Research Of The Corporate Culture Impacting On Customer Satisfaction

Corporate culture has become a hot-spot of management, especially when it relate to operating performance of company. Researchers generally believe that the corporate culture can affect business performance and outstanding corporate culture will bring outstanding operating performance. According to the theory of corporate culture being related to performance, this dissertation explores the relationship between corporate culture and customer satisfaction, and the internal mechanisms which corporate culture impact customer satisfaction, and mainly by the method of combination of theoretical research and case analysis.At present, there is an amount of research on the relationship between corporate culture and business performance, especially abroad. Many researchers carried out quantitative analvsis of real corporate culture, and combining it with the actual operating performance——usually link to some financial indicators to carry out quantitative analysis of correlation. And some other scholars research the relevance of corporate culture with some non-financial indicators such as customer satisfaction and employee satisfaction. But few researchers conducted in-depth theoretical study of that corporate culture affect customer satisfaction. This is the starting point of this dissertation, and hope to put forward some new ideas on what kind of corporate culture contribute to customer satisfaction and how corporate culture impact customer satisfaction.To explore what kind of corporate culture contribute to customer satisfaction and how it impact customer, this dissertation explains the purpose, meaning and so on of the study in the chapter of Introduction; and then in the literature review, the basic theory of corporate culture and customer satisfaction is introduced, and explain the theoretical foundation of that corporate culture affect customer satisfaction; on the basis of literature review, starting from the theory of type, traits, power, adaptability and layer of corporate culture, this dissertation explore the impact of the corporate culture of customer satisfaction, and draw the conclusion of the traits of the corporate culture that contribute to customer satisfaction: Then further explore the internal mechanism of that the corporate culture impact customer satisfaction, put forward the "corporate culture-staff- customer satisfaction" mechanism, and carried out a in-depth analysis combining the corporate leaders, values and corporate life cycle; at last, combining the case of Hair, this dissertation analvze the theory and the mechanism of corporate culture impact customer satisfaction concretely: In the end of this dissertation, the conclusion, insufficiency and the direction of further research of this study are put forward.