Shared vision in customer and staff satisfaction

Sooksan Kantabutra, Gayle C. Avery

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


Although shared visions are often regarded as critical to organisational leadership, little prior research has been conducted into the relationship between customer and staff satisfaction, and the attributes and content of visions that leaders and followers share, This study examined these relationships, concluding that retail stores where managers espouse a vision perform better than those without. Regarding the attributes and content of shared visions, positive associations were found between shared visions characterised by brevity, Clarity, stability, abstractness, future orientation, challenge, desirability and ability to inspire, and enhanced customer and staff satisfaction. Visions containing customer and staff satisfaction imageries also related significantly to staff and customer satisfaction.
Original languageEnglish
Title of host publicationProceedings of the 19th ANZAM Conference
Subtitle of host publicationengaging the multiple contexts of management
EditorsD. Davies, G. Fisher, R. Hughes
Place of PublicationSydney
PublisherAustralian and New Zealand Academy of Management
Number of pages14
ISBN (Print)1740882458
Publication statusPublished - 2005
EventAustralian and New Zealand Academy of Management Conference (19th : 2005) - Canberra, Australia
Duration: 7 Dec 200510 Dec 2005


ConferenceAustralian and New Zealand Academy of Management Conference (19th : 2005)


  • vision
  • shared vision
  • vision characteristics
  • vision attributes
  • vision content


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