Perception of Students as Customers as a Moderator in the Relationship between Customer Orientation Culture and Student Satisfaction in Selected Universities in Ghana

Abstract

The study sought to determine perception of students as customers as a moderator in the relationship between customer orientation culture and student satisfaction in selected universities in Ghana. Data was collected from 350 students who were selected using the convenience sampling technique. The Universities were selected within Accra. Data was collected using closed ended questionnaires which were developed using adopted questionnaires. Data collected was analyzed using SPSS. The study revealed that student Perception significantly moderated the relationship between customer orientation culture and student satisfaction. Besides, Age failed to moderate the relationship between customer orientation culture and student satisfaction. The study also revealed that Program of study failed to moderate the relationship between customer orientation culture and student satisfaction.