Relationship between Servant Leadership in Organizational Culture, Organizational Commitment, Organizational Citizenship Behaviour and Customer Satisfaction

Abstract

This paper aims to analyze the impact of servant leadership on organizational culture, organizational commitment, organizational citizenship behavior (OCB), and customer satisfaction. This paper also aims to analyze the impact of organizational culture, organizational commitment, and OCB on customer satisfaction.Data was obtained from 240 handycraft customers in the community of handicraft craftsmen in Bekasi Regency. The data was analyzed by using Structural Equation Modeling. The validity and reliability test by using factor analysis shows that the instrument used in research is valid and reliable. The results showed: servant leadership correlated significantly with organizational culture; servant leadership is significantly related to OCB;OCB has a significant relationship with organizational commitment; servant leadership has a significant relationship with customer satisfaction;and organizational commitment has a significant relationship with customer satisfaction.Therefore, servant leadership can have a direct relationship with customer satisfaction, and servant leadership can be organizational culture. Knowledge of the effect of these relationships can be used as input to design strategies to improve customer satisfaction. The findings of the effect of servant leadership in the organizational culture on customer satisfaction have been discussed, however, there are limitations and guidelines for future research that needs to be shown.