The aim of this paper is to explain the nature of customer-oriented business culture and its various components and to summarize the results of quantitative marketing research among managers of selected chemical industry businesses in the Czech Republic focused on mapping of what is their perception of the usefulness of various aspects of the customer-oriented corporate culture, image and goodwill of the company for strengthening business relationships with customers and how they perceive their current level in their company and business units. This quantitative research was carried out using the method of personal interviews in April 2013. The survey was accomplished in four chemical business units. The obtained data were processed using statistical software IBM SPSS Statistics and by synthesis of the obtained findings. The research showed that the customer-oriented corporate culture and the perceived reputation of the company is very important and beneficial for strengthening the relationship with customers in chemical industry.