THE IMPACT OF EMPLOYEE SATISFACTION ON CUSTOMER SATISFACTION ON THE FINANCIAL SERVICES MARKET

In the last few decades service sector has experienced its boom and became a distinctive feature of developed economies. Many markets, including the financial services market, have found themselves in the new circumstances of increased competition, high expectations, changing technologies and new ways of doing business. New circumstances forced managers to apply an entirely new approach that puts the spotlight on service and satisfaction of its customers, without neglecting the importance of the right, suitable and satisfied staff. In the present study it is examined whether there is a positive impact of employee satisfaction on customer satisfaction. The scientific contribution of the paper is reflected in the development and consolidation of theoretical knowledge in the areas of marketing, human resource management and management in the financial services sector. The originality of the research lies in fact that internal marketing is taken as a framework and an instrument for achieving a chain reaction of the tested relationship. With internal marketing, the issue of satisfaction gets its context where effect of synergy creates prerequisites for the overall success of the company. The results confirmed the basic hypothesis about the relationship between employee satisfaction and customer satisfaction. The relationship is further examined with two personal and two organizational variables. It is found that one of each variables reinforce the examined link (individual variable-cooperation and organizational variable-justice in reward allocation system). It is vital for managers of service providers to recognize these evidences and to implement tactics to avoid the potentially negative outcomes.