Author/Authors :
Jalali، Reza نويسنده Master Students of Business Management, Islamic Azad University, Rasht, Branch, Iran , , Khorshidahmadi، Masood نويسنده Master Students of Business Management, Islamic Azad University, Rasht, Branch, Iran , , Jelvehnia، Farshad نويسنده Master Students of Business Management, Islamic Azad University, Rasht, Branch, Iran , , Purbakhsh، Zohreh نويسنده Master Students of Business Management, Islamic Azad University, Rasht, Branch, Iran , , Golavar، Maryam نويسنده Master Students of Business Management, Islamic Azad University, Rasht, Branch, Iran ,
Abstract :
This paper has tested empirically the effect of market orientation and performance and customer satisfaction in Pasargad Bank of Rasht. Here, the market orientation scale has been used specific to the service. This is a field research and questionnaire has been applied as data gathering tool. Factor analysis indicates that there are 4 hidden dimensions under market orientation: customer orientation, competitor orientation, sectional responsiveness and tend to customer satisfaction. Findings suggest that customer orientation and tend to customer satisfaction effect strongly on performance than other dimensions, competitor orientation have less effect on the performance and organizational responsiveness has an intangible relationship with performance.
