Presenting a market orientation model in the Iranian banking services industry

The main purpose of this study was to analyze the antecedents and consequences of market orientation in the Iranian banking industry and to present a conceptual model in this field. In order to achieve this goal, first five main perspectives of market orientation including decision-making perspective, market knowledge perspective, culture-based behavioral perspective, strategic perspective and customer orientation perspective and the factors affecting them were studied. Then, the common elements of these views were extracted and using the findings of previous researches, qualitative data were collected in order to design a model. For this purpose, the opinions of 50 experts and specialists in the banking industry were received and coded for content analysis. Based on the results of data analysis, senior management characteristics, structural and organizational characteristics and cross-sectoral interactions were identified as internal antecedents of market orientation in the Iranian banking industry. Competition structure, market turmoil, technology turmoil were also among the external antecedents of market orientation in the country's banking industry. The consequences of market orientation were also categorized and identified in two groups of economic performance (profitability, return on investment, sales volume, sales growth) and non-economic factors (employee outcomes and customer outcomes).