Customer Orientation and Firm Competitiveness of Selected Banks in Ekiti State, Nigeria

Abstract

The study explored the relationship between customer orientation and firm competitiveness of selected banks in Ekiti State. A descriptive survey research design was adopted for the study.  One hundred and fifty (150) respondents were sampled using random sampling. Primary data used for the study was gathered through the administration of structured questionnaire. Data gathered were analyzed using Pearson product moment correlation and linear regression analysis. The correlation result showed that there is significant relationship between customer focus and firm competitiveness. Furthermore, it was shown that there is significant relationship between customer responsiveness and firm competitiveness. Moreso, the result showed that there is significant relationship between customer analysis and firm competitiveness. Thus, in conclusion, it was found that there is significant and positive relationship between customer orientation and firm competitiveness particularly among the selected banks in Ekiti State.