Title: Building a customer-focused culture with rewards alignment: a cross-sectional analysis

Authors: Pankaj M. Madhani

Addresses: ICFAI Business School (IBS), Opp. Annapurna Dham, At-Por, Adalaj Koba Highway, Ahmedabad, Gujarat 382421, India

Abstract: In today's highly competitive business environments, organisations tend to become more customer-focused, and accordingly, they recognise the need to build customer-focused culture and relevant strategies to gain a competitive advantage. Organisation culture determines the norms in the organisations that dictate how members of organisations should think and behave. This research develops various frameworks for building customer-focused culture and provides illustrations of convergence as well as divergence of organisational culture and compensation/rewards strategy. Research emphasises mutual interdependence of organisation culture and compensation and rewards strategy and explains the role of financial and non-financial rewards in building customer-focused culture.

Keywords: customer-focus; customer-focused culture; compensation; rewards; competitive advantage; behavioural control; outcome control.

DOI: 10.1504/IJECRM.2021.115609

International Journal of Electronic Customer Relationship Management, 2021 Vol.13 No.1, pp.45 - 80

Accepted: 03 Dec 2020
Published online: 07 Jun 2021 *

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