Abstract-This study explores the relationship between diversity and customer satisfaction mediated by employee morale. The study was conducted on the frontline employees of 6 multinational fast food restaurant chains and customers of those fast food restaurants in Karachi, Pakistan. The data on diversity and employee morale was collected from employees through self-reported questionnaires while data on customer satisfaction was gathered from customers dining in those restaurants. A convenience based sample of 235 respondents was taken for the study. Exploratory Factor Analysis, Confirmatory Factor Analysis and Structural Equation Modelling were run to test the relationship and significance of the model. The results rejected the mediated relationship of diversity and customer satisfaction but showed positive direct association between diversity and employee morale.
This research investigates the relationship between the job satisfaction and the customer satisfaction. Data were collected from 316 employees of IT sector who works for the support contracts and their respective contact persons of the clients they work for. Hence there were 632 respondents in all. Structural Equation Modeling (SEM) was used as the statistical technique. Results indicate that all eight job satisfaction facets studied in the research have significant positive impact on Customer Satisfaction and the Service Quality. Moreover, it is also found that the Service Quality partially mediates the relationship between all the studied job satisfaction facets and the Customer satisfaction.
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