Mba HR Project Report Synopsis

Project Synopsis
Titled
“Relationship BETWEEN HUMAN

RESOURCE MANAGEMENT AND
CUSTOMER SERVICE”
SUBMITTED BY: _______________
ENROLLMENT NO : ___________________
UNDER THE GUIDANCE OF: ___________________
HR, HRM &CUSTOMER SERVICES
SUBMITTED TO: INDIRA GANDHI NATIONAL OPEN UNIVERSITY

INTRODUCTION
In modern service organisations, customer satisfaction is a key
factor contributing to organisational success. The collective
attitudes and behaviours of the workforce in organisations have
great potential to impact customer satisfaction because of their
direct contact with customers. The increasing markets’
globalisation and the continuous changing business environment
have led business organisations to employ human resources
management practices so as to be able to compete effectively.
The positive relationship between Human Resources Management
policies and practices and organisational performance has been
emphasized over the past decade by many researchers
internationally. One of the key variables in achieving the aims
of HRM is way the service is delivered.
Not only are the actions of employees fundamental for a high-
quality delivery of service, but also that their morale
influences consumer satisfaction. In all types of industries,
the level of employees’ dedication has been one of the most
important indicators of an organization’s performance. Long-term
customer satisfaction is closely related to the organizational

culture which affects employees’ eagerness to serve customers.
There are two main ways that organizations can improve relations
between human resources of the organization and their customer
satisfaction.
(i) Good human resources management policies and practices must
be adopted to ensure employees’ satisfaction. Management support
plays an important role in enabling employees to provide high
quality service to customers.
(ii) The organization has to implement its organizational
values, policies and procedures to leverage the delivery of high
service quality to customers.

RATIONALE OF THE STUDY
This research examined organizational commitment and customer
focus as mediators between HR practices and customer
satisfaction of seventy-one work units from twenty-five business
units from a single firm in the food service industry. Customer
satisfaction was assessed by ratings from multiple customers
eighteen months after HR practices and process mechanisms were
assessed from unique groups of employee respondents. Results
suggest that employee commitment and customer focus partially
mediate the relationship between HR practices and customer
satisfaction.
Employees in service contexts who are customer focused may play
a large role in promoting customer satisfaction. Core employees
in service organizations have direct contact with customers
and/or a direct impact on the quality of a product or service
provided. Customer focused in-role as well as extra-role
customer focused helping behaviors stemming from value alignment
may have a significant impact on the quality of service
customers receive.
PROBLEM STATEMENT
To examine the relationship between Human Resource Management
and Customer Service.
SCOPE OF THE STUDY
Customer relationship management's definition is also its

ambition: the development and maintenance of mutually beneficial
long-term relationships with strategically significant markets.
The focus is on creating value for the customer and the company
over the longer term. The value perceptions of the customer
serve as bonds, or exit barriers, which inhibit the search for
alternative sources of supply. The great American circus
entrepreneur, P T Barnum, once said 'There's a sucker born every
day'. One customer departs, another customer arrives. There's
little doubt that Barnum provided great, spirited and inventive
entertainment for his customers but he didn't expect them to
come back. Once the show was over, a new 'sucker' had to be
recruited.
Today's businesses compete with multi-product offerings created

and delivered by networks, alliances and partnerships of many
kinds. Retaining customers is critical to corporate performance.
This shift away from the marketing's conventional focus on the
Barnum-like transaction rather than the relationship is being
driven by, and enabled by, a number of changing business
conditions. First, competition for the customer is becoming more
intense. Local and national suppliers' location advantage is
being eroded as trade barriers are removed and geographic
boundaries are redefined by the established and emergent trading
blocs. As access to markets is becoming less localised, demands
on logistics management and distribution partnering are becoming
more significant. Second, markets are becoming more fragmented.
In the more developed economies, we have moved from mass
marketing – always associated with the condition of demand
exceeding supply – through market segmentation, towards
individualised marketing.
This so-called one-to-one marketing strategy is based on the

premise that customers will be more loyal and utter more
positive word-of-mouth if value propositions are customised to
meet their particular, perhaps unique, requirements. Third,
customers are becoming more demanding. Their expectations for
reliable product and responsive service are becoming more
extreme. Customers demand more and are much less tolerant of
failures. Customers compare their experiences against best-in-
class expectations. For example, if it takes no paperwork and
two minutes' interaction at a desk to hire a car, customers will
want to know why it takes fifteen minutes and form-filling to
check into a hotel. Expectations are a moving target. What used
to delight customers a year ago is only likely to satisfy them
today. What was once a motivator is now a hygiene factor.
OBJECTIVES OF THE STUDY
 To identify the relationship between human resource and

customer satisfaction.
 To identify the relationship between human resource and
customer satisfaction in a particular organization.
 To collect relevant data in this regard.
 To study behavioral patterns in the context of HRM and
customers service in India.
 To compare various behaviors in different organizations.
RESEARCH METHEDOLOGY
Data Source
Both Primary and Secondary data will be used.
Primary data: Through Questionnaire survey, it will be based on
interview schedule.
Secondary data: Through various databases provided by various
magazines, articles, websites, etc.
Data Collection Techniques
Questionnaire and interviews
Sampling Technique
Sample size: The sample size will be 100 (may change during
actual study).
Sample Design: Samples will belong from both the genders.
Samples will be mostly from the working group.
Sample Area: NEW DELHI

