Market orientation and customer satisfaction: The role of service quality and innovation

Show simple item record Mahmoud, M.A. Hinson, R.E. Duut, D.M. 2019-12-05T16:32:21Z 2019-12-05T16:32:21Z 2019
dc.identifier.citation Mahmoud Abdulai Mahmoud & Robert Ebo Hinson & Dickson Muumob Duut, 2019. "Market orientation and customer satisfaction: the role of service quality and innovation," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 11(2), pages 144-167 en_US
dc.identifier.other DOI: 10.1504/IJBEM.2019.10022489
dc.description Research Article en_US
dc.description.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. en_US
dc.language.iso en en_US
dc.relation.ispartofseries 11;2
dc.subject market orientation (MO) en_US
dc.subject customer satisfaction (CS) en_US
dc.subject banks in Ghana en_US
dc.subject banking services en_US
dc.title Market orientation and customer satisfaction: The role of service quality and innovation en_US
dc.type Article en_US

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