Marketing culture in the environmental conditions of services The role of employee control and flexibility variables

A. Naami¹ P. gholami²

1) Assistant Professor, Department of Business Administration, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
2) Ph.D. student of Business Administration, Kish International Branch, Islamic Azad University, Kish, Iran

IOI Code : XAFK-CFAGE
Publication : The National Conference on Applied Research In the Humanities and Psychology(ahpconf.com)
Abstract :
    Today, managers efforts to create a service environment through the creation of a market-based enterprise culture, therefore, will not be realized except by giving control to border laborers and recruiting staff with a personality trait of flexibility. The purpose of this research is to examine how market orientation as a culture affects the conditions of the service environment created in the company. The results show that a market-based enterprise culture is faced with other elements such as flexibility and control of border workers to create a positive impact on the conditions of the service environment. This research provides theoretical concepts for developing a service environment in a market-based enterprise culture and the impact of management on marginalized employees in the development of environmental conditions. The framework developed in this study provides insights into the multi-stage nature of the development of environmental services and the impact of market-based culture. The survey community consists of directors and staff of shops of the commercial center on the beautiful island of Kish. Sample size According to the Cochran formula, 248 people were selected. SPSS software was used for descriptive analysis and data correlation. Structural equation and AMOS software were used to test the model.

Keywords : culture flexibility market orientation service environment spanner