Organisational culture and service quality : an exploratory case study based investigation of Scottish universities' residential function

Abstract

Research on the relationship between organisational culture and service quality is still in its early stages. Mostly, the evidence in such research tends to be either prescriptive or anecdotal. Based on the literature survey conducted it is the purpose of this study to offer a framework by which both concepts could be integrated. Utilising an exploratory case study design, qualitative and quantitative data from two Scottish Universities' student residential service has been collected. Quantitative data was collected through student service quality questionnaires. Performance based measurement was deemed the most appropriate. Qualitative data was gathered through in-depth interviews with members of the service as well as the examination of organisational publications. Association between questionnaire variables as well as the coding of the qualitative data, formed the backbone of two case studies examining the interaction between organisational culture and service quality. It has been demonstrated from the data the utility of the framework, in terms of data fit as well as explanatory power. It has been found in the results that the existing organisational cultures put more of an emphasis on tangible aspects of the service package. However, this research aims to demonstrate that an equal emphasis on the intangible service aspects is needed. That is potentially, the intangibles may offer more in terms of the enhancement of the service experience. Consequently, organisational culture analysis is put forward as the means for enhancing the intangibles of the service.