Introduction and Company Description
Human resource management is an important function in the success of any company because it applies human capital to be productive and profitable. Therefore, to be successful in the market and remain competitive, a firm needs a strong human resource team. The company in the analysis for the human resource management system includes Domo Gasoline Corporation Ltd., whose headquarter is in Winnipeg. The retailer of gasoline and lubricating oils started operating in 1970 (Company Overview of Domo Gasoline Corporation Ltd, 2019). It grew to become a major gasoline retailer in Canada. It has various outlets in the country, including in Winnipeg, Edmonton, Vancouver, Calgary, Regina, Dash, and Saskatoon. The firm runs several dealer networks in Manitoba, Alberta, and Saskatchewan. Besides, the firm works as a Royal Canadian Securities Limited’s subsidiary.
From Domo Gasoline Corporation’s Company Profile, the enterprise provides quality services because of a committed human resource team. The company has 26 employees who are well-trained to deliver the company’s services. The members of staff are responsible for the company’s revenue base of around $28.1 Million (Company Overview of Domo Gasoline Corporation Ltd, 2019). Hence, to achieve continued revenue generation, the firm runs 80 retail outlets that are located in the various parts of Canada. The company works with a team of motivated employees who are paid competitive salaries to motivate them. Besides, the human resource team pays salaries depending on the job description; a gas station attendant receives an average of $11.47 per hour, a store manager takes an average of $18.15 per hour, while a Cashier (H/F) receives an average of $12.46 per hour (Domo Gasoline Corporation, 2019). Human resource management focuses on building a motivated workforce to achieve the company’s goals and objectives.
Strengths and Weaknesses
Domo Gasoline Corporation Ltd has various strengths that have made it remain a successful petroleum company in Canada. The firm leverages its strong workforce to build itself in the country and have a positive reputation that drives its success in the petroleum industry (DOM, 2019). Such a strength helps it to protect its market share in the current Canadian market and strive to penetrate new ones to build its revenue and profitability. The main advantage is based on its brand recognition in the existing and new market segments, which makes it possible for the corporation to compete effectually with similar companies in the industry. Therefore, the firm has to address its weakness to improve its competitiveness and continue performing successfully.
The company has a weakness that it needs to address. The firm’s challenge lies in its ability to invest in customer-oriented services and its supply chain (DOM, 2019). The company has developed its services around what the management believes is the desire of the customers. However, this approach affects the way the firm manages its supply chain. As a result, it has not been active in creating a model of service that is well focused on the customer. The supply chain does not operate as efficiently as it is expected to be to meet the needs and demands of the customers. Therefore, a need for change is paramount to improve customer service.
Tasks of the Job
Working as a gas station attendant at Domo Gasoline Corporation Ltd requires an individual to perform various functions that are aligned with the company’s goals and objectives. One of the tasks is dispensing gas with the help of the technical assistants in the organization to ensure that the product is always available for customers.
Another task for a gas station attendant is to collect money from patrons at the gas station. The individual is responsible for collecting money for the services offered to customers. The task involves careful considerations such as knowledge of fundamental financial accounting to transact successfully on behalf of the firm.
Some customers pay using other modes of payment apart from cash. Therefore, the attendant charges purchases to customers’ credit cards or any other method of payment, including debit cards or mobile-based payment systems. The person completes such transactions to avoid overcharging or undercharging the client.
Gas station attendants always provide customers with receipts to ensure accountability when offering services to the clients. Therefore, the employee working in this role needs to understand how to write a receipt based on the services provided. More importantly, they fill the correct details in the receipt.
Customer service is an integral part of serving customers at a gas station. Therefore, a gas station attendant understands the basics of customer service, including answering questions and providing other information, such as directions to customers who might be seeking such assistance. The personnel have important contact with customers and serve them well to encourage repeat purchases and provide positive reviews that can attract other clients.
Gas station attendants are required to provide adequate services, depending on the needs and demands of customers. Therefore, they might be required to lubricate vehicle, add water, check the coolant, change motor oil, install antifreeze, or replace vehicle’s accessories. They have the knowledge and skills to perform such roles to avoid damaging a client’s vehicle.
Furthermore, gas station attendants are responsible for activating fuel pumps. The role is critical to ensure that customers are served without delays. The attendants understand when the task is required to serve their customers better.
Another critical task for shop attendants is to prepare daily reports of fuel and oil sales. The management requires an updated report before the employees leave the workstation at the end of their schedule. Thus, they provide an accurate record of the daily sales for financial recording.
The job specifications and descriptions of a gas station attendant at Domo Gasoline Corporation Ltd can be categorized under various classes, including customer service, sales and marketing, technical assistance, and financial management.
Gas station attendants in the company are responsible for providing excellent customer service to gain customer loyalty and retention. The company competes against many other gas stations that offer the same services. Therefore, employees are trained and required to serve their customers to ensure that they give positive reviews and return for more services in the future. The attendants perform this vital role by greeting customers and wishing them a safe journey after services, answering all their questions and giving direction or other information, providing additional services free of charge, such as wiping their windscreen, among other critical services. In essence, satisfied customers enhance continued job satisfaction.
