The CEO must begin the process of respect. This change to an environment of respect is very hard for him. It is almost as hard for the next level. This change becomes easier as you move down the ladder, where there is less history to cloud the issue, until at the lowest level it is an easy change. But, the change must be truly made at every level or the effort will fail.
Respect starts with respect for the customer.
Most American companies have adopted this element of respect. Every customer must be considered as an intelligent person that it is a privilege for your company to serve. Every demand from a customer must be respected and looked at as an opportunity for your company to show its respect for the customer. The part that is most missing in American companies is respect for the employees. Respect for employees begins with humility from those on top.