The Connection Between Your Employees and Customers

Authors

  • Subramanian K. R.

DOI:

https://doi.org/10.53555/nnbma.v4i8.28

Keywords:

Customer retention and employee motivation, relationship with company, digitally connected employees and customers, excellent service, customer delight and company growth.

Abstract

As a business, you strive for acquiring and retaining happy customers. However, many businesses do not realize that the process starts with their employees and their job satisfaction with the company. This is one of the most undervalued aspects of developing a durable customer base. The employees want to feel the same way as their customers in their relationship with the company as everyone wants to feel appreciated. One of the negative impacts of modern technology is that many goods and services are turned into commodities. The quality of the service your employees provide is of paramount importance and this happens when  employees are fully engaged. Connected employees are the employees who provide great customer service and a unique experience. Such cumulative experiences have progressively become the predominant motivation for customers to buy. Customers need to receive excellent products and services in order to spend their hard earned bucks. Of course yes, it is employees who will provide them this exceptional product or service. If the employees are miserable in their jobs this affects morale, innovation, and customer relationships and which does not translate into a great product and/or service. This is the connection between employees and customers

References

1. N. Allen, D. Grisaffe, Employee commitment to the organization and customer reactions: Mapping the linkages, Human Resource Management Review, 11 (2001), pp. 209-236
2. Bitner, Mary Jo, Bernard H. Booms, and Lois A. Mohr, "Views of Service Encounters by Customers and Employees," in progress.
3. Bitner, Mary Jo, Bernard H. Booms, and Mary Stanfield Tetreault (1990), 'The Service Encounter: Diagnosing Favorable and Unfavorable Incidents," Journal of Marketing, 54 (January), 71-84.
4. E. Babakus, U. Yavas, O. Karatepe, T. Avci, (2003) The effect of management commitment to service quality on employees’ affective and performance outcomes, Journal of the Academy of Marketing Science, 31 , pp. 272-286
5. L. Berry (1981), The employee as customer, Journal of Retail Banking, 3 (1981), pp. 25-28
6. T. Bijmolt, P. Leeflang, F. Block, M. Eisenbeiss, B. Hardie, A. Lemmens,( 2010) et al., Analytics for customer engagement, Journal of Service Research, 13 (2010), pp. 341-356
7. R. Bolton, (2011), Customer engagement: Opportunities and challenges for organizations, Journal of Service Research, 14 pp. 272-274
8. J. Bowden, (2009), The process of customer engagement: A conceptual framework, Journal of Marketing Theory and Practice, 17 pp. 63-74
9. S. Cadwaller, Ch. Burke-Jarvis, M. Bitner, A. Ostrom, (2010), Frontline employee motivation to participate in service innovation implementation, Journal of the Academy of Marketing Science, 38 pp. 219-239
10. J. Cambra, I. Melero, F. Sese, (2012), Customer engagement: An exploratory study in the mobile communications industry, Universia Business Review, 33 , pp. 84-103
11. Davis, Mark H. and H. Alan Oathout (1987), "Maintenance of Satisfaction in Romantic Relationships: Empathy and Relational Competence," Journal of Personality and Social Psychology, 53 (August), 397-410.
12. G. Druckenmiller, (2009),Customer engagement: Using technology to build relationships, Mintz & Hoke Communications Group
13. W. George, (1990), Internal marketing and organizational behaviour: A partnership developing customer-conscious employee at every level, Journal of Business Research, 20 , pp. 63-70
14. E. Gummensson, (1987), The new marketing-developing long term interactive relationships, Long Range Planning, 20 pp. 10-20
15. L. Hollebek, (2011), Exploring customer engagement: Definition and themes, Journal of Strategic Marketing, 19 pp. 555-573
16. O. Karatepe, (2006), Customer complaints and organizational responses: The effects of complaint? perceptions of justice on satisfaction and loyalty, Hospitality Management, 25 , pp. 69-90
17. V. Kumar, L. Aksoy, B. Donkers, R. Venkatesan, T. Wiesel, S. Tillmans, (2010), Undervalued or overvalued customers: Capturing total customer engagement value, Journal of Service Research, 13 , pp. 297-315
18. Karnes, Roger Eugene (12 August 2008). "A Change in Business Ethics: The Impact on Employer–Employee Relations". Journal of Business Ethics. 87 (2): 189–197.
19. J. López-Sánchez, C. González, L. Santos, (2010), Service innovation and customer co-creation: Effects on performance, Revista Española de Investigación en Marketing, 17 pp. 79-102
20. L. Mohr, M. Bitner, (1995), The role of employee effort in satisfaction with service transactions, Journal of Business Research, 32 pp. 239-252
21. A. Mollen, H. Wilson , (2010), Engagement, telepresence, and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives
Journal of Business Research, 63), pp. 919-925
22. Leong, Siew Meng, Paul S. Busch, and Deborah Roedder John (1989), "Knowledge Bases and Salesperson Effectiveness: A Script-Theoretic Analysis," Journal of Marketing Research, 26 (May), 164-178.
23. Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry (1985), "A Conceptual Model of Service Quality and Its Implications for Future Research," Journal of Marketing, 49 (Fall), 41-50.
24. Smith, Ruth A. and Michael J. Houston (1983), "Script-Based Evaluations of Satisfaction With Services," in Emerging Perspectives on Services Marketing, eds. Leonard L. Berry, G. Lynn Shostack, and Gregory D. Upah, Chicago: American Marketing Association, 59-62.
25. J. Van Doorn, (2011),Customer engagement: Essence, dimensionality, and boundaries, Journal of Service Research, 14 ), pp. 280-282
26. J. Van Doorn, K. Lemon, V. Mittal, S. Nab, D. Pick, P. Pirner, (2010) et al. Customer engagement behavior: Theoretical foundations and research directions, Journal of Service Research, 13 , pp. 253-266
27. P. Verhoef, W. Reinartz, M. Krafft, (2010), Customer engagement as a new perspective in customer management, Journal of Service Research, 13 pp. 247-252
28. S. Vivek, (2009), A scale of consumer engagement, (Doctor of philosophy dissertation), Department of Management and Marketing, Graduate School – The University of Alabama, UMI
29. F. Wangenheim, H. Evanschitzky, M. Wunderlich, (2007), Does the employee–customer satisfaction link hold for all employee groups?, Journal of Business Research, 60 pp. 690-697
30. S. Wigley, B. Lewis, (2012), Rule of engagement: Practice what you tweet
Public Relations Review, 38 pp. 165-167
31. Webster, Frederick E., Jr. (1988), "The Rediscovery of the Marketing Concept," Business Horizons, 31 (May-June), 29-39.
32. X. Zhang, K. Bartol, (2010), Linking empowering leadership and employee creativity: The influence of psychological empowerment, intrinsic motivation and creative process engagement, Academy of Management Journal, 53 pp. 107-128
33. Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman (1988), "Communication and Control Processes in the Delivery of Service Quality," Journal of Marketing, 52 (April), 35-4

Downloads

Published

31-08-2018

How to Cite

K. R., S. (2018). The Connection Between Your Employees and Customers. Journal of Advance Research in Business, Management and Accounting (ISSN: 2456-3544), 4(8), 01-08. https://doi.org/10.53555/nnbma.v4i8.28

Similar Articles

1-10 of 101

You may also start an advanced similarity search for this article.