Writing The Methodology – Research Philosophy To Research Approach

Research Philosophy

Topic: Applicability of Technology in Employee Motivation and Employee Training

Increasing the rate of competition in the market has rendered a revolutionary change on the overall business scenario. Business experts in quest of gaining competitive advantages have to focus on dealing with advancement of technology. In last five years, businesspersons of hospitality industry have faced innumerable challenges in maintaining a balance between customers’ demand and supply (Xu and Gursoy 2015). The service providers were unable to manage the multicultural team while delivering services. Human resource managers especially failed to evaluate the performances of employees belonging from multicultural background at the workplace due to lack of maintaining proper database (Boella and Goss-Turner 2013). Singal (2014) in his study compared the hospitality and non-hospitality and identified greater need of multicultural workplace management in the hospitality industry. Sucher and Cheung (2015) on the other hand identified positive result of cross-cultural competency that has direct result in the performance of the team. In this situation, the emergence of technology has changed the overall scenario of business. With the help of chronological database by using various software, human resource managers can maintain systematic career evaluation progress of employees.

In addition, employees had to put immense effort in grabbing the attention of international customers (Singal 2014). They as a result, intended to lose their motivation in performing well. After the emergence of new technology, employees can easily reach the doorstep of target customers based on online media vehicle. In this kind of situation, employees can get in receiving immediate response from the customers (Law et al 2013). However, this very specific study has focused to make an in-depth understanding on how the applicability of technology leaves a major impact in employee motivation and service management within the hospitality industry. After identifying the research issue, the study would like to make a proper literature review by involving the point of view of some of the eminent scholars. By using appropriate methodological tools, the proposal would like to focus on evaluating the research issue from different point of views. Unlike the existing literatures on the field, this will attempt in identifying the applicability of technology both in motivating the employees and improving the skills of customer service providers with the use of modern technological application.

Aim of the research is to identify the efficiency of an App proposed for the manager in evaluating and motivating the employees of customer services to adjust in a multicultural environment for better serving the customers.  

• To identify the process of evaluation of the employee done by the managers of the restaurants.

Ontology

This is necessary identify the process undertaken by the managers that will in turn help developing the App accordingly.

• To identify the process managers take in motivating the employees engaged in customer service.

This will help identify the motivational factors work among the employees. Knowledge of the motivational factor will further help including the factors in the App.

• To identify the importance of feedback in the process of employee evaluation

This will help in understanding the potential of the feedback system and the mechanism of the system. Proper understanding of the feedback system is necessary so that it can be incorporated in the App precisely.

• To understand how App can help managing and communicating work to the employees.

This can help in identifying the potential of the App perceived by the managers.

• To identify the applicability of App in evaluating employee efficiency and employee satisfaction in the multicultural workplace.

This will help understanding the reach of the App and to what extent it can be implemented in the process.

Objective	Question
1. To identify the process of evaluation of the employee done by the managers of the restaurants.	How the managers teach the employees about customer service and evaluate their development?
2. To identify the process managers take in motivating the employees engaged in customer service.	How managers motivate the employees for providing quality customer service to a multicultural customer group?
3. To identify the importance of feedback in the process of employee evaluation	How feedback process can help the managers in the process of evaluation?
4. To understand how App can help managing and communicating work to the employees.	How managers can use an App in the process of evaluation of the employees?
5. To identify the applicability of App in evaluating employee efficiency and employee satisfaction in the multicultural workplace.	How App can help the employees in communicating their feedback to the managers?

Multicultural perspective in service Management

In order to review the literature based on the service research objective and the research question, it is important to conceptualize the service management of the hospitality industry. the service management is the hospitality industry is considered to be the oversee of the service provided by employee of the organization. According to Zhang, Joglekar and Verma (2012), the service management plays an impotent role in defining the success of the organization in its respective industry. The research objective focuses on the multiculturalism and therefore the review of literature requires including theoretical approach into the same. It is important to link the theoretical approach to the review of the literature in terms of establishing an argumentative discussion. The model of cultural dimension of Hofstede will be the most effective theoretical approach to the review of the literature on the impact of the service management on the hospitality industry with regard to the technological and cross cultural context (Tabari, Wilson and Ingram 2016).

