Employees’ customer orientation and customer satisfaction in the public utility sector

Wenyuan Li · Wisdom Wise Kwabla Pomegbe · Courage Simon Kofi Dogbe · Jewel Dela Novixoxo

41 citations0/0 files storedAfrican Journal of Economic and Management Studies

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Customer Service Quality and Loyalty Service and Product Innovation Employee Performance and Motivation

Abstract

Purpose 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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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1992Measuring Service Quality: A Reexamination and Extension 1990The Effect of a Market Orientation on Business Profitability 1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 2011Specification, evaluation, and interpretation of structural equation models 2012Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies

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