Market orientation in Iran banking Industry "with emphasis on" HR roles

This paper is conducted with the aim of recognition and evaluating the dimensions of Market Orientation with emphasis on HR roles in Iran banking industry. To achieve this purpose، this paper structured in two phases. In the first phase، we tried to recognizing dimensions of Market orientation with emphasis on HR roles in banking industry by using comments of marketing and HRM experts and bank staffs. In the second phase by quantitative survey، we test conceptual model in the case of «Bank Mellat». The results of this study showed that the model of Market Orientation with emphasis on HR roles in banking industry including three dimensions: intelligence behavior، intelligence responsiveness and integrated systems and departments. Based on this، bank human resources can be considered as a main part of bank intelligence behaviors and responsiveness that for better playing roles must be work in conditions with integrated systems and departments.