In the present article the aim is provide a model of market orientation in the banking industry services. In this regard, studies in the field of market orientation and its antecedents, outcomes and related variables been investigated and presented from various articles have been extracted. In this study, ...
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In the present article the aim is provide a model of market orientation in the banking industry services. In this regard, studies in the field of market orientation and its antecedents, outcomes and related variables been investigated and presented from various articles have been extracted. In this study, in addition of organizational level of market orientation, individual level has been also studied and identify its antecedents. Researchers have extensively studied the antecedents and consequences of market orientation and its related factors in the organization, next Delphi method used to identify the internal and external antecedents that articles and studies in the past have not been tested and evaluated them. 24 people from academia, researchers and experts in the banking industry in this study had a total collaboration. Overall, the Delphi method, after four-step has led to the consensus of the participants. The study results provide a qualitative model includes antecedents of market orientation and environmental factors affecting the relationship between market orientation and performance.
