Developing Organizational Culture In Independently Owned Restaurants: Links To Service Quality And Customers Intentions To Return

Abstract

The study developed and tested a model of organizational culture and customer service as they relate to behavioral intention to return in independently owned, casual dining restaurants. It adds to previous work on organizational culture and hospitality as they related to service quality and behavioral intentions to return by assessing two types of organizational culture, clan and market types. Results indicate that, as proposed, clan culture type is positively related to high levels of perceived service quality and to intentions to return to the restaurant; however market culture type is, as expected, negatively related to intentions to return. The findings lead to practical applications for the restaurant industry with a blueprint for practitioners to develop and improve their service delivery practices in order to generate a larger number of repeat customers.