Employees’ customer orientation and customer satisfaction in the public utility sector The mediating role of service quality
Employees’ customer orientation and customer satisfaction in the public utility sector The mediating role of service quality
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Date
2018-10-18
Authors
Wenyuan, Li
Wisdom, Wise Kwabla Pomegbe
Kofi, Courage Simon Dogbe
Jewel, Dela Novixoxo
Journal Title
Journal ISSN
Volume Title
Publisher
African Journal of Economic and Management Studies
Abstract
The purpose of this paper is to ascertain how perceived service quality mediates employees’
customer orientation and customer satisfaction in the public utility sector.
Design/methodology/approach – The study focused on the commercial customers (small and medium-scale
enterprises– (SMEs)) of Electricity Company of Ghana Ltd. There were 350 SMEs sampled for the study, and
each had no more than 99 employees. Respondents were either owner-managers or employee-managers.
Structural equation model (SEM) was used in estimating the effects among the variables studied.
Findings – Most public institutions have a built-in customer base, and therefore places less emphasis on
employees’ customer orientation. This notwithstanding, findings revealed that employees’ customer
orientation behaviors significantly impacted customers’ perceived service quality and satisfaction toward
public institutions. Similarly, customers’ perceived service quality influenced their satisfaction toward public
institutions. SMEs serve as an engine for economic growth in an economy, and therefore public institutions
must consider their peculiar needs in the delivery of service to them.
Originality/value – This study pointed out that, employees’ customer orientation behaviors of public
institutions have an influence on customers’ perceived service quality and satisfaction. Previous studies on
these concepts have largely focused on the private sector, where there are lots of competition. This study also
specifically studied commercial customers (SMEs) of public institution, which is quite novel, especially in
relation to the concepts studied. And the contribution of SMEs to economic growth makes their study even
much more important
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Citation
Li, W., Pomegbe, W. W. K., Dogbe, C. S. K., & Novixoxo, J. D. (2019). Employees’ customer orientation and customer satisfaction in the public utility sector: The mediating role of service quality. African Journal of Economic and Management Studies, 10(4), 408-423.