SERVICE EMPLOYEES’ CUSTOMER ORIENTATION AND SERVICE QUALITY: A CASE STUDY OF PRIVATE SCHOOLS IN BAYELSA STATE

CHAPTER ONE INTRODUCTION 1.1 Background of the Study Saxe and Weitz (1982) described customer orientation of service employees (COSE) as the capacity of workers to (1) identify, comprehend, and meet the needs of customers, and (2) respond appropriately to those needs. This COSE framework has been extensively applied to assess the level of customer orientation among service staff in various contexts. Due to the intangible and ever-changing nature of services, customers frequently evaluate service quality based on the behavior and attitude of service personnel. Therefore, the degree of customer orientation demonstrated by employees is considered a vital determinant of a service business's economic success. As such, customer orientation has emerged as a key concept in marketing and has been a major focus of academic research in recent years. Organizations that are customer-focused are more likely to deliver high-quality services, ensure customer satisfaction, and meet their business goals effectively and efficiently compared to those that lack such orientation. According to earlier studies (Brown et al., 2016; Donavan et al., 2015; Kotler, 2015), customer orientation within service firms is largely achieved through service interactions between employees and customers. Given the pivotal role of employee demeanor and behavior in service delivery, customer orientation is largely attributed to service employees and is commonly referred to in literature as the Customer Orientation of Service Employees. With growing interest in service quality assessment and increased efforts to identify the elements influencing it, more emphasis is now being placed on understanding the role of customer orientation among service staff. Although this area has seen considerable research, there is still scope for deeper exploration. Thus, this study seeks to investigate the connection between service employee customer orientation and overall service quality. 1.2 Statement of the Problem The fundamental concept of customer orientation, which aligns closely with the core principles of marketing, asserts that a business must sufficiently address the desires and expectations of its customers. By doing so, the business encourages customers to purchase its products or services, fosters high satisfaction, and promotes customer loyalty. Service quality is defined by how customers compare their expectations with the actual service provided by a company. Organizations with superior service quality are generally better positioned to meet customer needs while remaining competitive in the marketplace. Successful businesses that wish to remain relevant typically seek feedback from current or potential customers to ensure their needs are adequately met. However, while customer orientation skills among sales personnel are essential, they do not guarantee customer satisfaction unless they are matched with high-quality service. Research has indicated a positive relationship between customer orientation and customer satisfaction, as well as between service quality and customer contentment. Moreover, numerous challenges can hinder a service employee’s ability to be customer-oriented. These include poor attitude, ineffective communication skills, and failure to extend courteous service to potential clients. Customers take all these factors into account when judging the quality of service. Therefore, the relationship between service employee orientation and service quality must be assessed within this broader context. 1.3 Objectives of the Study The primary aims of this study are: To assess the significance of customer orientation in delivering quality services by organizational employees. To evaluate the correlation between customer orientation of service employees and service quality. To analyze the impact of service employee customer orientation on customer satisfaction. To propose strategies for improving employee performance to enhance service quality. 1.4 Research Questions The study seeks to answer the following research questions: What benefits does customer orientation provide in delivering quality services by employees? What is the nature of the relationship between service employee customer orientation and service quality? How does customer orientation among service employees influence customer satisfaction? What strategies can be implemented to improve employee service delivery for better service quality? 1.5 Research Hypotheses The hypotheses for this research are: H01: There is no significant relationship between customer orientation of service employees and service quality. H02: There is no significant relationship between customer orientation of service employees and customer satisfaction. 1.6 Significance of the Study This research will enhance understanding of the impact of service employee customer orientation on service quality. It will be beneficial to organizations—especially those that provide both online and face-to-face services—by offering insights into how customers perceive the quality of service rendered by employees. Additionally, it will guide businesses in enhancing service quality to achieve greater customer satisfaction. The findings of this study will also contribute to the academic community by enriching existing literature on customer orientation and service quality. Moreover, it will serve as a valuable resource for students undertaking similar research in this area. 1.7 Scope of the Study The focus of this study is on service employees’ customer orientation and service quality: a case study of private schools in bayelsa state. It specifically aims to examine the importance of customer orientation in providing quality service, explore the link between employee orientation and service quality, and analyze how this orientation impacts customer satisfaction. The study will also propose strategies to improve service employees’ performance. The geographical scope is limited to private schools within Bayelsa State. 1.8 Limitations of the Study This research encountered several limitations. Firstly, the researcher faced difficulties accessing accurate materials related to the topic and obtaining sufficient data due to the challenging geographical conditions—many of the schools in the study area are in remote, hard-to-reach locations. Secondly, financial constraints limited the ability to acquire relevant resources and handle printing and distribution of questionnaires. Lastly, time constraints also posed challenges, as balancing the demands of academic responsibilities with research activities was difficult for the researcher. 1.9 Definition of Terms Customer Orientation of Service Employee: A business approach that prioritizes meeting the needs and expectations of customers over the internal goals of the business. Service Quality: The extent to which a service meets or exceeds customer expectations, often evaluated through comparisons between expected and actual performance.