The relationship between organisational culture and service quality through organisational learning framework

The purpose of this study is to identify the relationship between organisational culture and service quality through the organisational learning framework in knowledge intensive business services (KIBS). This study set independent variables as four types of organisational cultures (group culture, developmental culture, rational culture, and hierarchical culture) from Quinn's competing values model. The dependent variable is KIBS quality based on SERVQUAL and the mediating variables that connect between organisational cultures and service quality are three types of learning orientation and organisational learning behaviours (OLBs) based on an organisational learning framework. We apply structural equation model to measure how much effort to provide in order to improve the service quality of the service provider. Our findings indicated that group, developmental, and rational cultures influenced learning orientation, but hierarchical culture did not. Also, three types of learning orientation influenced OLB, and this behaviour ultimately influenced KIBS quality. By extending the existing organisational learning framework by integrating it with a competing values model (CVM), we suggested a new framework on the logical flow between organisational culture and service quality. This paper also provides a direction on the appropriate type of organisational culture for KIBS to improve service quality.