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

Abstract

The aim of this study was to investigate the employees’ and managements’ perceptions of the multidimensional structure of marketing culture and its effects on perceived longterm customer satisfaction. The public schools were selected for the study as non-profit service organizations; from them 474 teachers and school principals from 17 schools participated in the field study. Service quality, interpersonal relationships, organization, and innovativeness -- the dimensions of marketing culture -- have significant effects on long-term customer satisfaction. Contributions of the paper may be listed as (1) expanding the marketing culture scale of Webster (1993) by adding several new items to dimensions based on current literature and/or adapting items to the Turkish culture, (2) adapting a services marketing culture scale to non-profit organizations, more specifically to the school context, and (3) developing a single dimensional perceived customer satisfaction scale specifically for school-settings which measure to what extent school personnel consider they satisfy their customers.