Identifying the Customer Focused Culture Mechanisms in Organization

Abstract

Abstract Nowadays, most of the organizations have realized the importance of a customer-oriented approach for maintaining their position on the market; therefore, one of the main concerns of managers is the development of customer-oriented behaviors. On the other hand, the main factor in shaping behavior in any organization is organizational culture. Recognizing culture is important because it includes a set of factors that, if not understood, can eliminate any attempt to direct the behaviors toward desired goals. Thus, the development of customer-oriented culture is the first step in developing customer-oriented behaviors and institutionalizing these behaviors in an organization. The present study seeks to identify the mechanisms for developing a customer-oriented culture. Materials and Methods : The approach of this research is the mixed approach. By the means of questionnaire in the quantitative section, various dimensions of the customer-oriented culture were identified. Also, in the qualitative section, semi-structured interviews were conducted with 176 employees by means of interviewing tools in order to understand the effective mechanisms for developing customer-oriented culture. Conclusion: Finally, four types of mechanisms were identified: human resources, education, communication and promotion.

Keywords

• culture
• customer focused
• customer focused culture