1.6 Aims and goals of the thesis.
Nowadays, even if management has changed, the work force needs is not always on the foreground. In the service industry, some managers reckon the "customer is king" and must be positioned as first in the organisation. Some companies spend a lot of money in advertising to gain new customers, but are their employees ready and involved enough to meet the expectations of these potential long-term customers? Companies may have to develop techniques, tactics and strategies to involve people, and improve their service to satisfy their customer.The main key success would be to satisfy first the employees so as to answer the expectations of the customers. Employees are the backbone of the organisation and are the main connection and link between the company and the customers. They are the representation of the company's value perceived by customers. D. Natalisa & B. Subroto (in Kotler, 1994) stressed, "In service industries, customer satisfaction is always influenced by the quality of interaction between customers and the personnel involved in the contact services." Moreover, J. Oakley, an assistant professor of Marketing at Purdue University's Krammet School of Management, has achieved a study on this topic. He has interviewed 5,500 employees from 100 companies through topics such as Human Resources systems, Marketing characteristics, and organizational culture climate. L. Jacobson & G Terzo explored the results of this research that stated "1 unit increase in employee satisfaction leads to a 0.31 unit increase in customer satisfaction." The study added: "1 unit increase in customer satisfaction created a 0.28 unit improvement in financial performance." As a result, there is a link between employees and customers' satisfaction and both lead to financial performances. The question is how does the connection occur and what sort of factors can be implemented to make it happen?
The study method selected for this research is to analyse first the literature review through books, articles and website. Then the results taken out from this first step will be verified through the personal contribution. These trends will be confirmed or disconfirmed by focusing on case studies, qualitative interviews of managers, frontline employee and customers.
Main question:- How a company can create a competitive advantage from its employee and implement factors that contribute to the common employees and customer satisfactions?
Other questions:
- By pleasing his employees, companies contribute to satisfy its customers?
- How to satisfy the employees (compensation, autonomy…)?
- What are the main focuses to satisfy a customer?
- Is there a link between satisfaction and motivation for employees?
- What are the values to develop in the company so as to match to the client?
- What is the best organization to motivate employees?
- What are the expectations of the employees?
Hypothesis:The thesis of this project to be tested is the following:
A company should satisfy first its employees to provide a better service to his client.
This hypothesis is based on the premise that employee well-being improves customer's contentment.Aim:
The aim of this study is to explore the systems and associated literature with emphasis on companies that think out of the box in management matters.
