Fostering Market Orientation and Service Orientation Culture in Banking Industry

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Fostering Market Orientation and Service Orientation Culture in Banking Industry
AZAM HAGHKHAH, Member, Student (University), Malaysia

ABSTRACT
As a significant contribution to a bank’s long-term success, market orientation (MO) and service orientation (SO)
Have emerged as significant antecedents of bank performance. Many banks are obligated to market and service
Orientation as the fundamental philosophy for their strategic development. Market orientation has to be coordinated
With a service orientation in order that accomplish the bank’s mission. In the current paper, the authors investigate
The different factors which influence market orientation and service orientation on bank’s prosperity. The following
Paper explains the relationship between market orientation and service orientation by investigating relevant theories
And past studies. This paper uncovers that the literature proffers a affluent, yet fragmented, photograph of what
Market and service orientation is, and how it can be improved and help managers and employees in banking
Industry. The outcomes must lead managers to take into account the significant of emphasizing those banks cues that
Help make a market and service orientation culture and climate in their banks.

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