Firm Market Orientation and Its Effect on Customer Service Quality Perceptions and Employee Commitment in Service Industries

Abstract

This study is on the assessment of market orientation on selected customer variables such as customer service quality perceptions, loyalty and satisfaction; and employee variables including employee customer orientation, job satisfaction and organizational commitment. The focused areas are the hospitality and banking industries. Data collection was by questionnaire while secondary information was used for the review of literature. The population was 5601 staff and 908,310 customers of the selected oganisations in the South- South Nigeria. The sample size was 373 staff and 400 customers using Taro Yamane formula for finite population. The analyses of data was by Analysis of Variance (ANOVA).The results obtained was that Market orientation has positive significant effect on service quality perception and  also on employee commitment. Managers should encourage employees on skill acquisition and development as customers’ perceptions of employees and orgnisations will greatly be improved.

Keywords: Market Orientation, Intelligence Generation, employee Commitment