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.
