Market Orientation and Bank Performance in Nigeria: How They Fare in First Bank Plc.

Abstract

The effect of market orientation (MO), organization performance (OP), intelligence generation (IG), intelligence desemination (ID) & response design (RD) as it applies to service industry like banking cannot be over-emphasized.

Thus, this study aim at examing the effects of IG on OP of banking sector in the study area; it also identity the relationship between IG, ID and OP. For the purpose of this study, data were collected from 250 respondents in the study area that is, 59% response rate were found analyzable. The study revealed that, there was a significant relationship between market orientation MO and OP. (P<0.05). It was concluded, strategic market oriented approaches be developed so as to enhance O.P in the industry.

Keywords: MO, OP, ID, IG and RD.