Employees Are More Important Than Customers Essay

4485 Words Oct 6th, 2008 18 Pages
Introduction:

Regardless of one’s background, it is difficult to prioritise between employees and customers in the services arena. Both parties prove vitally important in the business operations of a service provider; however this document strives to explore both ends of the debate, that is, the overarching importance of employees and customers. Significant research has been conducted regarding the nature of the two groups, which has aided this critical analysis of the notion that employees are more important than customers as well as the counter-argument that employees are indeed more important.

Employees are more important than customers

The importance of employees extends far beyond the mere ability to meet the needs of a
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According to research conducted by Heskett et al. (1997) it was proved that word-of –mouth is more influential in attracting new customers in the service based industry, because consumers perceive Word-of-Mouth communication as a more reliable source of information. It is this widely held perception that results in WOM having a far stronger ability to influence consumers than any marketing campaign (Herr et al. 1991).

Hennig-Thurau et al. (2002) linked the level of satisfaction with the likelihood of customers engaging in positive word-of-mouth. It is therefore vital that employees satisfy consumer expectations and ideally exceed them.

It has been proven (Herr et al. 1991) that WOM is important in attracting new customers, and that the employees of a service organistation do in fact determine the level of satisfaction and ultimately positive WOM (Hennig-Thurau et al. 2002 and Heskett et al. 1997). It is this proven relationship that gives weight to the concept that ‘employees are more important than customers’.

Service Quality

Service quality is a major keystone for companies, especially in the services sector. An employee provides an organisation ‘added value’ to their brand through smooth service delivery in meeting and exceeding customer expectations (King, Grace. 2008). The quality of

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