1

Chapter IV
Data Analysis and Interpretation
4.1 Introduction
The aim of this chapter is to analyze the collected quantitative data from the
employees of New World Department Store China Limited. The interpretation of tables and
graphs is done in accordance with the major trends and themes shown in the frequency
distribution of collected data. In the following sections, analyses of personal, general, and
specific questions related to the employees turnover intentions and mobility at the selected
organization. Discussion in view of the literature review is also included at the end of the
chapter. The collected data from fifty employees of New World Department Store China
Limited is recorded in Microsoft excel sheets to classify, analyse and graphically representation
4.2

Demographic analysis of the Respondents

The demographic analysis of 50 respondents in the ages of below 20 to over 50 years

are shown in the sections in the following tables; the demographics determinants used are age,
gender, education, post in organization, marital status, and experience. These factors facilitate
the understanding of combination and characteristics of the selected sample of New World
Department Stores employees.
4.2.1

Gender
Gender
Frequency
a
b
-

Percentage

Male

29

58%

Female
Total

21
50

42%
100%

The gender distribution shown in the above table is based on 58% male and 42% female
employees participated in the study. This distribution shows a nearly balanced point of views of
both male and female employees of the organization.

Gender

42%
Male

4.2.2

Female
58%

Age of Respondents
The result for this inquiry is presented in the following table:
Age in Years ?
Frequency
a
b
c
d
e
fg
-

Percentage

Less than 20

14%

21-25 years

12

24%

26-30 years

11

22%

31-35 years

18%

36-40 years
41-50 years

5
4

10%
8%

2
50

4%
100%

Over 50 years
Total

In response of the age group question from respondents, it is found that 24% employees belong
to the age interval of 21- 25 years and 22% lie in 26-30 years interval. Therefore majority

employees of this store are in their young ages below 30 years. Another important group was 3135 years, represents the middle age managers group in the store.

Age in Years ?
25%
20%
15%
10%
5%

4.2.3

ye
ar
O
s
ve
r5
0
ye
ar
s

41
-5
0

ye
ar
s

36
-4
0

ye
ar
s

31
-3
5

ye
ar
s

26
-3
0

ye
ar
s

21
-2
5

Le
ss

th
an

20

0%

Marital Status

The result for this inquiry is presented in the following table:

Marital Status
Frequency
Percentage
a
b
c
d
e
-

single

18

36%

married

12

24%

divorced

18%

Separated

12%

5
50

10%
100%

Other
Total

The question related to the marital status of respondents, 36% are found to be single, and 24%
are married in this organization. The third majority is the divorced employees (18%) and

separated ones (12%). Due to Chinas economic development and population control regulations,
married couples are few in number in any organization as young generation prefers to live alone
independently.

Marital Status

12%

single

10%
36%

divorced

18%

Separated

24%

4.2.4

married

Other

Employment Experience

The result for this inquiry is presented in the following table:

Employment Experience
Frequency Percentage
a
b
c
d
e
fg
-

less than 1 year

10

20%

1-2 years

16

32%

2-3 years

16%

3-5 years

10%

5-10 years
10-20 years

4
7

8%
14%

0
50

0%
68%

20 years or more
Total

The question related to the employment experience, 16 out of 50 respondents have 1-2 years of
experience in this category. Findings also show that 20% employees have less than a year of
experience and 16% have 2-3 years of experience. Whereas 14% respondents have 10-20 years
of experience and treated as the most senior employees of the store.

Employment Experience
less than 1 year
14%

20%

8%

4.2.5

2-3 years
3-5 years
5-10 years

10%
16%

1-2 years

10-20 years
32%

20 years or more

No. of Previous Jobs

The result for this inquiry is presented in the following table:

6
No of Previous Jobs
Frequency
Percentage
a
b
c
d
e
f-

None

12

24%

Only one

17

34%

two to four

14

28%

10%

2
0
50

4%
0%
86%

five to seven
Eight to Ten
Eleven or more
Total

As far as the question related to the previous jobs is considered, respondents are found to have
only one previous job (34%) and 24% have no previous job, working in this store is their first
working experience. Also, 28% employee reported that they have two to four previous jobs and
they switch their jobs at a higher rate. Excessive cases more than 10 previous jobs were not
reported in this survey.

No of Previous Jobs
4%
24%
10%
28%

None

Only one

two to four

five to seven

Eight to Ten

Eleven or more

34%

4.2.6

Educational Qualification
The result for this inquiry is presented in the following table:
Educational Qualification

7
Frequency
a
b
c
d
-

Percentage

High School

17

34%

Graduate

18

36%

18%

6
50

12%
100%

Post Graduate
Any Other
Total

The question related to the educational qualification shows that majority respondents have high
school qualification (34%) and graduates (36%). 18% respondents were post graduates and 12%
have some other qualification. This result shows that the employees working at the store are
educated and qualified for their respective jobs. The understanding of job requirements is also
dependent on education and technical expertise of the employees.

