Effects of sustainable leadership on customer satisfaction: evidence from Thailand

The purpose of this paper is to investigate a limited empirical study into the field of sustainable leadership (SL) and customer satisfaction. Hence, the quantitative effects and relationships between SL and customer satisfaction were examined based on empirical analysis and evidence from Thailand. These relationships are of interest for studying long-term corporate success and sustainability in firms.

The research design was based on an empirical, quantitative approach using a cross-sectional survey. Convenience sampling was used, gaining responses from 440 business managers across various industries in Thailand. SL model was adopted as a theoretical framework.

It is evident in this study that 16 out of 23 SL practices are significantly associated with enhanced customer satisfaction. Multiple regression analyses provide evidence that strong and shared vision, innovation, staff engagement and high quality are significantly and positively expected to increase customer satisfaction. In short, the four practices are the key predictors of and drivers for superior customer satisfaction in firms.

One important implication is that business owners, leaders and managers from Thailand and other emerging Asia-Pacific economies should adopt these significant practices to improve superior customer satisfaction, thereby contributing to enhanced sustainable enterprises in the long run. Since the existing study is the first investigation into studying the relationships and their effects, it needs replication and cross-validation.

Overall findings are of empirical and practical significance to expand limited knowledge in the field, with scanty empirical research to date. It offers research insights into the relationships between SL practices and customer satisfaction. Hence, it is of empirical and practical significance. Limitations and future directions are also discussed.