Gas station attendants play an important role in sales and marketing in the course of their regular duty. The employees ensure that customers are aware of the services they offer their customers. They perform the role by communicating with their customers about the services or giving additional promotional materials. They also market the company through the services they provide to the customers. They form an important part of the positive performance of the company.
Gas station attendants have an important role in providing technical assistance to customers who visit the station for services. They work closely with the clients to answer questions relating to different services. They ought to have specialized skills such as the ability to check and even change the battery, provide tire services, check the wipers, and other technical activities to support customers. Technical assistance is an essential part of customer service.
The employees are an important part of the company’s financial management. They receive payments for services and give change whenever it is required. They also charge the services using other modes of payment, including credit card or mobile money transfer. Besides, the company expects them to have updated financial records of the daily activities, including sales. Their records help the accounting team to create the necessary financial statements at the end of the month. The employees are expected to have a high level of integrity.
Regardless of some challenges, such as long working hours to meet the demands of the customers, Domo Gasoline Corporation Ltd is one of the petroleum companies with excellent working standards in the country. Human resource management supports employees by providing a competitive salary in line with the demands of their jobs. Employees are motivated through incentives such as overtime pays and paid vacations to continue working excellently for the company. Human resource management, as a result, requires high working standards from the employees.
Domo Gasoline Corporation Ltd, just as other petroleum firms in the country has a demanding work environment. In many instances, the employees have to work for long hours to meet the demands of the customers, especially during busy days such as holidays. During such periods, the attendants become tired, primarily when the number of employees cannot adequately cater for the demand. However, the human resource management implements measures such as overtime pays to motivate employees during such highly demanding periods. Although the company has an operative working human resource team, it needs to implement a functional training program to enhance its efficiency and ensure that it can successfully meet the demands of the customers.
Gas station attendants play a significant role in the successful operation of a petroleum company. They not only understand but also apply adequate customer service to achieve organizational objectives. They are the first people to come into contact with the company’s customers whenever they enter the gas station. Therefore, they will be trained on how to improve their customer service because their work determines the ability of the company to increase revenue and profits (Dhar, 2015). Therefore, the training ensures proper interactions with the clients to support brand loyalty in the highly competitive industry. Although Domo Gasoline Corporation Ltd has a competent team of gas station attendants, it is imperative to create and implement a training program to develop customer service and communication skills and knowledge necessary to improve customer service at every point of contact with the client. The company’s human resource management is expected to ensure that attendants develop the capability and confidence to create a positive experience with the customers. Therefore, training gas station attendants is an essential part of the human resource management function.
A job analysis is crucial in human resource management as it aids in identifying the necessary skills to develop to support the working conditions of employees. It is important to collect the essential information on the current level of skills to establish the need to develop other abilities and competencies to become efficient at serving the customers and performing other technical duties. The process involves familiarizing with the company (objectives, strategies, structure, inputs (people, materials, and procedures), and desired outcomes), determining the necessary information and its use, defining the jobs targeted for the analysis, collecting and analyzing information applying relevant data collection methods, and using the information for decision-making.
The job analysis involves needs assessment to determine the eligibility for a training program. The needs assessment is necessary for current and new employees because learning is a continuous process (Al Sahi AL Zaabi, Ahmad, & Hossan, 2016). For the current employees, it is necessary to establish the emerging needs, for example, in case of a change in the working processes. For the new employees, the demands for training emerge because they are required to work in a modern workplace with a new working culture. They need the training to help them adapt to the unique culture and work productively without facing many challenges. Furthermore, they are supposed to understand all the technical tasks and demands of their new workplace.
A successful training program is informed by a thorough needs assessment to identify the current issues and future challenges that the training program will meet. A job analysis is not only necessary but also imperative in a training process. It is the identification of the required skills to advance through training and development. Besides, it is critical in improving work productivity, and eventually, profitability. Following a needs analysis of DONO gas station attendant team, the training program will be based on the need to develop the necessary skills to improve their customer service both for the current and new gas station attendants. It is imperative to train the new workers about their roles and responsibilities in the workplace and to remind the current employees about their role as customer service teams (Hecklau, Galeitzke, Flachs, & Kohl, 2016). Best practice training for gas station attendants considers the position and their role in general to improve their work (Dhar, 2015). It is crucial for employees to understand the jobs accessible throughout the organization.
Training objectives are the deliverables that the training will achieve by the end of the program. The main aim of the training program is to develop relevant skills to support operations at the gas station. The training system will consider the position of employees instead of mechanical competency only. It is important to ensure that the employees are comfortable with their working environment to be friendly and helpful to the company. The training system is critical because the employees maintain a wide range of interactions with the customers while working for the company. They ought to be trained on how to relate with people they work with at the company.