The cultural dimension model of Hofstede can be to certain extent linked with the service management in terms of applying the technological advancement to the employees and enhance the employee motivation as well. The elements of the Hofstede cultural dimension are the power distance, individualism, masculinity, uncertainty avoidance, long term orientation and indulgence. The cultural dimension of this model offers an inclusive sight to the service management of the hospitality industry. Morgan and Qiao (2016) commented that the meeting of two cultural backgrounds in the hospitality industry is capable of creating conflicts among the employees as well as among the employees and the customers. In regard to the theoretical connection of the cultural dimension model, the different mentioned aspect of the employees involved in the service management can be evaluated properly.  

Main Ontology

However, Malik (2013) argued that the personal behaviour and the work ethics pull back the employees in going into the conflicts with other employees or the customers. Since, there are contradiction regarding this theoretical approach, some scholars mentioned that the issues in the service management is not only the creation of the cross cultural aspects, but there are several issues emerging from the structure of the organization, clients, decision making process, service delivery system and many others. Zhang, Joglekar and Verma (2012) found out that application of the Hofstede’s model in the hospitality organization is beneficial in terms of identifying the cultural differences service management and delivery. On the other hand, Tabari, Wilson and Ingram (2016) contradict that the cross cultural prevalence in the organizations is capable of creating competitive advantages within the service delivery of the employees which can make the employees to adapt to the multiculturalism accordingly.

However, the cultural dimension model of Hofstede creates a great impact on the service management in terms of evaluating the gaps and differences in the service delivery system which is emerged from the cross cultural prevalence in particular organization. The diverse elements of the Hofstede model are providing implication to the managerial context for regulating and managing the friction created from the cultural differences.      

Fitzsimmons (2013) identified similar issues in his research that growing demographic variation creating significant disruption in the service management. This is due to the multicultural variation within the group members in the customer service sector. The author focused on identity recognition of the multicultural employees belonging from particular social and cultural groups using social identity theory. The social identity theory as explained by Tajfe and Turner communicates that the individual belongs form a multiple social groups that form the individual identity. The belongingness of a group referred in the theory is the in-group feeling. Fitzsimmons (2013) in his research sought to utilise this feeling in an advantageous form by relating organisational culture with the individual belongingness. Deephouse and Jaskiewicz (2013) on the other hand tried to identify the motivational factors that plays important role in identification social integrity as mentioned in the social identity theory. The results of the research communicates that the perceived value of the family business among the employees is greater for building greater reputation of the organisation.

However, Hogg (2016) fails to identify the impact of in-group perceived value on the out-group economic field. In other words, the social identity theory fails in justifying the negative behaviour of the individuals in the out-group settings that reduces the service quality in the organisation.

Supporting Ontology

Building motivation within the members on a multicultural workforce reflects greater complication. Manager in-charge of multicultural workforce is advised to adopt a diversified leadership for gaining success in the operation. Shaban (2016) identified the benefits of Leader member exchange theory. The theory identifies the need of multiple leadership style for addressing individual member in the team. The motivation among the members of multicultural team is improved through relationship building. This theory proposes the leader to adopt multiple leadership style for addressing individual members of the team according to the individual preferences. The developed relationship in turn helps in providing in-group perception among the team members that has been discussed in the earlier section of the literature review. This will further facilitate in developing motivation among the multicultural team members.

Dusterhoff, Cunningham and MacGregor (2014), however, identified the limitations of utilising leader member exchange theory in a multicultural. The primary limitation of the theory as identified by the authors is the process of modifying the high quality exchange. The theory mentions about the higher quality personalised exchange between the leaders and the in-group members that are closer to the leader compared to the out-group members due to the relationship building process. They are sometimes compared to the advisors of the manger and have higher quality personalised exchanges with the leader. However, the extents of the particulars are not mentioned in the existing theory. Another limitation of the theory in the process of motivation is the discrimination. The leadership style helps in building relationship between the managers and employees for gaining greater productivity. However, the process leaders to build greater relationship between a few of the group compared to the rest. This type of special attention of the leader at multicultural workplace will ultimately lead to the employee de-motivation to the greater segment of the group.

Technology is already been integrated in the restaurant industry for satisfying the need of the customers. Various aspects of operation in the restaurants have been connected with the modern technologies for increasing customers’ value and customer satisfaction. However, evidence of technological integration in the employee motivation and employee training is absent in the industry. However, the technological integration in the other industries can be evidenced. A study conducted by Lee, Hsieh and Chen (2013) on the Taiwanese companies identifies the efficiency of technological integration in employee motivation and e-learning. The results supports the concept of technological integration that can help the managers in providing the updated knowledge to the employees through the technology.

