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The IUP Journal of Management Research :
Customer Orientation and Job Satisfaction in the Banking Sector: Examining the Mediating Role of Successful Emotion Regulation
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This study examines in the banking sector the relationship between customer orientation and job satisfaction as well as the mediating role of successful emotion regulation (deep acting and expression of naturally felt emotions) in the relationship between customer orientation and job satisfaction. A survey questionnaire was used to collect data from 314 managers of 44 banks. Using structural equation modeling, the hypothesized relationships among the study variables (customer orientation, job satisfaction, and successful emotion regulation) were tested. The study found that successful emotion regulation partially mediates the relationship between customer orientation and job satisfaction. The implications of this study for theory as well as practice are discussed.

 
 

The Indian banking sector’s performance has remained subdued during the past few years. This trend had set in since 2011-12 with the slowdown most notably in the case of bank credit that dipped to a single-digit figure. In particular, the profitability of Public Sector Banks (PSBs) diminished with a significant decline in the return on assets. Further, a drop in the asset quality of banks in general and PSBs, in particular, has continued with a rise in volume and proportion of stressed assets (“Report on Trend and Progress of Banking in India 2014-15”, 2015). However, this sector is poised for robust growth with the laying of greater emphasis on providing improved services to customers by upgrading technology infrastructure so that customer’s overall experience is enhanced and banks attain a competitive edge (“Indian Banking Sector Snapshot”, 2016).

In this context, the challenges faced by bank managers are many. To achieve competitive advantage, managers are expected to be customer-oriented in all their interactions with their customers. Towards this end, managers exert psychosocial effort that often has a bearing on their wellbeing, especially their job satisfaction. The strategy that a manager adopts in regulating his or her emotion is also an important factor to be considered while studying the relationship between customer orientation and job satisfaction. Hence, the present study examines in the banking sector, the relationship between customer orientation and job satisfaction as well as the mediating role of successful emotion regulation (deep acting and expression of naturally felt emotions) in the relationship between customer orientation and job satisfaction.

 
 

Management Research Journal,Customer Orientation, Job Satisfaction, Banking Sector,Emotion Regulation.