Educational Qualification
40%
30%
20%
10%
0%
High School

4.2.7

Graduate

Post Graduate

Any Other

Frequency of Job Switching

The result for this inquiry is presented in the following table:

abcde-

Frequency of Job Switching

Frequency
Percentage
less than 1 year
8
16%
1-2 years
12
24%
2-3 years
13
26%
3-5 years
9
18%
5 years or more
5
10%

8
f-

Never
Total

3
50

6%
100%

In this question, the respondents expressed their experience of job switching before the current
job in order to understand about the job switching behaviour of the employees. The results in
above table show that 26% switched a job in 2-3 years, 24% have done it in 1-2 years, and 18%
have made this decision in 3-5 years. Therefore, the propensity of working in a particular place
for more than a year is quite high in these employees.

Frequency of Job Switching

4.2.8

ev
er

m
or

ye
a

rs

or
e

rs
ye
a

rs
23

ye
a

rs
ye
a
12

35
5

le
s

th
an

ye
a

30%
25%
20%
15%
10%
5%
0%

Current Position

The current position of the employees shows the organizational structure of the concerned
company. In this case, 48% respondents working as front line staff on sales and admin positions.
Also, 20% are line managers and 16% are middle managers in the store. Rest of the respondents
belong to the senior positions in the organization and mostly responsible for important decision
making. The result for this inquiry is presented in the following table:

9
Current Position in Organization
Frequency
Percentage
a
b
c
d
e
-

Frontline staff

24

48%

Line managers

10

20%

Middle managers

16%

Senior managers

10%

3
50

6%
100%

Executive
Total

Current Position in Organization

6%

Executive

10%

Senior managers

16%

Middle managers

20%

Line managers
Frontline staf

48%

0% 5% 10%15%20%25%30%35%40%45%50%

4.2.9

Satisfaction from the current job

The result for this inquiry is presented in the following table:

Satisfaction from Current Job
Frequency
Percentage

10
a
b
c
d
-

Yes, I am satisfied

14

28%

Partially satisfied

21

42%

Hard to tell

10

20%

Not satisfied

5
50

10%
100%

Total

The satisfaction level of employees was judged in this question, according to the above shown
results, 42% respondents were partially satisfied, 28% were satisfied , and 20% did not decided
completely.10% respondents have admitted that they are not satisfied in this organization.
Therefore, staff satisfaction level is quite high in this organization.

Satisfaction from Current Job

Yes, I am satisfied
20%

Partially satisfied
10%
28%

Not satisfied

Hard to tell

42%

4.2.10 Consideration of a New Company

Consideration of a New Company

11
Frequency
a
- Yes
b
- No
c- Cannot Tell
Total

Percentage

12

24%

14
22
48

28%
44%
96%

The respondents were asked about consideration of a new company job if they get a good chance
of changing the current job. 28% were not ready to do it , 24% have agreed to do it, but a
majority 44% respondents did not decide about the consideration of a new company. This answer
has reflected the Chinese culture of courteous but vague answers without following a straight
forward path.

How do you market your hotel ?

44%

Cannot Tell

28%

No

24%

Yes

0%

4.3

5% 10% 15% 20% 25% 30% 35% 40% 45%

Reasons for making a decision to leave job

The findings for this question are shown in the table below:
Reasons for you making a decision to leave a job

a
b
-

Agr
ee

Gener
ally
agree

Disag
ree

You have experienced excessive working pressure

15

25

10

You have no sense of accomplishment of your work

12

18

20

12
c
d
e
fg
h
ijk
l-

You feel your job is getting boring

You feel you are not fitting in your organizations culture,
corporate governance and values
You are not satisfied with managerial objectives of your
organization
You feel difficult to deal with complex interpersonal
relationships within your organization
Your perception of the workplace is unsafe and
uncomfortable.
You are paid with a low salary and not enjoying sufficient
welfare
You cant see any prospects of your career development in
the current organization
Other organizations have better offers with greater
potential for your career

12

15

22

10

22

18

11

14

25

10

18

22

23

19

14

15

21

14

26

11

13

26

You are facing to deal with health or family related issues

You have an intention to start your own business

16

18

16

10

14

26

The respondents were asked to rank the services at the 7 Days Inn hotels. The parameters
of the service standards were selected on the basis of marketing mix strategies and service
characteristics of the chain. These parameters are established in service marketing literature, as
discussed in chapter II of this thesis. Over all experience, price, cleanliness, maintenance, staff
responsiveness, staff knowledge of customers needs, and value addition of the hotel services are
used to evaluate the consumers responses.
Following graph show the cumulative responses of employees, general responses were in
agreement with the statements and some disagreements to certain factors. These results are
separately discussed in the pages below.

