An Empirical Research On The Relationship Between Back-desk Employee's Satisfaction And Customer Satisfaction

Customer satisfaction has been attached great importance by both academia and business since 1960s. It has become one of the most important goals for modern enterprises to win customer satisfaction. In management practices, in order to improve customer satisfaction, many enterprises increase investment in the hardware. However, they neglect or are unwilling to make investment in employees (especially in back-desk employees). Most managers believe that back-desk employees'satisfaction can't influence customer satisfaction, because they don't participate in the process of customer contact. Nevertheless, some enterprises experienced low customer satisfaction because of mistakes made by unsatisfied back-desk employees deliberately. Such phenomenon has questioned the point of view that back-desk employees'satisfaction can't affect customer satisfaction. It's urgent for managers to know whether back-desk employees'satisfaction can influence customer satisfaction and whether it is necessary for enterprises to take care of back-desk employees.From the aspect of academia, the viewpoint that back-desk employees'satisfaction can't influence customer satisfaction is an empirical viewpoint without scientific test. It may guide wrong activity, leading to low level of performance. Hence, it should be paid attention to, and be verified by scientific research. This research realized this process.Based on the review of existing researches on theories of employee satisfaction, customer satisfaction, profit chain, and combined with relative theories in psychology and Organizational behavior, this paper put forward a conceptual model and some hypotheses. Adopting canonical empirical research, this paper explored the relationship between back-desk employees'satisfaction and customers'satisfaction. This research collected data by questionnaire, analyzed these data by SPSS and AMOS, and then verified the validity of conceptual model and hypotheses and finally demonstrated back-desk employees'satisfaction could influence customer satisfaction, which offered reference to service enterprises in China.