Designing a competent organizational culture model for customer oriented companies

Abstract

Today, the results of researches indicate that the most effective factor in enhanced performance of organizations is culture. The tendency to customer is a form of organizational culture which leads organizations toward responsive to customers, devising customer- oriented strategies need an adoptive and responsive organizational culture against changes. Hence, the structure and organizational culture of high performance companies are shaped in a way to consider the highest value for customer and attract his/her satisfaction. Owing to the fact that establishing a proper culture is the most important issue in attaining customers, present paper attempts to find that what should be cultural dimensions and components of customer-oriented organizations in order to perform their missions well and what is a suitable model for organizational culture in customer-oriented companies? A survey with management professors and certain experts in the field revealed that there are certain dimensions and components of competent organizational culture. This article proposed a revised conceptual model on the basis of these dimensions / components. A questionnaire was designed to examine this model in customer-oriented companied and then it was implemented in target organizations after confirming its validity and reliability. According to results, the emotional and trust-building leadership dimension are in undesirable conditions on studied organizations. So, some recommendations are provided in conclusion to improve competent organizational culture in customer-oriented companies.