THE ROLE OF CUSTOMER ORIENTATION OF SERVICE EMPLOYEES ON SERVICE QUALITY: A CASE STUDY OF MOMAS SYSTEM AND COMETSTAR, KANO STATE

ABSTRACT: The purpose of this study was to investigate the client orientation of service employees and service quality, using a case study approach focused on Momas System and Cometstar in Kano State. The present study specifically investigates the significance of customer orientation in the provision of high-quality services by employees inside an organisation. This study aims to further investigate the correlation between the customer orientation of service employees and the quality of service provided. Furthermore, this study aims to investigate the impact of service employees' customer orientation on customer satisfaction. Finally, the study aims to propose techniques that can enhance the performance of service employees, hence improving the overall quality of service delivery. The present study utilised both primary and secondary sources of data, including various mediums such as the Internet, academic journals, as well as published and unpublished publications.  The hypothesis was evaluated by the utilisation of the Pearson correlation statistical tool, which examined the association between the customer orientation of service employees and service quality. Additionally, it assessed the relationship between the customer orientation of service employees and customer satisfaction. The results of the study indicate a significant correlation between the level of customer orientation in service and the quality of service provided. Moreover, it has been observed that there exists a correlation between the level of client orientation displayed by service employees and the overall happiness experienced by customers. Furthermore, one advantage of adopting a customer-oriented approach to service is the potential for an improvement in the utilisation rate of current clients. The decrease in advertising expenditure might be regarded as a favourable outcome resulting from the implementation of a customer-oriented service approach. The present study suggests that it is advisable to establish a connection between assessment and incentive systems and the customer-focused behaviours exhibited by workers. The study also suggests that periodic customer-oriented training for service employees is necessary to achieve optimal customer satisfaction. Finally, it is imperative that service employees demonstrate a higher level of professionalism while interacting with consumers in order to effectively retain both current and potential clientele for their organisation.