Shared vision in customer and staff satisfaction: Relationships and their consequences

Little 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 relationships between shared visions characterized by brevity, clarity, challenge, stability, abstractness, future orientation, and ability to inspire, and containing reference to customer and staff satisfaction, and outcomes of customer and staff satisfaction in Australian retail stores. Overall customer and staff satisfaction, and stores with a vision were associated with one another. Associations were also found between shared visions characterized by the attributes and containing the reference, and enhanced customer and staff satisfaction.