毕业论文：员工满意度和顾客满意度关系研究

1、ZHEJIANG SHUREN UNIVERSITY学科前沿文献读写议课程作业学生姓名：贺 婷 婷 学号：201001013305专业：工商管理班级：工本103浙江树人大学管理学院2013年11月毕业论文题目：员工满意度和顾客满意度关系研究英文文献原文：The relationship between employee satisfaction and customer satisfactionEfforts to enhance customer satisfaction have been considered critical by many organizations, particu

2、larly those in the service sector (Schmit and Allscheid, 1995) and hence, have been researched by numerous studies. Despite vast research previously conducted on the relationship between the employee satisfaction and customer satisfaction, Schmit and Allscheid (1995) assert that further conceptual a

3、nd empirical evidence is needed to reveal the relationship between employee satisfaction and customer satisfaction.In previous research, employee satisfaction (hereafter ES) has been frequently measured by asking customers' perception of employee and customer satisfaction (hereafter CS) also has

4、 been measured by employees via survey. Though the use of indirect measures in assessing ES and CS is quite common, it still remains unclear whether this practice is appropriate. As an alternative attempt to measure customer and employee satisfaction more accurately, Schmit and Allscheid (1995) empl

5、oyed dyadic data from both the customer and employee surveys and simultaneously estimate both employee and customer model. They assumed employee job satisfaction was influenced by the work climate produced by the customers, linking employee model and customer model simultaneously. But each model was

6、 estimated based on different level of data: The employee model was based on the individual level, whereas customer model was based on data collected at the multiple offices of a service-oriented organization. As such, previous research which attempt to identify the ES-CS relationship had potential

7、limits in gauging the focal constructs.To show a comprehensive framework depicting the interplay of ES-CS, the present study tested the ES-CS relationship in the causal models which incorporates key constructs instead of just considering focal variables (i.e. ES and CS) (Brown and Lam's, 2008).

8、In an attempt to uncover the link between ES and CS, this paper reviews information derived from relevant prior research and investigate whether the relationship between employee satisfaction and customer satisfaction is bilateral or unilateral. This study also examines the role of moderating variab

9、les which have incremental impacts on this link.Hypothesis development on ES-CS relationshipThe influence of ES on CSThe influence of employee satisfaction on customer satisfaction has received considerable attention in marketing literature and practice in recent years. It has been argued that behav

10、ior of satisfied employees plays an important role in shaping customers' perceptions of business interactions (Spiro and Weitz, 1990). This phenomenon may occur as satisfied employees are more apt to be friendly, enthusiastic, attentive, and empathetic toward customers (Beatty et al., 1996; Rafa

11、eli, 1993).According to the concept of partner effects, a person is in some way, verbally or nonverbally, influenced by the characteristics and behaviors displayed by his or her counterpart (Dolen et al., 2002). Additionally, the contagion effect explains how satisfied employees influence others aro

12、und them to feel good (Hatfield et al., 1993). As such, Schneider and Bowen (1985) said that employee job satisfaction is positively related to customers' perceptions of service. This notion suggests that employees who have higher levels of job satisfaction also believe they are able to deliver

13、excellent service (Schlesinger and Zornitsky, 1991). It is also expected that happy or satisfied employees are more inclined to share these positive emotions with customers (Brief and Motowidlo, 1986). This was also consistent with Brown and Lam (2008) who provided the empirical evidences showing th

14、e robust relationship between employee job satisfaction and customer satisfaction. Thus, the following hypothesis is proposed:H1-1. Employee satisfaction will positively influence customer satisfaction.The influence of CS on ESCompared to the influence of ES on CS, the impact in the opposite directi

15、on (from CS to ES) is supported by a few theories such as the social exchange theory (Konovsky and Pugh, 1994) and the psychological contract theory (Robinson and Morrison, 1995). Central to these conceptions is the norm of reciprocity (Netemeyer et al., 1997): Customers satisfied with their counter

