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Browse Articles by "Marketing"
Title: A Balanced Approach towards Market Orientation
Authors: Gurjeet Kaur, R D Sharma, Nitasha Seli
Issue/Year: Jul-2013
Section: Research
Abstract: This study examines the degree of market orientation in Indian banking from a management perspective. It also develops a scale for assessing market orientation in the selected public sector banks, viz. State Bank of India (SBI) and Punjab National Bank (PNB), and a private sector bank, viz., The Jammu and Kashmir Bank Pvt. Ltd. (JKB). The results reveal a significant impact of internal market orientation on the overall market orientation and a positive relationship between internal customers’ and external customers’ satisfaction; internal customers’ satisfaction and business performance; and external customers’ satisfaction and business performance.
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