Customer Orientation Implementation Constructs in the Banking Sector: A Theoretical Construct Development and its Empirical Validation

Customer Orientation Implementation Constructs in the Banking Sector: A Theoretical Construct Development and its Empirical Validation

Riyad Eid (College of Business and Economics, United Arab Emirates University, Al Ain, UAE and Faculty of Commerce, Tanta University, Egypt) and Ali Ahmed Abdelkader (Kafrelsheikh University, Kafr el-Sheikh, Egypt)
Copyright: © 2017 |Pages: 22
DOI: 10.4018/IJOM.2017040101
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To date, customer orientation (CO) implementation constructs have not been systematically investigated. Existing studies have derived their constructs from different perspectives. However, the literature lacks scientifically developed and tested constructs that make an integrative CO philosophy. Through a detailed analysis of the literature as well as adding new factors, this research identifies 8 constructs for integrated CO implementation. The importance of the proposed constructs was theoretically discussed and justified. Using a sample of 202 banks, the constructs are then tested and validated. The overall results from the empirical assessment were positive, thus reflecting the appropriateness of the proposed constructs. This study provides new theoretical grounds for studying the CO. It also supplies banks with a number of operative factors that may be essential if they are to remain competitive in the dynamic marketplace. It gives valuable information, which hopefully will help this business sector to implement CO.
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Research Objectives

The main purpose of this research is to contribute to the first three phases of CO theory building. In particular, the major objectives of this research are to:

  • 1.

    Identify the constructs of CO implementation and develop scales of measuring these constructs in service industries;

  • 2.

    Empirically validate these scales; and

  • 3.

    Carry out an initial investigation of the relationship, if any, among the CO constructs in service industries (financial services).

The reminder of this paper is organised as follow. First, a review of relevant CO literature is presented. This is followed by identification of CO constructs and development of related scales. Empirical validation of the constructs is presented next. Based on of the exploratory analysis of the statistical relationships among various CO constructs, managerial implications are offered. The paper concludes with recommendations for future extension of this research.

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