ABSTRACT
This study examined the effect of organizational culture on customers' satisfaction among the customers of the Nigerian banking industry, Benin City. Specifically, it assessed the relationship between firms’ involvement, firms’ consistency, firms' adaptability, firms’ mission and customers’ satisfaction in the Nigerian banking industry, Benin City. The survey research design was adopted for this study. The population of the study covered all customers in the Nigerian banking industry, Benin City. A total of 400 copies of the questionnaire were distributed and retrieved. A stratified random sampling procedure was used in administering the questionnaire to selected banks in Benin City. The data collected through questionnaire administration was analyzed using descriptive statistics such as frequency distribution, mean and standard deviation. Multiple regression analysis was used to test the null hypotheses and estimate the research models through the use of Statistical Package for Social Sciences (SPSS) Version 24.
The study found that there is a significant positive relationship between firms’ consistency, firms’ adaptability, firms’ mission and customers’ satisfaction while a significant negative relationship exists between firms’ involvement and customers’ satisfaction among the customers of the Nigerian banking industry, Benin City.
The study recommends that organizations need to adapt quickly and involve customers in their decision-making processes, the firms need to be consistent about their core values, ensure agreement, coordination and integration of all its processes among all its people while ensuring that their strategic direction and intent, goals and objectives, vision centres on customers’ satisfaction.
