Publication Date: 2022/06/15
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
DOI: https://doi.org/10.5281/zenodo.6644011
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT22MAY773_(1).pdf
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