TY - JOUR
T1 - Market orientation and customer satisfaction
T2 - The role of service quality and innovation
AU - Mahmoud, Mahmoud Abdulai
AU - Hinson, Robert Ebo
AU - Duut, Dickson Muumob
N1 - Publisher Copyright:
Copyright © 2019 Inderscience Enterprises Ltd.
PY - 2019
Y1 - 2019
N2 - 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.
AB - 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.
KW - Banks
KW - Customer satisfaction
KW - Innovation
KW - Market orientation
KW - Service quality
UR - http://www.scopus.com/inward/record.url?scp=85069541880&partnerID=8YFLogxK
U2 - 10.1504/IJBEM.2019.100717
DO - 10.1504/IJBEM.2019.100717
M3 - Article
AN - SCOPUS:85069541880
SN - 1753-6219
VL - 11
SP - 144
EP - 167
JO - International Journal of Business and Emerging Markets
JF - International Journal of Business and Emerging Markets
IS - 2
ER -