The Role of Job Satisfaction in Enhancing Employee Performance and Customer Experience in the Goan Hospitality Industry: A Case Study

Abstract

Purpose: This article delves into the highly competitive hospitality industry, focusing on enhancing tourism and guest satisfaction as key objectives. It specifically examines the role of employee job satisfaction in boosting staff performance and, consequently, enriching the customer experience. The research explores the intricate interplay among job satisfaction, employee performance, and customer experience within the distinctive context of Goa's hospitality sector. Renowned as a top tourist destination in India, Goa's hospitality industry presents unique features and challenges, offering a rich ground for in-depth analysis. The primary aim of this study is to investigate and elucidate the relationships among job satisfaction, employee performance, and customer experience, uniquely framed within Goa's hospitality landscape. Design/Methodology/Approach: This case study employs a carefully selected sample of 300 professionals actively engaged in Goa's hospitality industry. The Thurstone Case V Scaling method is utilised to accurately measure the facets of job satisfaction, enabling precise quantification of attitudes on an interval scale. Furthermore, the study incorporates the chi-square test of independence to identify and analyze the interrelations and dependencies among employee performance, job satisfaction, and customer experience outcomes. This methodological approach is designed to provide robust and reliable insights into the dynamics of the hospitality sector in Goa. Findings/Result: The comprehensive analysis of the collected data through chi-square testing and Thurstone scaling has yielded significant insights. Thurstone scaling effectively highlighted varying degrees of consensus and dissent among participants, providing a layered perspective of their attitudes towards job satisfaction. In contrast, the chi-square analysis revealed a notable statistical relationship between job satisfaction, employee performance, customer experience outcomes, and tenure, underscoring their mutual interdependence. Additionally, the presence of a linear trend was established via the Linear-by-Linear Association test. These findings collectively deepen our understanding of the interplay between these elements within the Goan hospitality industry. This study enriches the existing body of knowledge and has practical implications for similar domains, offering valuable insights for future research and industry practices. Originality/Value: This study aims to provide nuanced insights with the potential to transform practices and guide strategic decision-making in the Goan hospitality sector. By elucidating the interrelations between job satisfaction, employee performance, and customer experience, it seeks to deliver actionable recommendations for stakeholders in the industry. The goal is to enhance service quality, employee contentment, and customer loyalty, thereby contributing significantly to one of India's premier tourist destinations. This research stands out for its targeted focus on the unique dynamics of Goa's hospitality industry, offering valuable contributions to both academic and practical realms. Paper Type: Case analysis type study