The Effect of Market Orientation on Performance: The Role of Employee and Customer Satisfaction (Case Study: Mellat Bank, Guilan Province)

The purpose of this study was to evaluate the effect of market orientation on banks performance and The effect of mediator role of employee satisfaction and customer satisfaction in the relationship between market orientation and performance To This end, eight hypotheses were developed. To gather the necessary data to test the hypotheses, we used a standard questionnaire containing 32 questions and among 118 managers, 165 employees and 384 Mellat bank customers in the Guilan province as the research population For Data analysis and hypothesis testing The structural equation modeling was used. The results showed that the market orientation directly and through the mediating variables of employee satisfaction and customer satisfaction has a positive relation to performance. Therefore, all of hypotheses were confirmed.