Exploring market orientation in banks: an empirical examination in Saudi Arabia

Shahid N. Bhuian*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

82 Citations (Scopus)


Examines market orientation and its relationship with return on asset (ROA), return on equity (ROE), and sales-per-employee within a novel context, banks in Saudi Arabia. Toward this end, a sample of 92 bank managers was investigated. Findings indicate that banks in Saudi Arabia are marginally market-oriented and that market orientation is unrelated to ROA, ROE, and sales-per-employee. Further, results imply that executives of firms, in general, should weigh the external environment in which the firm operates before adopting a market-oriented philosophy because market orientation may not be a preferred orientation under all circumstances.

Original languageEnglish
Pages (from-to)317-328
Number of pages12
JournalJournal of Services Marketing
Issue number5
Publication statusPublished - Oct 1 1997
Externally publishedYes


  • Banks
  • Empirical studies
  • Market research

ASJC Scopus subject areas

  • Marketing


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