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Research Article

JCR. 2020; 7(16): 966-974


MARKET ORIENTATION AND CUSTOMER ENGAGEMENT TOWARDS CUSTOMER SATISFACTION IN BANKING INDUSTRY

Mohd Farid Shamsudin, Mohd Fikri Ishak, Arman Hj Ahmad, Sallaudin Hassan.

Abstract
The purpose of this study is to measure the relationship between market orientation and customer
engagement towards customer satisfaction in the banking sectors. Recent reports indicated that almost half of the
bank customer does not really care about building relationship with bank other that the current accountable either
as borrower or depositor. Most of customer are lack of awareness on the benefits of building relationship with
bank and the same goes with the bank that provide less effort in closing the gap. The study conducted using the
quantitative survey approached among bank customer through online survey forms. 394 respondents participated
in the data collections exercises from over 500 email sent randomly. Out of that only 375 data were useable for
data analysis. The results indicated that market orientation did not significantly relate to customer satisfaction.
Customer engagement however, positively related to customer satisfaction. The results could be used by the
bank in Malaysia to be more focus on the marketing orientation approach towards customer. At the same time,
bank should make used of the customer engagement using social media as their platforms for mass coverage of
customer engagements.

Key words: Market orientation, Customer satisfaction, Customer engagement, Bank industry


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