The relationship between employee job satisfaction and customer satisfaction

Number of pages: 165 File Format: word File Code: 30658
Year: 2013 University Degree: Master's degree Category: Management
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    Academic thesis for obtaining a master's degree in the field: business management, insurance trend

    Abstract

    Today, service industries play an essential and important role in the economic growth and development of countries, and among them, the role and importance of the insurance industry as a productive and supporting industry is not hidden from anyone. It is necessary to progress, survive and remain in the scene, correctly understand the needs of customers and satisfy them. Therefore, the great challenge of services is to satisfy customers. When a customer buys a certain service, employees directly affect the customer's perception of the quality of the interaction. In such a way that a dissatisfied customer may not only refer to other organizations to receive service, but also share his unpleasant experience with others; On the other hand, it is possible that as a result of a quality interaction between employees and customers, the customer will be satisfied and share his pleasant experience with others. The practical purpose of this research is to investigate the relationship between employee job satisfaction and customer satisfaction in insurance companies in Rasht city. The present research is an applied research in terms of its purpose and a descriptive research in terms of the method of data collection. The statistical population is the insurance companies of Rasht city, therefore a questionnaire containing 27 questions was prepared and distributed among the customers of the insurance companies of Rasht city. Finally, the analysis was performed on 384 questionnaires collected from customers and 147 questionnaires collected from employees. SPSS and LISREL software were used for analysis. The results of the research showed that conflict and role ambiguity affect the job satisfaction of employees, job satisfaction affects the perceived commitment of employees, and the perceived commitment of employees also affects the satisfaction of customers. Key words: role conflict, role ambiguity, job satisfaction, perceived commitment of employees, customer satisfaction. Introduction Today, service industries play a fundamental and important role in the economic growth and development of countries, and among them, the role and importance of the position of the industry Insurance as a productive and supporting industry is not hidden from anyone. On the other hand, the world of insurance is rapidly changing and becoming competitive, and it is necessary to progress, survive and remain in the scene, to understand the needs of customers and to satisfy them. Therefore, the biggest challenge of services is to satisfy customers (Nouri, 2012, p. 10). According to Hellir and his colleagues [1], satisfaction can be considered as a general degree of satisfaction and happiness felt in the customer, the result of which is the ability of the service to meet the demands, expectations and needs related to the service for the customer. Yi [2] sees satisfaction as a state that is achieved for the customer after consuming the product or using the service; In other words, satisfaction can be defined as the process of understanding and evaluating the customer's experience of consuming a product or using a service. If organizations want to achieve customer satisfaction, they must measure the level of customer satisfaction because no one can manage something that cannot be measured (Ho [3], 1995, p. 21). Customer satisfaction is a factor that determines the organization's success in communicating with customers. Therefore, its measurement is very important. The satisfaction of insurers - as customers of insurance companies - with the quality of these companies' services will ultimately determine the survival or non-survival of these companies in the insurance market (Moven [4], 1994, p. 20). In today's world full of complexity and change, the level of organizational competition is constantly increasing. It is obvious that in the field of global competition, organizations that can better bring positive mechanisms to the fore in the competition in front of them will be more successful. In other words, organizations will be able to pass through the filter of tough environmental selection that is free from any impurity and will be able to gain the trust and satisfaction of the decisive and strategic factors of the environment (Zarundi, 2018, p. 12). If the organization only pays attention to the material goals of the employees and ignores the spiritual goals, the employees in the organization tend to perform poorly, because their expectations have not been met. Because an important part of our life is spent in the work environment and many of our relationships and social relations are formed during working hours.Work can be mentioned as a very important part of human life, considering the importance of different aspects of work in human life, it can be said that organizational commitment and desire to do work also have a significant impact on how people are satisfied with their life situation (Zarundi, 2018, p. 12). The overall process of customer satisfaction must be analyzed, understood and managed precisely in order to improve and increase its strategic relationships (Kanji and Wini [5], 2001, 12).

