Strategic Orientation Dimensions and Customer Satisfaction: A Case of Selected Deposit Money Banks in Nigeria

Strategic orientation guides firms to continuously deliver value to the customer to remain relevant in a very dynamic and competitive business environment. This study explores how strategic orientation dimensions (market, entrepreneurial, technology, and learning orientations) influence customer satisfaction as a remedy to the customer expectationexperience conundrum in the Nigerian banking sector. A multiple linear regression analysis of surveyed data from 463managers showed that strategic orientation had a significant positive effect on customer satisfaction. The findings suggest that all the dimensions of strategic orientation had a significant positive effect on customer satisfaction. It is therefore recommended that directors and managers of the selected deposit money banks focus on strategic orientation especially learning orientation as a tool to improve customer satisfaction.