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Does employee satisfaction matter? A study to determine whether low employee morale affects customer satisfaction and profits in the business‐to‐business sector

Julie Abbott (West View, Welshend, Whixall, Whitchurch, Shropshire, SY13 2SE, UK)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 1 October 2003

7662

Abstract

Is employee morale affecting customer satisfaction and therefore the bottom line? This paper describes a piece of exploratory research carried out in the business‐tobusiness (B2B) sector in the UK to determine whether employee satisfaction does ultimately affect profits. There is a great deal of literature that supports this argument. The results of the research, however, actually indicated an inverse relationship in one industry in particular. The focus industries were technology, processing and business banking. This correlates with a recent similar study in the retail industry. The results showed that morale can be very low, yet employees work hard in order to keep their customers loyal and to maximise company profits. This is despite fear of redundancy, high workloads and long hours.

Keywords

Citation

Abbott, J. (2003), "Does employee satisfaction matter? A study to determine whether low employee morale affects customer satisfaction and profits in the business‐to‐business sector", Journal of Communication Management, Vol. 7 No. 4, pp. 333-339. https://doi.org/10.1108/13632540310807467

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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