Communication Culture Strength and Customer Satisfaction in Public Secondary Schools in Nairobi County, Kenya
DOI:
https://doi.org/10.47604/ijcpr.2435Keywords:
Communication Culture Strength, Customer Satisfaction, Organization, InfluenceAbstract
Purpose: Communication culture strength influences customer satisfaction of customers served by organizations such as public secondary schools. The purpose of the study was to establish the influence of communication culture strength on customer satisfaction in public secondary schools in Nairobi County, Kenya. Communication culture strength involves important element of an organisational culture, with sharedness of values as the defining core of that culture as well as a multidimensional phenomenon that includes the strength of the prevailing value system.
Methodology: The study employed descriptive research design and examined both quantitative and qualitative data. The study population was 3588 students made up of both boys and girls and 12 principals or their deputies from 12 public secondary schools in Nairobi City County. The students ages ranged from 14 years to 21 years and were in Form 2 to Form 4. A sample size of 369 students was used out of which 296 responded. This was a response rate of 80.22%. Proportionate stratified random sampling technique was used to sample students from the target population. Purposive sampling technique was used to sample the principals and or their deputies. Questionnaires and interview guides were used as data collection tools for quantitative and qualitative data respectively. Quantitative data was collected from the students while qualitative data was collected from the principals or their deputies. Descriptive and inferential statistics were used to analyse quantitative data. SPSS a software package for social sciences Ver. 25 was used to statistically analyse quantitative data. The analysed data was then presented using graphs, tables and charts. Qualitative data derived from the objectives was analysed thematically and presented in a narrative form. Inferential statistics used were descriptive, correlation, regression and ANOVA analysis.
Findings: The results showed that there existed a positive and significant relationship between communication culture strength and customer satisfaction in public secondary schools in Nairobi County (r=0.409, p-value=0.000). The findings indicated that communication culture strength has a positive effect on an organization's performance and therefore customer satisfaction. This showed that a unit improvement in communication culture strength would lead to a 0.429 improvement in customer satisfaction in public secondary schools in Nairobi County. The relationship was significant as the P-value (0.000) was less than the significance level (0.05). The study concluded that communication culture strength had a significant influence on customer satisfaction public secondary school in Kenya.
Unique Contribution to Theory, Practice and Policy: The study was anchored on Thibaut and Kelley, Social Exchange theory. This study contributed to theory because it links communication culture strength to customer satisfaction in public secondary schools. Additionally, the study recommends that communication culture strength should be enhanced in organizations such as schools since it influences organizational performance and therefore customer satisfaction. In addition, the findings from this study hopes that it will provide a source of information for policy makers to understand better the link between communication culture strength and organizational performance and therefore customer satisfaction.
Downloads
References
Ambro, M. & Martina, P. (2008). Organisational effectiveness and customer satisfaction. Organizacija, Vol. 41.
Basement, J. (2014) Influence of school culture on Kenya Certificate of Secondary Education performance of public schools in Makadara District, Nairobi County - Kenya Med. Unpublished Research Report; University of Nairobi
Balthazard, P. A., Cooke, R. A., & Potter, R. E. (2006). Dysfunctional culture, dysfunctional organisation: capturing the behavioral norms that form organisational culture and drive performance. Journal of Managerial Psychology, 21(8), 709-732. http://dx.doi.org/10.1108/02683940610713253.
Belak, J., Duh, M., Mulej, M. & Å trukelj, T. (2016), "Requisitely holistic ethics planning as pre-condition for enterprise ethical behavior", Kybernetes: The International Journal of Systems & Cybernetics, Vol. 39 No. 1, pp. 19-36.
Bipath, K. & Adeyemo, K. S. (2014). The Strength of Organisational Culture: Organisational Performance in South African Schools. Mediterranean Journal of Social Sciences, 5(23), 2405-2412.
Blau, P.M. (1964), Exchange and Power in Social Life, New York: John Wiley & Sons,
Brashear, T. G., James S. B., Danny B., & Charles, M. B. (2003), "An Empirical Test of Trust- Building Processes and Outcomes in the Sales Manager- Salesperson Relationship," Journal of the Academy of Marketing Science, 31 (2), 189-200.
Calderón Hernández, G. & Serna Gómez, H. (2009). Relaciones entre recursos humanosy cultural organizacional: Un estudio empÃrico. Acta colombiana de psicologÃa, 12(2), 97-114.
Cameron, K. & Quinn, R. (1999). Diagnosing and changing organisational culture. London: Addison Wesley.
Carey, K., Cambiano, R. L., & De Vore, J. B. (2002). Student to faculty satisfaction at a Midwestern university in the United States. HERDSA, 93-97.
Cheng, C.K. (2003). The effect of shared decision making on the improvement in teachers"˜ job development. New Horizons in Education
Choi, Y.S., & Scott, D.K. (2008). Assessing organisational culture using the competing values framework within American Triple-A baseball. International Journal of Sport Management and Marketing, 4, 33-48. doi:10.1504/IJSMM.2008.017657
Chonko, L.B., Jones, E., Roberts, J.A. & Dubinsky, A.J. (2002), "The role of environmental turbulence, readiness for change, and salesperson learning in the success of sales force change", Journal of Personal Selling and Sales Management, Vol. 22 No. 4, pp. 227-245.
