EFFECT OF CUSTOMER ORIENTATATION ON CUSTOMER SATISFACTION IN THE BANKING INDUSTRY IN THE KUMASI METROPOLY

Abstract

ABSTRACT The study assessed the effect of customer orientation on customer satisfaction in the banking industry in the Kumasi metropolis. The population consisted of customers that bank with the banks in the Kumasi metropolis. Data was collected using questionnaires from which out of 60 participants 56 responded with( 93.33 %) response rate achieved. The results were interpreted using descriptive and multiple regression analyses. The study found that there is a statistically significant positive relationship between Customer orientation and customer satisfaction . Moreover, Customer Expectations makes the greatest contribution to Customer satisfaction However, the study revealed that other factors as such as Proactive Approach and Consumer relations helps to guide and helps banks to know how to deal with their customers and be able to satisfy them. But, Banks lack of customer orientation, making it difficult to know what their customers expect of them and needs. Hence the study suggests the banking industry in the Kumasi metropolis should develop attitude of organizing customer orientation programs to help them know the expectations and needs of their customers, this orientations will help know have Proactive Approach to customers, also it will build a great customer relationship between banks and it‟s customers which will intend lead to the satisfaction of the bank‟s customers.