Employee Quality Performance, Customer Orientation and Loyalty: Antecedent and Outcome of Customer Satisfaction

Abstract

The objective of the current study is to assess the influence of employee quality performance, customer orientation as the antecedents of customer satisfaction and customer loyalty is the outcome of customer satisfaction of restaurant customer in the context of Bangladesh. The anticipated model aims to enhance the understanding of the influence of employee quality performance, customer orientation on customer satisfaction and consequential effect of customer satisfaction on customer loyalty. 295 customers were assessed with a self-administered questionnaire incorporating purposive judgmental sampling that is a non-probability sampling technique. A second-generation data analysis technique-structural equation modeling partial least square (SEM-PLS) was used to analyze the data and to test the hypothesized relationship. The result of the analysis showed a significant positive influence of employee quality performance and customer orientation on customer satisfaction. Moreover, customer satisfaction has been found having a significant positive relationship with customer loyalty. The study can help the management of the restaurants to realize the significance of employee quality performance and customer orientation on customer satisfaction as well as customer satisfaction on loyalty.