An Assessment of Internal Market Orientation in Jammu and Kashmir Bank Through Internal Customers Perspective

Abstract

The study aims at measuring the level of Internal Market Orientation (IMO) through internal customers' perspective particularly with regard to its three behavioural components viz., intelligence generation, intelligence dissemination and responsiveness. Inadequate research inputs to examine the extent of IMO particularly with respect to banking sector have encouraged the efforts of undertaking the present initiative. The study is primarily based on first hand information gathered from 611 internal customers of one of the best Indian private sector banks viz., Jammu and Kashmir Bank Pvt Ltd (J&K). The findings of the study indicate all three components of IMO viz., intelligence generation, intelligence dissemination and responsiveness, having a significant impact on increasing the level of IMO vis-à-vis the basic ingredients of IMO playing a significant role in determining overall internal customers' satisfaction.