    To improve the level of customer satisfaction, it is necessary to first determine the current level of customer satisfaction, that is, the organization must know how satisfied customers feel (Fasi Kwa [6], 2004, p. 84). Researchers such as; Brook and Smith [7] showed that when a customer buys a certain service, employees directly affect the customer's perception of the quality of the interaction. So that a dissatisfied customer may not only refer to other organizations to receive service, but also share his unpleasant experience with others; On the other hand, it is possible that as a result of a quality interaction between the employees and the customer, the customer is satisfied and shares his pleasant experience with others. Organizations are superior to other organizations (Nuri, 2012, p. 45).

    Some managers tried to suppress conflicts and disagreements in their organizations by resorting to coercive methods due to their inability. While research has shown that organizations with less conflict often fail in competitive environments; Because the members of such organizations are so homogenous that they have little preparation for adapting or adapting themselves to the environmental conditions, or they are so satisfied with the existing situation that they think they do not need to improve the existing situation. While conflict is like new blood in the veins of hard-working, progressive and success-seeking organizations, and dealing with conflict is at the heart of every organization's management. Based on the theoretical model of Kahn et al. [8] (1964), the experience of role ambiguity can lead to contradictory reactions, feelings of tension, decreased self-confidence and dissatisfaction in the individual. Employee commitment is essential for contemporary organizational success. Highly committed employees are likely to be willing to put in more effort for the sake of the organization. A person's strong attachment to the organization enables better adaptive abilities and greater responsiveness to changes in customer demands, as well as adaptation to environmental pressures and emergencies. In many organizations, employees constitute a major factor and affect the effectiveness, efficiency, and professional performance of the organization. If the organization succeeds in creating feelings of loyalty and commitment in most of its employees, it is more likely that its goals will be met and its overall performance will increase (Qamari, 2019). Job satisfaction is among the variables related to organizational commitment. Job satisfaction is defined as a pleasurable emotional state that comes from the evaluation, emotional reaction and attitude of the individual towards the job. Job satisfaction refers to enjoying work, doing better work, enthusiasm and happiness about work, and receiving appropriate rewards for one's efforts. Job satisfaction is multidimensional, it includes several separate dimensions such as satisfaction with salary, promotion opportunities, job security and job importance/challenge (Bloch, 2009, p. 67). (Job satisfaction and organizational commitment are two of the most influential attitudes about work that have been investigated in the work and organization literature. Organizational commitment is important for researchers and organizations because of the desire to maintain a strong workforce. Researchers and professionals are very interested in understanding the factors that influence employees' decisions to stay or leave an organization (Qarachi, quoted by Williams, 2004, p. 21). According to the above, the question is what is the relationship between employee job satisfaction and customer satisfaction. For this purpose, in this research, we examine the relationship between employee job satisfaction and customer satisfaction in insurance companies in Rasht.

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    Table of Contents

    Chapter One

    1-1) Introduction. 1

    1-2) statement of the problem. 2

    1-3) Necessity and importance of research. 4

    1-4) research objectives. 5

    1-5) research questions. 6

    1-6) Theoretical framework of the research. 7

    1-7) research hypotheses. 7

    1-8-1) theoretical definitions of variables 8

    1-8-2) operational definitions of variables 8

    1-9) research area. 10

     

