Customer Orientation Implementation Constructs in the Banking Sector: A Theoretical Construct Development and its Empirical Validation

To date, customer orientation (CO) implementation constructs have not been systematically investigated. Existing studies have derived their constructs from different perspectives. However, the literature lacks scientifically developed and tested constructs that make an integrative CO philosophy. Through a detailed analysis of the literature as well as adding new factors, this research identifies 8 constructs for integrated CO implementation. The importance of the proposed constructs was theoretically discussed and justified. Using a sample of 202 banks, the constructs are then tested and validated. The overall results from the empirical assessment were positive, thus reflecting the appropriateness of the proposed constructs. This study provides new theoretical grounds for studying the CO. It also supplies banks with a number of operative factors that may be essential if they are to remain competitive in the dynamic marketplace. It gives valuable information, which hopefully will help this business sector to implement CO.