Strategic Orientation Dimensions and Customer Satisfaction: A Case of Selected Deposit Money Banks in Nigeria


Authors : Enyinnah, N; Adefulu, A. D; Nwankwere, I; Makinde, G; Onyia, V; & Akande, F

Volume/Issue : Volume 7 - 2022, Issue 5 - May

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3b2ZXBO

DOI : https://doi.org/10.5281/zenodo.6644011

Strategic orientation guides firms to continuously deliver value to the customer to remain relevant in a very dynamic and competitive business environment. This study explores how strategic orientation dimensions (market, entrepreneurial, technology, and learning orientations) influence customer satisfaction as a remedy to the customer expectationexperience conundrum in the Nigerian banking sector. A multiple linear regression analysis of surveyed data from 463managers showed that strategic orientation had a significant positive effect on customer satisfaction. The findings suggest that all the dimensions of strategic orientation had a significant positive effect on customer satisfaction. It is therefore recommended that directors and managers of the selected deposit money banks focus on strategic orientation especially learning orientation as a tool to improve customer satisfaction.

Keywords : Customer satisfaction, Entrepreneurial orientation, Learning orientation, Market orientation, Strategic orientation, Technology orientation

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