In this modern world, a key management challenge is to create lasting, sustainable, competitive advantage based on largely untapped points of differentiation. To many CEOs, the challenge feels weighty and unsolvable
Yet, as a rising number of astute companies have learned, American business has long overlooked and mismanaged one of its most critical assets: human capital. Ample research makes clear that satisfied employees generate demonstrably superior customer satisfaction and thus, satisfied customers are more profitable ones. In other words, creating a work environment with satisfied and motivated employees has been proven critical to achieving profit goals, delivering on marketing promises and competing over the long term.
A key assumption in management is that employee attitudes and reactions to organisational change are associated with departmental performance. In a service organisation, customer satisfaction is a vital performance indicator along with measures of unit productivity and administrative effectiveness
In the 1990s, customer satisfaction had a significant impact on management thinking. In fact, the realisation that understanding, meeting, and anticipating customer needs was probably the most important source of sustained and competitive advantage for a company who has a decisive effect on the setting of corporate priorities and practices.
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Since long time it has been an aim for work psychology to discover reasons why there is variation between individuals in their motivation to work and also how individual differences relate organisational factors to influence individual satisfaction and motivation.
Two salient ongoing organisational issues faced by managers include eliciting the commitment of employees and staff retention. Researchers have subsequently highlighted the importance of retaining committed employees as an aspect of survival for organisations. In response to these potential problems, many forward-thinking organisations are striving to create a positive organisational climate in an attempt to retain valuable employees through various HRM initiatives. Some of these practices are to ensure that there is good relation between the individual employeesâ€™ values and the organisationâ€™s values.
In organisational sciences the most often studied construct is maybe employee satisfaction (Schneider and Brief, 1992). Most organisations continue to struggle in their efforts to measure and improve employee attitudes related to work.
Effectively measuring and improving employee satisfaction is thus a critical function of contemporary management. Because businesses are becoming more competitive, and because employees with the skills and abilities needed to obtain competitive advantages are becoming scarcer, management can no longer afford to see employees as replaceable inputs (Miles and Creed, 1995). Management must consider employees as rather important contributors whose views and ideas are essential source of knowledge.
This requires the development of relationships that go outside the bounds of traditional hierarchy, as well as the acknowledgement that employee retention is dependent on a continuing exchange of agreements and contributions between employees and firms (Rousseau and Parks, 1992).
In this sense, employees are similar to customers; their satisfaction and retention are instrumental. The notion of employee as customer has been previously developed. For example, Berry (1981) mentions that whether managing customers or employees the main focus remains the same that is to attract patronage through satisfying needs and wants. In both cases individuals and organisations are involved in exchange. The nature of what is exchanged may vary, but the importance of satisfying needs and wants remains constant, meaning that the management of employees is often similar to the management of customers.
This report tries to explain the impact of attitudes on the employee performance and the company chosen is a medium size organization knows as Teleservices Ltd. It specializes itself in the production of phonebook directories.
1.2 Aim of the dissertation
The aim of this dissertation is to have an insight of the impact of attitudes on the performance of the employees at Teleservices Ltd and thus to see whether performance will be improved through the implementation of attitudes factors.
1.3 Objective of the study
By conducting this study, an attempt will be made to verify whether attitude factors do really have an impact on performance. The objectives of the study are also:
1.4 The research question
The research question is as follows: what impact does attitude have on performance of the employees?
1.5 Research Methodology
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The methods used to collect data for the study have been carried out through questionnaire filled by the staffs of Teleservices Ltd.
1.6 Introduction of the company Teleservices Ltd
Teleservices Ltd is the largest publisher of phonebook directories in Mauritius. Teleservices, leader in directory business, also produces the main phonebooks (MT Phonebook and the MT yellow Pages) of Mauritius Telecom, the incumbent operator.
1.7 Quality Objective and Goal of Teleservices:
Teleservices Ltd is committed towards delivering excellent customer service through its quality network and highly dedicated team. In order to achieve its objective the company needs committed employees with positive attitudes towards their work.
1.8 Job Satisfaction
The company Teleservices Ltd recognises that satisfied employees are crucial for its success as it deals with customers. As a result, it is imperative for the organisation to retain their employees by nurturing a work environment that promotes their job satisfaction. Failure to pay attention to employee wellbeing at work will have in the long term to deal with the effects of less productive employees. Thus at Teleservices Ltd the factor of job satisfaction is considered as the most important.
1.9 Leadership Style
In a company like Teleservices Ltd which deals with customers in its every day to day transaction needs to have the appropriate leaders with effective leadership qualities in order to manage the company effectively. Management need to place high value on trust and respect for individuals and communicate this to all employees in a way that conveys honesty and commitment. Moreover the leaders must be able to motivate the employees to strive towards achieving the targeted sales
1.10 Employee commitment
Committed employees are a perquisite for Teleservices Ltd. Having a dedicated workforce increases the pool of customers and in turn generating higher revenue for the company. These employees show a willingness to work towards achieving the goals and objectives of the organisation and they develop a sense of belongingness thereby maintaining their membership in the company.
1.11 Customer Satisfaction
It's a well known fact that without customers there exist no businesses. Increasing competition is forcing businesses to pay much more attention to satisfying customers. Also customer loyalty is a major contributor to sustainable profit growth. Thus the company Teleservices must ensure that this aspect of customer satisfaction is given key considerations in order to survive and maintain its existing customers and in addition to attract new customers.
Further information is available on the company Teleservices Ltd in appendix 2.
1.12 Benefit of the study
The study will first permit to better understand how the attitudes factors can drive the employees of Teleservices Ltd to perform better. These factors are the key elements, which allow the staffs and management to take decisions which will contribute towards the success of the organization. This study will also help management to adopt the best techniques which will enhance performance in order to achieve the company objectives. It will also give an idea to management to assess whether the related incentives and procedures are appropriate or should it be enhanced to improve performance.
1.13 Dissertation structure
Chapter one provides an introduction of the study. It gives a brief overview of the dissertation and the company Teleservices Ltd. It also includes its aim and objectives.
Chapter two will review the existing literature that exists on the issue of employee attitude and performance. Various theories of attitudes are illustrated and evaluated. This will enable hypothesis to be formulated.
Chapter three will discuss the research methodology and the design of the survey. After the questionnaire has been designed, a pilot testing was conducted to be able to know if the questionnaire is appropriate or not. A description of how the research process was carried out will be outlined and problem encountered during this exercise will also be discussed.
Chapter four focuses on the analysis of the data collected during the survey. The hypotheses will be tested and the result will be outlined.
Chapter five provide the recommendation for the development of positive employee attitudes and improvement of performance.
Chapter six is the last part of the dissertation. This chapter provides the conclusion and further research of the study.
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The study is based to assess the impact the impact of employee attitude and performance. For this purpose the company Teleservices Ltd has been chosen as this company deals with mainly customers and attitudes is considered as an important element in this kind of business where the success depends on the customers.