Building a customer-focused culture with rewards alignment: a cross-sectional analysis

Abstract

In today's highly competitive business environments, organisations tend to become more customer-focused, and accordingly, they recognise the need to build customer-focused culture and relevant strategies to gain a competitive advantage. Organisation culture determines the norms in the organisations that dictate how members of organisations should think and behave. This research develops various frameworks for building customer-focused culture and provides illustrations of convergence as well as divergence of organisational culture and compensation/rewards strategy. Research emphasises mutual interdependence of organisation culture and compensation and rewards strategy and explains the role of financial and non-financial rewards in building customer-focused culture.