Extending the Scope of Organisational Culture: The External Perception of an Internal Phenomenon

Organisational culture is known as the values, beliefs and basic assumptions that are guided by leaders and shared by employees, and that explain “how things are done around here.” Organisational culture has primarily been viewed as an internal phenomenon, having an impact on staff behaviour and attitudes, and ultimately influencing organisational performance. Yet, it has more recently been conceptualised as a factor in shaping a company's image in the marketplace. This study examined the external perception of organisational culture according to clients of one company in the Canadian fitness industry. Findings showed that clients’ perception of organisational culture was significantly associated with their satisfaction and intent to stay with that fitness organisation.