Does Market Orientation Impact Customer Satisfaction? Evidence from the Banking Industry in Uganda
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Date
2021
Authors
Isaiah, Kato M. I.
Turyakira, Peter K.
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Business and Management
Abstract
Market orientation is considered a strategy designed to creating greater value for customers. This requires
designing marketing strategies to better satisfy customers’ needs. However, very few business organizations in
Uganda have adopted market orientation, particularly the banking industry. Some commercial banks’ customers
continue to express their dissatisfaction over the quality of service delivered by some banks to meet their desires.
Although scholars have developed interest in market orientation and customer satisfaction, academic and
empirical studies particularly in Uganda are insufficient. This paper is intended to establish the correlation between
market orientation and customer satisfaction in the banking industry. Data from 175 personal and corporate
banking customers of Stanbic Bank Uganda Ltd was collected using a structured, self-administered questionnaire.
The findings of this study reveal a substantial effect of market orientation on customer satisfaction.
Description
Keywords
Market orientation, Superior value, Customer satisfaction
Citation
Isaiah, K. M., & Turyakira, P. K. (2021). Does Market Orientation Impact Customer Satisfaction? Evidence from the Banking Industry in Uganda. International Journal of Business and Management, 14(4), 1-19. https://doi.org/10.5539/ijbm.v14n4p19