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| The Practice of Organizational Goal Personalization and its Effect on Customer Satisfaction: A Case Study of Bakeshops in Port-Harcourt
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Dr. Uelee, Micah Nyone, Dr. Amanawa, David Ebiegberi, Dr. Blessing Nwiyii Joseph
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Abstract:
The paper determined the relationship between organizational goal personalization and customer satisfaction of Bread Bakeries in Port Harcourt. The study's objective was to empirically examine how organizational goal personalization relates to customer satisfaction regarding service timeliness, customer complaint resolution, and product reliability of Bread Bakeries in Port Harcourt. Getting the number of registered bread bakeries from the Port Harcourt Chapter of Corporate Affairs Commission was complex. Therefore, the researcher decided to sample 49 bread bakeries and 49 wholesale customers from Port Harcourt (Obio/Akpor and Port Harcourt City LGAs), totaling 98 respondents. Forty-nine (49) questionnaires were distributed to the target employees, and another forty-nine (49) questionnaires were to the wholesale customers. Nevertheless, 44 were retrieved from the employees, while 46 were retrieved from the customers. The data obtained from the field were analyzed using Pearson Product Moment Correlation Coefficient; the test of hypothesis 10 (multivariate analysis) was done using Partial Correlation. Three hypotheses were tested using Spearman Rank Order Correlation. The empirical analysis found that organizational goal personalization has a strong positive relationship with customer satisfaction of bread bakeries in Port Harcourt regarding service timeliness, customer complaint resolution, and product reliability. The study concluded that employees' organizational goal personalization significantly relates to bread bakeries' customer satisfaction. As such, bread bakeries in Port Harcourt, Rivers State, and Nigeria at large that fail to motivate employees who have personalized the goal of the organization may find it very difficult to achieve high customer satisfaction in the long run, as motivation plays a huge role even in the face of organizational goal personalization. The study, among others, recommended that employees who identify with the organizational goals and set objectives should be rewarded by management through salary increments, bonuses, and incentives, thereby enhancing customer satisfaction.
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