A CUSTOMER-CENTRIC CULTURES

EFFECTS ON EMPLOYEE MORALE AND

PERFORMANCE
Siena Heights University
Ashley Daniels

CUSTOMER-CENTRIC
CULTURE
Vision/Mission
Communication
Teamwork
Serving people

QUESTION:
What impact does a customer-centric culture have on employee morale

and performance?

Morale
Performance

LITERATURE REVIEW
Do we really have a customer-centric culture?
Strong corporate cultures, where employees hold similar beliefs about the

organization and about how they should behave, have a significant impact
on employee job performance and job satisfaction (Sadri, 2014)

Past Research:
1960s
Baehr & Rencks article The Definition and Measurement of Employee Morale that

was written in 1958 is still referenced.

Measurement?

METHOD
Mixed method quantitative and qualitative
Surveys
Performance numbers
Long period of time

Morale
Pay, management, room for growth, satisfaction, motivation, and turn-over

Sageer, Rafat, & Agarwal (2012) state that every organization should develop strategies

that strengthen the work environment and increase the employee morale and employee
satisfaction to enhance employee performance and productivity, which ultimately results
in high profits, customer satisfaction as well as customer retention.

CONCLUSION
Morale
Performance
Communication
Appreciation

Henry Ford Coming together is a beginning.

Keeping together is a progress.
Working together is success.

REFERENCES
Baehr, M., & Renck, R. (1958). The definition and measurement of employee morale.

Administrative Science Quarterly, 3(2), 157-184. doi:10.2307/2391015

Sadri, G., (2014). High performance corporate culture. Industrial Management,

56(6), 16-21.Retrieved
from:http://web.a.ebscohost.com.ezproxy.sienaheights.edu:2048/ehost/pdfv
iewer/pdfviewer?sid=86436ccb-22d7-4b5f-91138bfe0f1a03a6%40sessionmgr4003&vid=4&hid=4212
Sageer, A., Rafat, S., & Agarwal, P. (2012). Identification of variable affecting

employeesatisfaction and their impact on the organization. Journal of Business and

Management,5(1), 32-39. Retrieved by: http://iosrjournals.org/iosr-jbm/papers/Vol5issue1/E0513239.pdf