Significance Of Market Orientation On Business Performance With Mediating Role of Employee And Customer Satisfaction In Ethiopia Banks

Abstract

The purpose of this study the Market Orientating effect on Business performance with the mediating role of Employee satisfaction and Employee satisfaction In case of Public and private banks of Ethiopia. Market oriented of business organizations seek to understand customers’ expressed and latent needs and develop superior solutions for those needs. The research idea stems from academic findings that market orientation not only affects the performance of the concern directly but also indirectly. Data for this research was collected from both primary and secondary sources. Quantitative research design of data analysis was employed. Sample size of determination was 384 respondents. The scales have been purified and validated with the help of descriptive data analysis with different normality assumptions. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and the results of structure equation modelling (SEM) revealed a significant relationship between market orientation and business performance. The indirect effects of market orientation on business performance through with mediating role of employee satisfaction and customer satisfaction have been explored with the implication of SPSS Version 22 and AMOS 23.