HOW DO HOTEL UNIFORMS CREATE PERCEPTIONS OF HOTEL IMAGE AND COMPETITIVENESS FROM EMPLOYEE’S PERSPECTIVE: A CASE STUDY OF HYATT REGENCY TASHKENT

Abstract

Staff uniform can be used as one of marketing tools, which are neglected by competitors in creating successful corporate image and high competitiveness. This research aims to investigate how staff uniform can create employee perceptions on a corporate image of an organization and can increase its competitiveness by increasing employee satisfaction.

In order to achieve the research objectives, appropriate research methods have been selected. The study has been based on interpretivism philosophy. Accordingly, mixed research approach – adductive research approach has been selected. The case study type of research strategy was also appropriate. When it comes to research design, qualitative research has been selected. In total, 4 employees of Hyatt Regency Tashkent have been interviewed and the data collected has been analyzed by applying content analysis technique, identifying themes patterns and so on.

            The findings suggest that Hyatt Regency Tashkent has been operating in the growing and ever-competitive market. All of the interviewees are young with fresh knowledge, wear uniform and have been working since opening of the hotel. The employees wear uniform every day and uniform features mostly meet their expectations. The employees have very positive perceptions on corporate image of their hotel. They feel strongly satisfied because they have many sources of satisfaction. Thus, they show great productivity, positive attitude and strong commitment. By wearing uniform, whose features meet expectations of the employees, they start thinking that the company has professionalism, management cares about them and the organization has been running effectively. What is more, uniform can increase competitiveness of the hotel on several business conditions. One of them is employee satisfaction, which is created when employees feel proud, cared, and comfortable.