Market Orientation in Service Industry: Banking and Insurance Sectors in Malawi
study was conducted to assess the marketing orientation for Malawian companies.
Business performance is linked to market orientation hence it is important for companies
to display the behaviour that is in keeping with this phenomenon. Malawi being a
least developed country has its industry sector contribution key to its economic
growth. Such industry need to contribute positively to help push the economic growth
of the country.
orientation has proved to be important
in driving such business growth through the implementation of the marketing concept.
The aims for this study was to find out if companies in Malawi are market oriented.
The gap that existed on the Malawi market was that no such research has been done
in Malawi before and this study aimed to bridge that gap and help companies realize
the importance of being market oriented.
objectives of the study included as assessment of the market orientation of companies
in Malawi, Resourcing of the marketing department tasked with the implementation
of the marking concept and if the marketing concept is fully implemented in the
companies in Malawi. The final objective was to check if MKTOR and MARKOR scales
used for assessing market orientation give similar conclusion on market orientation.
study was a case study in nature and used mixed research methods where both quantitative
and qualitative data collections methods were applied. Survey instrument questionnaires
were administered to two companies that participated in the study. This was followed
by qualitative in-depth face-to-face interview where more observation on the market
orientation constructs, proof of processes and behaviours were ascertained as part
of action research necessary in case study methodology.
research used simple random sampling in both companies to select respondents who
participated in the study, which mainly looked for employees in supervisory and
management level in order to make sure they would articulate and understand the
study constructs under investigated. Analysis used SPSS version 20 where frequencies,
means and equality of means analysis for construct comparison between two scales.
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