OBSERVATION ORGANIZATIONAL CULTURE AT INDEX,

INDONESIAN STORE, TAIPEI : ASSIGNMENT II

Service Marketing (MA7300701)

By:
Rivaldo Hartanto / B10935010
International Advanced Technology Program

I. INTRODUCTION
INDEX (Indonesia Delivery Express) is a retail company founded in 2002 that specializes in
selling products from Southeast Asia, particularly Indonesia, in Taiwan. The company operates 37
branches across various regions in Taiwan, catering to the needs of Indonesian citizens living or working
in the country.
Services offered by INDEX include:

1. Money transfers: In partnership with banks such as BNI, BRI, Mandiri, CIMB Niaga, and others.
2. Sea freight services.
3. Sale of Southeast Asian, especially Indonesian, products.
4. Door-to-door delivery service.
5. Sale of guaranteed electronic devices and mobile phones.
6. International and domestic ticket sales.
7. Sale of international calling cards and top-up vouchers.
 The primary aim of INDEX, since its establishment in 2002, is to provide the best service to its
customers, particularly Indonesian nationals in Taiwan. INDEX aims to meet the needs of its customers
through both physical (offline stores) and digital (online store, known as INDELIVERY) means. These
platforms offer thousands of products across various categories such as food and beverages, beauty
products, household appliances, mobile phones, electronics, and more. INDEX is committed to being the
primary destination for customers' shopping needs.
Additionally, INDEX sponsors various activities and events, including providing financial
assistance, religious activities, seminars, and cultural performances, to support the development of the
Indonesian community in Taiwan. [1]
II. ORGANIZATIONAL CULTURE
Edgar Schein’s Culture Framework
In the bustling heart of Taipei, Taiwan, nestled between the vibrant network of stores, a unique
establishment known as INDEX stood distinct. Its exterior exuded a welcoming ambiance, drawing
passersby with its blend of Indonesian and Southeast Asian products showcased in its large display
windows. As I stepped inside, I was immediately struck by a sense of belonging that seemed to permeate
every corner.
The Artifacts and Creations of INDEX were palpable. The store layout was meticulously
organized, with colorful displays of Indonesian goods and stuffs, catering to both the practical needs and
cultural preferences of its customers. The staff, comprising both locals and individuals of Indonesian
descent, communicated in a mix of Mandarin and Bahasa, creating a seamless fusion of cultures. This
visible and tangible blend showcased the diverse range of products and the unique, multicultural
atmosphere within the store.
Delving deeper, I encountered the Espoused Beliefs and Values that seemed to guide the essence
of INDEX. The management emphasized the importance of serving the Indonesian community in Taiwan,
striving to create a home away from home for their customers. Their mission, prominently displayed on
posters and their website, emphasized their commitment to providing a vast array of services tailored to
the needs of Indonesian expatriates in Taiwan, fostering a sense of inclusion and comfort.
However, the true essence of INDEX's organizational culture lay in its Basic Assumptions, the
unspoken, underlying beliefs that shaped every interaction and decision. It became evident that a profound
sense of community and support for the Indonesian diaspora formed the bedrock of their culture. The staff
didn’t merely conduct transactions. They engaged in conversations, providing advice and comfort,
reflecting an implicit understanding of their customer’s needs beyond mere commercial transactions. This
unspoken understanding formed an invisible bond, creating a welcoming space where individuals found
not only products but a piece of their homeland.
INDEX's culture was an intricate tapestry of the visible, declared, and underlying aspects. It wasn't
merely a store but a heaven, a melting pot of cultures and values, fostering an environment where a diverse
community found a sense of belonging in a foreign land, Taiwan.

III. CONCLUSION
From the observation of the location, several conclusions can be drawn about the organizational
culture of this particular place, INDEX:
1. Diversity and Inclusivity, the observed multicultural environment, reflecting a blend of Indonesian and
Taiwanese cultures, signifies a culture that values diversity and inclusivity. The presence of both
Indonesian and local staff members, the use of multiple languages, and the diverse range of products
indicate a culture that welcomes and caters to a broad spectrum of customers.
2. Customer Centric Approach, the interactions between staff and customers revealed a customer-centric
focus that goes beyond mere transactions. The staff’s engagement in conversations, offering advice and
guidance, indicates a culture that prioritizes customer service, aiming to provide not only products but
also a sense of community and support to its customers.
3. Cultural Fusion, the blend of visible elements from both Indonesian and Taiwanese cultures
demonstrates a harmonious fusion, creating a unique atmosphere that resonates with both cultures. This
reflects a culture that embraces and respects different cultural norms and practices.

These conclusions signify an organizational culture at INDEX that values diversity, community,
and customer service, creating an environment that feels like a cultural bridge for the Indonesian
community in Taiwan. The observed elements align with Edgar Schein's organizational culture
framework, showcasing a unique blend of visible, stated, and underlying cultural aspects.

REFERENCES
[1] Express, INDEX | Indonesia Delivery. “Indonesia Delivery Express-Perusahaan.” INDEX, www.eec-
index.com.tw/portal_a1.php?owner_num=a1_16505&button_num=a1. Accessed 18 Oct. 2023.