Customer learning orientation in public sector organizations

Elena Kiryanova Bernard, Talaibek D Osmonbekov, Daryl McKee

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

Organizational learning and customer orientation have been a focus of research for a number of years in both marketing and management literature. Customer learning orientation is conceptualized as three important components: management customer orientation, customer feedback, and employee learning orientation. By drawing from both marketing and organizational research theories, the authors propose a model of customer learning orientation in a public sector organizational setting. Customer learning orientation is hypothesized to have a significant effect on employee attitudes of role ambiguity and self-efficacy, which in turn affects job outcomes of job satisfaction and organizational citizenship behaviors. Using a sample of 438 employees of a public sector organization, the authors test the model through a structural equation modeling technique. The results provide general support for the model. Implications for managers of public sector organizations and future research are discussed.

Original languageEnglish (US)
Pages (from-to)158-180
Number of pages23
JournalJournal of Nonprofit and Public Sector Marketing
Volume23
Issue number2
DOIs
StatePublished - Apr 2011

Fingerprint

Public sector organizations
Learning orientation
Customer orientation
Employees
Employee attitudes
Marketing research
Organizational citizenship behavior
Self-efficacy
Role ambiguity
Managers
Job satisfaction
Organizational learning
Public sector
Organizational research
Structural equation modeling
Job outcomes
Marketing

Keywords

  • Customer learning orientation
  • OCBs
  • Public sector organizations
  • Role ambiguity
  • Self-efficacy

ASJC Scopus subject areas

  • Marketing

Cite this

Customer learning orientation in public sector organizations. / Bernard, Elena Kiryanova; Osmonbekov, Talaibek D; McKee, Daryl.

In: Journal of Nonprofit and Public Sector Marketing, Vol. 23, No. 2, 04.2011, p. 158-180.

Research output: Contribution to journalArticle

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