Organizational Learning Culture and Customer Satisfaction the Mediating Role of Normative Commitment:

In case of Awash Bank Dire Dawa City Administration

Abstract

The purpose of the study is designed to examine Organizational Learning Culture and Customer Satisfaction the mediating role of normative commitment in awash bank Dire Dawa branches. The study employed a mixed-methods approach, combining descriptive and explanatory designs with primary and secondary data sources. A self-administered questionnaire was distributed to 166 employees of Awash Bank's Dire Dawa branches, selected through various sampling methods. Descriptive and inferential statistics were used to analyze relationships between variables. The researcher found that there is positive relationship between organizational learning culture and customer satisfaction, OLC and normative commitment and normative commitment and customer satisfaction and some improvement in strategic management processes, continuous learning connectivity to the environment is needed. The study faced limitations, including its focus on Awash Bank's Dire Dawa branches, which restricts generalizability to other regions or banks. Reliance on self-reported data may introduce bias, and the sample size may not fully represent employee diversity. This study provides original insights into how fostering an organizational learning culture at Awash Bank enhances customer satisfaction, emphasizing the importance of learning-oriented practices. The findings lay the groundwork for further research on organizational culture's impact in various banking contexts.