טכניון מכון טכנולוגי לישראל
הטכניון מכון טכנולוגי לישראל - בית הספר ללימודי מוסמכים  
M.Sc Thesis
M.Sc StudentFruchter Daniel
SubjectSymbolism of the Reception Area of an Organization as an
Instrument for Implementing Quality Service as an
Organizational Goal
DepartmentDepartment of Industrial Engineering and Management
Supervisor Professor Anat Rafaeli


Abstract

Acceptance of organizational goals as ones own can have a direct influence on employee performance, jobs satisfaction and job commitment (Erez & Zidon, 1984; Vancouver & Schmitt, 1999). A strategy for implementing quality service as an organizational goal is suggested. The strategy involves using symbolism of the organizational physical environment as a means of communicating non-verbal messages about the organizational goals (Bitner, 1992). Messages that reflect a goal of quality service are suggested to enhance the implementation of this goal among organization members. The strategy was tested in a field study, in an Israeli chain of dental clinics. The organization introduced a change in the physical environment of the reception area of its clinics as part of a process for implementing quality service as a key organizational goal. The research hypothesis was that changing the physical environment in a way that communicates messages and meanings of quality service would enhance the implementation of quality service goal among employees. The hypothesis was confirmed in two interdependent tests: (a) an open ended questionnaire, which was developed to identify employees’ perception of key organizational goals. (b) a multiple choice questionnaire that measures implementation of quality service as an organizational goal. Both tests established that when the reception area symbolized quality service employees saw quality service as a key organizational goal. Practical implications are suggested for the finding including differentiation of the organization and employee socialization. A key weakness of the suggested strategy - the subjective interpretation of symbols, is discussed. Public symbols and central environments are suggested as a method to improve effectiveness.