A QUALITATIVE RESEARCH ON THE EFFECT OF CUSTOMER SATISFACTION PRACTICES OF BUSINESSES ON THE WAGE LEVEL OF EMPLOYEES

Abstract

The main purpose of businesses is to maintain their profitability and sustainability. In today's
competitive environment, customer-oriented planning and implementation have become a necessity
for businesses to achieve their goals. While customer satisfaction comes to the fore in customeroriented businesses, the importance of employees who make up the human capital of businesses is
increasing. In order for businesses to be successful in terms of customer satisfaction, it is important
to ensure the satisfaction of their employees. An important factor that reveals employee satisfaction
is wage. In this study, the relationship between the customer satisfaction practices and successes of
the companies and the wages of the employees was examined through the example of shopping
mall employees. The population of the study consisted of a shopping mall employees in Elazig
Province. Semi-structured interview form, one of the qualitative research methods, was used in the
study. Interview forms were evaluated with content analysis. As a result of the study, it was
determined that there was a linear relationship between the customer satisfaction practices of the
companies and the wages of the employees. In the study, it was concluded that businesses that
provide employee wage satisfaction achieve more positive results in terms of customer satisfaction
and gain competitive advantage.