Customer-Centric Organizational Culture of the University as a Factor of Efficient Social and Economic Development of the Region

¹ Belgorod State Technological University named after V. G. Shukhov, Department of Sociology and Management, 308012, Belgorod, Russia
² Belgorod University of Cooperation, Economics and Law, Department of Marketing and Management, 308023, Belgorod, Russia

^* Corresponding author: shavyrina_77@mail.ru

Abstract

The paper considers the customer-centric approach to the organizational culture of the university. The study of formation and development of customer-centric organizational culture of higher educational institutions as a factor of efficient social and economic development of the region is based on the designed diagnostic model of customer-centric organizational culture of the university encompassing the following group of components: degree of formation of customer-centric organizational culture at the university at various levels (ideological, regulatory, customer-facing); degree of students’ satisfaction; degree of students’ involvement in the organizational culture of the university and outcomes of the influence of the university organizational culture on them. The customer-centric approach is considered, first as the focus of each member (employee) on the consumer (assessment of the orientation level of each participant), second, assessment of the consumer satisfaction level, allows estimating the level of consumer-focus in general without an attempt to identify orientation of every individual participant. The process of creating the additional value covers all above-mentioned levels and cannot be created with only one without taking the other into account. Therefore, it is critical to collect and make the best use of information and both real and potential consumer services.