Market driving in retail banking

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.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 14 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.