A Study On The Relationship Of Employee Satisfaction And Customer Satisfaction

With the market competition is increasingly intensifying, more and more enterprises realize the importance of customer satisfaction and employee satisfaction. Employee is the internal resources of a company who can create value.Customers are the external asset of a company who bring the profit directly. Even though the idea of satisfaction mirror between employee and satisfaction has been accepted, the related researches and findings are limited. Especially, most of the Chinese researchers only do research on customer satisfaction or employee satisfaction separately and most of the researches on satisfaction mirror are qualitative research. The purpose of this study is to understand the relationship between employee satisfaction and customer satisfaction, view the employee satisfaction and customer satisfaction as a whole. It mainly contributes to the theory and practice as following:Firstly, the relationship among 15 internal service qualities, employee satisfaction and employee loyalty are studied. According to the hypothesis about these relationships, a structural equation model of employee satisfaction is built. Applying the AMOS, there hypotheses are empirically tested with the data from employees of a retail chain enterprise.Secondly, the relationship among 6 external service qualities, customer satisfaction and customer loyalty are studied. Customer satisfaction is in the center of this structural equation model which is built according to several hypotheses. All hypotheses are empirically tested with the data from customers of the same retail chain enterprise.Thirdly, a new satisfaction drive factor model is built according the idea of KANO model. The idea of different kinds of relations between qualities and satisfaction is accepted by this study. A new customer satisfaction regression analysis with two kinds of dummy variables (excitation factor and constraint factor) is used. The model is tested with the data from customers of the same retail chain enterprise. The categories of each quality variables are identified.Finally, according to the internal relationship between employee satisfaction and customer satisfaction, a satisfaction mirror model is built. The hypothesis is tested with the pair data from customers and employees of the retail enterprise. The empirical study of satisfaction mirror is a new attempt with large sample. The conclusion, existence of satisfaction mirror between employee and customers, provides a strong support for the implement of internal and external customer satisfaction strategy for modern enterprises.