CORPORATE CULTURE ROLE IN ORGANIZATIONAL APPROACH

Corporate Culture: Organizational Approach in Customer Relation And Social Responsibility

Corporate Culture: Organizational Approach in Customer Relation And Social Responsibility

Introduction

Corporate culture is the social, moral, and behavioral norms of a large organization based on the attitudes, beliefs, and priorities of its employees. The culture of the organization is typically created unconsciously, based on the values of the top management or the founders of an organization. Corporate culture refers to the custom, traditions, and of an organization, which is typically a large corporation. It can also refer to the professional environment that exists in large corporations that are reflected in people's behaviors, conduct, dress, and ways of communicating when they are at work. (Encarta, 2005). Many things can be learned by observing a company's corporate culture.

Corporate culture is complex and can hold a negative or positive effect of staff and the workplace. In many ways, culture will determine the survival of an organization. Understanding the culture can help one understand why change does not take place, or why a project fails. It also can determine where to strive to make changes to the culture. (Gautier,2005). The importance of understanding the corporate culture is because it allows individuals to comprehend the difference between attracting and retaining good employees and driving away the best employees with a negative environment- one that is discouraging, unchallenging, and has a lack of rewards. (Gautier, 2005) Companies that can successfully line up their corporate culture with their marketing tend to do well in the marketplace. (Gautier, 2005)

Corporate Culture and Customer Relations

Corporate culture and customer relations influence each other. Corporate culture affects employee satisfaction. If the company has a disorganized routine, there is usually a lack of clarity around expectations and no consistent actions of leadership. This can cause employees to feel frustrated, confused, and dissatisfied with the workforce. With these feelings of dissatisfaction, the morale and motivational levels plummet. (Rael, 2003) Performance levels can be adversely impacted and this impacts the company's ability to implement a business strategy. This in turn can affect the quality of the product and the service and affect customer satisfaction. (Emerge International, 2005)

Another customer service issue that can occur is if the company is out of sync. This means that the values and the company's actions do not match. The results can be financially devastating if not caught in time. If the company is going through a merger or ...