Managing People and HRM in
Hospitality Organisation: British Airways
Executive summary
British airline is
the UK’s largest airline based on international flights and international
destinations. The firm is faced with a number of problems that are brought
about by the management and leadership style as well as the employee motivation
and satisfaction. The operations at British Airways are greatly affected by the
different elements of the management and leadership that are found in the
organisation as well as the general lack of employee satisfaction and
motivation. The autocratic style, highly formal operations and the
centralisation of the decision making in the firm would lead to a situation
where the performance levels of the different employees in the firm are
significantly low. The centralised decision making and the lack of
consideration of the welfare of the employees greatly contributed towards the
motivational problems and employee dissatisfaction. The issues are analysed
through the use of Herzberg’s Motivation-Hygiene Theory and Vroom’s Expectancy
Theory. Recommendations based on the findings of the analysis are provided; key
amongst them being the decentralisation of the decision making and the greater
involvement of the employees and maintenance of the balance between the efforts
and rewards.
Introduction
Organisational
behaviour refers to the study of group and individual dynamics in an
organisation. The organizational behaviour, according to McShane and
Travaglione (2005), serves the purpose of helping the different members of the
organisation to be able to forge relationships that are helpful in their
groups, between themselves and also in the whole of the organisation so that
the different goals of the organisation, the groups in the organisation and the
individual employees in the organisation can be effectively achieved. The
interaction between the individual characteristics in the organization leads to
a situation where a single dominant characteristic can be established in the
organisation.
British Airway
(BA) is the largest airline in the UK based on the size of the fleet,
international destinations and international flights. BA was founded in 1974
and it operates from two hubs; London’s Heathrow Airport and Gatwick Airport.
The firm provides both passenger and cargo services and it operates over 150
destinations globally. The above stated destinations do not include those that
are travelled by the different subsidiaries of the firm. The firm plies routes
to North America, Central and Latin America, Spain, Eastern Europe, Africa and
Asia. The corporate headquarters of the firm are located in London. According
to Datamonitor (2005), the firm operated both short haul and long haul flights
out of the two main hubs of the airport. The firm has more than 280 aircrafts
excluding those of the different subsidiaries of the firm. The firm recorded
revenues of €11.482 billion in 2011. The firm provides an array of hospitality
packages to the various customers for instance flights and cars, hotels, car
rental and also aiding the travelers is deciding the different travel
destinations which they may visit. The paper will consider the leadership and
management style and motivation and job satisfaction issues at British Airways.
The issues will be analyzed through the use of Vroom and Herzberg theories of
organizational behaviour. Recommendations will be provided followed by a brief
conclusion recapping the various issues that have been discussed in the paper.
BA’s Vision and Mission
The vision of
British Airways is to be “the world’s favourite airline’ (British Airways,
2012). The vision greatly focuses on the customers of the firm as well as the
employees. The customers are toe be provided the best service and hospitality
that they would not be able to get anywhere else. To the employees of the firm,
the focus is on the ways through which their welfare includes motivation,
career progression and general wellbeing can be greatly enhanced in the
industry. The above two conditions would help the firm to be able to become a
global airline through the support of the employees and customers. The latter,
the customers, would help through their loyalty to the airline which would lead
to an increase in the business for British Airways.
The mission of the
airline is to be the ‘undisputed leader in world travel’ (CAP Online 2012, para. 2).
This mission statement entails the elements of good customer service and
relations, an increased focus on loyalty programs so that the firm can be able
to hold onto the customers that the firm already has while significantly adding
new customers. ‘British Airways is aiming to set new industry standards in customer service and innovation,
deliver the best financial performance and evolve from being an airline to a
world travel business with the flexibility to stretch its brand in new business
areas' (CAP Online, 2012, para. 3). The mission statement of the firm also
entails a great focus on innovation especially the reliability of the electronic
booking, new loyalty programmes for the customers and seat comfort amongst the
many other innovations.
