ODOLE-ADEYEMI, RACHAEL and Covenant University, Theses (2019) EXAMINING MARKET ORIENTATION PRACTICES AND ITS EFFECT ON BANKS PERFORMANCE IN NIGERIA” (A STUDY OF SELECTED COMMERCIAL BANKS IN NIGERIA). Masters thesis, Covenant University.
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Abstract
Understanding market orientation concepts is critical in the banking industry due to competition intensity. Market orientation is adopted as a strategy to gain competitive advantage. The objective of this study was to examine the effects of customer orientation on customer satisfaction in the Nigerian banking industry, determine the extent to which competitor orientation affects banks' operational efficiency in Nigeria, establish the effect of inter-functional coordination on employee satisfaction in Nigerian banks and know the extent to which the environmental orientation of banks in Nigeria affects their corporate growth. The study population comprised of selected commercial banks in Lagos, Nigeria. (Zenith Bank, First Bank, UBA, GTB, Access bank). The descriptive survey design was used to ascertain if there is any relationship between market orientation practices and banks' performance, adopting a quantitative research method. The statistical package for social sciences (SPSS) was used in analyzing the data and regression analysis was used to test research hypothesis. Results showed that customer orientation has a positive effect on customer satisfaction, competitor, interfunctional coordination has a significant effect on employee satisfaction in Nigerian banking sector, environmental orientation has a significant effect on operational efficiency of banks, Study recommended that customer satisfaction should be monitored from customer‟s perception as this provides vital information that makes it possible for organizations to improve processes and that banks carry out a comprehensive competitor‟s analysis that can provide a great deal of information to develop strategies in order to maximize resources and capitalize on areas competitors are found lacking. Organizations should incorporate good moral and cultural values that preserve the environment they operate in because it not only affects customer relationship but also relationship with stakeholders, suppliers and government. Employees should not be left out in this orientation as the outcome depends on their participation or involvement. Therefore, banks should create policies that will facilitate free flow of information and drive high quality support to employees.Understanding market orientation concepts is critical in the banking industry due to competition intensity. Market orientation is adopted as a strategy to gain competitive advantage. The objective of this study was to examine the effects of customer orientation on customer satisfaction in the Nigerian banking industry, determine the extent to which competitor orientation affects banks' operational efficiency in Nigeria, establish the effect of inter-functional coordination on employee satisfaction in Nigerian banks and know the extent to which the environmental orientation of banks in Nigeria affects their corporate growth. The study population comprised of selected commercial banks in Lagos, Nigeria. (Zenith Bank, First Bank, UBA, GTB, Access bank). The descriptive survey design was used to ascertain if there is any relationship between market orientation practices and banks' performance, adopting a quantitative research method. The statistical package for social sciences (SPSS) was used in analyzing the data and regression analysis was used to test research hypothesis. Results showed that customer orientation has a positive effect on customer satisfaction, competitor, interfunctional coordination has a significant effect on employee satisfaction in Nigerian banking sector, environmental orientation has a significant effect on operational efficiency of banks, Study recommended that customer satisfaction should be monitored from customer‟s perception as this provides vital information that makes it possible for organizations to improve processes and that banks carry out a comprehensive competitor‟s analysis that can provide a great deal of information to develop strategies in order to maximize resources and capitalize on areas competitors are found lacking. Organizations should incorporate good moral and cultural values that preserve the environment they operate in because it not only affects customer relationship but also relationship with stakeholders, suppliers and government. Employees should not be left out in this orientation as the outcome depends on their participation or involvement. Therefore, banks should create policies that will facilitate free flow of information and drive high quality support to employees.Understanding market orientation concepts is critical in the banking industry due to competition intensity. Market orientation is adopted as a strategy to gain competitive advantage. The objective of this study was to examine the effects of customer orientation on customer satisfaction in the Nigerian banking industry, determine the extent to which competitor orientation affects banks' operational efficiency in Nigeria, establish the effect of inter-functional coordination on employee satisfaction in Nigerian banks and know the extent to which the environmental orientation of banks in Nigeria affects their corporate growth. The study population comprised of selected commercial banks in Lagos, Nigeria. (Zenith Bank, First Bank, UBA, GTB, Access bank). The descriptive survey design was used to ascertain if there is any relationship between market orientation practices and banks' performance, adopting a quantitative research method. The statistical package for social sciences (SPSS) was used in analyzing the data and regression analysis was used to test research hypothesis. Results showed that customer orientation has a positive effect on customer satisfaction, competitor, interfunctional coordination has a significant effect on employee satisfaction in Nigerian banking sector, environmental orientation has a significant effect on operational efficiency of banks, Study recommended that customer satisfaction should be monitored from customer‟s perception as this provides vital information that makes it possible for organizations to improve processes and that banks carry out a comprehensive competitor‟s analysis that can provide a great deal of information to develop strategies in order to maximize resources and capitalize on areas competitors are found lacking. Organizations should incorporate good moral and cultural values that preserve the environment they operate in because it not only affects customer relationship but also relationship with stakeholders, suppliers and government. Employees should not be left out in this orientation as the outcome depends on their participation or involvement. Therefore, banks should create policies that will facilitate free flow of information and drive high quality support to employees.Understanding market orientation concepts is critical in the banking industry due to competition intensity. Market orientation is adopted as a strategy to gain competitive advantage. The objective of this study was to examine the effects of customer orientation on customer satisfaction in the Nigerian banking industry, determine the extent to which competitor orientation affects banks' operational efficiency in Nigeria, establish the effect of inter-functional coordination on employee satisfaction in Nigerian banks and know the extent to which the environmental orientation of banks in Nigeria affects their corporate growth. The study population comprised of selected commercial banks in Lagos, Nigeria. (Zenith Bank, First Bank, UBA, GTB, Access bank). The descriptive survey design was used to ascertain if there is any relationship between market orientation practices and banks' performance, adopting a quantitative research method. The statistical package for social sciences (SPSS) was used in analyzing the data and regression analysis was used to test research hypothesis. Results showed that customer orientation has a positive effect on customer satisfaction, competitor, interfunctional coordination has a significant effect on employee satisfaction in Nigerian banking sector, environmental orientation has a significant effect on operational efficiency of banks, Study recommended that customer satisfaction should be monitored from customer‟s perception as this provides vital information that makes it possible for organizations to improve processes and that banks carry out a comprehensive competitor‟s analysis that can provide a great deal of information to develop strategies in order to maximize resources and capitalize on areas competitors are found lacking. Organizations should incorporate good moral and cultural values that preserve the environment they operate in because it not only affects customer relationship but also relationship with stakeholders, suppliers and government. Employees should not be left out in this orientation as the outcome depends on their participation or involvement. Therefore, banks should create policies that will facilitate free flow of information and drive high quality support to employees.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Pyrolysis, Thermal modelling, Carbon Black, Simulation and Heat transfer. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mrs Hannah Akinwumi |
| Date Deposited: | 30 Nov 2021 12:15 |
| Last Modified: | 30 Nov 2021 12:15 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/15527 |
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