms. This strategy is all about implementing innovative practices to reduce possible environmental impact. The implications of environmental management techniques are resource savings, cost reductions, improved employee morale, and customer retention. Service firms usually witness more challenges compared to product firms. Customer presence within the system is a vital component of service consumption and production. There are certain environmental practices which are hidden from customers. Pollution prevention is a challenge faced by many real world organizations. Pollution control measures are adopted by firms but day-to-day operations are such that negative impacts on environment cannot be reduced to a greater extent. Service production to consumption is responsible for creating adverse impacts on environment. The marketing concept is about satisfying needs and wants of customers. Customer satisfaction can also be defined as perceived discrepancy existing between actual performance and prior expectations. Performance level is perceived only after consumption of products or services by end customer. There exists a positive relationship between customer loyalty and customer satisfaction. Customer loyalty is at times defined as attitude. Different feelings are possessed by individuals and this initiates attachment of an individual with service or product. This represents cognitive behavior of customer loyalty. Loyalty is also considered as a behavioral phenomenon. It is observed that some individuals prefer purchasing products or services from a specific supplier. Loyalty behavior comprises of increased relationship scope, relationship continuance, and customer recommendation. Environmental management practices take into consideration multiple factors like employee retention, employee satisfaction, and internal service quality and employee productivity.1 These factors work in collaboration so as to improve degree of customer satisfaction. A highly satisfied customer in later phase forms a loyal customer who directly or indirectly contributes towards market performance. Causes & Effects Customer satisfaction and loyalty has gained importance in current scenario due to increased level of competitiveness in the market place. Every organization needs to maintain large base of loyal customers so as to sustain their market position. The major causes behind rising concern towards customer satisfaction are increased level of competition, more focus on environmental friendly practices, similar products or services offered by multiple players and higher expectation level. Effects of this issue are in context of decreased market performance level, growth of brand switchers and failure to maintain consistency in the industry. Research Methods The articles chosen for this study highlight issues related to customer satisfaction and loyalty. Research methods form the basis of any research study. In all these articles, there are different forms of research methods which are incorporated. For instance, in some articles primary research is the key area of focus whereas in other articles qualitative research has been included. One of the articles has undertaken primary research study through designing an appropriate questionnaire survey. This survey was conducted on hotel industry in European Union. The main aim of this survey was to analyze environmental management practices adopted by hotels in order to retain customers. Secondary research was also included in one of the articles. This form of research method helps in understanding theoretical perspectives of customer loyalty and its relationship with management practices. Focus group study has also been noticed in such research articles since it facilitates acquiring diverse set of opinions. Findings and comparison Customer satisfaction and environmental practices are positively related with one another. Performance gains in any business organization are closely knitted with adoption of environmental friendly practices. Marketing literatures clearly indicate that customer satisfaction yields higher revenue margins. Future transaction costs can also be regulated by focusing on ways to enhance customer satisfaction level. Firm’s performance level is greatly influenced by service operations on the basis of customer loyalty and satisfaction. Environmental management practices help in cost reduction and gaining high levels of customer satisfaction. One of the articles even outlined that hotel industry is developing green rooms where adverse impacts created by daily business operations are reduced to minimum. In many business firms, information is shared across departments which enable optimum utilization of energy resources. Collaborative working approach between supplier and service providers contribute efficiently towards environmental friendly practices. On the contrary, in other articles, customer involvement is considered to be an important factor in context of firm performance and environmental management practices. Green marketing has a strong impact on customer’s perception. Customers are nowadays inclined towards consuming environmental friendly products. These kind of marketing techniques proclaim that eco-friendly measures have been implemented by an organization. Limitations & future research suggestion Research limitations are mainly in the form of restricted data which could be accessed so as to evaluate relationship between customer satisfaction and environmental friendly practices. Customer satisfaction is stated as dependent only on eco-friendly business practices. However there are wide ranges of elements that denote customer satisfaction level. Product and service organizations will focus on distinct environmental management techniques. The research articles do suggest future research on this topic. In future studies, customer satisfaction can be related with employee engagement. Employees play a critical role in delivering service to customers and designing of suitable business practices. Hypothesis formulation Customer satisfaction is a growing concern for all business organizations. This issue is directly linked with operational procedure of firms. A wide base of satisfied or loyal customers is required by all firms in order to acquire profit margins as well as retain market position. Future research studies might propose specific measures which can be adopted by firms to avoid customer loyalty related issues. Hypothesis for future study might be as follows- H1: Positive work environment has an impact on service profit chain H2: Employee job satisfaction can be greatly influenced by service climate H3: Customer satisfaction level is influenced by degree of employee job satisfaction H4: There exists a relationship between employee engagement and customer satisfaction These hypotheses shall address a completely different dimension of identified business problem. Suitable research method As per the analysis, previous research studies have been conducted on importance of green business practices so as to achieve higher degree of customer satisfaction. Customer satisfaction is an alarming issue and is not only dependent on green marketing techniques. Service delivery also tends to govern customer satisfaction or loyalty. Quantitative research methods can be applied in future years to deliver best possible research outcomes. Statistical tools can also be utilized so as to evaluate accuracy of data collected. The most suitable research procedure would be to gather information from product and service organizations. A comparison and contrast of these different techniques shall highlight key reasons behind increased or decreased customer satisfaction. Research action plan   Weeks Activities 1 2 3 4 5 6 7 8 9 10 Identification of research area                     Formulation of research question                     Formulation of hypotheses                     Collection of background data                     Research topic refinement                     Highlighting research alternatives                     Selection of research tools                     Tools administration                     Data analysis                     Learning and outcomes of research study                     Conclusion This study reflects upon a current business problem and its probable consequences. Some research articles have been considered for this particular study. This mechanism has helped to understand diverse set of views brought forth by researchers. Researcher’s views were mainly centered towards green marketing practices and its potential impact on customer satisfaction level. However there exists future scope for this research topic. Customer satisfaction is an area of concern for all business organizations. There are efficient measures adopted by real world organizations to encourage customer commitment and accomplish corporate goals. Future research method is suggested to incorporate quantitative measures so as to analyze market information. Reference Kassinis, George, and Andreas, Soteriou. Greening the service profit chain: the impact of environmental management practices. Production and Operations Management, 12(3), pp. 386-403. 2003. Read More