Employment satisfaction and their level of customer services at Sainsbury


This research report is based on the issue of the Sainsbury organization, satisfaction of the employee and their level of customer services which has been provided by the employees. There is need to have a proper human resource management to make work force happy. One of the most important perspectives of the management is that only happy employees are able to create level of satisfaction in the consumers. So in order to lead the success it is vital aspect for the organization that is employee satisfaction. Deals with the customer can be successful because of the proper interaction level and it will be due to happy employee. And so on and on the interaction spirals, virtually feeding on it. This dissertation will be found out importance of satisfaction level of employee. (Ken, 2010)



本文研究的是英国公司Sainsbury的employment satisifaction 和他们客户服务水平之间的关系。论文采用了primary research 和 secondary research 相结合的方法,通过调查问卷搜集相关数据,然后再进行分析,最终,得出研究结果。期间多次与客户进行沟通,按照导师的feedback进行修改,最终满足了导师的要求,通过了毕业论文并取得了不错的分数。







Abstract: 2

Chapter 1 6

Introduction 6

Research background: 7

Organizational Background 8

Purpose of undertaking Research 9

Rationale for Choosing this Topic 10

Statement of Problem 10

Research Questions 10

Aims and Objectives 11

Scope of the Research 12

Research structure: 12

Chapter summary: 13

Chapter 2 13

Literature review: 13

Employee satisfaction: 13

Turnover and Absenteeism: 15

Valued Employees: 17

Training and development: 18

Communication: 19

Commitment: 19

Level of customer service: 20

Relationship between Employee Satisfaction and Customer Service 23

Criticism of studies linking employee satisfaction with the customer service values: 24


Introduction: 25

Research design: 26

Data Collection Method: 28

Primary data: 28

Secondary data: 29

Sample size 30

Sampling Type 30

Sampling population 30

Data analysis: 30

Study Period: 31

Research process: 31

Assumptions of the study: 32

Justification: 32

Reliability and Validity 33

Ethical issues: 33

Conclusion: 34

Chapter 4 34


Introduction: 34

Data analysis process: 35

Findings and analysis: 39

Conclusion: 65







List of the Graphs:

Communication of Goals & Strategies 41

Communication & Information Flow 42

Communication & Interpersonal relationship 43

Interaction with other employees. 44

Degree of value given for the employee’s Effort: 45

level of Motivation being provided to the employees: 46

Security level being provided with regard to job 47

Methods being adopted in executing Change in the organization: 48

level of performance of the employees with regard to work assign: 49

Level of individual Growth & Development: 50

Measures taken for the resolution of conflicts: 51

Efficient deployment of Skills of the employees: 52

level of Flexibility being permitted in the organization 53

Effective provision of working conditions for the employees: 53

Salary vs. Experience 53

Quantity of work Expected 54

Free Hand at Work 54

Level of provision of physical working conditions 55

Any sort of discrimination created at the place of work: 55





Chapter 1


In the current scenario there is cut throat competition everywhere across the world. Customer is the king of the market and does not have too much time as well as patience to wait for the desired product. It is not possible for the customers to wait that when will organizations come back with the desired changes and then customers will buy that product. In the present time an organization cannot expect Loyalty from the customers. Today the customers does not hesitate even they are ready to switch over to the organization whichever being able to provide proper quality of service and speed as well. (Smith, 2003)

It all became true for all the sectors. There are various companies and those are still increasing in the market; because of globalization they are doing effort towards the customer satisfaction. The place for the monopoly for particular business in the market is reduced in current time. It is necessary for the organization to have an exclusive framework and the edge greater than its competitors to carry on the business successfully. (Finlay, 2011)

Organizations must understand the difference of the expectation of the customers with respect to three terms such as Customer Service, Customer Delight and Customer Ecstasy. Those three terms should be considered for the determination of various level of customer satisfaction. In order to retain the customers, organization should give delighted services to the customers so that the customers would not switch over to the any another firm.

