MARKET ORIENTATION AND BRAND PERFORMANCE OF DEPOSIT MONEY BANKS IN PORT HARCOURT

Abstract

The study examined the extent of relationship between market orientation and brand performance with deposit money banks in Port Harcourt. The study adopted a cross-sectional survey research design. The population size was drawn from the staff of quoted deposit money banks with in Port Harcourt. The sample size was 384. The instrument used is the questionnaire. The Pearson Product Moment Correlation was used to test the hypotheses formulated for the study. The findings revealed that; a significant relationship exist between customer orientation and brand performance, competitor orientation and brand performance, and cross-functional integration and brand performance of deposit money banks in Port Harcourt. The implication of the study is that bank executives will use the findings from this study to make proper decisions. Also, the study will enable the service providers to have standardised service delivery strategies that will reduce costs, expand the delivery options and improve productivity as well as satisfaction for their customers. It was therefore recommended amongst others that deposit money banks should develop a good customer rapport with their various customers, by making it more interactive and simply, as this will encourage more patronage