Abstract:
Organisations have improved customer satisfaction by being customer oriented in all levels. At
the firm level, organisations seek to develop customer oriented organization by generating
market intelligence regarding the needs of the customer and disseminating the intelligence across
departments. At an individual level, organisations seek to recruit and train employees to exhibit
a customer orientation behaviour using authentic emotions while focusing on customer needs
during service encounters.This study focused on customer level by seeking to establish effect of
generational cohort on the relationship between customer orientation and satisfaction. This study
is based on data collected from 426 airline passengers at domestic terminals in Kenya. The data
is analysed using a variety of statistical techniques. Principal component analysis is used to
identify the main constructs of customer orientation and customer satisfaction. Regression
analysis is used to find out the main effects of the relationship between customer orientation and
customer satisfaction, while hierarchical regression analysis is used to probe into the moderating
effect of generational cohort on the relationship bteween customer orientation and customer
staisfaction. The study found a positive relationship between customer orientation and customer
satisfaction and it shows that there is no moderation on the relationship by any of the three
generational groups. The key findings of this study indicate that there is a positive relationship
between customer orientation and customer satisfaction and that generational cohort do not
change this relationship. The contribution of this study to the existing literature in services
marketing and customer staisfaction is assesed.
