Culture in defining consumer satisfaction in marketing

Abstract

The objectives of this article are to explain the importance of company culture and to point to the appropriateness of customer orientation as a method of expressing culture. The article further determines the connection between customer satisfaction and employee satisfaction and points to possible resistance when creating company culture through customer orientation. It further defines the relation between company mission and culture and explains the significance of researching value and researching customer satisfaction as basic preconditions of customer orientation in culture.

Market orientation and organizational performance: A comparison of industrial versus consumer companies in mainland China using market orientation scale (MARKOR)

“…For instance, in one study, Vranesevic, Vignali, and Vignali (2002) explained the importance of company culture and point to the appropriateness of customer orientation as a method of expressing culture. Based on this, it may be suggested that a different external measure of performance, such as customer satisfaction or growth, be used in future studies.…”

A Conceptual Model of Organizational Culture and Its Implications in the Service Sector

“…Customer orientation (also known as market orientation or customer care) is considered by some authors to be an integral part of the overall organizational culture and to involve two dimensions: a) customer focus, an organization's understanding of customer needs, and b) needs assessment, the extent to which an organization monitors whether customer needs are being satisfied (Green, Chakrabarty & Whitten, 2007). Vranesevic et al (2002) state that companies with a customer orientation take into consideration the interests of their consumers in all their activities and that those interests are partners in achieving organizational success. Additionally, Parasuraman (1987) considers a customer-oriented organizational culture to be a prerequisite for organizations to develop a competitive advantage.…”

“…Furthermore, it has been proposed that organizational culture may be more critical than formal written guidelines when it comes to adequately dealing with the service delivery processes, and that a customer oriented organizational culture could be crucial to the success of services marketing (Parasuraman, 1987;Sin & Tse, 2000;Vranesevic, Vignali, & Vignali, 2002).…”

A mediated model of relationship quality factors affecting behavioural intention at a luxury motor vehicle dealership

“…Customer satisfaction leads to significant economic benefits for organisations, and by understanding customer satisfaction they can bring about what is considered a "strategic necessity" (Jaiswal and Niraj, 2011;Vranesevic, Vignali and Vignali, 2002). Satisfying customers is becoming more difficult as customers not only expect satisfaction based on functional benefits, but also seek satisfaction through unique experiences offered by organisations (McCole, 2004).…”