Customer satisfaction and corporate culture: A profile deviation analysis of a relationship marketing outcome
✍ Scribed by Craig A. Conrad; Gene Brown; Harry A. Harmon
- Publisher
- John Wiley and Sons
- Year
- 1997
- Tongue
- English
- Weight
- 124 KB
- Volume
- 14
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
Customer satisfaction has been identified as an important relationship marketing outcome. As such, firms should continually track and assess customer satisfaction. The following study examines how four elements of corporate culture combine to form an optimal mix that encourages attention to and measurement of customer satisfaction. Culture is operationalized as a pattern of values and beliefs that aid individuals in understanding organizational functioning. A profile deviation analysis reveals that an optimal mix of the marketing corporate culture elements of adhocracy, clan, market, and hierarchy does exist and is positively related to customer satisfaction assessment activities. ©1997 John Wiley & Sons, Inc.
Customer satisfaction has been identified as a highly desirable result of the relationship marketing process.