Abstract
Drawing on self-determination theory (SDT), we proposed and tested a multilevel model of how a strategically-focused high performance work system operates to influence customer satisfaction. Data were obtained from frontline employees, branch managers, and from branch records two organizations (retail bank and cosmetics) in Lithuania. Results of Multilevel Structural Equation Modeling (MSEM) analyses revealed support for our model. Specifically, unit-level HPWS influenced psychological need satisfaction through experienced HPWS, which provides the autonomous regulation that fosters creative process engagement. Furthermore, through a bottom-up process, creative process engagement relates to unit creative performance which, in turn, relates to customer satisfaction.