The Effects of Banks’ Internal Marketing and Market Orientation Approaches on Performance
Süleyman Demirel Üniversitesi Vizyoner Dergisi , cilt.12, sa.31, ss.812-825, 2021 (TRDizin)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 12 Sayı: 31
- Basım Tarihi: 2021
- Doi Numarası: 10.21076/vizyoner.833838
- Dergi Adı: Süleyman Demirel Üniversitesi Vizyoner Dergisi
- Derginin Tarandığı İndeksler: Academic Search Premier, Directory of Open Access Journals, TR DİZİN (ULAKBİM)
- Sayfa Sayıları: ss.812-825
- Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
- Atatürk Üniversitesi Adresli: Evet
Özet
Information technologies are developing rapidly nowadays and globalization concept which shows up in parellel to IT has started to threaten the existence of firms by making competitive environment more intensive. Counter to this threat, businesses are trying to provide an advantage against their competitors by developing various of strategies. Internal marketing and market oriented approach are among the significant strategies which are developed within this scope. In the study, it is aimed to determine the effects of internal marketing practices and market oriented approach on performance in banks. Besides, it is examined whether internal marketing practices have an effect on market oriented approach or not. As a result of the study, it is determined that internal marketing practices and market oriented approach of banks affect their performance positively. Moreover, it is found that internal marketing practices affect market oriented approach substantially.