The human resource management aims at implementing a system for continued training and development for gas station attendants because they work in a highly dynamic environment while their work-related demands keep changing. The management will implement a user-friendly preparation system that supports the ongoing training program. For example, it will adopt a system that trains employees on daily operations while in the workplace instead of taking time off work to train. They can implement convenient store management training that supports ongoing learning (Hecklau, Galeitzke, Flachs, & Kohl, 2016). The necessary system needs to be easy to use and up-to-date to achieve the training objectives. Actual training makes teaching employees easy and convenient for the human resource management team. It will prevent the employees from feeling overwhelmed with their work and responsibilities because they will continually develop the necessary competencies to support their work. Employees require appropriate and suitable training aligned with their roles within the organization. Training needs to include performance standards and assess development achieved after the learning process.
The training system will cover the necessary rules of operations and tasks relating to their role in the company. Although the trainees might face challenges, learning various roles, such as customer service and technical support, ought to be necessary for the training program to be thorough in developing the paramount skills and best practices of working in a gas station. Therefore, the system will include various information delivery approaches and tools to enhance training potential. For example, the training can consist of brochures, tutorial videos, lectures, and discussions, based on the particular demands of the content of the training program. Besides, the human resource team will have clear policies and guidelines regarding the implementation of the training program (Al Sahi AL Zaabi, Ahmad, & Hossan, 2016). The policies need to be formalized by having the employees read and sign them as a way of commitment towards functional learning and development. Human resource management ensures that employees support the training to achieve the objectives.
The actual task of the training program is to improve customer service at the gas station. It will include steps to create a thorough and successful training platform. The training steps depend on the nature of the work because different job descriptions demand diverse types of training (Hecklau, Galeitzke, Flachs, & Kohl, 2016). The beginning step will be the identification of the target skills to develop, including customer service and communication skills. It will be a form of orientation to help employees to understand their jobs, such as how to serve their customers. The employees require firsthand experience to perform their duties well (Deming, 2018). The next step is to create a specific training objective, which entails a team of gas station attendants with excellent customer service skills. Another important step is to create training content and context. The content of the program will include the means to achieve the objective. Some of the topics in the program include customer service principles, communication and collaboration skills, and team-working. For Domo Gasoline Corporation Ltd, adequate training is the one that trains employees as they practice the skills they develop on the job. Therefore, they will use on-the-job training to deliver the program content. Training needs to become a part of their working culture because it motivates them to achieve their individual work-related goals as well as the shared organizational objectives.
The training system will include policies, rules, and regulations, and operational standards of the company relating to the working environment and conditions. Employees require to not only develop technical skills but also understand the company’s policies and regulations because they affect their work directly. Besides teaching customer service skills, the program will include training on customer policies and corporate culture. Therefore, to work at the company and fulfill their mandate, employees need to understand the rules that govern their work (Deming, 2018). Thus, the training system will achieve a significant impact on corporate culture and work ethics. Besides, the human resource team requires to periodically check the trainees’ knowledge and skills to implement necessary changes to the training program. For example, since training keeps on changing, it is necessary for all modifications to be informed by the need to develop new or lacking skills (Al Sahi AL Zaabi, Ahmad, & Hossan, 2016). The proposed training must have a far-reaching impact on the work outcomes for employees working as gas station attendants.
As it is evident from the human resource management analysis, Domo Gasoline Corporation Ltd is a major petroleum company headquartered in Winnipeg, Canada. However, the company has operations in various other regions in the country. The firm runs several dealer networks in Manitoba, Alberta, and Saskatchewan. The company generates success from a workforce of well-trained employees, among them working as gas station attendants. The teams work in comfortable working conditions, but human resource management commits to improving the workplace to increase motivation and support the achievement of work-related objectives. Therefore, management will implement a functional system that supports continued training and development. The program needs to meet the needs of the entire workforce and individual tasks to increase productivity and profitability. It is worth noting that training and development will enable the company to achieve its business objectives and organizational goals.
Al Sahi AL Zaabi, M. S., Ahmad, K. Z., & Hossan, C. (2016). Authentic leadership, work engagement and organizational citizenship behaviors in petroleum company. International Journal of Productivity and Performance Management, 65(6), 811-830.
Company Overview of Domo Gasoline Corporation Ltd. (2019). Retrieved from https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=4335791
Deming, W. E. (2018). The new economics for industry, government, education. MIT press.
Dhar, R. L. (2015). Service quality and the training of employees: The mediating role of organizational commitment. Tourism Management, 46, 419-430.
DOMO (2019). Retrieved from https://www.domo.ca/
Domo Gasoline Corporation. (2019). Retrieved from https://www.zoominfo.com/directory/company/domo-gasoline-corporation-ltd/4122058?utm_source=discoverorg
Hecklau, F., Galeitzke, M., Flachs, S., & Kohl, H. (2016). Holistic approach for human resource management in Industry 4.0. Procedia Cirp, 54, 1-6.