16、part will engage in cooperative behavior as reciprocation for those who have benefited them (Bateman and Organ, 1983; Schnake, 1991). Beatty et al. (1996)and Gremler and Gwinner (2000) found that customers who developed a bond with the employees also were likely to care about employee wellbeing. If

17、customers like the performance of the employee and express gratitude or satisfaction, in turn, it is also expected to lead to a higher level of employee satisfaction (Dolen et al., 2002). In other words, positive reinforcement from customers increases the satisfaction of sales employee (Beatty et al

18、., 1996). In a similar vein, Bitner et al. (1990) posit that customers' inputs make important contributions to enhancement of service quality, leading to employee satisfaction. Goodwin and Gremler (1996) also argue that employees are concerned about customers' feelings and are pleased when c

19、ustomers display appreciation for quality service. Based on these notions, this study argues that customer satisfaction influences the job satisfaction of their counterpart. Therefore:H1-2. Customer satisfaction will positively influence service providers' job satisfaction.Sample and proceduresT

20、his study was administered with the cooperation of one of leading private education companies in Korea. This company has a business model of providing educational services through private tutors who visit the customers' homes on a regular basis. Private education services in Korea can be regarde

21、d as a commercial exchange because customers pay for the education services received and private tutors are considered service employees to their customers (Williams and Anderson, 2005; Yi and Gong, 2008). Educational services seem to be good contexts for testing our research purpose as the customer

22、s could interact with employee on a regular basis and can observe the counterparts. To test these hypotheses, dyadic data incorporating both the customer and the corresponding employee were developed. This study recruited the customers and the corresponding private tutors to test the ES-CS link.The

23、surveys were administered as follows: First, 500 customer samples were randomly selected from about 50,000 customers nationwide. Questionnaires were sent to 372 customers who agreed to participate in the survey. After one month, 285 questionnaires were returned to us. It turns out that the sample re

24、presents the customer pool appropriately based on similarity of demographics between the final sample and the population. Second, the survey for employees was administered. Those who correspond to customers who respond to surveys were recruited for the purpose of probing the ES-CS relationship. Sinc

25、e there are no multiple customers from a single tutor, it could be said that customers are not nested within tutors. Finally, 227 samples (227 pair of customers and corresponding employees) were used in the final analysis after discarding the incomplete questionnaires.MeasuresThis study used measure

26、s for key variables from existing studies and literature by slightly modifying them into the context of the current study (educational service). All constructs were assessed by multiple items using five-point scale ranging 1=strongly disagree to 5=strongly agree. Figure 1 explains the simultaneous m

27、odel considering both employee and customer perspectives.Employee modelThis study examined five constructs in the employee model. Each was role ambiguity, role conflict, job satisfaction, commitment, and intent to stay. Used were items developed by Ho et al.' (1997) to assess employee role ambig

28、uity and role conflict. Also, this study measured employee job satisfaction with the items proposed by Netemeyer et al. (1997) and Hartline and Ferrell (1996). Commitment, the employee's identification with organization, was assessed with the items developed by Ganesan and Weitz (1996). Intent t

29、o stay was measured by items established by Good et al. (1996).Customer modelIn the customer model, five different constructs were considered: interaction quality, outcome quality, customer satisfaction, trust, and customer loyalty. Interaction quality and outcome quality were measured by applying a

30、n adapted version of Brady and Cronin's (2001)model tailored for the context of educational service. Customer satisfaction was assessed by adapting the items of Mano and Oliver (1993) and Bettencourt (1997). These items were used to measure customer's responses to service experience with the

31、 employee. Customer trust was measured by the four items proposed by Ramsey and Sohi (1997). This study also defined customer loyalty as the customer having intention to do the business with the organization in the future and engaged in positive word-of-mouth communication about it. Customer loyalty

32、 was assessed by modifying items developed by Zeithaml et al. (1996).AnalysisStructural equation methodology was applied to test the hypothesized model. In order to specify the model, each of the constructs was represented by multiple measures. The first step in the model testing was to conduct a mu

33、ltiple items' reliability and validity check by applying confirmatory factor analysis to confirm if the multiple items sufficiently measure the proposed constructs. Next, the hypothesized model was assessed by estimating the standardized path coefficients for each proposed relationship.Reliabili

