Abstract
The purpose of this study is to investigate the effect of market orientation on banker’s performance. This study was greatly motivated by the inconsistent findings in the contemporary literature regarding the relationships between market orientation and performance. Due to these inconsistencies, a new research stream emerged which suggests investigating the effect of market orientation that may better explain the nature of the link. This study followed a rigorous process to establish the construct validity of the measure by employing CFA using SPSS statistical software packages. The findings of this study revealed that market orientation was significant predictor of banker’s performance. This study, however, supported the premises of resource-based theory confirming the importance of market orientation for any successful bank branch managers. Therefore, it is strongly suggested that market orientation should be developed in prior to banker’s performance.
Keywords: Banks, Market Orientation, Performance, Managers.