Market Orientation and Organizational Performance: The Case of Awash Bank Share Company
| dc.contributor.advisor | Hailemariam Kebede(PhD) | |
| dc.contributor.author | Tesfamichale Desalegn | |
| dc.date.accessioned | 2025-08-02T11:06:30Z | |
| dc.date.available | 2025-08-02T11:06:30Z | |
| dc.date.issued | 2024-10 | |
| dc.description.abstract | The aim of this article is to examine the impact of market orientation on Awash Bank's organizational performance. In the banking industry, this research creates a conceptual framework for the development of market orientation and examines how it affects organizational performance. 190 top bank managers provided data using quantitative ways, and useful data was further examined using inferential techniques on spss24. The results of the overall market orientation analysis demonstrate that Awash Bank is applying market orientation to a good degree; responsiveness received the highest grade. This finding suggests that Awash Bank S.C. is able to act on the market information and implement appropriate changes and innovations to meet the market demands. Responsiveness reflects the firm’s agility and adaptability, which are essential for surviving and thriving in the dynamic and competitive banking industry. Responsiveness also indicates the firm’s commitment and capability to deliver superior value and satisfaction to its customers, t may result in the retention and loyalty of customers. The remaining points are awarded to customer orientation, intelligence dissemination, intelligence generation and competitor orientation, respectively. The attention of top branch managers demonstrates a mediocre link with market orientation. As per the findings, market orientation is a crucial issue that the managers at Awash Bank take into consideration; however there is room for development in certain areas. Strong banking institutions play a vital role in every nation and can support economic growth by providing effective financial services. Key words: Market orientation, Customer orientation, Competitor orientation, intelligence generation & dissemination. III | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/5977 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | Market Orientation and Organizational Performance: The Case of Awash Bank Share Company | |
| dc.type | Thesis |