The Effect of Market Orientation on Marketing Performance: A Case Study on Commercial Bank of Ethiopia
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Date
2014-06
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Addis Ababa University
Abstract
The objective of this study is to examine the effect of market orientation on marketing performance in the context of the banking industry. The study adopted an explanatory design- six measures of marketing performance is used to capture the market orientation of CBE. Data were gathered through a survey using a structured questionnaire with a sample of 169 top and middle level managers. Returned instruments were analyzed using regression analysis through the use of statistical package for social sciences (SPSS) version 20. Accordingly, the finding indicates that market orientation has a significant effect on marketing performance. Based on the result direct customer measure followed by consumer intermediate measure, innovativeness measure, competitive market measures, consumer behavior and financial measure are affected by market orientation. Among those listed measures, financial measure was found to be the least affected dimension by market orientation. In addition to this, the hypotheses further strengthen this finding by asserting the effect of market orientation on marketing performance.
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Keywords
Market orientation, Marketing performance, MARKOR- scale