The Impact of Total Quality Management on Bank Performance: the Intermediary Role of Market Orientation

Because organizations offering financial services, especially banks that operate in an environment with indistinct products, services quality, known as the first competitive weapon. The purpose of this study is evaluated of the impact of total quality management practices on performance of banks using mediator role of market orientation in the relationship between TQM and performance. To this purpose, four hypotheses were developed. To gather the necessary data to test the hypotheses, a standard questionnaire containing 42 questions was used in 13 dimensions and between the 291 employees and managers of 11 commercial banks in the guilan province, as research population has been distributed. First with using exploratory factor analysis, factors related to the three main variables identified in the study population and then using structural equation modeling techniques to evaluate research hypotheses were done in Lisrel software. The analysis indicates that the results same to the previous research about the positive impact of TQM and Market-oriented approaches on the performance and became apparent that the market orientation could focus on TQM impact on performance mediator role to play.