34、ty and validity checksThe first step of the reliability and validity check was to confirm the overall goodness-of-fit indices of the measurement model. In Table I, this study presents the results for both the customer model and the employee model. Since the GFI and AGFI may contain inconsistencies d

35、ue to sampling characteristics (Hoyle and Panter, 1995), this study substituted two fit indices with TLI and CFI. 2 and RMSEA are also included as fit indices since it is generally recommended to incorporate at least 4 indices to confirm general fitness (Kline, 1998).In conducting confirmatory facto

36、r analysis, added were related variables such as customer satisfaction in the employee model and employee satisfaction in the customer model. The indices of employee model include the following results: the chi-squire statistic was 367.5 with 194 degree of freedom, comparative fit index (CFI) was 0.

37、989, TLI was 0.986, and the root mean square error of approximation (RMSEA) was 0.063. The fitness of customer model was 2 (155)=247.3, CFI=0.995, TLI=0.993, RMSEA=0.051. According to the outcomes, the model fitness was adequate for both models because the values of CFI and TLI in the 0.90 range hav

38、e been known as the adequate fit for these indices and RMSEA is lower than the criteria proposed by Browne and Cudeck (1992).The reliability and inter-correlations of the constructs are reported in Tables I-III. Given that this study consisted of dyadic data, this process conducted within each domai

39、n. In Table I, the evidence of internal consistency is provided by the composite reliability. It is regarded as a less constraining index for measuring internal consistency compared to Cronbach's alpha (Homburg and Giering, 2001). All values are higher than the criteria proposed by Venkatraman (

40、1990), as Table I shows, the composite reliability ranged from 0.627 to 0.883.Also, the correlations ( estimates) among the latent variables are included in Tables II and III. Table II contains the outcomes of the employee model and Table III presents the results of customer model. This study perfor

41、med test of discriminant validity among the factors based on estimates. Table II showed that there are no correlation estimates which comprise 1 in confidence intervals (±2SE) at the employee model. Also, the AVE values were greater than the squared coefficients (Bagozzi and Yi, 1988). Thus, it

42、 could be said that all measurements achieved criterion for discriminant validity (Anderson and Gerbing, 1988). The values of correlation estimates ranged from 0.483 to 0.844. In the customer model, the confidence intervals of all values (±2SE) were also under 1 and the square roots of AVE valu

43、es were greater than the coefficients. These outcomes also explained that all estimates achieved the criterion for discriminant validity in the customer model. Table III shows that the values of correlation estimates ranged from 0.419 to 0.850 in the customer model.ResultsAccording to the model fitn

44、ess analysis, our hypotheses linking the employ model with the customer model fit well ( 2 (584)=939.4, CFI=0.987, TLI=0.985, RMSEA=0.052). The overall fit of the structural model was adequate, and the standardized path estimates indicate significant relationships among the constructs. In Table IV,

45、this study present the results of the structural equation model depicted in Figure 1. All paths were statistically significant with the only exception occurring in the path from customer satisfaction to job satisfaction. Since the unilateral model can be nested in the bilateral model, the improvemen

46、t in fit is assessed by comparing the chi square difference between the bilateral model and each unilateral model.The model testing is conducted by comparing the baseline model (i.e. bilateral model) with the test model (i.e. unilateral model) in which imposes a relationship of zero on the path from

47、 ES to CS or on the path from CS to ES at the bilateral model. The results of these comparisons, reported in Table V, indicate that failure of the path from ES to CS causes it to fit the data significantly worse than the baseline model, supporting H1-1. On the other hand, the chi square difference b

48、etween the unilateral model assuming a path from ES to CS and the baseline model indicates that adding a path from CS to ES does not improve its fit. Therefore, H1-2 was not supported.DiscussionH1 provided partial support for our conceptions derived from the previous studies related with the ES-CS r

49、elationship. The influence of employee satisfaction on customer satisfaction was found to be significant, supporting H1-1, but the path from customer satisfaction to employee satisfaction (H1-2) was not significant. This partial support indicates that the relationship between employee satisfaction a

