Evaluasi Orientasi Layanan Sebagai Bagian dari Budaya Organisasi dan Efeknya Terhadap Kinerja Organisasi

Abstract

Nowadays, there are many organizations including universities supposed to develop their performance or effectiveness and also their service quality. Effectiveness have become an important issue because of the explanation on what makes the organizations have their excellence, high quality, productivity, vitality, which represents the concept of effectiveness in organizational science literature. In addition, organizational performances are complex and become one of functions of many variables. One of the multi facet variables which is continuously taken into account from many faculties and business professionals is orientation. Although it is difficult to conceptualize and to measure, organizational orientation directly affects the organizational performance. Organizational orientation, especially service orientation, has shown the significant effect to organizational performance. Together with the increase of the interest in gaining the service orientation, this concept has been proved to be main factor in creating the superior customer value and service quality. The study aims to evaluate the university service orientation as social variable, to empirically test its relationship to organizational performance measures dan to provide managerial implications. The premise behind the study is that service-oriented organizations that strategically choose to emphasize service excellence as a valueadded deliverable will perform significantly better than organizations that do not possess this orientation. This study was aimed to measure the service orientation concept as an aspect of organizational culture and to understand the the relationship between strategically-chosen service orientation, employee service outcomes and business performance by using multiple informants. To date, little empirical research has focused on understanding the complex relationship between service orientation and organizational performance. Moreover, existing research tends to measure and examine the construct, service orientation, without serious regard for its conceptualization and measurement as an element of organizational culture. The study employed survey method and used proportional random sampling as sampling technique. The results of the study are service orientation measures in higher education and its effects on employee service outcomes and business performance are in good confirmation: service orientation increase business performance and employee service outcomes; employee service outcomes increase business performance; and the total effects os service orientation surely increase employee service outcomes, and which in turn, it will increase business performance.