Effects of Perceived External Prestige on Employee Job Satisfaction: A Case of Java House.

Abstract

The study assessed the effects of perceived external prestige on employee job satisfaction at Java House. The assumptions and findings from research put forth that employees working in establishments that enjoy a positive perceived corporate image automatically leads to employee identification and loyalty. The study therefore assessed if the same could be said about employee job satisfaction. The study was guided by four research objectives which are: to determine the degree to which Java House employees are satisfied with their jobs, to find out what affects job satisfaction of Java House employees, to find out if there exists a relationship between perceived external prestige and employee job satisfaction at Java House and to determine the internal corporate communication practices that influence employee job satisfaction. For theoretical guidance the study relied on social identity theory. Given the nature of the phenomenon investigated and the problem addressed in the study, the thesis used an explanatory sequential mixed method research design. This entailed collecting quantitative and qualitative data to explain the quantitative findings. The study collected primary data using questionnaire and interview guide as research instruments. Using stratified random sampling, the study sampled a total of 231 participants. Some of the key findings of the study indicated that Java House’s image had a positive impact on the employees’ image in society, criticism about the organization felt like a personal insult, recognition and inclusion was a factor that had an impact on employee job satisfaction. Based on these findings, the study concluded that the perceived external prestige had a positive as well as negative impact on the participants in how they viewed their jobs and themselves. As informed by the study’s findings, the research recommended as follows: implementation of strategies to ensure continuous growth and promotions to elevate job satisfaction levels, clear communication strategies for effective dissemination of information to prevent noise, and Java House management to invest in financial literacy cases that would equip the employees with skills on how to manage their lives especially finances as some get into debt as they try to maintain their image in society.