Document Type : Original Article
M.A. in Business Administration, Islamic Azad University, Tehran West Branch, Tehran, Iran
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.