Epistemology

Stone et al (2015), however, identified the limitation of present use of information and communication technology in HR management. The integration enabled the managers to communicate the updates necessary to improve the employee skills and to provide instant feedback on the employee performance. However, this is one sided communication that limits the ability of the technology; where the employees should be enabled with the possibilities of providing feedback about their experience in the workplace.

The existing literature provides limited knowledge about integration of technology in the HR management, employee motivation and employee training. This provides the opportunity to explore the identified field and develop application that will enable the HRM in motivating employees as well as update them about the necessary details of the tasks. Moreover, the application will enable the employees to provide feedback about their concerns in the related field.

H0 – The application will have positive impact in the development of customer service management in the restaurant industry

H1 – The application will have negative impact on the development of customer service management in the restaurant industry

Philosophy of a research is the belief that communicates the process of data collection, analysis and used for in the research. The philosophies explored in different researches are broadly divided from two viewpoints that are ontology and epistemology.

Ontology in business research deals with the nature of reality. It is a belief system that interprets individual about what constitutes a fact. It helps in answering the central question of the research that is whether social entities need to be perceived from the objective or subjective perspective (Wangombe 2013).

As the research seeks to identify the efficiency of service management in the hotel organisations and the process taken by the managers in motivating the waiters, the ontological perspective required in this case is the subjectivism. Subjectivism states that social phenomena and their meaning are continually being accomplished by social actors (Orange 2013). This will fulfil the need of how the management influence the customer service provided by the waiters. However, subjectivism is not capable of conducting the complete research and satisfying the need of this particular research that requires the inclusion of objectivism.

Objectivism as stated by Wangombe (2013) communicates social phenomenon and their meaning are existing independent of social actors. It will help understanding the efficiency of the system in this research.

This particular branch of research philosophy deals with the knowledge sources. The primary concern of this philosophy circles around the possibilities, nature, sources and limitations of the knowledge in the field.

Main Epistemology

The nature of the research identifies the need of interpretivism as the primary epistemology, which according to Ormston et al (2014) is interested in the interpretation of the elements in the study. This helps in interpreting the pattern of the study. Interpretivism will help in dealing with the qualitative side of study.

However, the interpretivism alone is not sufficient in completely understanding the phenomenon and requires the assistance of positivism. Positivism as stated by Ormston et al (2014) focuses on the factual knowledge gained through the research. This will help is addressing the objective perspective of the research.

The nature of the research seeks for multiple approach and data for formulating concrete perception of the issue. Hence pragmatic approach is incorporated in the research, which according to Collis and Hussey (2013) identifies the need of appropriate methods in the process of interpretation of issue.

Research approach communicates the direction of the research. The research is based on primary approach that is inductive along with the deductive approach as supportive research approach.  

Main Approach – The main research approach according to the philosophical stance is the inductive approach. According to Bryman and Bell (2015), it helps in observation and identification of the underlying pattern. Evaluation of the pattern ultimately helps in formulation of theory.

Research Approach

Source: (Bryman and Bell 2015)

Supporting Approach – The inductive approach is further supported with the deductive approach, which according to Bryman and Bell (2015) help in verification of the formulated hypotheses in the research.

Data that are gathered for the research are classified under two broad categories tht are primary data and secondary data. Primary data are the data that are acquired first hand utilising various tools of data collection narrated in the research strategy. The secondary data are the data that are collected from the secondary sources of data. These data are collected from the existing literatures that are accessible (Palinkas et al 2015). Example of secondary data in a business research can be the annual report published by the organisations and industry under consideration. This particular research is based on the primary data that will be collected from the managers and waiters of the organisations. Moreover, both types of data can be classified as either qualitative or quantitative data. Qualitative data are those that cannot be quantified. This will be utilised for gaining in-depth knowledge of the area being studied. Quantitative data on the other hand are the statistical data that will be collected from the waiters through the feedback forms (Palinkas et al 2015). This data will communicate the affectivity of the system.

Supporting Epistemology

Research strategy is the guideline obtained in the research for conducting the research.

