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

Author

Listed:
  • Duygu Seckin Halac
  • Roberto Biloslavo
  • Cagri Bulut

Abstract

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

Suggested Citation

  • Duygu Seckin Halac & Roberto Biloslavo & Cagri Bulut, 2013. "Marketing Culture and Perceived Customer Satisfaction in Non-Profit Service Organizations," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 27(2), pages 89-107.
    • Handle: RePEc:boz:journl:v:27:y:2013:i:2:p:89-107
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    References listed on IDEAS

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