THE EFFECT OF MARKET ORIENTATION ON MARKETING PERFORMANCE: A CASE STUDY ON ABAY BANK S.C

Abstract

The main objective of this study is to examine the effect of market orientation on marketing performance in case of Abay bank. The data used for this study was collected using structured questionnaire from Abay bank 289 manager and non-managerial staffs who are selected by simple random probability sampling method and this study used explanatory research design with quantitative research approach which were appropriate for this kind of study. Returned instruments were analyzed using descriptive, correlation and regression analysis through the use of statistical package for social sciences version 21. From correlation analysis it is explained intelligence generation (70.7%), intelligence disseminations (80.4%) and responsiveness (62.5) statistically significantly effects marketing performance in Abay banks. The overall market orientation analyses findings shows that the extent to which market orientation being applied by Abay bank is good, particularly the highest score belongs to intelligence dissemination which implies that Abay bank is doing better on communication of information with its customers and among employees. The finding of this study the researcher recommends therefore, Abay should be diligently work on its in-house market research which can be achieved by investing on its R&D unit and giving further attention to the unit, as it will help the organization enhance its intelligence generation ability which will eventually lead to improve its overall performance.