The role of internal market orientation on the adoption of external market orientation in retail banking

IF 2 Q3 BUSINESS

Journal of Research in Marketing and Entrepreneurship Pub Date : 2022-11-03 DOI:10.1108/jrme-09-2021-0128

M. Zebal, Taimur Sharif, Jack Crumbly, Anushe Zebal

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引用次数: 0

Abstract

Purpose The purpose of this study was to investigate the role of internal market orientation on the adoption of external market orientation among the retail banks in the United Arab Emirates (UAE). This study adds to the previous research regarding external market orientation. It also develops an empirical model on the basis of the results. Design/methodology/approach This study used a self-administered structured questionnaire to collect data from the front-line marketing and non-marketing employees from the banks. Data were collected from 98 branches of all the 49 banks that operate in the UAE. Two major emirates of the UAE, namely, Abu Dhabi and Dubai, were considered for data collection. Each bank contributed responses from a minimum of two branches, and 113 completed questionnaires were received out of 196 respondents approached for data collection. The reliability, convergent and discriminant validity issues of the data were assessed, and the results of these confirmed the appropriateness of the data used in this study. Findings Direct entry regression and multivariate analysis of variance were used for identifying the conclusions surrounding the hypotheses of the study. The results measured the extent of internal market orientation and employees’ organisational commitment. They both confirmed their positive role on the adoption of external market orientations among the retail banks in the UAE. The results of the study further provided evidence that once an external market orientation focus is adopted, this benefits customer loyalty and satisfaction in addition to overall positive business outcomes for the banks concerned. Originality/value The findings of this study support the theoretical arguments of the role of employees and internal market orientation on the adoption of external market orientation. This study further identifies the reason why the adoption of external market orientation is critical for the success of banks.

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内部市场导向对零售银行采用外部市场导向的作用

目的本研究旨在调查阿拉伯联合酋长国零售银行内部市场导向在采用外部市场导向方面的作用。这项研究补充了先前关于外部市场导向的研究。它还根据研究结果建立了一个经验模型。设计/方法/方法本研究使用自行管理的结构化问卷，从银行的一线营销和非营销员工那里收集数据。数据来自阿联酋49家银行中的98家分行。阿联酋的两个主要酋长国，即阿布扎比和迪拜，被考虑进行数据收集。每家银行至少提供了两家分行的回复，在196名受访者中收到了113份已完成的问卷，以收集数据。评估了数据的可靠性、收敛性和判别有效性问题，这些结果证实了本研究中使用的数据的适当性。发现直接条目回归和多变量方差分析用于确定围绕研究假设的结论。研究结果衡量了内部市场导向和员工组织承诺的程度。他们都证实了自己在阿联酋零售银行采用外部市场导向方面的积极作用。研究结果进一步证明，一旦采用外部市场导向，这不仅有利于相关银行的整体积极业务成果，也有利于客户忠诚度和满意度。原创性/价值本研究的结果支持了员工角色和内部市场导向对采用外部市场导向的理论论点。本研究进一步确定了采用外部市场导向对银行成功至关重要的原因。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Research in Marketing and Entrepreneurship BUSINESS-

CiteScore

3.00

自引率

36.80%

发文量

期刊介绍： The Journal of Research in Marketing and Entrepreneurship (JRME) publishes research that contributes to our developing knowledge of entrepreneurial and small business marketing. Even though research into the relationship between marketing and entrepreneurship is still relatively young, the subject has thus far proved exciting and thought provoking, and critical thinking has progressed rapidly.The journal stands at the interface of research in marketing and entrepreneurship. Coverage may include, but is not limited to: -The size and structure of the entrepreneurial enterprise. -SMEs and micro businesses approach marketing -Intrapreneurship -The role of entrepreneurship in marketing -The role of marketing in entrepreneurship -How do successful entrepreneurs market their product and services? -Competencies necessary for the successful entrepreneur -The role of entrepreneurship (and, as appropriate, intrapreneurship) in the development of organizations -Life cycles of organizations: the stages in the growth of firms and the analysis of critical episodes -The influence of external help, support, and personal contact networks -Opportunity recognition -Relationships between SMEs and larger firms: how SMEs interact successfully with larger firms and how these larger firms in turn manage their relationships with SMEs -Strategic and management issues that pertain to marketing -Cultural and sociological perspectives of the entrepreneur -Cross-cultural studies and work on developing economies -Appropriate research methodologies