Implications of Employee’s Motivation and Loyalty regarding Customer Loyalty in Retail Activity Context
Implications of Employee’s Motivation and Loyalty regarding Customer Loyalty in Retail Activity Context

Summary/Abstract: The customer loyalization process represents a very complex endeavor which involves engaging a large number of variables in the most unexpected combinations. Loyalty seen as a particular expression of customer behavior is itself a dynamic concept, in the loyalty equation an important role being played by a series of antecedents, including employees motivation, commitment and performance. The paper proposes a holistic approach regarding connections that can be made between organisational culture-management involvement-motivation and satisfaction of employees-employee loyalty-customer loyalty, in the retail activity context. A number of three different studies have been made regarding the customer loyalty of a retail chain store, research that provide a double perspective on the subject – the customer perception about loyalty and employee‘s motivation and the employee‘s perception about customer loyalty and their own degree of motivation. The results have shown that in the context of retail activity relationship between employee intrinsic motivation, satisfaction and loyalty for the organization on one hand and customer loyalty and satisfaction on the other hand is a complex one and it is potentiated by the customer orientation at the level of the organisational management. For the particular chain store investigated, the research point out the importance of the self image of the employees based on the perception of the customers

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