A balanced approach towards market orientation
KAUR, GURJEET
A balanced approach towards market orientation - 2013 - 51-66
This study examines the degree of market orientation in Indian banking from a management perspective. It also develops a scale for assessing market orientation in the selected public sector banks, viz SBI, PNB and a private sector bank viz The Jammu and Kashmir Bank Pvt Ltd. (JKB). The results reveal a significant impact of internal market orientation on the overall market orientation and a positive relaltionship between internal customers and external customers satisfaction and business performance and esternal customers' satisfaction and business performance and external customers satisfaction and business performance.
MARKETING
658.8
A balanced approach towards market orientation - 2013 - 51-66
This study examines the degree of market orientation in Indian banking from a management perspective. It also develops a scale for assessing market orientation in the selected public sector banks, viz SBI, PNB and a private sector bank viz The Jammu and Kashmir Bank Pvt Ltd. (JKB). The results reveal a significant impact of internal market orientation on the overall market orientation and a positive relaltionship between internal customers and external customers satisfaction and business performance and esternal customers' satisfaction and business performance and external customers satisfaction and business performance.
MARKETING
658.8