Effects of employee satisfaction and customer retention on corporate image: A case study of Baringo Government Training Institute

Abstract

The elements that lead to employee satisfaction and customer retention are said to have fundamental implications for corporate image. Unlike much of the mainstream literature, which generally focuses on the relationship between two of these three subjects (employee satisfaction, customer retention, and corporate image), this study considers the effects, importance and reliance between all three. Based on published research, completed case studies, and interviews, the study emphasizes the effects of employee satisfaction and customer retention on corporate image. It argues that, in order to be effective, a complete understanding of the link between employee satisfaction and its relationship to customer retention and corporate image must be understood and practiced. Most every organization must deal with the issues of employees, customers and image in the normal course of carrying out business. This study considers each issue, but in relation to how they correlate with, and affect each other. The focus of this study is to fully define each issue, highlight the important relationship between each, and offer dynamic recommendations to improve the benefits of their correlation. This will be accomplished by analyzing published research, interviews with established professionals in the field, and case studies related to employee satisfaction, customer retention, and corporate image. The research on employee satisfaction is constantly evolving, with new points of view and strategies emerging on a regular basis. This study will analyze the various components of employee satisfaction, as well as the key drivers involved in employee fulfillment. The results of this analysis will be used to examine the relationship between a ' satisfied" employee and effective customer retention and loyalty. The study highlights the major considerations for retaining customers, and the relationship between satisfied employees and loyal customers. In the end, the issues of employee satisfaction and customer retention are examined in relation to their impact and influence on corporate image. This study will analyze and focus on the touch points that must be considered in the relationship between each issue. The study concludes that there is a direct and fundamental link in the relationship between employees, customers and corporate image. The study also concludes that an organization can benefit from enhancing these elements that make up what is known as the "service-profit" chain. After analyzing the research contained herein, the reader should be able to conclude that there is attainable value in combining these elements into a synergistic system for the benefit of the organization