ASSESSING CUSTOMER ORIENTATION IN PUBLIC, NON-PROFIT ORGANIZATIONS: A PROFILE OF OHIO STATE UNIVERSITY EXTENSION

Abstract

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 (@I,) were analyzed. A mail survey was used to collect the research data. A slightly high level of customer orientation was found, portraying the organization (OSIJ Extension) as extroverted, proactive, formal, and action-oriented. A slightly high level of commitment to customer service and a slightly positive attitude toward CQI were exhibited by OSIJ Extension personnel. A statistically significant 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.