A simulation model for measuring customer satisfaction through employee satisfaction

Customer satisfaction is defined as a measure of how a firm's product or service performs compared to customer's expectations. It has long been a subject of research due to its importance for measuring marketing and business performance. A lot of models have been developed for its measurement. This paper propose a simulation model using employee satisfaction as one of the most important factors leading to customer satisfaction (the others being expectations and disconfirmation of expectations). Data obtained from a two-year survey in customers of banks in Greece were used. The application of three approaches regarding employee satisfaction resulted in greater customer satisfaction when there is serious effort to keep employees satisfied.