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Problem

What is the role of corporate culture in services marketing?

Step-by-step solution

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Step 1/3

The critical aspect of the service business success depends on the overall corporate culture built by the top management. Studies revealed that organizations differing in sizes, structure or services have some common things in relation to corporate culture. Leadership created a culture of trust, empowerment, risks, innovation and collegiality in these organizations. Effective communication and competent human resources bring effective recruitment, mentoring and training process of employees.

Step 2/3

Service-oriented corporate culture is essential for improving service and making employees understand and respond to situations. Moreover, internal marketing is also important for the success of firm. In the internal marketing process, communicating to employees the roles and tasks to meet customers requirement is done. Employees should have a wide view of the job roles and responsibilities.

Step 3/3

Studies revealed that there is a direct link between the productivity, employee retention and employee satisfaction. This relationship between productivity, employee satisfaction and employee retention have a direct relationship to the financial performance of an organization. The success of marketing service depends on the relationship marketing. Customer relationship is the main focus in marketing. Successful relationship in marketing depends on strong leadership and corporate culture of the organization.

Hence, the above role of corporate culture in the marketing of services is present.