Results implicated self-transcendence as having positive relationship with customer satisfaction while selfenhancement
has negative relationship with customer satisfaction. It was also established that the overall personal
value has significant effect on customer satisfaction. The research measures showed encouraging psychometric values.
These findings were discussed and situated within the Nigerian banking industry. It was recommended that the banking
industry should place more emphasis on target marketing practices thereby enhancing the quality delivery of services
to customers. Areas of further studies were also suggested
