دانلود رایگان مقاله انگلیسی مشارکت مشتری و مشارکت کارکنان: بازنگری تحقیق و دستور کار - اشپرینگر 2017

How Customers and Employees Affect Organizational Performance

The exchange perspective (Bagozzi 1975) examines how customers and employees affect organizational performance. In exchange for goods and services that satisfy their needs, customers provide a firm with monetary and nonmonetary value. Monetary value accrues to the firm in the form of the price customers pay for the goods or services. Nonmonetary value accrues in the form of referrals and recommendations to others, positive reviews, and other behaviors that strengthen the firm’s ability to increase revenues from other customers (Van Doorn et al. 2010). Employees, in exchange for wages and benefits, provide value to the firm by creating products and performing services that satisfy customer needs (Payne and Webber 2006). In other words, firms are able to satisfy their customers’ needs based on the activities of their employees.

Conclusion

Customers and employees enable firms to achieve sustained competitive advantage. Engaged customers and employees, in many ways, are the fundamental determinants of managerial success versus firm failure. Given the complex, reciprocal, and multilateral relationships between the related constructs, understanding the joint association of customer engagement and employee engagement and their effects on firm performance is critical for marketing scholars and managers alike. An improved understanding of these dynamics will provide firms with more concise guidance with regard to formulating appropriate marketing strategies and will enable firms to induce synergistic associations among customers, employees, and the management.

The current chapter has reviewed extant research on the association between customer engagement and employee engagement and the relationship of these two constructs with firm performance. The review suggests the need to develop clearer measures of customer engagement and employee engagement that tap the core concepts, to apply a theoretical perspective that may combine existing perspectives on the links between these constructs, and to generalize previous findings in different contexts to find important boundary conditions and moderators of these links. We  also call for alternative approaches to data collection that lead to more consistent measures and stronger causal inferences. We encourage marketing scholars to further investigate these issues to enhance this classic, yet timeless, research area.