Abstract

Today, the results of researches indicate that the most effective factor in enhanced performance of organizations is culture. The tendency to customer is a form of organizational culture which leads organizations toward responsive to customers, devising customer-oriented strategies need an adoptive and responsive organizational culture against changes. Hence, the structure and organizational culture of high performance companies are shaped in a way to consider the highest value for customer and attract his/her satisfaction. Owing to the fact that establishing a proper culture is the most important issue in attaining customers, present paper attempts to find that what should be cultural dimensions and components of customer-oriented organizations in order to perform their missions well and what is a suitable model for organizational culture in customer-oriented companies? A survey with  management professors and certain experts in the field revealed that there are certain dimensions and components of competent organizational culture. This article proposed a revised conceptual model on the basis of these dimensions / components. A questionnaire was designed to examine this model in customer-oriented companied and then it was implemented in target organizations after confirming its validity and reliability. According to results, the emotional and trust-building leadership dimension are in undesirable conditions on studied organizations. So, some recommendations are provided in conclusion to improve competent organizational culture in customer-oriented companies.

Key words:  Organizational culture, competent organizational culture, customer oriented, customer oriented company, customer-oriented culture.