Customer and Employee Satisfaction: African Retailing Perspective :towards a Nexus

Internal and external customer-satisfaction and retention have always been important issues for any kind of business venture. There is a positive and significant relationship between customer satisfaction and employee satisfaction; these relationships are positive and statistically and substantively significant. Employee satisfaction is significantly related to service quality and to customer satisfaction, while the later in turn influences firm profitability leading to a satisfaction-quality-profit cycle. It has been long established that organizations with a quality foundation have better leverage to achieve high levels of customer satisfaction, but research has shown that a specific key driver of achieving customer satisfaction is employee satisfaction. The author eruditely illustrates and explains why any organization should make customer satisfaction and employee satisfaction a priority. Benson propound that in a competitive business environment, where the product and service is largely homogeneous, the only competitive advantage a company has its people, their dynamic ideas , solutions generated; and service quality, to achieve best repeat business and customer satisfaction.