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Market orientation and customer satisfaction: the role of service quality and innovation

Author

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  • Mahmoud Abdulai Mahmoud
  • Robert Ebo Hinson
  • Dickson Muumob Duut

Abstract

The aim of this study is to examine the relationship between market orientation (MO) and customer satisfaction (CS), and the interaction effects of service quality and innovation on this relationship. The study adopted a quantitative research approach. Questionnaire was used to collect data from 277 respondents comprising of marketing managers and employees selected from leading banks in Ghana. Structural equation modelling was used to analyse the data. The results indicated that MO and its components have positive and significant relationship with CS. In addition, it was found that service quality and innovation have interaction effects on MO and CS, where the two variables strengthen the relationship between MO and CS. Based on the findings, the study recommends that practitioners and bank managers should be innovative, and improve upon the service quality of the banking services in order to keep their customers satisfied.

Suggested Citation

  • Mahmoud Abdulai Mahmoud & Robert Ebo Hinson & Dickson Muumob Duut, 2019. "Market orientation and customer satisfaction: the role of service quality and innovation," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 11(2), pages 144-167.
    • Handle: RePEc:ids:ijbema:v:11:y:2019:i:2:p:144-167
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    Cited by:

    1. Charles Adusei & Isaac Tweneboah-Koduah & Gloria K.Q. Agyapong, 2020. "Sales-Orientation and Customer-Orientation on Performance of Direct Sales Executives of Fidelity Bank, Ghana," International Journal of Finance & Banking Studies, Center for the Strategic Studies in Business and Finance, vol. 9(4), pages 70-86, October.

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