The most recent report about the relationship between vision components and
organisational performance is in Thai retail stores by Kantabutra (2008a), addressing
Baum et al.’s and Kantabutra’s studies’ limitations. The study reports that the seven
vision attributes is an indirect predictor of improved staff and customer satisfaction.
Motivation of staff is the only direct predictor of enhanced staff satisfaction, while
vision, empowerment of staff, organisational alignment, and vision communication are
four indirect predictors of improved staff satisfaction. On the other hand, vision, vision
communication, empowerment and motivation of staff, and staff satisfaction are five
indirect predictors of enhanced customer satisfaction.