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Market driving in retail banking

Market driving in retail banking Purpose – The purpose of this paper is to investigate the relationship between the proactive market orientation approach and business performance in retail banking. Design/methodology/approach – Based on a theoretical discussion, empirical research was conducted to test the proposed relationship. Multiple item indicators were employed to measure the constructs. Findings – Results from the study provide empirical support, suggesting that the proactive market orientation approach has a positive influence on business performance. Research limitations/implications – The study has pondered the relationship between the proactive market orientation approach and business performance, while other factors that have an influence on business performance have not been considered. Practical implications – Research results suggest that the proactive market orientation philosophy in the banking sector can be viewed as a threshold factor in order to increase business performance. Originality/value – The present study provides useful information on driving market strategies in retail banking. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652320810884795
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to investigate the relationship between the proactive market orientation approach and business performance in retail banking. Design/methodology/approach – Based on a theoretical discussion, empirical research was conducted to test the proposed relationship. Multiple item indicators were employed to measure the constructs. Findings – Results from the study provide empirical support, suggesting that the proactive market orientation approach has a positive influence on business performance. Research limitations/implications – The study has pondered the relationship between the proactive market orientation approach and business performance, while other factors that have an influence on business performance have not been considered. Practical implications – Research results suggest that the proactive market orientation philosophy in the banking sector can be viewed as a threshold factor in order to increase business performance. Originality/value – The present study provides useful information on driving market strategies in retail banking.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jun 13, 2008

Keywords: Market driven production; Business performance; Banking; Marketing strategy; Market orientation

References