THE EFFECTS OF MARKET ORIENTATION ON THE PERFORMANCE OF UNITED BANK

Abstract

The purpose of paper is to investigate the effect of market orientation on the performance of United Bank. This research develops a conceptual frame work for developing market orientation and its effect towards business performance in banking industries. The Quantitative approaches were used for data collection from 80 top bank managers and effective data was further analyzed by using inferential techniques on spss20. The result suggest that market orientation, customer orientation and competitor orientation have positive strong effect on company performance and top managers emphasis has positive moderate effect on market orientation .The practical implication of the result shows that banks within competitive environment , to survive and get the market share, needs to implement market orientation and examine how it works.