Please use this identifier to cite or link to this item:
http://hdl.handle.net/123456789/8700
Title: | THE EFFECT OF MARKET ORIENTATION ON MARKETING PERFORMANCE: THE CASE OF AWASH BANK S.C. |
Authors: | AHMEDIN, SADIA |
Keywords: | Marketing performance, Market orientation, Awash Bank S.C. |
Issue Date: | Jan-2025 |
Publisher: | St. Mary’s University |
Abstract: | The general objective of the study was examining the effect of market orientation on marketing
performance in Awash Bank S.C, Addis Ababa Ethiopia. The sample size for the study was 250
employees of Awash Bank S.C, Addis Ababa. This study employed explanatory and descriptive
research designs. The researcher used simple random sampling technique to select sample
respondents. The primary data for this study was collected through questionnaires. Data
analysis was done by using statistical package for social sciences (SPSS version 20). The study
used descriptive and inferential statistics to analyze the data. The study was conducted by
modeling the relationship between marketing performance and the following independent
factors: intelligence generation, intelligence dissemination and responsiveness. The results of
descriptive statistics revealed that examined the major determinants of marketing performance
in the case of Awash Bank S.C., Addis Ababa. The result of regression analysis showed that
intelligence generation, intelligence dissemination and responsiveness positively and statistically
affected marketing performance of Awash Bank S.C. The R square result (.875) which means
87.5% of variance in marketing performance was predicted by the three market orientation
variables. Therefore, the study recommended that the responsible body of the bank should work
hard and allocate better budget on intelligence generation, intelligence dissemination and
responsiveness to boost the market performance of the bank. |
URI: | http://hdl.handle.net/123456789/8700 |
Appears in Collections: | Marketing Management
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