Strategy execution as determinant of deposit money banks’ customer satisfaction in Nigeria

Olalekan. U. Asikhia, Makinde Grace. O., Bababtunde. A. Akinlabi and Adekunle. A. Adewole
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Olalekan. U. Asikhia: Department of Business Administration Babcock University Ilishan-Remo Ogun State, Nigeria
Makinde Grace. O.: Department of Business Administration Babcock University Ilishan-Remo Ogun State, Nigeria
Bababtunde. A. Akinlabi: Department of Business Administration Babcock University Ilishan-Remo Ogun State, Nigeria
Adekunle. A. Adewole: Department of Business Administration Babcock University Ilishan-Remo Ogun State, Nigeria

International Journal of Research and Innovation in Social Science, 2022, vol. 6, issue 5, 633-638

Abstract: Purpose: This study examined the effect of strategy execution on customer satisfaction in Deposit Money Banks (DMBs), Lagos State, Nigeria. Methodology: This study adopted a cross-sectional survey design. A sample of 379 staff of eleven quoted DMBs in Lagos State, Nigeria was drawn from a target population of 69,793 using krejcie and Morgan sample size determination formular. Partial Least Square- Structural Equation Modeling was used to test the study’s hypotheses. Findings: The results showed that strategy execution predicts significant changes in customer satisfaction of DMBs in Lagos State, Nigeria (Adj R2 = 0.425, p=0.000, Q2 =0.226). Implications: Within the strategy execution framework, management communication and system of shared responsibility (organisational structure) offers the least consistent contribution to organisational performance (including customer satisfaction) compared with other strategy execution dimensions. Hence, the study recommends that management of the DMBs should re-energize their commitment to these dimensions, so that the companies can record higher level of customer satisfaction.

Date: 2022
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