The effect of market orientation components on financial chain performance (Case study: branches and offices of Tehran Maskan Bank)

Document Type : Original Article


1 M.A. in Business Administration, Islamic Azad University, Tehran West Branch, Tehran, Iran

2 PhD in Economics, Assistant Professor of Islamic Azad University, Tehran West Branch, Tehran, Iran


The aim of this study was to measure the effect of market orientation (customer orientation, competitiveness and coordination between tasks) on financial performance among all employees of branches and offices of the Maskan Bank in Tehran. The research method is empirical descriptive research survey. According to the number of statistical population at the time of data collection (3120 people in 2018), with the help of Krejcie and Morgan table 342 people were chosen as the sample population. The data collection tool is a standard questionnaire. After confirming the validity and reliability of the questionnaire, Kolmogorov-Smirnov test was performed to check the normality of the data. Smart PLS3 software was used to test the model and test the hypotheses. Data analysis showed that customer orientation and competitiveness do not directly affect financial performance but affect financial performance through the innovation mediator variable. Coordination between tasks directly affects financial performance. Also, the impact of customer orientation and competitiveness on innovation and innovation on financial performance is confirmed.


Main Subjects

Volume 2, Issue 3
September 2019
Pages 88-103
  • Receive Date: 22 July 2019
  • Revise Date: 10 August 2019
  • Accept Date: 24 August 2019