Grounded Theory

The nature and approach of data collection calls for the need of applying grounded theory. It will be the main strategy in the research. Grounded theory as defined by Glaser (2017) is an inductive methodology, which is a combination of rigorous research procedures helps in conceptualising categories. These concepts are interrelated and help in resolving the main concern of the research. This will help in used for the qualitative data.

Survey

The ground theory in this research will be supported with the survey strategy, which according to Jurisch, Wolf and Krcmar (2013) is the measurement procedure that involve gathering data from the respondents. This need of implementing this strategy in the research is to gather the information from the employee of the organisations under study for measuring the efficiency of the system.

Methods

The primary method of data collection in this research will be semi-structured interview.

This is an effective tool in collecting qualitative data where a set of pre-determined questions is formulated. The semi structured question enables the free flow of the information coming from respondents allows them to provide detailed information related to the topic necessary to understand the topic (Galletta 2013). This strategy of data collection will be utilised on the managers of the organisations of hospitality industry to identify the process of evaluation and motivation. This will further provide information related to the affectivity of the proposed technological incorporation in the process.

The primary method will be supported with the questionnaire method. This questionnaire will be distributed to the respondents for collecting the quantitative data in the research. This will provide insight on the efficiency of the management system in the organisations.

Contingency Plan

Contingency plan in a research as communicated by Punch (2013) is the solution for the research if the primarily proposed plan fails to provide desired outcome. The contingency plan for this research will be the secondary data collection from the existing literatures and the company websites for developing idea of the issue under study.

Sampling

There are a number of sampling methods that are broadly divided under two categories that are probabilistic and non probabilistic sampling method. The probabilistic sampling is the random sampling technique that provides equal opportunity of being selected to each individual in the population (Zikmund, et al 2013). The non-probabilistic sampling on the other hand is the sampling technique that prioritises a particular segment of the population that reduces the chances of being selected (Zikmund, et al 2013). Non-probabilistic sampling is used in this research for the data collection as the primary informants for this research are the managers. Waiters associated are also interviewed for receiving feedback on the efficiency of the management.  

Adopting Multiple Positions

Data analysis is the process of data interpretation. The data collected for this research are of primary type. Moreover, both qualitative and quantitative data are collected in this research for gaining complete knowledge of the topic. Henceforth, the data analysis tools that will be utilised are thematic analysis and regression tool. Thematic analysis will be useful for analysing the qualitative data collected. The method includes the formation of themes depending on the pattern identified in the data (Vaismoradi, Turunen and Bondas 2013). Quantitative data on the other hand will be analysed using mean, median and mode or regression or the both. Integration means, median and mode will help in identifying the level of satisfaction among the waiters of the organisation. However, the in-depth insight cannot be gained using this analysis tool. Hence, regression tool will be used that will help in identification of the positivity and negativity of the variables and relationship between the variables (Draper and Smith 2014). Pearson’s regression correlation tool will be utilised for the completion of the task. However, ability of the tool is limited to the identification of relationship of between the variables, as it cannot identify the extent of their relation (Weaver and Wuensch 2013). Descriptive statistical analysis is then utilised to provide the summary of the analysed data. The research finally incorporates the hypothesis verification tool for identification of the validity of the research.

Research ethics is considered as the guideline of the research that helps in containing the research under ethical boundaries without harming the stakeholders involved.

Ethics in Interview – The primary method of data collect as discussed is interview, which will follow the ethical boundaries as proposed by (Faden et al 2013). Prior appointment from the respondent will be taken. Moreover, the personal information of the respondent will not be revealed in the report for safeguarding the interest of the respondents as it might expose them to the external threat.

Ethics in Questionnaire – Prior approval will be taken from both the higher authority of the organisation and the individual participating in the process for maintaining the research ethics (Faden et al 2013). Involvement of human individuals in a research process increases the ethical concerns. Similar to the interview process, the responds from the individual collected will not be identified individually and the secrecy of the respondents will be maintained from the same purpose of safeguarding their interest.

Ethics in Analysis – The ethical soundness of the research will be maintained in the analysis. The data gathered from the research will not be modified for getting desired result and accuracy of the data will be maintained (Faden et al 2013).  

Activities	Month 1	Month 2	Month 3	Month 4	Month 5	Month 6	Budget
Introduction
Literature Review
Research Methodology
Questionnaire Preparation							$600
Questionnaire Distribution							$550
Response Collection							$550
Questionnaire Administration							$400
Data Analysis							$850
Findings
Conclusion and Recommendation

Research Approach

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