ABSTRACT
The purpose of the study is to gain a better understanding of the theoretical and empirical relationship between market orientation practices (intelligence generation, intelligence dissemination and responsiveness, customer focus, competitor orientation and inter – functional coordination) and some measures of organizational performances (profitability customer satisfaction, long term objectives, short term objectives) of Nigerian banks.
A Cross Sectional Survey research design was adopted; while data were generated by means of structured question. Aides administered to members of staff of the following selected banks in Lagos metropolis; First bank, FCMB, Sterling bank, DBA and Zenith bank.
The study generated a ninety percent (90%) response rate from two hundred questionnaires that were given out.
Responses from the survey were statistically analyzed using simple frequency percentage, descriptive statistics, factor analysis and Pearson product moment correlation with the aid of SPSS.
Results of the study indicate that the studied banks were market oriented to a very large extent. It is apparent from the findings that banks attached great importance to obtaining relevant market intelligence and responding appropriately in order to gain competitive advantage.
The study also revealed that market orientation practices of the banks have significant correlation with aforementioned performance measures.
Finally, conclusions, recommendations and suggestions for further studies were highlighted to demonstrate the generalization of the results of the study.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire