The Role of Organisational Culture Traits on Corporate Image in Service Industry

Öz

Organisational culture is a key aspect of functioning that impacts the company performance and effectiveness. It is formed by the shared values, beliefs, assumptions, attitudes, and behaviour of the employees that help the organisation to have a competitive advantage in the market. Scholar predominantly researches organisational culture from the managerial perspective that aims to understand the relation between the performance of the organisations including ROA, ROI, sales growth, and market share. However, organisational culture shapes the external perception of the organisation. Mainly, a shared organisational culture is reflected on the customers by frontline employees in service sector organisation. This makes organisational culture is a key factor that shapes the customers' perception affecting customer satisfaction and loyalty. Therefore, this research aims to conceptualize the organisational culture and its traits and explore their effect on the corporate image in the service sector context where human interaction is important. This study aims to extend the literature on organisational culture and corporate image with a new conceptual model. However, the limitation of the study is the lack of empirical research in testing the proposed relationships. Future studies may provide contribution to extend the current study with empirical data and model validation.

Anahtar Kelimeler

• Organisational culture
• corporate image
• service industry
• reflect

Hizmet Sektöründe Örgüt Kültürü Boyutlarının Kurumsal İmaj Üzerindeki Rolü

Öz

Örgüt kültürü, işletme performansını ve etkinliğini etkileyen işleyişin kilit unsurudur. Örgüt kültürü, işletmenin pazarda rekabet edebilmesine yardımcı olan, ortak değerler, inançlar, varsayımlar, tutmlar ve çalışan davranışlarından oluşur. Yönetimsel bir perspektif ile araştırmacılar ağırlıklı olarak örgüt kültürünün, aktif karlılık, yatırım getirisi, satış, büyüme pazar payı gibi organizasyonların performans göstergeleri arasındaki ilişkiyi anlamaya çalışır. Ancak örgüt kültürü, örgütün dışardan nasıl algılandığını da şekillendirir. Ortak bir örgüt kültürü, hizmet sektöründeki işletmelerde, ön saflarda yer alan çalışanlarla birlikte müşterilere yansıtılır. Bu şekilde, örgüt kültürü müşteri memnuniyetini ve sadakatini etkileyen müşteri algısını şekillendiren kilit bir faktör haline gelir. Bu yüzden, bu araştırma, insan etkileşiminin önemli olduğu hizmet sektöründe, örgüt kültürünü ve boyutlarını kavramsallaştırmayı ve kurumsal imaj üzerindeki etkilerini araştırmayı amaçlamaktadır. Bu çalışma, yeni bir kavramsal model ile örgüt kültürü ve kurum imajı literatürünü genişletmeyi amaçlamaktadır. Ancak, çalışmanın limiti, varsayılan ilişkilerin ampirik olarak test edilmemesidir. Gelecekteki araştırmalar, bu çalışmayı ampirik veriler ile modeli test ederek genişletebilir.

Anahtar Kelimeler

• örgüt kültürü
• kurumsal imaj
• hizmet sektörü
• yansıma

Kaynakça

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