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Does Market Orientation Impact Customer Satisfaction? Evidence from the Banking Industry in Uganda

机译：市场导向会影响客户满意度吗？乌干达银行业的证据

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摘要

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.
机译：以市场为导向被认为是旨在为客户创造更大价值的策略。这就需要设计营销策略，以更好地满足客户的需求。但是，乌干达很少有商业组织采用市场导向，特别是银行业。一些商业银行的客户继续对某些银行提供的满足他们需求的服务质量表示不满。尽管学者们对市场定位和客户满意度产生了兴趣，但是学术和实证研究尤其是在乌干达还不够。本文旨在建立银行业市场定位与客户满意度之间的相关性。 Stanbic Bank Uganda Ltd的175位个人和公司银行客户的数据是使用结构化的自我管理调查表收集的。这项研究的结果揭示了市场导向对客户满意度的重大影响。

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