Colquitt, J. A., & Rodell, J. B. (2011). Justice, trust, and trustworthiness: A longitudinal analysis integrating three theoretical perspectives. Academy of Management Journal, 54(6), 1183-1206.
Connolly, M., & James, C. (2009). An analysis of the relationship between the organisational culture and performance of staff work groups in schools and the development of an explanatory model. The International Journal of Leadership in Education, 12, 389-408.
Cooke, & J. Clayton L. (1987). Organisational Culture Inventory. Plymouth MI USA. Human Synergistics International.
Cropanzano, R., & Mitchell, M. S. (2005). Social exchange theory: An interdisciplinary review. Journal of Management, 31(6), 874-900
Deal, T., & Kennedy, A., (2000). Corporate Communication Culture. New York. Basic books.
Denison, D. (2003). Corporate Communication Culture and Organisational Effectiveness. New York: Wiley.
District Education Office in Kasarani Sub County. (DEO, 2016).
Dixon, Andrea L., Rosann L., Spiro, & Lukas. P. Forbes. (2003), "Attributions and
Behavioral Intentions of Inexperienced Salespersons to Failure: An Empirical Investigation," Journal of the Academy of Marketing Science, 31 (4), 459-467.
Duck, S. (1994). Meaningful relationships: Talking, sense, and relating. Thousand Oaks, CA: Sage Publications.
Fullani, M. (2006). Turnaround leadership. San Francisco: Jossey-Bass.
Gersick, C.J., Dutton, J.E., & Bartunek, J.M. (2000). Learning from Academia: The Importance of Relationships in Professional Life. Academy of Management Journal, 43, 1026-1044.
Gonzales-Roma, V., Peiro, J.M., & Tordera, N. (2002). An examination of the antecedents and moderator influences of climate strength. Journal of Applied Psychology, 87 (3): 465-473.
Gordon, G. G., & DiTomaso, N. (1992). Predicting corporate performance from the strength of organisational culture. Journal of Management Studies, 29, 783-798.
Hermalin, B. E. (2001) "Economics and Corporate Communication Culture." In S.
Cartwright, C.L. Cooper, and P. C. Earley (eds.), Handbook of Organisational Culture and Climate: 217-261. New York: Wiley.
Huczynski, A., & Buchanan, D. (2007), Organisational Behaviour. USA: Essex Pearson Education Limited, Essex.
Hume, J., & Leonard, A., 2013. Exploring the strategic potential of internal communication in international non-governmental organisations. Public Relations Review. http://dx.doi.org/10.1016/j.pubrev.2013.10.011.
Islam,T., Khan,S., Ahmad, U.N.U.,Ali,G., & Ahmed,I. (2014),"Organisational learning culture and psychological empowerment as antecedents of employees job related attitudes: mediation model",Journal of Asia Business Studies,Vol.8.No.3,pp.249-263.
Ituma M. K. (2012). Analysis of School Based Chemistry Assessment Used in Secondary Schools in Kajiado North District, Kenya. Unpublished.
Jesper B. S. (2002). The Strength of Corporate Communication Culture and the Reliability of Firm Performance Author(s): Administrative Science Quarterly, Vol. 47, No. 1.
James, C.R., Dunning, G., Connolly, M. & Elliott, T. (2007), "Collaborative practice: a model of successful working in schools", Journal of Educational Administration, Vol. 45 No. 5, pp. 541-555. https://doi.org/10.1108/09578230710778187
Kent, A., & Weese, W.J. (2000). Do effective organisations have better executive leaders and/or organisational cultures? A study of selected sport organisations in Canada. European Journal for Sport Management, 7, 4-21.
Kotter, J. P., & Heskett, J. L. (1994). Corporate communication culture and performance. New York, NY: The Free Press.
Lee, M. & Louis, K. (2019). Mapping a strong school culture and linking it to sustainable school Improvement. Teaching and Teacher Education, 81, 84-96.
Salminen, L. & A. Kankaanranta (2013). "What language does global business speak?" - The concept and development of BELF. Ibrica, Revista de la Asociación Europea de Lenguas para Fines EspecÃficos, (26),17-34.
Lubis, F. & Hanun, F. (2019). Organizational culture. Advances in Social Science, Education and Humanities Research, 511, 88-91.
Martin, J. (2002). Organisational culture: Mapping the terrain. Thousand Oaks, CA: Sage.
Martin, J. (2003). Management & Leadership Cultures in Organisations: Amazon: New York University.
Masterson, S. S., Lewis, K., Goldman, B. M. & Taylor, M. S. (2000). Integrating justice and social exchange: The differing effects of fair procedures and treatment on work relationships. The Academy of Management Journal, 43 (4), 738-748.
Mwebaza, M. (2010). Continuous assessment and students' performance in "A" Level secondary schools in Masaka District in South Africa. Unpublished.