Research Design
(a) Descriptive & data base (historical)
Descriptive for describing characteristics, predicting and for
answering specific questions.
Test Statistic to be Used
All the analysis & conclusion will be derived from the secondary
data collected and primary information sources by using average
return or mean return. All suggestions and recommendations are
based upon the conclusion derived from the study.

LIMITATIONS OF THE STUDY
 TIME CONSTRAINT
 RESEARCH CONSTRAINT
 SAMPLE SIZE CONSTRAINT
 RESPONDENTS MAY NOT BE WILLING TO RESPOND
BIBLIOGRAPHY
 “HR practices and customer satisfaction: the mediating link
of commitment by Lisa M. Moynihan, Center for Advanced
Human Resource Studies, Cornell University, 2001, Cornell
University, 22 Apr 2011, 18 pages.
 “Reinventing Human Resource Management: Challenges and New
Directions” by Cary L. Cooper, Ronald J. Burke, Psychology
Press, 2005, 320 pages.
 “Human Resource Management 4E” by Bernardin, Tata McGraw-
Hill Education, 2007, 842 pages.
 “High performance HR practices and customer satisfaction:
employee process mechanisms” by Lisa M. Moynihan, Timothy
Gardner, Patrick M. Wright, Center for Advanced Human
Resource Studies, Cornell University, 2002, Cornell
University, 21 Apr 2011, 26 pages.
 “Researching Customer Satisfaction & Loyalty: How to Find
Out what People Really Think” Market research in practice
series by Paul Szwarc, Market Research Society, Kogan Page
Publishers, 2005, 258 pages.

Mba HR Project Report Synopsis

Uploaded by

Copyright:

Available Formats

Mba HR Project Report Synopsis

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Mba HR Project Report Synopsis

Uploaded by

Copyright:

Available Formats

Project Synopsis

“Relationship BETWEEN HUMAN

SUBMITTED BY: _______________

UNDER THE GUIDANCE OF: ___________________

HR, HRM &CUSTOMER SERVICES

SUBMITTED TO: INDIRA GANDHI NATIONAL OPEN UNIVERSITY

In modern service organisations, customer satisfaction is a key

factor contributing to organisational success. The collective

attitudes and behaviours of the workforce in organisations have

great potential to impact customer satisfaction because of their

direct contact with customers. The increasing markets’

globalisation and the continuous changing business environment

have led business organisations to employ human resources

management practices so as to be able to compete effectively.

The positive relationship between Human Resources Management

policies and practices and organisational performance has been

emphasized over the past decade by many researchers

internationally. One of the key variables in achieving the aims

of HRM is way the service is delivered.

Not only are the actions of employees fundamental for a high-

quality delivery of service, but also that their morale

influences consumer satisfaction. In all types of industries,

the level of employees’ dedication has been one of the most

important indicators of an organization’s performance. Long-term

customer satisfaction is closely related to the organizational

between human resources of the organization and their customer

(i) Good human resources management policies and practices must

be adopted to ensure employees’ satisfaction. Management support

plays an important role in enabling employees to provide high

quality service to customers.

(ii) The organization has to implement its organizational

values, policies and procedures to leverage the delivery of high

service quality to customers.

This research examined organizational commitment and customer

focus as mediators between HR practices and customer

satisfaction of seventy-one work units from twenty-five business

units from a single firm in the food service industry. Customer

satisfaction was assessed by ratings from multiple customers

eighteen months after HR practices and process mechanisms were

assessed from unique groups of employee respondents. Results

suggest that employee commitment and customer focus partially

mediate the relationship between HR practices and customer

Employees in service contexts who are customer focused may play

a large role in promoting customer satisfaction. Core employees

in service organizations have direct contact with customers

and/or a direct impact on the quality of a product or service

provided. Customer focused in-role as well as extra-role

customer focused helping behaviors stemming from value alignment

may have a significant impact on the quality of service

SCOPE OF THE STUDY

Customer relationship management's definition is also its

Today's businesses compete with multi-product offerings created

This so-called one-to-one marketing strategy is based on the

 To identify the relationship between human resource and

Both Primary and Secondary data will be used.

Primary data: Through Questionnaire survey, it will be based on

Secondary data: Through various databases provided by various

magazines, articles, websites, etc.

Data Collection Techniques