Publication: Vision effects in customer and staff satisfaction: an empirical investigation
Issued Date
2007
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Language
eng
File Type
application/pdf
No. of Pages/File Size
32154 bytes
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Mahidol University
Rights Holder(s)
Emerald Group
Bibliographic Citation
Leadership Organization Development Journal. Vol.28, No.3 (2007), 209-229
Suggested Citation
Sooksan Kantabutra, Avery, Gayle C. Vision effects in customer and staff satisfaction: an empirical investigation. Leadership Organization Development Journal. Vol.28, No.3 (2007), 209-229. Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/3123
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Title
Vision effects in customer and staff satisfaction: an empirical investigation
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Abstract
Purpose - The purpose of this article is to examine the relationships between vision attributes (of brevity,
clarity, challenge, stability, abstractness, future orientation, and desirability or ability to inspire) and
content (relating to customer and staff satisfaction imageries), and customer and staff satisfaction in
Australian retail stores, taking into account vision realization factors of vision communication,
organizational alignment, motivation, empowerment and a staff personal factor comprised of staff
emotional commitment to and use of the vision.
Design/methodology/approach - Variables of vision attributes and content, vision communication,
organizational alignment, motivation, empowerment and staff personal factor were derived from the
literature. Data were from store managers, staff and customers of 101 apparel stores in Sydney. These
variables were tested for significant relationships through chi-square and regression analyses.
Findings - Findings endorse the importance of espousing a vision containing reference to customer and
staff satisfaction, although the seven attributes variable was not significant in this study. Empowerment of
staff and staff personal factor were directly predictive of enhanced customer satisfaction, while motivation
and empowerment of staff, and staff personal factor were directly predictive of enhanced staff satisfaction.
Practical implications - Retail store managers should develop a store vision containing reference to
customer and staff satisfaction. They should communicate their vision, align organizational components
with the vision, empower and motivate staff. Staff should also use the vision to guide their work and
emotionally commit to the vision.
Original/value - While vision is core to vision-based leadership theories, little is known about what
characterizes an effective vision. This study attempts to uncover this unknown.