The reliability of Webster’s marketing culture instrument: some western Australian findings

Abstract

Explores the reliability of Webster’s (1990) instrument for measuring the marketing culture of an organization. Uses data from 1,400 western Australian employees of a large public sector service organisation to create a detailed analysis of Webster’s six dimensions, service quality, interpersonal relationships, selling task, organisation internal communication and innovation. Highlights methodological concerns that in the present study some items on Webster’s (1990) battery moved to different factors, resulting in a lower alpha reliability for the service quality dimension. Suggests that some items require rewording to make their intended meaning more explicit.

Citation

McNeil, M., Myers, S. and Adam, D. (2001), "The reliability of Webster’s marketing culture instrument: some western Australian findings", Asia Pacific Journal of Marketing and Logistics, Vol. 13 No. 4, pp. 66-78. https://doi.org/10.1108/13555850110764874