Paper Information

Title: 

AN INVESTIGATION INTO THE RELATIONSHIP BETWEEN MARKET ORIENTATIONS AND MARKETING STRATEGY ON BANKS PERFORMANCE (CASE STUDY: BANK INDUSTRY IN LORE STAN PROVINCE)

Type: SPEECH
Author(s): SHEYKHIAN A.K.,AKBARI MOSLEM,FATHI ALI
 
 
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

The aim of this study was to investigate the influence of market orientation and marketing strategy on banks performance. The research population included bosses of all banks branches in Lorestan province. The sample size was estimate 107 according to Chocrane equation and stratified random sampling method. The validity and reliability of the research questionnaires were determined by factor analysis and alpha Chronbach coefficient. The research findings showed that there isn't any significant relationship between demographic variables (organization size and age), and market orientation, financial and market performance, marketing strategy implementation effectiveness and marketing strategy creativity. Simple and multi-Regression analysis showed that: 1-market orientation has positive and significant influence on banks financial and market performance. 2-Customer orientation approach is the strongest factor which influences banks financial and market performance; interfunctional coordination orientation, technology orientation and customer dimensions respectively affect banks financial and market performance. 3-Marketing Strategy implementation effectiveness and marketing strategy creativity has a significant and positive influence on banks financial and market performance. The Pearson analysis also showed that there is a positive and significant relationship between market orientation, marketing strategy implementation effectiveness and marketing strategy creativity.

 
Keyword(s): MARKET ORIENTATION, MARKETING STRATEGY, EFFECTIVENESS, CREATIVITY, MARKET PERFORMANCE, FINANCIAL PERFORMANCE
 
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