THE EFFECT OF JOB SATISFACTION ON CUSTOMER ORIENTATION IN NIGERIAN BANKING INDUSTRY

Abstract

This study aimed to investigate the relationships between job satisfaction and customer orientation of employees in Nigerian banking industry. A convenience sample of 221 frontline bank employees in Nigeria were selected as respondents in the study. Questionnaires served as the main instrument of the study for data collection and regression analysis was used for data analysis. Theory of internal marketing and the big five personality theories were used to underpin the research framework.  Results showed direct significant relationships between job-satisfaction and customer orientation. Findings from this study serve as future guidelines for Nigerian banks to incorporate attractive job-satisfaction and employee welfare packages as a core strategy in order to meet employees’ demands and fulfill customers’ needs