Managing Every Employee With Satisfaction Management
In today's successful organizations, the most important point is managing every employee with satisfaction, happiness and motivation, apart from fulfilling with formal rules and operating procedures and to sustain high quality productivity. Unlike the classical viewpoint of management like the Scientific Management and Bureaucracy, "the significance of informal social aspect in the workplace such as group norm and workers connection that influence employee motivation and productivity is stressed" in the Human Relations Movement. This article will discuss how the Human Relations Movement and motivation theories that have been adapted and carried out by the world's fastest growing chain of coffee houses, Starbucks Coffee. Starbucks is an international coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffee house company in the world, since opening their first location in Seattle in 1971, Starbucks has amassed to over 19763 stores in 59 countries. By focused on the theory of maintaining a socialize natural group working environment and 2-way communication between employees and supervisors, this will show how they became the strongest and well-known coffee franchising restaurant in the world.
The Human Relations Movement firstly emphasizes the importance of the workspace for employees as a socialized natural group in which social appearance for both employees and supervisors take priority over functional organizational structures. Elton Mayo, who is known as the founder of the Human Relations Movement had the idea that workers are not just interested with money but they can be more motivated by healthy social needs which they tried to fulfill over membership of informal social groups at their workplace. Contrasting the classical viewpoint of management fundamental law of the Scientific Management and Bureaucracy, Mayo argued that scientifically clarifies strict labor rules and regulations and motivation money payments were not the only encouragement to motivate workers and that they were less factors in affecting output than were group standards, security and sentiments after he proceeded an experiment, called the Hawthorne Experiment. Based on the Hawthorne Studies, most employees were motivated to work harder and effectively when their supervisors provide a better informal and comfortable working environment consider as well personal needs and their individual pleasure instead of giving employees by way of higher salary. Mayo proved that an organization could not create much beneficial output if supervisors "treat workers simply as economic individuals wanting to maximize pay and minimize effort" (Nicholson, 1998). Due to that, "supervisors would no longer consider the issue of organization structure without comprising the effects on work groups and employee attitudes" (Robbins & Barnwell, 2006). Now they see their works as dealing with peoples instead of simply with work.
Starbucks Coffee puts its effort to provide an informal and social working environment where employees be able to enjoy and be enthusiastic themselves, so that to motivate and fulfill those employees at the same time expanding company sales. The company encourages every employee to took part in buidling plans, creating and achieving their targets. Firstly Starbucks Coffee, for instance, treats all their employee equally and they call each others 'partners'. As a result, those employees can experience more comfortable at their working place that could in other respects have been strict and having hard time to feel part of. In addition, Starbucks Coffee listen carefully to their employee in order to satisfy their personal needs and hopes. Supervisors plan and allocate employees' working hours and schedule rest day with the necessity of those employees being central. Moreover, full time employees and part-time employees are provided several advantages for example, medicals and dentals health care treatment, discounts on merchandise, holiday packages etc, except for money. Also, Starbucks Coffee creates tools and courses to provide and educate their employees as a contribution to their future career and development. Despite the facts that the expenses of these partner benefits are increasing tremendously, Starbucks Coffee deals with the financial risks and funds to show benefits and training courses, because it is conscious of how employee satisfaction have an impact on the productivity and behavior towards customers. Therefore, huge cares of employees in the well-developed and people concentrated environment has brought Starbucks Coffee great impact on the excellent services to customers and thus multiply in company sales each year.
In addition , the Human Relations Management brought into focus on the significance of the workplace for employees as a socialized natural group that is intended by satisfying individual needs and desires of each employee, there is another importance of the Human Relations Movement theory. This is 2-way communications between employees and supervisors. According to the Hawthorne experiment, which was carried out by Elton Mayo, as described above, Bartol (2005) supports that "collaborative and co-operative supervisor-and-worker relationships was emphasized" (Bartol, Tein, Matthews & Martin, 2005. Throughout the experiment performed by Mayo on the effects of physical conditions of works, he observed the strong effect on the productivity of workers by adjusting the lighting conditions but there was no unusual change discovered that affected workers. Mayo in the end realized that "communication between workers and the research team was completely full and open during the experimental period." Mayo had learned that the communication is one of the great successful principles to motivate employees so as to raise a level of production. Unlike the classical viewpoint of management principles of the Scientific Management and Bureaucracy, which specified the importance of 1-way communication by giving commands or orders from supervisors to workers, the Human Relations Movement stresses "the importance of an adequate communication system, particularly upwards from workers to management (Pugh & Hickson, 1989). In today's organizations, employees have the privilege to express their opinions and personal ideas towards the management, so that the recommendation can be made greatly throughout the entire organization. Therefore, in order to run this management system, the role of supervisors in the organization requires them to have "social skills and also technical skills" (Bartol, Tein, Matthews & Martin, 2005) to be aware of the influence of human control on organizational outputs.
Starbucks performs its operations under the fundamental law of the Human Relations Movement by showing 2-way communication between employees and supervisors in their working environment. In the first place, Starbucks Coffee ensure all its standards, guidelines and procedures are properly communicated between employees and supervisors. Supervisors in the organization allow their employees to provide their own suggestions and dissatisfaction, hence Starbucks Coffee be able to improve on its effectiveness and rectify any deficiencies. The supervisors organize daily and weekly discussion to listen to what individual employees needs and wants. Starbucks Coffee also holds a momentous survey for employees every 18 to 24 months, called 'Partner View Survey'. By holding this kind of survey, employees provide the management feedback as they are asked to point out what in the organization carry out well and problems which it needs to take into account more closely. On top of that, Starbucks provides tools and training courses for supervisors in order for them to act as role of models for employees and can guide and control employees in a positive way. Starbucks Coffee is concerned about the importance of individual control with each employee in order to make an informal relationship and closer with each other. This organization therefore constantly developing passionate and motivate employees who have a huge impact on their constant sale growth.
As stated up until now, the Human Relations Movement is generally based on the motivation and satisfaction of each individual employee instead of a formally structured organizational group. As discrete from Scientific Management and Bureaucracy, a socialized natural working environment for employees and 2-way communication between employees and supervisors, specifically upwards from employees to supervisors, idea of the Human Relations Movement. Starbucks Coffee can be one of the most profitable coffee franchise restaurants in the world because it has adapted well to and runs effectively in modern management on the foundation of the Human Relations Movement. Supervisors shows respect to their employee and treat them equally. Also the organization offers employees a lot of personal benefits instead of incentives. In addition, the administration in Starbuck Coffee is always open and to communicate efficiently with employees as they perform a survey, discussion and receive feedback. Overall, It is obvious that the fundamental law of Human Relations Movement is essential method of the management that modern organizations should apply to run as a successful and strong business in the market.
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