Study of Relationship between Customer Focus and Organizational Performance in the Telecommunication Organizations of Pakistan

Abstract

Quality culture and performance of the organizations has become matter of concentration and interest for the researchers and practitioners from last few decades. The purpose of this study was to explore the relationship between quality culture and organizational performance with mediating effect of competitive advantage and moderating effect of human resource. It has been observed that telecommunication companies of Pakistan are facing tough contest and no empirical research has been known to be conducted in Pakistan within the context of quality culture, organizational performance with a mediating effect of competitive advantage and a moderating effect of human resource. The literature review has exposed seven characteristics of quality culture like; employee involvement, senior management leadership, effect of CEO, supplier partnership, customer focus, teamwork, and open corporate culture. 500 questionnaires were circulated in telecommunication companies and 250 received back of which 207 were valid. To examine the validity and reliability of data collected, different statistical techniques and tools have been applied like; Cronbach’s alpha, factor analysis, Pearson correlation, and multiple regression. Results of these statistical techniques have revealed that there is positive and significant association between independent variable (quality culture) and dependent variable (organizational performance). Mediating variable (competitive advantage) also shown reliable connection but moderating variable (human resource) has not created optimistic results.

Keywords: Quality culture, customer focus, organizational performance, competitive advantage.