The Effect Of Customer Orientation Of Service Employees On Customer Satisfaction In Selected Private Banks
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Date
2017-05-09
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Abstract
The researcher tried to examine the effect of customer orientation of service employees on
customer satisfaction in the private banking sector based on the four dimensions of COSE
proposed by Hennig (2004) i.e Technical skills, social skills, motivation and perceived decision
making authority. A quantitative research design was applied whereby descriptive and
explanatory types were selected to describe about COSE and customer satisfaction and to
research the causal relationship of COSE to that of customer satisfaction. A sample of
424individuals that are customers of the selected banks Tier I branches were selected by
convenience sampling method and sample data by applying a structured questionnaire written in
Amharic.The analysis was performed using descriptive and inferential statistics by using SPSS
version 20 software.The finding shows that all dimensions of COSE positively and strongly affect
customer satisfaction. Among the dependent variables motivation was found to have the greatest
effect on customer satisfaction followed by perceived decision making authority while their mean
scores show the lowest among the variables. Therefore, it is advisable for the banks to work more on
motivating and developing the decision making capabilities of their employees. In addition,
considering the inevitability of the high effect of COSE dimensions on customer satisfaction, banks
should bear in mind these factors during recruitment and training of their employees
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Keywords
Customer orientation of service employees, customer satisfaction, technical skills