50、nd customer satisfaction is unilateral rather than mutual. Given no significance of customer satisfaction on employee satisfaction, employee satisfaction seems to be affected less by customer satisfaction, possibly more by other factors (e.g. pay, co-workers, and supervisor). Simply stated, the resu

51、lts show that employees' job satisfaction leads to an increase in customer satisfaction, however, not vice versa.Brown and Lam (2008) found variables such as service characteristics, research contexts, and study methods moderated the relationship between ES and CS, but employee's disposition

52、 and work climate factors which were proven to be critical variables in the domain of employee satisfaction research were not included. Hence, we investigate how dispositional variables moderate the relationship between ES and CS.Hypothesis development on moderating effectDispositional variablesPers

53、onality factors have been known to account for the differences in job attitudes (Staw and Ross, 1985). Among various dispositional variables, this study posits that self efficacy acts as a moderating variable. Self efficacy is a core concept in social cognition theory (Yi and Gong, 2008) and refers

54、to individuals' judgments that they have capabilities to perform their job or fulfill duty appropriately. Self efficacy also pertains to judgments about what one is capable of doing a task with whatever skills one possesses (Bandura, 1986).McKee et al. (2006) said that individuals who have more

55、confidence in their abilities tend to exert more effort to perform particular behaviors, persist longer in order to overcome obstacles and set more challenging goals than those who have less confidence in their abilities. It is also expected that people with high self efficacy generally set a higher

56、 level of outcome expectations and are more likely to achieve their desired outcomes (Pereay et al., 2004). As such, employees with higher self efficacy are expected to show more confidence in their abilities and are more likely to provide quality service to the customers. This, in turn, is expected

57、 to lead to a higher level of customer satisfaction. Therefore:H2-1. Employee self efficacy moderates the ES-CS relationship: For employees who score high on self efficacy, employee satisfaction will be more positively related to customer's satisfaction.文献翻译（4000字以上）：员工满意度与顾客满意度间的关系以服务行业为代表的很多企业

58、开展了许多调查研究,从而批判地考虑了提升顾客满意度的措施。尽管大量调查仓促地论证了员工满意度与顾客满意度之间的关系，但Schmit and Allscheid 断言道：今后仍然需要概念性和经验主义的证据去检验员工满意度和顾客满意度之间的关系。在过去的研究中，以询问顾客的感觉的方式来频繁地测量员工满意度，以调查员工的方式来测量顾客满意度。尽管这种间接评估员工满意度与顾客满意度的方式非常普遍，但这种方式是否恰当仍然值得商榷。为了让可供选择的测量顾客满意度与员工满意度的方式更加精确，Schmit and Allscheid 使用了顾客满意度与员工满意度的对称数据，并且同时评估了员工和顾客的模型。他们

59、假设员工的工作满意度是被那些由顾客产生的工作趋势所影响的，从而将员工模型与顾客模型联系了起来。但是每一个模型都是建立在不同层次的数据之上的，例如：员工模型是建立在同一层面上的，然而，顾客满意度是建立在不同服务标准的企业提供的服务的基础上的。例如，过去那些尝试区分顾客满意度和员工满意度的研究在测量标准方面有着潜在的限制。Brown and Lam's显示了一个描绘员工满意度与顾客满意度相互作用的综合框架，本研究测试的员工满意度与顾客满意度关系的因果模型相结合的关键结构而不是只考虑局部变量（即员工满意度与顾客满意度）在试图揭示员工满意度与顾客满意度之间的联系，本文回顾了相关的信息和来自以前的研究探讨员工满意度与顾客满意度之间的关系是双侧或单侧。本研究还考察了在这一环节的调节变量增量的影响作用。在员工满意度与顾客满意度关系假说的发展员工满意度对顾客满意度的影响Spiro and Weitz在 1990研究得近年来员工满意度对顾客满意度的影响在营销文献和实践中获得相当大的关注。它已被认为是满意的员工行为在塑造客户的业务交互感知中起着重要的