Culture in defining consumer satisfaction in marketing

Abstract

The objectives of this article are to explain the importance of company culture and to point to the appropriateness of customer orientation as a method of expressing culture. The article further determines the connection between customer satisfaction and employee satisfaction and points to possible resistance when creating company culture through customer orientation. It further defines the relation between company mission and culture and explains the significance of researching value and researching customer satisfaction as basic preconditions of customer orientation in culture.

Citation

Vranesevic, T., Vignali, C. and Vignali, D. (2002), "Culture in defining consumer satisfaction in marketing", European Business Review, Vol. 14 No. 5, pp. 364-374. https://doi.org/10.1108/09555340210444211