THE SATISFACTION AND RETENTION OF FRONTLINE EMPLOYEES - A CUSTOMER SATISFACTION MEASUREMENT APPROACH

Argues that employee turnover is highest among employees who are not s atisfied with their jobs. Because qualified employees are becoming mor e scarce and difficult to retain, organizations need to focus on incre asing employee satisfaction. Suggests that one useful approach for inc reasing employee satisfaction is to view workers as customers. Based o n the notion of employee as customer, illustrates how a customer satis faction measurement approach can be applied to the measurement of empl oyee attitudes. Suggests that the metaphor of employee as customer is indeed useful. Also demonstrates how this approach yields actionable r esults that managers can implement to increase employee satisfaction a nd thereby retention.