Market Orientation, Service Quality and Customer Satisfaction in the Public Utility Companies
Market Orientation, Service Quality and Customer Satisfaction in the Public Utility Companies
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Date
2018
Authors
Novixoxo, Jewel Dela
Pomegbe, Wisdom Wise Kwabla
Dogbe, Courage Simon Kofi
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Journal ISSN
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Publisher
European Journal of Business and Management
Abstract
public utility companies and the linkage that exist between customer satisfaction, service delivery and market
orientation. Survey design was utilized to gather data from 430 customers of the public utility companies in
Ghana. Data analysis was done by means of descriptive statistics, exploratory factor analysis and multiple
regression. Results indicate a weak market orientation practiced by the utility companies. Consequently,
customer’s perception of service quality and satisfaction with the services with regards to the case company was
affected. Market orientation concept has enjoyed tremendous review in the private sector compared to the public
sector. This study is therefore adding to literature by extending the findings to the public sector where customer
complaints abounds. The findings of the study provide deep insights into handling customer issues in the public
sector. The empirical evidence from this study provides strategic decisions that can be replicated to improve
market orientation in the public sector, improve the way services are rendered and customer expectation of the
services of the utility companies.
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Citation
Novixoxo, J. D., Pomegbe, W. W. K., & Dogbe, C. S. K. (2018). Market orientation, service quality and customer satisfaction in the public utility companies. European Journal of Business and Management, 10(30), 37-46.