THE INFLUENCE OF QUALITY SERVICE ON CUSTOMER SATISFACTION: THE MEDIATING ROLE OF CULTURAL INTELLIGENCE IN SOME SELECTED BANKS IN JOS NORTH LGA, PLATEAU STATE.

Abstract

The complaining attitudes of customers about poor service delivery in most Nigeria banks posed a great concern to so many Nigerians. Most customers complain of the unfriendly attitude and nonchalant dispositions of so many bank workers, as the performance of most staff is below the expectations of so many customers patronizing the organization. Based on this, the study therefore aims to evaluate how the role of cultural intelligence in mediating the relationship between service quality and customer satisfaction among some selected banks in Jos North LGA of Plateau State. The total population of 562 staff of the selected banks was used for the study. The use of questionnaire was adopted as the primary method of data collection, administered to the sample size of 234 staff out of which 230 was duly completed and retrieved. Co-variance Structural equation modeling was used in analyzing the data. From the result, hypothesis one was tested and it was discovered that there is a significant relationship between service quality and customer satisfaction. Hypothesis two also showed that there is a significant relationship between service quality and cultural intelligence. Hypothesis three showed a significant relationship between cultural intelligence and customer satisfaction, and finally hypothesis four shows that cultural intelligence mediates the relationship between service quality and customer satisfaction. This study concluded that cultural intelligence which has to do with the ability of employees to understand the various cultures, beliefs, norms, and values of customers goes a long way in adding value to the level of service quality of the bank which goes a long way in enhancing customer satisfaction in the selected banks. The study recommended that employees are to be culturally intelligent enough to manage customers by valuing the individual cultural diversity and also treat them as such. This will go a long way in encouraging customers to stay with the banks.