The Role of Organizational Culture in Improving Customer Engagement and its Impact on Marketing Outcomes

Abstract

This study aims to analyze the role of organizational culture in enhancing customer engagement and its impact on marketing effectiveness using the Systematic Literature Review (SLR) method. This study synthesizes previous research findings to identify the relationship between organizational culture and customer engagement and its contribution to marketing performance. Data were obtained through literature searches on academic databases such as Scopus, DOAJ, and Google Scholar, with inclusion criteria being articles from reputable journals that address organizational culture, customer engagement, and marketing outcomes. Literature selection was done through title, abstract, and full text screening before data extraction to identify patterns, trends, and research gaps. The results of the evaluation show that organizational culture plays an important role in enhancing creativity, innovation, and adaptation of marketing strategies, which strengthens a company's competitiveness. Market orientation and innovation also contribute to business growth, especially in MSMEs, where enterprise capabilities and social networks influence marketing performance. However, there are research gaps related to the optimization of organizational culture in digital marketing strategies and the influence of technology and changing customer preferences on the effectiveness of innovation. Therefore, future research needs to examine the role of organizational culture in the digital transformation of marketing and its impact on customer engagement in the era of the data-driven economy.