EXPECTANCY THEORY AND ITS IMPLICATION FOR CUSTOMER – FOCUSED SERVICE STRATEGY: A PERSPECTIVE OF SERVICE INDUSTRIES IN ONITSHA ANAMBRA STATE

Abstract

This study takes an empirical inquiry into the impact of customer-focused services on managerial performance of service organization. Customer-focused service strategy is one of the key business strategies that enable organization to win and retain customers and compete effectively in the ever competing global environment.  The objective of this study is to ascertain the strategy on how to provide effective customer-focused service delivery in some selected service industries in Onitsha.  To achieve this objective, six research questions were formulated in questionnaires and administered on 121 customers/respondents cutting across the service unit or departments that were used as the sample population.  The total population was summed up to be (173) One hundred and seventy three customers. The model for the test of hypothesis was Pearson product moment correlation coefficient.  Findings indicate that some retail stores and other service firms are still rendering poor quality services to customers.  This resulted to some customers waiting longer hours before being attended to.  Other customers are of the view that customers focused service is significantly related to patronage and this gives the firm competitive edge of winning and retaining present and future customers.  This was confirmed when the test of hypothesis was operationalized.  Furthermore, the study affirmed that well motivated and compensated workers is prone to exhibit actions that will spin customers focus strategy and this will generate profitable sales to the firm.  In conclusion, service industry is encouraged to inculcate in their marketing programmes how well they can make their customers more satisfied through their service delivery.