THE EFFECT OF MARKET ORIENTATION ON MARKETING PERFORMANCE: THE CASE OF AWASH BANK S.C.

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.