Diagnosing customer orientation of service employees and rapport on customer satisfaction and future behaviour: An empirical study in banks of North Cyprus

ABSTRACT: Despite the significance of customer orientation of a firm, the concept has not received much attention until recent years. Previous studies were mostly focused on customer satisfaction. Hence, one of the objectives of this thesis is to provide an understanding of Customer Orientation of Service Employees and applicability of this concept in order to evaluate customer satisfaction and loyalty within service sector. For this purpose a structural equationing modelling was used to identify how customers perceive customer orientation of service employees and how this effect their loyalty intention towards banks at North Cyprus. Total number of 266 respondents served as a particular sample for this study. While forming questionnaire an intensive literature review were carried out. Results show that there are positive relationships among drivers of customer orientation and loyalty. In addition results of this study support previous research findings and show that customer satisfaction has positive effect on customer loyalty. Based on these findings, study proposed some relevant suggestions and managerial implications. Keywords: Customer Orientation, Customer Satisfaction, Loyalty, Bank, North Cyprus. …………………………………………………………………………………………………………………………