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CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Employee satisfaction has been positively correlated to service quality, which was then linked to
increased customer satisfaction. Customer satisfaction has been linked to the financial performance
of the company, suggesting that employee satisfaction is linked to financial performance of the
company. Thus, some researches have shown that satisfied employees could have a positive impact
on the company’s revenues and profits. Therefore, understanding the antecedents and
organizational factors that influence employee and customer satisfaction, both positively and
negatively, is critical to operational effectiveness. For this reason, customer satisfaction is one of
the most studied customer reaction variable. Critical organizational implications include increased
customer retention, performance and market share. Highly satisfied cu
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