Title of fitting and testing the native model of market orientation in the Iranian banking industry

The purpose of this study is to fit the indigenous model of market orientation in the Iranian banking industry. The present study is mixed (qualitative-quantitative) and in the first stage, the qualitative method with Strauss-Corbin approach was used to construct the model and in the second stage, the structural equation method was used to test the model. After studying the theoretical foundations of market orientation, designing interview questions, conducting interviews and achieving theoretical saturation, a questionnaire was developed that was 288 items in 59 concepts. In order to check the validity of the final questionnaire, it was distributed among 12 industry and academic experts and after calculating the CVR of items, this value was reduced to 212 items in the form of 58 items. In the qualitative part of the statistical population included prominent banking experts and in the second step, which was the quantitative part of the research, a research questionnaire was distributed among middle managers, senior managers and experts of 33 banks in the country. The results showed that in the qualitative section, 54 concepts obtained were placed in 6 categories including strategies and actions, causal conditions, contextual conditions, intervening conditions, consequences and central phenomena. Also, according to the software output in the quantitative part, the path coefficient value for the 5 relationships between the components of the model has a positive value, which means that the relationships are direct and only the variable relationship of interfering factors and strategies has a negative sign.