The Impact of Organizational Culture on Customer Satisfaction: with Special Reference to Kersa Malima Woreda Public Health Sector
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Date
2014-06
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Addis Ababa University
Abstract
Customer satisfaction is the evaluation of the perceived discrepancy between prior
expectations and the actual performance of the product or services of particular
organization. It becomes an increasingly important factor for organizational survival in
the current dynamic environment. It is highly sensitive to different environmental and
organizational factors. This study seeks to examine the impact of organizational culture
on customer satisfaction in the public health sector of Kersa Malima Woreda. Three
health centers have been randomly selected among five existing health centers for the
purpose of this study. The primary data was collected from customers and employees of
the selected health centers through the distributions of semi-structured questionnaire as
data gathering tools for sample population of the selected health centers. Non-participant
observation was also employed as data gathering tool to supplement questionnaire. Both
questionnaire and observation targeted around the service quality and organizational
culture dimensions. The total sample size was 151 out of which 136 questionnaires were
completed and included in the analysis part. The responses of respondents were analyzed
using descriptive statistics and narrated. SPSS software was used in analyzing the
collected data.
The results of analysis showed mixed responses. The correlation
coefficients show that all independent variable were found to be positively correlated
with customer satisfaction though there is a discrepancy in their strength. Moreover,
multiple regression analysis was used to determine the impact of all independent
variables on dependent variable, customer satisfaction. And accordingly, customer
satisfaction is found to be primarily predicted by higher level of reliability, tangibility,
team orientation, responsiveness, customer orientation and stability of organization.
Mean while, the employee satisfaction is mostly predicted by higher level of stability, out
come orientation and innovation and risk taking. Generally, it was found that when 67 %
of observed variability in customer satisfaction can be explained by independent
variables included in the study, 58 % of observed variability in employee satisfaction is
found to be explained by change in independent variables included in the study
organization
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Malima woreda