Market Orientation and Brand Performance of Deposit Money Banks (DMBS) in South-South Nigeria

Abstract

This paper empirically examined how market orientation impacts on the brand performance of deposit money banks in South-south Nigeria. A market orientation and brand performance model was developed with customer, competitor focus and inter‐functional coordination as dimensions of the independent variable (market orientation) and brand performance as the dependent variable.The study adopteda cross-sectional survey research design and primary data was obtained fromtheeighteen (18) deposit money banks in Nigeria listed in the Nigeria Stock Exchange (NSE); all of which are operating in South-south Nigeria.A Spearman Rank Correlation Coefficient analysis was done to test the hypotheses with the aid of the Statistical Package for Social Sciences (SPSS) version 26. Based on the test results of the hypotheses, the study concluded that market orientation positively and significantly impacts on brand performance of deposit money banks in South-south Nigeria. Hence, this study recommends that deposit money banks in South-south Nigeria should encourage consistent market orientation (be customer centric, competitor focused and ensure inter-functional coordination) to increase and sustain their brand performance.