The Identification of Components of Customer Orientation Culture in Iranian Educational System

Abstract

The purpose of this study was to identify components of customer orientation culture in the educational system of Iran. The method of research was qualitative. The scope of study included all articles submitted to reputable databases and websites from 2000 to 2015, regarding the customer orientation culture, which were indexed therein. The complete research scope consisted of 52 articles from databases and websites as follows: thirty-nine articles, nine theses, and four books. All resources were examined through a survey method. Data collection was carried out by making use of thematic analysis, and 608 themes were identified. Research reliability of 0.99 was obtained by making use of Holsti’s method. Finally, two comprehensive themes of parameters were identified: first, optimization Strategy with such organizing themes such as strategic approach to customers, developing organizational knowledge, improving customer service, employee recruitment and enhancement, management attitude, adopting proper procedures and addressing complaints; and second, customer intimacy strategy with such organizing themes such as valuing customers, creating the sense of reliance in customers, considering moral issues, encouragement and persuasion, cooperation culture, and tangible factors were identified. A total of 57 basic themes and 13 organizing themes were derived.