Supervisor

Fawzi Abusalama

Programme

MA in International Business

Keywords

Multicultural Workforce, Customer Satisfaction, Employee Performance

Abstract

The present research explores the relationship between multicultural staff service performance and loyalty within the context of a beauty spa in Dublin. The investigation focuses to understanding how employee cultural diversity affects customer experience and service delivery in a highly interactive service scenario.

A quantitative research methodology was adopted, based on survey information collected by 50 clients and 25 employees. Key variables, including employee performance, intercultural communication, Human Resources practices, customer satisfaction, and customer loyalty, were analysed using descriptive statistics. Additionally, the interpretation of the results was supported by the analysis of qualitative insights from open-ended responses.

The findings show that even though the company benefits from bringing a multicultural workforce, there are notable challenges with internal communication and Human Resource practices. Despite these limitations, employees maintain a high level of service performance due to their strong interpersonal skills and adaptability. From customer perspective shows high levels of satisfaction and loyalty, highlighting the importance of employee-customer interactions to evaluate service performance.

Overall, the research project determines that multicultural staff have a positive impact on customer satisfaction and loyalty; however, the successful performance of these employees depends on the strength of internal organisational support. The conclusions reflect how important diversity management, active communication, structures and standardised Human Resource processes are in order to ensure sustainable quality and long- term business success.

Date of Award

2026

Full Publication Date

2026

Access Rights

open access

Document Type

Capstone Project

Resource Type

text

Digital Object Identifier (DOI)

https://doi.org/10.63227/652.299.161

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