Cultural Diversity and Customer Satisfaction at Kampala International University, Kampala, Uganda

Abstract

A diverse organization can only exist with diverse customers. Similarly, if there are no employees to carry out the activities, policies, strategies, and activities will be ineffective. Focusing on the core purpose of organizational sustainability, this study examines the impact of organizational diversity on customer satisfaction at Kampala International University in Kampala, Uganda. It uses four primary organizational cultures, specifically control culture, organizational culture, leadership, and leadership, to determine the impact of cultural diversity on customer satisfaction. To examine the effect of corporate diversity on customer satisfaction at KIU, Kampala, Uganda, a sample size of 388 people was determined using the Slovenian sample, but 372 out of 12,603 target people who support KIU products and services. A descriptive correlational research design was used to collect, present, interpret and analyze the data, and SPSS version 22 was used to calculate means, standard deviations and measurement returns. Thus, the predictive power of different organizational factors that lead to changes in customer satisfaction was 64.4%. The results show that the effect of employee diversity on customer satisfaction (59.3%) is stronger than the effect of diversity on customer satisfaction (56.2%). This study concludes that organizational diversity impacts customers because it plays a vital role in determining customer satisfaction by considering customer complaints, expectations and customer values regarding products and services. Therefore, for KIU to achieve customer satisfaction and better integration than other competitors, it must create more connections, integrate and encourage employees, creating a "win-win" for all parties involved in the "treatment" of the business.