IDEAS home Printed from https://ideas.repec.org/a/sae/busper/v8y2020i2p216-231.html
   My bibliography  Save this article

Market Orientation, Service Quality Perception, and Customer Satisfaction: The Role of Market-sensing Capabilities

Author

Listed:
  • Emmanuel A. Amangala
  • Andy Fred Wali

Abstract

This article examines the relationship between market orientation, customers’ perception of firms’ service quality (SQ), and their satisfaction in the Nigeria banking sector. The Expectancy Confirmation Theory (ECT) was adopted to shape this study. The population of this study was employees and customers of Nigerian money deposit banks, and specifically, the survey approach was employed using the quantitative paradigm. We employed simple random sampling technique to select employees and customers from each of the 21 banks making a total of 594 samples, and, thereafter, questionnaires were distributed to customers and employees in the banking hall with the permission of banks. Simple linear and hierarchical regressions were used to test our formulated hypotheses and the study analysis found a positive and significant relationship between market orientation and SQ perceptions of customers. Also, market orientation on customer satisfaction (CSAT) is found to be positive and significant. Market-sensing capabilities were found to have significant but weak effect on the relationship between market orientation and SQ perceptions. Market-sensing capabilities were found to have no effect on the relationship between market orientation and CSAT. In other words, market-sensing capabilities were found not to be a moderator of the relationship between market orientation and CSAT.