Due to the important strategic role of HRM, recruitment is a critical part of corporate strategies towards achieving long-term organizational growth. If an organization wants to achieve customer satisfaction and capture the market as well then the organization must be focus on the employee needs as well as their satisfaction. In this cutthroat competition there is need of the e-leaders instead of simple leaders. In the organization human resource department should work on the employee so that they perform efficiently at the required time to achieve the objectives.


Research background:


Present scenario of market is full of change, trouble and complicatedness as well. In order to survive in the market place they have to come up with extra talent and skills as well as ready to lead their business in the cut throat competition. Every organization efforts towards the enhancement of the novel techniques and know-how, establishing new companies in the frame but today they know the crucial need with respect to proper management of their work force; how important the human resource for the organization. In the view of some of the analysts, the work force is the most precious assets of the company; they are paying most of the focus towards the management of them in the company. Employees are vital contributors. (Michael, 2006)

In previous time there is devotion, trustworthiness and reliability could be seen in the employees. In the recent year, the attrition rate with respect to employees has been increased a lot. With the lots of acquisitions and mergers of businesses, work force developed a feeling that they are separate from the company’s action, execution and process and lose their stability with the firm very soon. So, employees search the new job in order to get better protected job option. To make profit for organization as well as employees; there is need to develop feeling of satisfaction for the employees and it will reflect on the customer services.

Therefore the selected topic finds the importance in the current time business. An organization must understand the dual benefit in order to retain the customer that is not only for existing customers but also to attract new customers. But when the work forces of the company refuse to go along with the organization, they are not happy, get irritated, lose interest with respect to their jobs then that all the matter of worry for the organization. If the employee talks with the customer in the aggressive tone two things may happen. First, that employee would get fired and second is either the customer will complain for the services and employee as well or that customer moves towards any other organization services and it is switch over of the customer for the company. So employee satisfaction is the vital issue for the company. (Morris, 2008)

Organizational Background

J Sainsbury plc is consists of Sainsbury’s supermarkets, handiness stores, a domicile shopping service and Sainsbury’s Bank as well. They all are known for good products and services at right prices and their purpose is to offer well services to the customers. The organization is frequently developing and enhancing product variety to provide consumers an ever-improving purchasing incident. In the area of food retailing chain the Sainsbury has got the position of longest standing major in the Britain. “Sainsbury’s” that is the name through which the organization is commonly known. Its parental company is Sainsbury plc. It is also known as Sainsbury’s Supermarkets Ltd. in the United Kingdom it has got the third position with respect to supermarkets. It means it is third biggest chain of supermarkets in that region. Sainsbury organization has 16.5% share in the industry in United Kingdom. The head office of the Sainsbury organization has established in the Sainsbury’s Store Support Centre in Holborn Circus, City of London. (Ken, 2010)

As per the financial reports and annual statements Sainsbury got profit with the wide range in quality products and In addition many stores offer delicatessen, meat and fish counters, and complementary non-food products such as clothing and home ware, pharmacies, coffee shops, restaurants and petrol stations. Sainsbury is now serving to the 15 million approximately consumers in a week. Their financial report states that they owned 727 stores throughout the UK.

At the time of, Philip Hampton was the chairman of the organization and took up Sainsbury’s chairmanship; he confidently assumed that, because of high profile difficulties of the company, there can be a business that can hold the exact worth to fighting for. In the world of retailing in the Brittan Sainsbury’s is an iconic brand. Now it is powerful and brand name because of the things that are helping to make it a great name such as well-built principled approach to trade, a enthusiasm for food, a history of novelty, good worth, meant it was a fundamentally attractive challenge. It is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.



Purpose of undertaking Research


As United Kingdom is an evolved nation and have developed economic conditions as well with several number of associates across the world that have the concentration on the employee’s trend as well as human resource development in the several organization. So, the private organizations which are based in the United Kingdom have ready to use that kind of human resource activities along with the evaluation of personnel as well as aspects related to their individuals and their requirement. So, the main motive of the study is to assess the Employment satisfaction and their level of customer services at Sainsbury.


