Marketing Culture and Perceived Customer Satisfaction in Non-Profit Service Organizations

Duygu Seckin Halac, Roberto Biloslavo and Cagri Bulut

Bogazici Journal, Review of Social, Economic and Administrative Studies, 2013, vol. 27, issue 2, 89-107

Abstract: The aim of this study is to investigate the employees’ and managements’ perceptions of multidimensional structure of marketing culture and their effects on perceived long-term customer satisfaction. The public schools were selected to conduct the study on as non-profit service organizations. 474 teachers and school principals from 17 schools participated in the field study. Service quality, interpersonal relationships, professionalism, and innovativeness dimensions of marketing culture have significant effects on long-term customer satisfaction. Contributions of the paper may listed as (1) expanding marketing culture scale of Webster (1993) by adding several new items to dimensions based on current literature in order to adapt items to Turkish culture, (2) services marketing culture scale was adapted to non-profit organizations, in specific to the school context, (3) developing a single dimensional perceived customer satisfaction scale specifically for school-settings which measure in what extend school personnel consider themselves satisfy their clienteles.

Keywords: marketing culture; customer satisfaction; non-profit service organizations; public schools. (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:boz:journl:v:27:y:2013:i:2:p:89-107

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