The Impact Of Market Orientation Practices On Organisational Performance In Nigerian Banking Industry

(A CASE STUDY OF FIRST BANK, FIRST CITY BANK, STERLING BANK, UBA AND ZENITH BANK) ABSTRACT The purpose of the study is to gain a better understanding of the theoretical and empirical relationship between market orientation practices (intelligence generation, intelligence dissemination and responsiveness, customer focus, competitor orientation and inter - functional coordination) and some measures of organizational performances (profitability customer satisfaction, long term objectives, short term objectives) of Nigerian banks. A Cross Sectional Survey research design was adopted; while data…