Sooksan KantabutraMahidol University2018-05-032018-05-032011-01-01Journal of Retailing and Consumer Services. Vol.18, No.1 (2011), 46-57096969892-s2.0-78650538904https://repository.li.mahidol.ac.th/handle/20.500.14594/11659Relationships between perceived vision-based leadership, and consumer and staff satisfaction are examined in retail stores in Thailand. Store visions characterized by brevity, clarity, future orientation, stability, challenge, abstractness and ability to inspire and containing reference to sales, consumer, employee and store leadership directly predict enhanced store manager leadership as perceived by staff. Such visions also indirectly predict improved staff satisfaction, while staff's perceived leadership improves staff satisfaction directly. There is no direct effect from staff satisfaction on consumer satisfaction as normally expected elsewhere. Practical implications and future research directions have been discussed. © 2010 Elsevier Ltd.Mahidol UniversityBusiness, Management and AccountingArticleSCOPUS10.1016/j.jretconser.2010.09.010