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

Mahmoud Abdulai Mahmoud, Robert Ebo Hinson, Dickson Muumob Duut

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)144-167
Number of pages24
JournalInternational Journal of Business and Emerging Markets
Volume11
Issue number2
DOIs
Publication statusPublished - 2019
Externally publishedYes

Keywords

  • Banks
  • Customer satisfaction
  • Innovation
  • Market orientation
  • Service quality

Fingerprint

Dive into the research topics of 'Market orientation and customer satisfaction: The role of service quality and innovation'. Together they form a unique fingerprint.

Cite this