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Measuring the satisfaction of customers is common practice in the business environment, particularly in the private sector, and most companies recognize the importance of understanding its customers' perceptions, needs and motivations. However, coupled with customer satisfaction though, is understanding of what satisfies and motivates staff. The link between these two phenomena has been made by many business leaders and theorists alike, indeed some have built their business strategy around this. Employee research is the starting point in understanding the needs and perceptions of the workforce. The findings can be used to develop the strategy for building a committed workforce who will contribute to the well-being and future security and success of the organization and avoid Bolchover's "Living Dead" in the workplace.
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