Suggested Citation

  • Emmanuel A. Amangala & Andy Fred Wali, 2020. "Market Orientation, Service Quality Perception, and Customer Satisfaction: The Role of Market-sensing Capabilities," Business Perspectives and Research, , vol. 8(2), pages 216-231, July.
    • Handle: RePEc:sae:busper:v:8:y:2020:i:2:p:216-231
    DOI: 10.1177/2278533719887453
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/2278533719887453
    Download Restriction: no
    File URL: https://libkey.io/10.1177/2278533719887453?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Zhou, Kevin Zheng & Gao, Gerald Yong & Yang, Zhilin & Zhou, Nan, 2005. "Developing strategic orientation in China: antecedents and consequences of market and innovation orientations," Journal of Business Research, Elsevier, vol. 58(8), pages 1049-1058, August.
    2. Paul D Ellis, 2007. "Distance, dependence and diversity of markets: effects on market orientation," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(3), pages 374-386, May.
    3. Slater, Stanley F. & Narver, John C., 1994. "Market orientation, customer value, and superior performance," Business Horizons, Elsevier, vol. 37(2), pages 22-28.
    4. Maive Suuroja, 2003. "Service Quality — Main Conceptualizations And Critique," University of Tartu - Faculty of Economics and Business Administration Working Paper Series 23, Faculty of Economics and Business Administration, University of Tartu (Estonia).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jaeger, Nikolai A. & Zacharias, Nicolas A. & Brettel, Malte, 2016. "Nonlinear and dynamic effects of responsive and proactive market orientation: A longitudinal investigation," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 767-779.
    2. Paul D. Ellis, 2010. "Is Market Orientation Affected by the Size and Diversity of Customer Networks?," Management International Review, Springer, vol. 50(3), pages 325-345, June.
    3. Rodríguez-Pose, Andrés & Tselios, Vassilis & Winkler, Deborah & Farole, Thomas, 2013. "Geography and the Determinants of Firm Exports in Indonesia," World Development, Elsevier, vol. 44(C), pages 225-240.
    4. Muhammad Sajjad Hussain & Muhammad Muhaizam Bin Musa Musa & Abdelnaser Omran Ali, 2018. "The Impact of Private Ownership Structure on Risk Taking by Pakistani Banks: An Empirical Study AbstractThe financial crisis of 2007-09 was converted the focus of researchers and regulators toward ban," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 6(3), pages :325-337, September.
    5. Guilding, Chris & McManus, Lisa, 2002. "The incidence, perceived merit and antecedents of customer accounting: an exploratory note," Accounting, Organizations and Society, Elsevier, vol. 27(1-2), pages 45-59.
    6. Faiz Muhammad Khuwaja & Waheed Ali Umrani & Sanober Salman Shaikh & Ammar Ahmed & Sanaullah Shar, 2019. "University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities," SAGE Open, , vol. 9(2), pages 21582440198, June.
    7. Elango, B. & Pattnaik, Chinmay, 2013. "Response strategies of local firms to import competition in emerging markets," Journal of Business Research, Elsevier, vol. 66(12), pages 2460-2465.
    8. Eleonora Bartoloni & Maurizio Baussola, 2015. "Persistent Product Innovation and Market-oriented Behaviour: the Impact on Firms' Performance," DISCE - Quaderni del Dipartimento di Scienze Economiche e Sociali dises1505, Università Cattolica del Sacro Cuore, Dipartimenti e Istituti di Scienze Economiche (DISCE).
    9. Manuel Rodríguez-Díaz & Rosa Rodríguez-Díaz & Tomás F. Espino-Rodríguez, 2018. "Analysis of the Online Reputation Based on Customer Ratings of Lodgings in Tourism Destinations," Administrative Sciences, MDPI, vol. 8(3), pages 1-18, September.
    10. D’Angelo, Alfredo & Presutti, Manuela, 2019. "SMEs international growth: The moderating role of experience on entrepreneurial and learning orientations," International Business Review, Elsevier, vol. 28(3), pages 613-624.
    11. Zhang, Weihong & Wang, Kecheng & Li, Ling & Chen, Yong & Wang, Xinmeng, 2018. "The impact of firms' mergers and acquisitions on their performance in emerging economies," Technological Forecasting and Social Change, Elsevier, vol. 135(C), pages 208-216.
    12. Alok Kumar Singh & Jyoti Verma & Rajeev Verma, 2020. "Understanding Role of Market-orientated IT Competence and Knowledge Sharing Mechanism in Gaining Competitive Advantage," Global Business Review, International Management Institute, vol. 21(2), pages 418-435, April.
    13. Anup Raj & Andrei Kuznetsov & Thankom Gopinath Arun, 2020. "Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market," JRFM, MDPI, vol. 13(11), pages 1-19, November.
    14. Andrea Nagy & Carmen Mihaela Băbăiță, 2017. "Orientation Towards Innovation, Participative Decision-Making And Performance In Romanian Hotels," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 24(24), pages 1-9, December.
    15. Vishal K. Gupta & Gizem Atav & Dev K. Dutta, 2019. "Market orientation research: a qualitative synthesis and future research agenda," Review of Managerial Science, Springer, vol. 13(4), pages 649-670, August.
    16. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).
    17. Sandra Jelcic & Mirela Mabic, 2019. "Linking Perceived Service Quality, Perceived Customer Value and Customer Loyalty in Retail," MIC 2019: Managing Geostrategic Issues; Proceedings of the Joint International Conference, Opatija, Croatia, 29 May–1 June 2019,, University of Primorska Press.
    18. repec:dgr:rugsom:02b13 is not listed on IDEAS
    19. Stefano Denicolai & Antonella Zucchella & Federico Moretti, 2018. "Not So Similar After All: Exploring The Diversity Of Strategic Orientations For Innovation," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 22(04), pages 1-33, May.
    20. Abdallah A. Sendaro & Rohaizat Baharun, 2020. "Mediating Role of Individual Market Orientation in Emotional Intelligence and Job Performance Relationship for Banking Industry," Global Business Review, International Management Institute, vol. 21(1), pages 18-30, February.
    21. Jeevan Jyoti & Jyoti Sharma, 2012. "Impact of Market Orientation on Business Performance: Role of Employee Satisfaction and Customer Satisfaction," Vision, , vol. 16(4), pages 297-313, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:busper:v:8:y:2020:i:2:p:216-231. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.