Be the Brand, and Watch Customer Spending Climb
Hotel study shows link between employee, customer attitudes
September 19, 2012, NAPERVILLE, IL – Savvy business leaders know that there is a direct link between employee satisfaction, customer satisfaction, and profit. As companies spend billions of dollars annually to develop, define, and communicate their brands and their values externally, it is time and money well spent for executives to look internally, and invest in their employees’ engagement and understanding of brand values, according to a new research summary produced by the business thought leadership organization, The Forum: Business Results Through People.
The report, “The Link Between Employee Attitudes, Customer Attitudes and Customer Spending,” is the fourth in a new series of targeted and concise research packages designed for C-suite executives. Dr. Frank Mulhern, a researcher at Northwestern University and The Forum’s academic director, examined the results of implementing an integrated internal marketing model at a major hotel chain. “The results show a direct relationship between employee and customer perceptions of a hotel brand and increased customer spending behavior.” He added that “employee understanding of brand value and how they represent those values to customers is a critical finding.”
The research report contains several practical brand value communication, feedback, and recognition ideas C-suite officers may use to improve their own business picture.
Click here to read the entire research summary.
About The Forum
The Forum: Business Results Through People, affiliated with Northwestern University, is an organization for thought leadership advocating that the most effective way business leaders create and sustain organizational values is through partnership with people.
Susan Peterson (630) 369-7780
Sue Voyles (734) 667-2005