3. Methodology
3.1 Measures
The questionnaire consisted of 21 items split into three survey instruments that
measure organizational learning culture, job satisfaction, and customer satisfaction.
The ideal OLC is supposed to have certain dimensions ranging from ten (Philips, 2003)
to five (Senge, 1990). Watkins and Matkins (2003) put forth a framework (DLOQ) to
identify seven action imperatives of an organizational learning culture. DLOQ has
served as a theoretical base for this study. The cultural characteristics of DLOQ are
summarised as follows: continuous learning, inquiry and dialogue, team learning,
embedded systems, empowerment, connection to environment, and strategic
leadership. The measurement of organizational learning culture was based on a
shortened version of the DLOQ, originally developed by Watkins and Marsick (1997).
This version includes only seven items, one from each dimension, and is useful for
“understanding the complex relationships between organizational learning culture and
a number of other organizational variables” (Yang, 2003, p. 160).