An empirical investigation of the effect of employees’ customer orientation on customer loyalty through the mediating role of customer satisfaction and service quality

Abstract

The primary objective of the current study was to establish and authenticate a conceptual framework that combines the correlation between customer orientation, service quality, customer satisfaction, and customer loyalty.Data were gathered from primary healthcare centres in the United Arab Emirates (UAE), particularly in Dubai.A questionnaire as the main quantitative tool was adopted to collect data through a self-administered method using the drop-off technique.Frontline healthcare professionals filled questionnaires examining customer orientation while patients filled questionnaires assessing three variables; customer satisfaction, loyalty, and perceived service quality.Questionnaires from patients were then paired with those from healthcare providers attending to the patients.In total, 205 employee surveys and 3,070 customer questionnaires were used in the study, yielding 80.1% and 70.3% response rate, respectively.In this study, hypotheses were tested using a Structural Equation Modelling (SEM) method with LISREL 9.30.The suggested model shows that customer satisfaction completely mediated the impact of employees' customer orientation on their loyalty.Besides, customer orientation was indicated to be positively correlated to the quality of service and customer satisfaction, and that consumer satisfaction has a more considerable impact on consumers' decision to be loyal than service quality.

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