    Chapter Two

    2-1) Customer satisfaction. 14

    2-1-1) Definitions of customer satisfaction. 16

    2-1-2) functional satisfaction and psychological satisfaction. 19

    2-1-3) Benefits of customer satisfaction. 20

    2-1-4) Relationship between customer satisfaction and loyalty. 22

    2-2) The importance of customer satisfaction. 24

    2-3) measuring customer satisfaction. 25

    2-4) methods of measuring customer satisfaction. 29

    2-4-1) Customer satisfaction indicators at the international level. 29

    2-4-1-1) Customer satisfaction index model in America 30

    2-4-1-2) Customer satisfaction index model in Europe 31

    2-4-1-3) Swiss national customer satisfaction index. 32

    2-4-1-4) National customer satisfaction index model in Malaysia. 33

    2-4-1-5) Customer satisfaction index model in Hong Kong. 34

    2-5) Objectives and benefits of compiling the customer satisfaction index. 35

    2-2) Perceived commitment of employees. 38

    2-2-1) Definitions of commitment. 41

    2-2-2) dimensions of organizational commitment. 41

    2-2-3) Factors affecting organizational commitment. 43

    2-3) job satisfaction. 46

    2-3-1) The concept of job satisfaction. 47

    2-3-2) definitions of job satisfaction. 48

    2-3-3) satisfaction and motivation. 49

    2-3-4) Effects of job satisfaction on employee performance. 50

    2-3-5) Manager-employee relationship. 52

    2-3-6) Job security. 53

    2-3-7) Performance evaluation process. 54

    2-3-8) Job satisfaction of employees and customer satisfaction. 54

    2-4) Determinants of job satisfaction. 54

    2-4-2) equality of rights and benefits 55

    2-4-3) suitable working conditions. 55

    2-4-4) Mosad colleagues. 56

    2-4-5) Suitability of job to individual. 56

    2-4-1) Definition of the word conflict. 58

    2-4-1-1) Role conflict. 58

    2-4-2) Completeness of conflict thought. 59

    2-4-2-1) traditional view. 59

    2-4-2-2) Human relations view of conflict. 60

    2-4-2-2) interaction perspective. 60

    4-2-3) Conflict: constructive or destructive. 61

    4-2-4) conflict process. 61

    2-5) role ambiguity. 69

    2-6-1) Internal research. 72

    2-6-2)) Foreign research. 73

    Chapter Three

    3-1) Introduction. 75

    3-2) Research implementation process. 76

    3-3) research method. 76

    3-4-1) Statistical population and sampling method. 77

    3-4-2) sample size. 77

    3-5) Data collection tool 78

    3-6) Validity and reliability of the questionnaire. 80

    3-7) Data analysis method 82

     

    Chapter four

    4-1) Introduction. 90

    4-2) descriptive statistics. 90

    4-2-1) Demographic analysis of the sample. 90

    4-2-1-1) Customer gender. 91

    4-2-1-2) Customer's education level. 92

    4-2-1-3) Marital status of the customer. 93

    4-2-1-4) Age of Jupiter. 94

    4-2-2-1) Gender. 95

    4-2-3) Description of the main research variables. 99

    4-2-3-1) Ambiguity of role. 99

    4-2-3-2) Role conflict. 100

    4-2-3-3) job satisfaction. 101

    4-2-3-4) commitment workers. 102

    4-2-3-5) Customer satisfaction. 103

    4-4) Test of research hypotheses. 104

    4-4-1) Research model test. 104

    4-3-2) Model fit indices. 106

    Chapter Five

    5-1) Introduction. 110

    5-2-1) Results of descriptive statistics. 110

    5-2-2) Discussion and results of inferential statistics. 111

    5-3) practical suggestions based on research findings. 112

    5-4) Suggestions for future research. 116

    5-6) research limitations. 116

    Appendices

    Appendix 1: Questionnaire questions. 127

    Appendix 2: output of spss software. 134

    Appendix 3: lisrel software output 149

    List of bugs

    Figure 2-1) Six modes of relationship between satisfaction and loyalty. 23

    Figure 2-2) Satisfaction cycle. 27

     

     

     

    List of tables

    Table 2-1) different regions of the four-part diagram. 28

    Table 2-2) conflict management techniques. 65

    Table 3-1) characteristics of the response spectrum65

    Table 3-1) Attributes of the response spectrum of the environmental questionnaire. 79

    Table 2-3) Combination of questionnaire questions. 79

    Table 1-4) Gender frequency table. 91

    Table 4-2) Education level frequency table. 92

    Table 4-3) frequency table of marital status. 93

    Table 4-4) Age frequency table. 94

    Table 5-4) Frequency table of gender of employees. 95

    Table 6-4) frequency table of education level of employees. 96

    Table 4-7) frequency table of marital status of employees. 97

    Table 4-8) Frequency table of age of employees. 98

    Table 4-9) description of role ambiguity variable. 99

    Table 10-4) description of role conflict variables. 100

    Table 11-4) description of job satisfaction variable. 101

    Table 12-4) variable description of employee commitment. 102

    Table 13-4) description of customer satisfaction variables. 103

    Table 14-4) Model fit indices. 107

    Table 15-4) The results of research hypothesis testing. 107

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The relationship between employee job satisfaction and customer satisfaction