Native Scale for Market Orientation of Iranian Commercial Banks

Market orientation as an essential concept of marketing has not been studied in Iranian commercial banks with no native scale. This study aimed at develops a native scale for measuring market orientation and its situation in Iranian commercial banks. Accordingly as a result of theoretical and exploratory studies a comprehensive scale was developed which shows dimensions of market orientation. Validity of the scale is confirmed by 70 experts. The confirmed scale is questioned from 300 managers and officers of international department of commercial banks through a 2-page questionnaire. The findings are: (1) A native scale for measuring market orientation in Iranian commercial banks in which the importance of dimensions are intelligent behavior, analyzing and planning of strategic response, implementing and controlling of strategic response and coordinated systems and departments respectively; (2) Market orientation in Melli, Saderat, Mellat and Sepah Banks is appropriate and only in Tejarat Bank is inappropriate.