Nourougo Bamba* |
Corresponding Author: Nourougo Bamba, University Jean Lorougnon Guede, Côte D ivoire |
Revised: 21 September 2020; |
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The International Organization for Standardization
(ISO) standards, whose major challenge is customer satisfaction in markets that
have become global, have the lowest certification rate in Africa. The purpose
of this article is to highlight the mixed capacity of their practices to
improve the cultural satisfaction of African workers (internal clients). The
methodology was based successively on a qualitative and a quantitative study.
The first, qualitative, focuses on twenty (20) semi-directive interviews of
about thirty minutes each, documentary studies and fundamentally reveals a
mismatch between Western ISO quality practices and African culture. They are
perceived in substance as an "overload" because of the formalism. The
second, quantitative, collected data from one hundred and three (103) employees
of ISO-certified Ivorian agro-industrial companies and basically involves
multiple regressions. The results of the main components analysis confirm the
dimensions, control, infrastructure and human resources of ISO quality
practices and then reveal the family and collectivist dimensions of cultural
satisfaction that are valuable for workers; the hypothesis tests show
significant limitations in the ability of ISO quality practices to improve
cultural satisfaction in Ivorian agro-industrial enterprises. They highlight
very different effects from the three dimensions mentioned. Those effects are
respectively mixed, insignificant and significant for the control,
infrastructural and human dimensions of these practices of Western origin
imposed in Africa and elsewhere. Family cultural values remain at the heart of
the challenge and hope is born of procedural collectivism.
Keywords: Quality
practices, Cultural satisfaction, ISO standards, Ivorian agro-industrial enterprises.