Nyongesa, J. (2012). The impact of organisational culture on performance of educational institutions. International Journal of Business and Social Science. Vol. 3, No. 8, Pg. 58-69.
O'Reilly A. C. (2014). Parsing organisational culture: How the norm for adaptability influences the relationship between culture consensus and financial performance in high-technology firm. Journal of Organisational Behavior, 35, 785-808.
Palacio, A. B., Meneses, G. D. & Perez, P. J. P. (2002).The configuration of the university image and its relationship with the satisfaction of students. Journal of Educational Administration, 40(5), 486-505.
Pierre, E., & Jackson, A. (2014). Qualitative data analysis after coding. Qualitative Inquiry, 20, 715-719. doi:10.1177/1077800414532435
Punjaisri, K. & Wilson, A. (2007).The role of internal branding in the delivery of employee brand promise. Journal of Brand Management, 15 (2007), pp. 57-70
Sadri, G. & Lees, B. (2001), "Developing Corporate Communication Culture as a competitive advantage", Journal of Management Development, Vol. 20 No. 10, pp. 853-9.
Louhiala-Salminen, L., & Kankaanranta, A. (2012). Language as an issue in international internal communication: English or local language? If English, what English? Public Relations Review, 38, 262-269.
Rich, B. L., Lepine, J. A., & Crawford, E. R. (2010). Job engagement: Antecedents and effects on job performance. Academy of Management Journal, 53(3), 617-635.
Ryynänen, H., Pekkarinen, O. & Salminen, R. T. (2012). Supplier's internal communication in change process to solution business-challenges and tentative research agenda. Journal of Business Market Management, 5 (3), 154-172.
Sadri, G. & Lees, B. (2001) Developing Corporate Culture as a Competitive Advantage. Journal of Management Development, 20, 853-859.
Schein, E. (2004). Organisational Culture and Leadership. Santa Fe, CA: Jossey-Bass.
Schein, E. H. (2002). Organisational Culture and Leadership. San-Francisco: JosseyBass.
Schein, E. H. (2010). Organisational Culture and Leadership. 4 ed. San Francisco, CA: Jossey-Bass.
Schneider, B. (2000). The psychology of organisations. In N. M. Ashkanasy, C.
Wilderom, & M. F. Peterson (Eds.), Handbook of organisational culture and climate (pp. xvii-xxi). Thousand Oaks, CA: Sage.
Schneider, B., Salvaggio, A.N., & Subiratis, M. (2002). Climate strength: a new direction for climate research. Journal of Applied Psychology, 87(2): 220-229.
Shakil M. A.(2012), Impact of Organisational Culture on Performance Management Practices in Pakistan, Business Intelligence Journal - January, 2012 Vol.5 No.1
Slåtten, T., & Mehmetoglu, M. (2011). Antecedents and effects of engaged frontline employees: A study from the hospitality industry. Managing Service Quality, 21(1), 88-107. https://doi.org/10.1108/09604521111100261
Smith, A. (2011). Internal social marketing: Lessons from the field of services marketing. In Hastings, G., Angus, K., and Bryant, C. (Eds.). The Sage Handbook of Social Marketing. USA: Sage Publications.
Stoll, L., & Temperley, J. (2009). Creative leadership teams: Capacity building and succession planning. Management in Education, 23(1), 12-18.
Smart, J.C., & Wolfe, R.A. (2000). Examining sustainable competitive advantage in intercollegiate athletics: A resource-based view. Journal of Sport Management, 14, 133-153.
Subirats, M. (2002). Climate strength: a new direction for climate research. Journal of Applied Psychology, 87,220-229.
Salvaggio, A.N., & Subirats, M. (2002). Climate strength: a new direction for climate research. The Journal of applied psychology, 87 2, 220-9.
Thibaut, J. W. & Kelley, H. H. (1959). The social psychology of groups. NY: John Wiley & Sons.
Thommen, J. P. (2003). Management und Organisation: Konzepte, Instrumente, Umsetzung. Zürich: Versus.
Uddin, M., Luva, R., & Hossian, S. (2013). Impact of organizational culture on employee performance and productivity: A case study of telecommunication sector in 133 Bangladesh. International Journal of Business and Management, 8(2), 63-77.
Wahyuningsih, S. (2019). Analysis of organizational culture with Denison's model approach for international business competitiveness. Problems and Perspectives in Management, 17(1), 142-52.
Weick, K. E., & Sutcliffe, K. M. (2007). Managing the unexpected: Resilient performance in the age of uncertainty (2nd ed.).USA: Jossey-Bass.
Welch, M., & Jackson, P. (2007). Rethinking internal communication: A stakeholder approach. Corporate communications: An International Journal, 12(2), 177-198.
Yamane, T. (1973). Statistics: An Introductory Analysis, 2nd Ed., New York: Harper and Row.
Zahay, D. L., and Peltier, J. (2008). Interactive strategy formation: Organisational and entrepreneurial factors related to effective customer information systems practices in B2B firms. Industrial Marketing Management, 37(2), 191-205.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Winfred Mukami Karingu, Prof. Hellen Mberia, Prof. Ndeti Ndati
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
