Examining the Relationships Between Customer Loyalty, Human Resource Practices, Innovation and Quality Management in an Accountant Sample

Abstract

Customer satisfaction, quality, cost, innovation, employee satisfaction, profitability, effectiveness, efficiency and quality of work life are critical elements for businesses. In addition, being innovative, providing internal and external customer satisfaction, adapting to the changing world and focusing on technological developments are important. Providing price advantage, increasing quality level, considering flexibility and speed are necessary for organizational success. Innovation plays a critical role especially in terms of profitability and efficiency. Establishing solid customer relationships, increasing employee loyalty and ensuring customer loyalty are vital for the company. Entering new markets, increasing market share, working as a team and focusing on customer satisfaction are necessary for businesses. These factors help businesses increase their competitive power and achieve sustainable success. The aim of the research is to examine and explain in detail the relationships between innovation, quality management, current human resources practices, internal and external customer loyalty. Descriptive analyzes, correlation analysis and path analysis were performed. As a result, our main hypothesis, that is, significant relationships between variables, was reached. In addition, this study provides important findings supporting the theoretical framework of the relationships between innovation management, quality management, internal and external customer loyalty and current human resources practices. As a recommendation, these variables should be given increased importance. The research was conducted on 390 Certified Public Accountants and Financial Advisors registered to the Tokat Chamber, and survey data were collected from managers, employees, 120 of which were hand-delivered and 270 of which were collected through Google Forms.