Market Orientation of Saudi Banking Sector by MKTOR Market OrientationMeasure Scale

Abstract

Many studies conducted in different context have shown the importance of market orientation for the companies and have used Narver and Slater‘s market orientation measure scale to evaluate it. However, the market orientation has never been studied and evaluated using MKTOR in an Arab culture context. This study evaluated the market orientation of Saudi banking sector, women’s branches in Al Qassim region. Data from 50 banks’ managers were collected using the MKTOR scale after translation in Arabic. The factor analysis shows that the market orientation of women’s branches is moderate. It is therefore recommended that the top management of banks should focus on the co-operation between the different functions/departments within the organization and ameliorate the information’s coordination. It should take care of assessing customer needs and competitors’ strengths and weaknesses. To be market oriented those banks should have a strategy and objectives driven by customer satisfaction which require the commitment of top management.