Rationale for Choosing this Topic

In the present time the main fear for almost all company is ‘how to retain customers’. And it can be done through the performing employee but the next worried thing is ‘how to satisfy the employees’. The employees switch over to another firm easily as per their convenience with respect to job profile or not perform well if they are not satisfied. An organization has to waste money, time and efforts as well on the replacement of the individual who leaves the job. It is one of the most important tasks to make employee satisfied and retain them with overall satisfaction and comfort level. (Keith, 2008)

Statement of Problem


The research study is based on one of the bigger organization in the super market industry that is Sainsbury. It is trying to satisfy the work force by enhanced several of factors such as their skills, updating the knowledge with respect to technical knowhow and makes them more efficient as well through training and development programs. (Finlay, 2011)


Sainsbury employed many number of people as per its vastness. Huge work force operates its execution from several departments. Customer service not depends only on employee satisfaction. There are various other factors which could affect customer services. But in this study the researcher is considering only one factor that is employee satisfaction.


Research Questions 


  1. What is the need of employee satisfaction in the organization?
  2. In Sainsbury what are the goals of human resource department?
  • What are the policies which can beneficial in order to satisfy the employees?
  1. What is the meaning and advantages of the term employee satisfaction?
  2. What will be the organizations step if it is being loosing the talent because of dissatisfaction of employees?
  3. What is the relation between the employee satisfaction and their level of customer services?
  • Does the management team perceive employee satisfaction as an important tool to drive good customer service how and how they are encouraging satisfaction of employees?



Aims and Objectives

This research aims to examine and evaluate the key factors that affect the satisfaction of employees at Sainsbury’s and the effect this has on customer service. Through a framework of questions, the objective of the research is to identify if there is a relationship between high commitment HRM and employee satisfaction through the following statements.


  • Study the role of Human Resource in order to satisfy the employees.
  • Depth study about the selected topic with respect to literature review.
  • To examine all the responsible factors that affect the research through questionnaire conducted with all levels of organization.
  • Assess the outcomes of the collected information.
  • Find out responsible factors which cause the change in the employee’s tastes and preferences.
  • To give after all the study and finding based suggestions and recommendations.




Scope of the Research


This research dissertation is carried out in order to understand and assess the main factor behind employee satisfaction and their customer service level. Important objectives of the study are examination and assessment of the human resource management and also study the impact of the human resource department on the individual and organization as well. There is limit of the purposes in order to study has restriction with few number of selected branches of Sainsbury in United Kingdom and other information will be collected through the questionnaire and meetings. (Keith, 2008)



Research structure:

In this particular dissertation there are six chapters. These chapters have been constructed by subchapter and features of this research study which have also discussed as following:


Chapter 1: It has short basic information of the organization. All the questions, main objectives and the methodology for collection of data have been also discussed in the chapter’s second half. Beside that this chapter has also include the limitation which would have to attain in the journey of the research also be covered up. To gather the information this chapter includes short description of the approach technique utilized.

Chapter 2: This chapter deployed with the literature points on the subject difficulties in depth. Past experience and opinion of the several writers will be covered in this particular section. It is useful in order to give answers to the queries during the study.

Chapter 3: Primary data and secondary data which have been used to conduct the research study have been mentioned in this chapter. This chapter is constructed with the methodology, several techniques used to collect data and their significance and evaluation as well have been discussed in detail.

Chapter 4: This chapter deployed with the impact and findings as well with respect to the mentioned study. This includes charts and graphs for analysis regarding the personal meetings and questionnaire has been conducted for the study. Findings will be correlated with the evaluation used to accomplish the research.

Chapter 5: Through the findings recommendations and suggestion will be given in this particular chapter then the aim and goal behind the study will be accomplish.

Chapter summary:

In this chapter there was indication about the considered company. All the questions, main objectives and the methodology for collection of data have been also discussed in the chapter’s second half. Beside that this chapter has also include the limitation which would be attain in the journey of the research also be covered up. Help of the literature has been taken for conducting the research.