Female Leadershıp and Customer Satısfactıon: Is the Famıly Busıness the Optımal Context?
DOI:
https://doi.org/10.24310/ejfb....22611Keywords:
Female leadership, Family business, Customer satisfaction, Sustainability, InnovationAbstract
This study analyses the relationship between female leadership, specifically in the role of CEO (Chief Executive Officer), and customer satisfaction within the context of family businesses. It also examines the moderating role of the company's sustainability and innovation strategies. The study focuses on a sample of Ecuadorian micro, small, and medium-sized enterprises in a post-pandemic context, using a logistic regression model. The results show non-uniform effects that depend on the organizational context. Family businesses exhibit a lower customer orientation, which may be due to an intensification of the steward role following the pandemic. Similarly, the study finds that female CEOs drive higher levels of customer satisfaction in non-family businesses, supporting the idea of the distinct role of women in family businesses. In these companies, women appear to adopt the steward role more intensely than men, prioritizing the defense of internal interests over those of customers. The results also show how strategic orientations toward sustainability and innovation can enhance the effect of female leadership and the family nature of the business in certain contexts.
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Data Availability Statement
The data that support the findings of this study are available from the corresponding author, upon reasonable request.
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