Volume 39 - Number 4 - 1988 | DOI: 10.5032/jae.1998.04011



The purpose of the study was to describe the customer orientation profile of Ohio State University Extension (OSU Extension). The sample for the study consisted of Extension personnel (n=265) at the county level. An evaluative framework was utilized to describe the organizational customer orientation profile in four dimensions: Definition, Sensitivity, Measurement, and Implementation. Additionally, the level of commitment to Customer Service and attitude toward Continuous Quality Improvement (CQI) were analyzed. A mail survey was used to collect the research data. A slightly high level of customer orientation was found, portraying the organizatio (OSU Extension) as extroverted, proactive, formal, and action-oriented. A slightly high level of committment to customer service and a slightly positive attitude toward CQI were exhibited by OSU Extension personnel. A statistically signifacnt association was found between customer service and customer orientation, and also between customer orientation and attitude toward CQI, job title and gender. Paraprofessionals had a higher customer orientation than professionals and support staff. Females had a higher customer orientation than males.

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