This quantitative study examined which leadership style correlates more strongly or more positively with customer retention in a healthcare setting. The independent variables were Bass transformational and transactional leadership culture styles. The dependent variables were job satisfaction, long-term commitment, trust, and loyalty intentions. Three surveys were used in this research study. Bass (1992) Organizational Description Questionnaire tested employee opinions about the characteristics of the leadership culture. A developed employee opinion survey tested the dependent variables and a demographic survey was used to classify the sample. One of the eight null hypotheses was rejected because the data distribution was nonnormal. Violation of the normalcy assumption can quash hypothesis testing and lead to an inadequate evaluation of the study. The results pointed out the organization had a coasting culture that was unstructured and employees did not trust the leadership. The strongest correlation to transformational leadership was job satisfaction.Khalifa (2004) studied customer value and assumed that customers remained loyal to a company as long as it offered them superior value compared to its competitors. Zeithaml, Bitner, and Gremler (2006) suggested treating customers asanbsp;...
|Title||:||Customer Retention and Leadership in the Nonprofit Healthcare Organization|
|Author||:||Annette Margaret O'Connell|
|Publisher||:||ProQuest - 2008|