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
Abstract :
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
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
