The Relationship Between Employee Motivation and Customer Loyalty

The purpose of this thesis was to examine what relationship does employee motivation and customer relationship factors have and how to use this knowledge in order to achieve a competitive advantage. The study was conducted for Company X, a small business of three employees in the beauty market. The study researches the subjects of motivation at work and customer loyalty. It gives a thorough understanding of the theories of motivation both traditional and contemporary, as well as gives proper vision on the concepts of loyalty programs. The research was implemented with a qualitative method in order to gain in-depth knowledge of the subjects. Secondary and primary data were used in this work. The theoretical background was researched through books, articles, and other relevant literature. The interview, as well as the follow-up questions, brought huge value to the thesis. The research brought up current issues the case company has and that are needed to be considered. In addition, it shed light on the best practices for the company’s further decisions