Nudging the Human Resources service quality perception status quo in Cargotec
Niini, Kata (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022112423834
https://urn.fi/URN:NBN:fi:amk-2022112423834
Tiivistelmä
It can be argued based on different research sources that considerable number of change efforts fail. Reasons for failures are many but one barrier is resistance to change. This can be because of the loss of control, identity, relationships, or familiarity - the change in status quo. During a period of change, where the status quo is challenged, it’s not unusual for humans to feel discomfort. Therefore, status quo bias is one significant reason for the resistance to change. Behavioral economics, and nudges defined by Thaler and Sunstein (2021) provide a framework that can be applied to nudge status quo bias. Nudges can be effective management tools for guiding behavior among employees.
The objective of this thesis was to define the service quality perception and how to nudge the status quo. Thesis case company is Cargotec, and the organization unit Cargotec Business Services (CBS). The service quality perception was measured from the CBS Human Resources services. The theoretical framework is based on three components: service quality perception, nudging the status quo and how to utilize change adaptation method ADKAR in service quality perception. ADKAR refers to Awareness, Desire, Knowledge, Ability and Reinforcement. Research method used was the SERVQUAL model. This refers to Service Quality model developed by Zeithaml, Parasuraman and Berry (1988). Data sampling method utilized is quota sampling (Pajo 2017) and the sample size was 1437. Sample was taken in Cargotec Corporation in September 2022.
The main conclusion of this thesis research is that in terms of the overall service quality perception there is a gap between service expectations and perceived service with customer and the service provider. It indicates that there is status quo bias that needs to be nudged. The status quo bias could be nudged by increasing the knowledge of service provider and their ability to show trust and confidence towards the customer. Based on the results, for the service provider, it would be important to establish a stable and constant feedback channel between the customer and the provider, to better understand the requirements from the customer.
The objective of this thesis was to define the service quality perception and how to nudge the status quo. Thesis case company is Cargotec, and the organization unit Cargotec Business Services (CBS). The service quality perception was measured from the CBS Human Resources services. The theoretical framework is based on three components: service quality perception, nudging the status quo and how to utilize change adaptation method ADKAR in service quality perception. ADKAR refers to Awareness, Desire, Knowledge, Ability and Reinforcement. Research method used was the SERVQUAL model. This refers to Service Quality model developed by Zeithaml, Parasuraman and Berry (1988). Data sampling method utilized is quota sampling (Pajo 2017) and the sample size was 1437. Sample was taken in Cargotec Corporation in September 2022.
The main conclusion of this thesis research is that in terms of the overall service quality perception there is a gap between service expectations and perceived service with customer and the service provider. It indicates that there is status quo bias that needs to be nudged. The status quo bias could be nudged by increasing the knowledge of service provider and their ability to show trust and confidence towards the customer. Based on the results, for the service provider, it would be important to establish a stable and constant feedback channel between the customer and the provider, to better understand the requirements from the customer.