Measuring Marketing Culture

Abstract

This study examines the potential effects of service quality, interpersonal relationships, selling task, organization, internal communication, and innovativeness on marketing culture through the use of Webster's (1992; 1993) standard marketing culture instrument. The present study also investigates the factor structure of the marketing culture scale. Findings demonstrate that interpersonal relationships, selling task, internal communication, and innovativeness exert significant positive effects on marketing culture, whereas service quality and organization do not have any significant impact on marketing culture. In addition, confirmatory factor analysis results lend further credence to the six-factor structure of the marketing culture scale through the deletion of several items from each dimension, excluding innovativeness. Implications of the results and avenues for further research are discussed.