Empirical Research Of The Relationship Between Employee Satisfaction And Customer Loyalty

With the accelerated development of economic globalization, our country's accession to the WTO and further strengthened of the restaurant industry to the outside world, International restaurant groups expand to China at an unprecedented rate; Simultaneously, with the rapid development of tourism industry, Domestic investment also swarmed into the restaurant industry, restaurant supply increased significantly, the competition of the restaurant market becomes more and more intense. More and more enterprises have come to realize that the industry has become increasingly saturated, undivided market is less and less and products in the same market are also increasing. If enterprises want to survive and develop in this intense competition, whether snatch customers from their rivals or maintain and consolidate their existing customers. Therefore, customer retention and customer loyalty have become a key element in corporate profits. Cultivating customer loyalty help enterprise reduce marketing costs and inspire positive word-of-mouth, thereby increasing sales and profits. Therefore, in order to compete in an invincible position in the restaurant industry, we should understand the main influencing factors about customer loyalty, actively implementing customer loyalty strategy to maintain a competitive advantage in the restaurant industry.Restaurant emprise is a high-contacted industry, the stability of the service quality is relatively poor, and in the course of transmission service, the greatest impact on the perceived quality of service is attitude (the cordial nature of the employee), behavior (faster implementation) and professional (employee knowledge) between the restaurant employee and the customer. So the employees that transmission service on Cross-Boundary become the key person of cooperating and disjointing, because the employees have the voice and initiative in the contact with customer. Professors of Harvard Business School thought customer retention and employee retention rates are mutually reinforcing. Sybil F. Stershic of Quality Service Marketing consultative corporation in America also said: Research showed that the experience of employees in the organization had a huge impact on the customer's attitude, intention and awareness. Things that employees feel from the organization, always things customer feel from the employees, so treat their employees to maintain their morale, actually is treat customers and maintain customer loyalty. Therefore, we should improve customer base from a new angle of employee satisfaction, enhance perceived performance and customer satisfaction, thereby affecting customer loyalty. Therefore, research of relationship between employee satisfaction and customer loyalty has extremely practical significance for restaurant enterprise.This paper researches the relationship between employee satisfaction and customer loyalty theoretically and practically, purposing to: (1) Discuss the relationship among employee satisfaction, customer satisfaction and customer loyalty. (2) Confirm the relationship among employee satisfaction, customer satisfaction and customer loyalty. This research takes example for a restaurant chain of Xinxiang city, with questionnaires, convenience sample, analyzing their reliability and validity of the scales, and through structural equation modeling to confirm their relationship;(3)Discuss the relationship between employee satisfaction and customer satisfaction.The paper used confirmatory research methods, firstly, established theoretical framework, researching the relationship between employee satisfaction and customer loyalty through an intermediary factor of customer satisfaction, established recursive model, improving customer base from a new angle to cultivate customer loyalty. It expands the main influencing factors of customer loyal. Secondly, confirming the conclusions, and bring forward the theoretical significance and practical significance of marketing management at the restaurant. Main conclusions of the paper are: Employee satisfaction has a direct impact on customer satisfaction. Employee satisfaction is one of the main influencing factors of customer satisfaction, is a driving factor to customer satisfaction; Employee satisfaction and customer loyalty has no direct correlation, whether in the recommend purchase or patronage purchase ; However, employee satisfaction has indirect impact on customer loyalty through an intermediary factor customer satisfaction; Customer satisfaction has significant impacts on customer loyalty, and shows a strong positive correlation between them, that is, the more satisfaction, the more loyalty.