Impact of Market Orientation Practice on Business Performance of Airline Operators in Nigeria.

Abstract

In today’s global market, business are faced with intensive competition and challenges, and research have shown that through proper market orientation practice some challenges of sustainable and human development can be addressed,, while also providing added value to firm. Hence this study investigates the impact of market orientation practices on business performance of airline operators in Nigeria. A survey research design was adopted and research was based on convenience sampling method. Copies of questionnaire were administered to 400 respondents from selected staff of airline operators in Nigeria, and 359 useable questionnaires were returned (i.e. 89. 75 %). The data collected were analyzed using descriptive statistics and regression analysis. Validity and reliability test indicate that all variables were valid and reliable. Based on the data analysis, the findings revealed that majority of the respondents scored the issues raised in the questionnaire positively, but at different varied levels. However, it is found that market orientation marketing strategy is practiced to a reasonable extent, and vigorously integrated into the activities of airline operators in Nigeria because of its benefits. Feedback from the research will assist to expand knowledge as to the usefulness and practice of market orientation.