Market orientation of financial operations in the Ghanaian banking sector performance

Abstract

Market Orientation is a set of beliefs that places customers’ interests first, but at the same time raises the consciousness of the need to obtain information about competitors and create cross- departmental activities to satisfy customers’ needs, in order to gain a competitive edge in the tempestuous, competitive environment. Although some judicious amount of studies on the above topic have been assumed within the newly developed and developing economies, there has been little effort at addressing the Ghanaian banking industry experience and its related problems. The study employed the survey design and quantitative method to investigate the problem. To examine the above schemes, a convenience sampling method was engaged and data acquired through a survey method. The study proffered a recommendation to banks operating in the industry to continually and consistently improve upon their performance strategies and ensure their effective and efficient implementation. Further, the study recommended to banks operating in the country to take market orientation seriously as bedrock of banking sector performance in the country if they want to stay in business.