The Reliability of Webster’s Marketing Culture Instrument: Some Western Australian Findings

This paper explores the reliability of Webster’s (1990) instrument for measuring the marketing culture of an organisation. Using data from 1400 Western Australian employees of a large national public sector service organisation, a detailed analysis is made of the reliability of Webster’s(1990) six dimensions. These dimensions of service quality, interpersonal relationships, selling task, organisation, internal communications, innovativeness are found to have high reliabilities in terms of both the actual and ideal marketing culture of this organisation. However, of methodological concern was the fact that in the present study some items on Webster’s (1990) battery moved to different factors, and this movement resulted in a lower alpha reliability for the service quality dimension. Recommendations are made to reword some items to make thier intended meaning more explicit.