Investigating the relationship between market orientation and business performance in Shahr Bank

Dissertation for receiving a master's degree in business management, marketing orientation

Abstract

One of the very basic elements of new marketing is to have market culture and insight at all levels of the organization, which is interpreted as market orientation. Market orientation means the tendency and inclination towards the market, people, and customers, and for this reason, it is important in new marketing.

The purpose of this thesis is to investigate the relationship between marketing orientation and business performance in Shahr Bank. The independent variable in this research is market orientation and the dependent variable is commercial performance. Information was collected through a questionnaire, so that 10 questions (propositions) about the bank's performance, and 15 propositions about market orientation were considered. A random sample of 40 branches was selected and a survey was conducted from the heads of this number of branches; Pearson correlation test and t-test were used for data analysis. Finally, the research hypotheses were confirmed and it was found that there is a positive relationship between market orientation and performance in Bank Shahr.

Key words: customer orientation, competition orientation, inter-task coordination and business performance

Introduction

The world has faced tremendous changes in the 21st century. The meaning of these developments is that the old ways of doing business in today's world will not have the efficiency of the past. Nowadays, commercial institutions know that their life depends on the existence and satisfaction of customers, and it is very difficult to get and maintain customers in today's world, which is accompanied by many changes, and it is very easy to lose customers. Therefore, a company must try to achieve a competitive advantage in the market in order to survive and achieve success.

Quality, which is a concept and a long-term concern of management, is also defined today in relation to customer satisfaction and it is said: quality means responding to customer needs; Therefore, it is a quality organization that is more in line with the needs of its customers, so that it provides the goods and services with the desired quality to the customer, at the time desired by the customer and at an acceptable price. (Pierce and Rogers, 2011).

Therefore, in order to take steps towards this goal, we need a new attitude and culture in the entire organization so that while paying attention to the market and customers, it also pays attention to the movements of competitors, so that marketing activities are not considered only in the field of marketing duties, but are the responsibility of all units and individual members of the organization, and all units within the organization take steps in this direction with complete coordination.

One of the The methods that can help us in achieving the above goals is to have a marketing attitude throughout the organization, the goal of which is to establish the concept of marketing (Bigi, 2012). Exorbitant costs are imposed on the organization, and on the other hand, due to the lack of coordination of all units, obstacles are created in the direction of its establishment in the organization.

Since banks, as an economic lever, play a significant role in the growth and prosperity of the country's economy, therefore these institutions must consider the principle of market orientation; In banks, due to the intangible nature of the services and the inseparability of the service from the service provider, each person is considered as a marketer in attracting customers. Therefore, the employees of this system should be aware of the psychology and sociology sciences in addition to the expectations of the customers on banking science and be able to satisfy the customer with correct and logical behavior. On the other hand, considering the issue of market orientation, they should identify the expectations and expectations of customers and move in sync with the new banking technology and by increasing the awareness and information of the people, try to expand and improve the quality level of their services (Bigi, 2013).

Several factors are effective in improving the competitiveness of a business, such as international and national environmental factors (economic, social, cultural, political factors, technological), micro-environmental factors or industry elements (suppliers, competition within the industry, new competitors, substitute products, sales intermediaries and customers) and factors related to the company (tangible and intangible assets and competencies) (Aghazadeh, 2017). Among all these factors in this study, market orientation is considered as an important factor affecting the competitiveness of the business and its relationship with performance.Among all these factors in this study, market orientation is considered as an important factor influencing the competitiveness of business and its relationship with business performance has been examined.

Market orientation means that all the activities of an economic enterprise revolve around the customer's satisfaction and satisfaction, in this attitude the customer is the essence, he is the one who determines the axis of the operation of an economic enterprise, and organizations are indispensable for survival and growth, which is customer orientation and above that "customer-friendliness". put them at the top of their operations and to be successful in this mission, they must keep an eye on their competitors so that they can offer more and more valuable value and desirability to customers in order to be chosen by them.

The customer's judgment about the bank is based on the bank's ability to help solve their problems and develop their business. In our country and most of the advanced countries of the world, the ultimate goal and goal is to do things quickly and not waste time as the most important element of success in the current competition, and customers place a lot of value on technology and speed and, secondly, the technical expertise of banks as the determining elements. What is of decisive and final value for customers is the bank's ability to provide the service they want; Therefore, in order to be efficient, banks need to obtain sufficient information from the customer, understand their interests and demands, and develop relationships with them.

The existence of a market-oriented culture and, above all, customer-oriented, in banks provides the following benefits:

1) Keeping current customers without fearing the threat of competitors

2) Obtaining more benefits and income from current key customers and increasing the bank's share from each customer

3) A significant reduction in the costs of deposits (resources) and a significant increase in the efficiency of expenses

4) Attracting key and first-rate customers of other banks

5) Attracting customers of other banks by launching positive word-of-mouth advertisements of current customers

Therefore, taking market-oriented measures in a competitive environment will achieve the aforementioned benefits and as a result improve the performance of the bank (Safari, 2015).

1-3 statement of the research problem

The main issue in this research is whether there is a relationship between market orientation and business performance in Bank Shahr, so that this relationship and the influence of marketing orientation on performance has led to the improvement of the bank's performance so that it can improve and strengthen its position in the competitive environment? 1-4 The importance and necessity of conducting research Business and achieving more profit through having loyal customers than attracting new customers, use of performance improvement tools is considered. In such an environment, the success of the market is equal to an organization being able to obtain the maximum possible profit from its customers.

For this purpose, it is essential that the management of the organization turns to strategies that can be used to develop and improve its performance and surpass competitors, and most importantly, it can turn customers into loyal customers. Creating customer loyalty is dependent on the level of satisfaction that the customer feels from doing business with the organization.

Banks are also seeking to earn more profit and gain competitive advantages in today's competitive world.

Therefore, it seems necessary to investigate and investigate the factors that can affect the mentioned cases in a bank, and find suitable solutions.

Among the banks that in the last year Bank Shahr has stepped into the banking arena, and this bank seeks to improve its performance compared to other active banks, since the managers of this bank raise the issue of what factors can affect the bank's performance, therefore, this research aims to investigate the existence of a relationship between market orientation and the performance of the bank in question and analyze the relationship between the components of each of the mentioned variables, by providing suggestions to focus on key and influential relationships, in order to improve performance and Help the bank to achieve its goals. 1-5 Basic objectives of the research The main goal of this research is to investigate the relationship between market orientation and business performance in Shahr Bank.