How customer orientation leads to customer satisfaction

Purpose Financial service workers’ etiquette and creativity have been less mentioned in the research on bank marketing. The purpose of this paper is to examine the mediating effects of financial service workers’ etiquette and creativity on the relationship between customer orientation and customer satisfaction. Design/methodology/approach Data are collected from 336 insurance customers in Taiwan, and partial least squares analysis is used to test the hypotheses. Findings The findings show that financial service workers’ customer orientation (perceived by customers) is positively related to the customers’ perception of financial service workers’ etiquette and creativity. Moreover, it is found that the financial service workers’ etiquette and creativity partially mediate the relationship between customer orientation and customer satisfaction. Originality/value This is the first study to highlight the roles that financial service workers’ etiquette and creativity play in the relationship between customer orientation and customer satisfaction.