Impact of OD Interventions on Customer Satisfaction: A Case Study

Abstract

This action research investigates the impacts of Organizational Development Interventions (ODIs) on employee commitment and motivation in relation to achieving higher levels of customer satisfaction in a Bangkok-based company: A.E.S. Engineering Co., Ltd, which specializes in the distribution and servicing of high-tech analytical equipment. The respondents were AES sixteen employees and sixty-five clients. Both quantitative and qualitative approaches were utilized and data was collected using questionnaires, in-depth interviews, and participatory and nonparticipatory observation. The research, conducted from January 2008 to March 2009, indicates that employee commitment improved after ODIs, which included formal and informal meetings, English language and leadership training. The improved affective commitment of the staff was reflected in the enhanced levels of contentment within the organization linked to a stronger desire to remain with AES and an increase in team dynamism and reduced staff turnover, both of direct financial benefits to AES. Improved normative commitment created self-motivation and a selfdriven desire to help AES survive in a highly challenging market environment. Strategies went beyond improved communication, counseling and training to include financial incentives linked to performance pay and gain sharing. Job enrichment resulted in better client relationships and more efficient scheduling and resource use.