Organizational learning culture and customer satisfaction

Abstract

Purpose – The aim of this study is to develop a theoretical framework with which to investigate the inter-relationships between organizational learning culture, normative commitment and customer satisfaction through the use of empirical investigation across the service sector. Design/methodology/approach – A questionnaire-based survey was given to 297 Malaysian employees in different service organizations. Findings – First, instruments were checked regarding its uni-dimensionality by applying confirmatory factor analysis and then structural equation modeling (SEM) was applied to test the model. SEM confirms that organizational learning culture not only directly influences customer satisfaction, but also has an indirect influence through normative commitment. Research limitations/implications – The study selected samples from Malaysia, the results might be different if samples are taken from a geographically different area. Practical implications – The study has theoretical and practical implications for Human Resources managers to enhance employees’ organizational commitment and customer satisfaction. Originality/value – The study highlights the importance of organizational learning culture in enhancing an employee’s commitment towards their organizations and customer satisfaction.