13

Reasons for you making a decision to leave a job

30
25
20
Agree

15

Generally agree

Disagree

10
5
0
a-

b-

c-

d-

e-

f-

g-

h-

i-

j-

k-

l-

In response to the satisfaction about over all experience of the hotel stay, 35% agreed
with the statement and 29% were strongly agreed. Only 8% are totally disagreed or dissatisfied
with the standards of hotel service. These findings show those customers are generally satisfied
with hotel services.

a- You have experienced excessive working pressure

20%
Agree

30%

Generally agree
50%

Disagree

14

In response to the statement related with the worth of the money paid for the stay, 25%
agreed with the statement but 23% were stayed neutral in this regard. On the other hand, 21%
were disagreed with the claim that price charged for the stay is reasonable and produce enough
value for money.

b- You have no sense of accomplishment of your work

Agree

24%
40%
Generally agree

Disagree

36%

In the response of ranting of cleanliness and maintenance status of the hotel branches,
only 14% respondents were totally agreed with it. 19% were neutral and 29% have disagreed
with the statement. This result shows that the hotel management needs to seriously better off the
cleanliness and proper maintenance of the guest rooms and general facilities. 23% respondents
have agreed with the standard of these services.

15

c- You feel your job is getting boring

24%
Agree

45%

Generally agree

Disagree

31%

The response of the statement related to the responsiveness of the staff is also rated low.
Only 17% o the respondents agreed completely with the statement and 21% were tending to
agree. On the other hand, 255 were disagreed and 23% were disagreed completely with the
responsive behavior of the staff.

- You feel you are not fitting in your organizations culture, corporate governance and values

Agree

20%
36%
Generally agree

Disagree

44%

As far as knowledge of the staff is considered, 18% were strongly agreed but 19% were
totally disgreed. 21% did not decide and stayed neutral.

16

e- You are not satisfied with managerial objectives of your organization

22%
Agree 50% Generally agree

Disagree

28%

7 Days Inn Hotel chain lies in the category of ecoomical hotels, 27% customers agreed with this
sytatement and 19% were strongly agreed. Where as, only 17% disagreed completely with the
statement that hoteloffers economical packages.

f- You feel difficult to deal with complex interpersonal relationships within your organization
20%
Agree

44%

Generally agree

Disagree

36%

Addition of value added services in the chain is not a visible phenomenon and needsconsiderable
improvement. Only 12% agreed full that there are value added services available in the hotel on
every visit. In contrast, 23% respondents strogly disagreed the statement.

17

g- Your perception of the workplace is unsafe and uncomfortable.

Agree

16%
38%
Generally agree

Disagree

46%

Being a budget hotel, food provided to the guests is very important, 27% agreed that hygenic
food is provided and served properly. 19% disgareed the claim and 21% are completely
disapproved of it. This result shows a considerable improvement in the food services of the
chain.

h- You are paid with a low salary and not enjoying sufficient welfare

Agree

28%
42%
Generally agree
30%

Disagree

18

In response of the statement about the training of staff, 25% fully agreed and 29% were
tending to agree the statement. 21% strongly disagree with the claim and demanded further
training of the staff

i- You cant see any prospects of your career development in the current organization
18%
Agree

53% Generally agree

29%

Disagree

As far as the statement related to the room service, 21% respondents have completely
agreed with the statement. Only 14% completely agreed with the claim, in contrast, 21% strongly
disagreed with the claim.

j- Other organizations have better offers with greater potential for your career
22%
Agree

52% Generally agree

26%

Disagree

19

k- You are facing to deal with health or family related issues

32%
32%
Generally agree

Agree

Disagree

36%

l- You have an intention to start your own business ..

20%
Agree

52%

Generally agree

Disagree
28%

Most Important factor in job motivation

Freque Percent
ncy
age
a
b
c
-

Needs for making a living

Needs for feeding a family
Needs for improving your life
qualities_____

14%

12

24%

11

22%

20
d
e
-

Needs for security

Needs for learn specific
skills/techniques _____
Needs for social relationships with
f- colleagues ______
g Needs for being recognized and
- respected _____
Total

18%

10%

8%

2
50

4%
100%

Needs for being recognized and respected _____

Needs for social relationships with colleagues ______
Needs for learn specific skills/techniques _____
Needs for security
Needs for improving your life qualities_____
Needs for feeding a family
Needs for making a living
0 2 4 6 8 10 12

4.5

Summary
Above presented tabular and graphical analyses of research findings interpreted main

points. The customers opinions are discussed in detail, who liked the services of hotel but
demanded renovation and maintenance services. Staff training and more facilities like spa
services are also demanded by consumers.

21

In employees survey, important service characteristics of hotel chain are economical

packages and location, whereas, customer relationship and word of mouth are the two reliable
means of marketing the hotel services.