Comparing Market Orientation in Parivate and Governmental Banks and its Effect on Bank Service Quality (Case Study: Yazd City)

Subject Areas : Jounal of Marketing Management

Sh. Nayebzadeh ^{1 *}

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Received: 2013-08-25 Accepted : 2013-08-25 Published : 2012-06-21

Keywords: Market orientation, Bank service quality, Private banks, Government Banks,

Abstract :

The main purpose of this research is Investigation market orientation in private and government banks and its effect on customer perception of perceived service quality; According to this goal private and government banks in Yazd have studied as statistical society. The present research method is correlation and applied research. Data analysis was done by using test t, a Wilcoxon rank test to compare means, Mann-Whitney test, Kruskal-Wallis test and Friedman's rank test and Pierson correlation test. The results of this investigation showed that there aren’t significance differences between market orientation extent in private and government banks, and between market orientation customer’s perceptions of bank's service quality significance linear relationship was not considered.