{"id":1583,"date":"2015-03-10T10:00:00","date_gmt":"2015-03-10T09:00:00","guid":{"rendered":"https:\/\/netprove.nl\/blog\/\/"},"modified":"2025-10-01T10:55:22","modified_gmt":"2025-10-01T08:55:22","slug":"more-satisfied-customers-it-starts-with-employee-satisfaction","status":"publish","type":"post","link":"https:\/\/netprove.nl\/en\/blog\/more-satisfied-customers-it-starts-with-employee-satisfaction\/","title":{"rendered":"More satisfied customers? It starts with employee satisfaction."},"content":{"rendered":"

Studies have shown that\u00a0employee satisfaction<\/a>\u00a0plays an important role in the effectiveness of organisations. It has long been known that satisfied employees can also ensure greater customer satisfaction. Why does more employee satisfaction also make for more customer satisfaction? And can this connection be quantified?<\/p>\n\n\n\n

Well-known phenomenon<\/strong><\/h3>\n\n\n\n

Research conducted by Hoseong and Beomjoon (2012) shows that more\u00a0employee satisfaction<\/a>\u00a0leads to increased customer satisfaction. For example, Guzman, Rodriquez and Manautou (2004) also came to the same conclusion in their study of a restaurant chain. These are just two examples of studies explaining this connection but there are many other studies that have also shown this connection. So it is not a new fact that satisfied employees are necessary for customer satisfaction.<\/p>\n\n\n\n

Logical explanations<\/strong><\/h3>\n\n\n\n

According to the studies, there are a number of explanations for this relationship. The main explanation is that employees who are in contact with customers can develop awareness of customer needs and wants. <\/strong>Alongside this are satisfied employees, employees who have the tools to understand and serve customers optimally.  <\/strong>Last but not least, satisfied employees have relatively high energy and drive to deliver good service. Also, satisfied employees have sufficient \"emotional capacity\" to deliver empathy, respect and focus.<\/p>\n\n\n\n

In addition, employee satisfaction also reduces absenteeism. Satisfied employees also have better work morale than dissatisfied employees, which increases productivity.<\/p>\n\n\n\n

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Chicken or egg?<\/strong><\/h3>\n\n\n\n

Does customer satisfaction in turn create employee satisfaction? No, say Hoseong and Beomjoon (2012). And they are not the only ones who have shown this. For instance, Chi and Gursoy (2009) also showed that employee satisfaction comes first, not customer satisfaction. This would imply that customer satisfaction depends on\u00a0employee satisfaction<\/a>.<\/p>\n\n\n\n

How much employee satisfaction is enough?<\/strong><\/h3>\n\n\n\n

Despite the strong correlations between them, we cannot specifically identify a minimum amount of\u00a0employee satisfaction<\/a>\u00a0capture. It is clear, for instance, that a large proportion of the most successful companies also fall among the most attractive organisations to work for. But for the tipping point between satisfied or dissatisfied customers, there is too little scientific data to explain this reliably.<\/p>\n\n\n\n

Consequences of employee satisfaction<\/strong><\/h3>\n\n\n\n

Research by the likes of Gallup among a large number of organisations has shown that\u00a0employee satisfaction<\/a>\u00a0not only leads to fewer\u00a0staff turnover<\/a>. In the selected group of organisations with above-average employees, a number of other metrics were tested. Below is an indication of the impact of above-average\u00a0employee satisfaction<\/a>:<\/p>\n\n\n\n