Issues
noted at British Airways
Management
and Leadership style
The management style at British Airways
greatly focuses on the compliance with the different rules and procedures that
have been laid down. Over the years of the operations of British Airways,
autocratic leadership style has been noted with the leaders of the firm being considered
to be technically biased and authoritarian. The relationships in the
organisation are usually much formalised (Wagner and Hollenbeck, 2010). The
formal structure of the organisation brings to the fore a number of problems as
majority of the people, workforce, usually want to work in organizations where
they have the freedom to be able to interact with the other employees without
any significant inhibitions. The management and leadership style has been
characterised with distancing, high rate of segmentation of the different functions,
low levels of feedback thus significantly inhibiting the ability of the firm to
be able to undertake the various functions.
There is also a general tendency
towards the neglect of the different employees of the firm. This can be seen in
the various cases of strikes and employee go slows that have been faced by the
firm in the recent past. There are also high instances of management support
for individual work and achievement without considering the contribution of the
whole body of the employees towards the achievement of the different role of the
organization. The other issues that have been noted at British airways are the
elements of depersonalization and the problems of the tall hierarchy where the
different employees at the lower echelons or operational level of the
organisation do not engage in any form of decision making (Schermerhorn, 2011).
Even the issues that greatly impact the employees on the organisation are not decided
upon by the employee body. The management style was characterised with a very
high rate of centralisation and there was a very low incidence of mutual
relationships in the firm. The delegation of authority was greatly absent in the
organisation.
Motivation
and job satisfaction
There are also problems that are being
noted at British Airways with regards to the motivation and the satisfaction of
the employees. These issues can be understood through the consideration of the decision
making at the BA, the communication including the other elements such as
remuneration and benefits that the employees can be able to enjoy in the environment
where they work. The employee motivation is low due to the highly centralised
decision making. The employees of the firm are usually given a free will to be
able to engage in the innovation by British Airways. However, the problem
arises as all the decisions regarding everything that takes place in the
industry must be taken by the British airways Board (CAP Online, 2012). This
leads to motivational and employee satisfaction problems as they cannot be able
to engage their creative selves without having to convince the board about the
very feasibility of the programme. The problems also arise due to the belief of
the management that when the processes are highly standardized, the performance
of the firm will be higher. The employees are thus stuck with boring and age
old processes which do not offer them the intellectual challenge and
flexibility that characterises the 21st century workplace (Robbins,
2005). The motivation of the employees of British Airways are also low due to the
fact that in many instances, the firm focuses on the business needs and thus the
communication does not touch on the family and social needs of the different
employees of the firm.
There are issues of employee
satisfaction which arises from the work design. The different employees of the
firm are sometimes not given the different jobs according to their capabilities
and preferences (CAP Online, 2012). This leads to a situation where the morale
of the employees is low. The above impact negatively on the satisfaction levels
of the employees (Robbins, 2005). Finally, the rewards and remuneration at BA
can be said to be poor if the recent upheavals by the employees at the firm are
anything to go by.
Analysis of the issues using
organizational behaviour theories
Management
and Leadership style
The Herzberg
motivation-hygiene theory is premised upon the work of Fredrick Herzberg with
regards to the different factors that caused the satisfaction and the
dissatisfaction of the employees. The different elements for dissatisfaction
that were noted in the work of Herzberg can be used to understand the issues
that are seen at British Airways because of the management and leadership style
that was adopted by the firm (Nelson and Quick, 2008). First, the great focus
of the management of British Airways on the rules and the procedures is
consistent with the Herzberg’s findings that company policies was one of the
elements that greatly contributed towards the dissatisfaction in an
organisation.
Secondly, the
autocratic leadership style that is used at the firm is also an element that
was noted by Herzberg in his work with regards to the satisfaction of the
employees. The elements that characterised the autocratic leadership style at
the firm include the high levels of supervision as the employees of the firm
are significantly told what they should and should not do (Nelson and Quick,
2008). The relationship between the employee body and the management of the
firm was also very formalised thus significantly contributing to the
satisfaction problems that were being witnessed in the firm (CAP Online, 2012).
