Customer Orientation of Service Employees in the Banking Sector in Sudan

Hisham Makki Hanafi, Mushtaha Alfadil Yahia

Abstract: This study aims to assess the existence of customer orientation behavior among service employees in the banking sector in Sudan. The importance of the study stems from the fact that Sudan has been almost isolated for nearly three decades due to the economic sanctions that were imposed on the country, and thus missed many of the achievements that occurred during that period. The Selling Orientation-Customer Orientation Scale (SOCO), has been used as a survey tool. The main branch and some other branches of Faisal Islamic Bank, in Khartoum have been chosen as a study area. Despite the concern that the concept of customer orientation and other similar concepts may not be familiar to service employees in Sudan because of what was mentioned about isolation for a long period of time, the results indicated the existence of customer orientation as a concept and practice among Faisal Bank service employees.

Keywords: Customer orientation, service employees, and banking sector