THE EFFECT OF ORGANIZATIONAL CULTURE ON CUSTOMER SATISFACTION (CASE OF GAMO GOFA ZONE ZALA WOREDA PUBLIC HEALTH SECTOR)

Abstract

Customer satisfaction is the valuation of the perceived difference between expectations and the practical use of the product or services of any organization. The level of customer satisfaction can vary widely depending on the reference point the customer hold. Therefore, this study is aimed to assess the effect of organizational culture on customer satisfaction in case of Gamo Gofa Zone Zala Woreda Public Health Sector focusing on randomly selected health care Centers. The study employed .both qualitative and quantitative type of data for the purpose of the study.Data was collected from two sources (primary and secondary). In order to collect the primary data, structured questionnaire was adopted and data collected through Convenience sampling technique from customers and simple random sampling techniques from employees of study organization. After reliability and validity of data was tested,Structured questionnaires were distributed to 154 respondents and 146(95 %) were returned. Moreover, interview with managers and employees were conducted to supplement data collected by using questionnaire. Then, Data analyzed by using the SPSS version 20.00. The ultimate findings are presented by using different tools like tables and pie charts. The major finding of the study indicates that relationship among Organizational culture dimensions (the independent variables) are significantly correlated with customer satisfaction (dependent variable).As study explored that all independent variables have significant effect on Customer satisfaction. According to regression analysis, Customer satisfaction is highly affected by organizational culture with R Square 85% but the rest 15% is from excluded variables. The result of the study indicate that the health sector is not given special attention to allocating available resources in terms of material, human and financial resources that facilitates customer satisfaction. Another critical issue raised is poor Reward and measurement system in the study organizations in which employees are not measuring, evaluating and rewarding according to their performance that discourage well performing employees.