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Customer orientation, service quality and customer satisfaction interplay in the banking sector: An emerging market perspective

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  • Eric Gonu
  • Paul Mensah Agyei
  • Opoku Kofi Richard
  • Mary Asare-Larbi

Abstract

Customer satisfaction is at the heart of any successful business entity. The influence of service quality on the role of customer orientation in achieving greater customer satisfaction in the banking industry from the perspective of customers has not received the required attention in the marketing literature. This study sought to respond to the question of whether service quality could influence the effect of customer orientation on customer satisfaction. The study adopts a quantitative research approach with a descriptive survey design. With the aid of PLS-SEM, data from 391 commercial bank customers was analysed. It was identified that, within the banking industry, customer orientation is a key predictor of customer satisfaction. Customer satisfaction would improve when service quality improves, and service quality plays a partial role in the relationship between customer orientation and service quality. The study recommends that policymakers develop comprehensive policies and also direct the management of commercial banks to develop customer orientation programmes.

Suggested Citation

  • Eric Gonu & Paul Mensah Agyei & Opoku Kofi Richard & Mary Asare-Larbi, 2023. "Customer orientation, service quality and customer satisfaction interplay in the banking sector: An emerging market perspective," Cogent Business & Management, Taylor & Francis Journals, vol. 10(1), pages 2163797-216, December.
    • Handle: RePEc:taf:oabmxx:v:10:y:2023:i:1:p:2163797
    DOI: 10.1080/23311975.2022.2163797
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    Cited by:

    1. Chao, Shih-Liang & Yu, Ming-Miin & Wei, Sin-Yi, 2024. "Ascertaining the impact of e-service quality on e-loyalty for the e-commerce platform of liner shipping companies," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 184(C).
    2. Pang, Hua & Zhang, Kaige, 2024. "Determining influence of service quality on user identification, belongingness, and satisfaction on mobile social media: Insight from emotional attachment perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    3. Daniel Bamfo, 2024. "Unleashing Ghana’s Banking Sector Might: A Comprehensive Analysis of Contributions, Competitiveness, Challenges and Policy Recommendations," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3s), pages 4481-4489, October.
    4. Kyeongmin Yum & Byungjoon Yoo, 2023. "The Impact of Service Quality on Customer Loyalty through Customer Satisfaction in Mobile Social Media," Sustainability, MDPI, vol. 15(14), pages 1-14, July.

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