Herzberg also
noted that the conditions of work would also lead to the creation of an
environment where there is dissatisfaction. The high incidence of
centralisation coupled with the absence of delegation of authority at British
Airways is also a contributor to the problem of low satisfaction of the
employees at the firm (Nelson and Quick, 2008). The management and leadership
characteristics at the firm can then be seen as great contributors to the lack
of motivation and dissatisfaction of the employees of the firm.
Motivation
and job satisfaction
The
motivational and employee dissatisfaction issues at British airways can be
understood through the consideration of the expectancy theory that was
developed by Vroom Victor in 1964 while he was at Yale School of Management
(Robinson, 1992). Vroom noted that motivation usually arises from the
consideration by the employees that when they performed highly, they will be
rewarded by the organisation. There are three main themes in the theory; (a) valence
(relationship between the performance and effort), (b) expectancy (relationship
between the rewards and the personal goals of the person) and (c) instrumentality
(the relationship between reward and performance.
The
lack of motivation and dissatisfaction of the employees at the firm can be
noted in a number of instances through the consideration of the elements of the
expectancy theory. The centralised decision making plays a great role in the
low motivation level at the firm. Robinson (1992) noted that the lack of
control leads to low levels of self esteem amongst the workforce and thus they
see themselves as being of no value in the organisation (CAP Online, 2012). The above
stated factor is related to expectancy as there should be congruence between
the personal goals of the individuals and the work that is undertaken by the
workforce. The centralised decision making at British Airways also affects the goal
setting which has an effect on informing the workforce’s motivational level.
When the employees set their own goals, they will be more satisfied and they
will have a greater drive towards working for the achievement of the goals of
the organization. Miner (2005) noted that when the decision doe not lie with
the employees, there will be a very low rate of motivation just as has been
seen in the firm.
According
to Isaac, Zerbe and Pitt (2001), the relationship between effort and
performance is inhibited by British Airways in a number of ways. First, the
allocation of the different duties at the firm does not take into consideration
the skills and capabilities as well as the interests of the workforce (CAP Online, 2012). The
employees thus lack the drive that would make them to inject efforts into the
activities in the organisation thus leading to very low motivational levels and
the general dissatisfaction of the employees.
Recommendations
There
are a number of changes that cans be undertaken to the leadership and
management styles at the BA. First, there should be a movement towards greater
decentralisation of the elements of the decision making in the firm (Griffin
and Moorehead, 2012). This will bring about a situation where the employees
will be of the view that their dignity as well as respect is assured in the organisation.
The other element that the decentralisation will help to promote is the focus
on the involvement of the employees in the setting of the job designs so that
the different members of the organisation can be of the feeling that they are
undertaking meaningful work in the organisation. The firm should also develop a
non-formal communication structure so that all the needs of the employees can
be taken care of by the firm. The considerations will play an instrumental role
in enhancing the performance of the firm.
The
motivation and satisfaction in the firm can be further enhanced through the use
of principles of equity where there is a proper balance between the input
(effort) and the output (rewards and benefits) that are offered to the
different employees (Mathibe, 2011). The balance can be maintained through the
provision of rewards and bonuses to the employees so that they can be able to
put more effort in their duties. Secondly, the decision making in the firm
should be decentralised so that the employees can have a greater understanding
of the activities that are taking place in the organisation.
Conclusion
The
operations at British Airways are greatly affected by the different elements of
the management and leadership that are found in the organisation as well as the
general lack of employee satisfaction and motivation. The autocratic style,
highly formal operations and the centralisation of the decision making in the
firm would lead to a situation where the performance levels of the different
employees in the firm are significantly low. The centralised decision making
and the lack of consideration of the welfare of the employees greatly
contributed towards the motivational problems and employee dissatisfaction.
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