Impact of Strategic Orientation on Business Performance through Marketing Capabilities (Case of Study: Mehr Eghtesad Bank Branches in Isfahan)

Marketing activities and strategies are influenced by the strategic orientation. Strategic orientation automatically doesn’t lead to better performance but requires some capabilities and resources in line with the act. Marketing capabilities, a process in the application of knowledge, skills and resources to create value added to goods and services, to meet the demands of a competitive and be responsive to the needs of the market to be used. The purpose of this descriptive-correlation study is to investigate the effect of the strategic orientation on marketing capabilities and also the impact of marketing capabilities on performance in Mehr Eghtesad bank branches in Isfahan. Although there are some researches in this field, but the study of these three variables together in the bank is an innovation of this research. The statistical population of this study is the managers, heads and deputies of the Central Office and managers of the branches of the Bank of Mehr Eghtesad of Isfahan Province. For this purpose, a questionnaire was designed to measure these variables. Cronbach's alpha for the strategic orientation and marketing capabilities was achieved to be 0.82, 0.73 and 0.71. The PLS results showed a significant impact on the strategic orientation and marketing capabilities and the impact of marketing capabilities on performance. The strategic orientation of the bank is customer orientation and marketing capabilities associated with the service and pricing are stronger in the bank.