Analysis of the Mediating Effect of Employee Experience on the Relationship Between Customer Experience and Customer Loyalty in African Companies

Hermann Bado

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  • General Introduction
  • In an increasingly competitive global economic context, companies - particularly those in Africa - are faced with a major challenge: building customer loyalty while optimizing the user experience of their services. Improving the customer experience has become a strategic priority for gaining and maintaining competitive advantage. However, an often underestimated element in this equation is the contribution of the employee experience to customer satisfaction and loyalty. This thesis sets out to examine the mediating effect of employee experience on the relationship between customer experience and customer loyalty in African companies, filling a notable gap in current academic and practical research. Key concepts in this study include: • Employee Experience: defined as employees' overall perception of their work environment and interactions within the company, • Customer Experience: all the impressions and emotions felt by a customer before, during and after the purchase of a product or service, • Customer loyalty, often measured by a customer's propensity to repeat purchases and recommend the company to others. The main objective of this research is to understand how a supportive and engaging work environment can influence employee performance, and by extension, improve the customer experience, leading to increased customer loyalty. By focusing on African companies, this study aims to adapt these concepts to the specific context of this growing market. The research questions guiding this study are: • To what extent does the employee experience directly influence the customer experience in African companies? • To what extent does the employee experience mediate between the customer experience and customer loyalty? • What specific strategies can African companies implement to improve the employee experience and, consequently, the customer experience and customer loyalty? In terms of contribution, this research seeks to enrich theory by demonstrating the interdependence between employee experience and customer experience in the African context. It also promises practical recommendations for companies, offering insights into how effective human capital management can be leveraged to improve customer satisfaction and loyalty. The structure of this thesis is organized as follows: • The first chapter reviews the existing literature on the relationship between employee experience, customer experience and customer loyalty. • The second chapter looks at the economic and cultural context of business in Africa. • The third chapter details the research hypotheses and the conceptual model developed. • The research methodology is described in the fourth chapter, • Data analysis and interpretation of results follow in the fifth and sixth chapters. • Finally, the seventh chapter concludes with practical recommendations and identifies avenues for future research. This structured approach will enable us to carry out an in-depth investigation and propose solutions adapted to African realities.
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Published
  • July 26, 2025
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  • Copyright (c) 2025 Hermann Bado
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This work is licensed under a Creative Commons Attribution 4.0 International License.