The Impact of Occupational Stress on Employees’ Performance and Customer Value Creation: Case of an American Multinational Company Subsidiary in Morocco

Abstract

This paper intends to determine the extent to which occupational stress impacts individual performance, and whether it affects the customer value creation. The objective is to shine new light on the occupational stress challenges through examining an American multinational company based in Morocco. Therefore, the key question of this study asks the way the occupational stress affects individual performance, and consequently, customer value. A qualitative methodology is adopted and a specific interview guide was developed. The main finding shows a high level of customer value creation is only possible through ensuring a non-stressful working environment, a prerequisite for employees' performance.