Title: Market orientation and customer satisfaction: the role of service quality and innovation

Authors: Mahmoud Abdulai Mahmoud; Robert Ebo Hinson; Dickson Muumob Duut

Addresses: Department of Marketing and Entrepreneurship, University of Ghana Business School, University of Ghana, Ghana; Department of Marketing Management, School of Consumer Intelligence and Information Systems, College of Business and Economics, University of Johannesburg, South Africa ' Department of Marketing and Entrepreneurship, University of Ghana Business School, University of Ghana, Ghana; University of Free State Business School, University of the Free State, Park West, Bloemfontein, 205 Nelson Mandela Drive, South Africa ' Department of Marketing and Entrepreneurship, University of Ghana Business School, University of Ghana, Ghana

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.

Keywords: market orientation; customer satisfaction; service quality; banks; innovation.

DOI: 10.1504/IJBEM.2019.100717

International Journal of Business and Emerging Markets, 2019 Vol.11 No.2, pp.144 - 167

Received: 17 Mar 2018
Accepted: 18 Feb 2019
Published online: 16 Jul 2019 *

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