Achieving long‐term customer satisfaction through organizational culture

Purpose – Customer satisfaction is becoming increasingly important for organisational survival, let alone prosperity. In this context, this study seeks to examine the impact of cultural dimensions on the customer service orientation of employees and recognize potential variations between the perceptions of managerial and non‐managerial employees regarding the aforementioned relationship.Design/methodology/approach – The study took place in 20 Greek public hospitals, where 749 usable questionnaires were gathered from front‐line employees. The questionnaire responses were analysed using descriptive statistics, t‐tests, and regression analyses.Findings – Findings provide insight into the perceptions of front‐line employees regarding the effect that organisational culture dimensions have on customer service orientation. Some effects were uniform for all employees, while others varied depending upon the position occupied by the employee. Other than aggressiveness, decisiveness, and innovativeness that affect a...

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