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Market driving in retail banking

David Martín‐Consuegra (Department of Marketing, University of Castilla‐La Mancha, Ciudad Real, Spain)
,
Arturo Molina (Department of Marketing, University of Castilla‐La Mancha, Ciudad Real, Spain)
and
Águeda Esteban (Department of Marketing, University of Castilla‐La Mancha, Ciudad Real, Spain)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 13 June 2008

Abstract

Purpose

The purpose of this paper is to investigate the relationship between the proactive market orientation approach and business performance in retail banking.

Design/methodology/approach

Based on a theoretical discussion, empirical research was conducted to test the proposed relationship. Multiple item indicators were employed to measure the constructs.

Findings

Results from the study provide empirical support, suggesting that the proactive market orientation approach has a positive influence on business performance.

Research limitations/implications

The study has pondered the relationship between the proactive market orientation approach and business performance, while other factors that have an influence on business performance have not been considered.

Practical implications

Research results suggest that the proactive market orientation philosophy in the banking sector can be viewed as a threshold factor in order to increase business performance.

Originality/value

The present study provides useful information on driving market strategies in retail banking.

Keywords

Citation

Martín‐Consuegra, D., Molina, A. and Esteban, Á. (2008), "Market driving in retail banking", International Journal of Bank Marketing, Vol. 26 No. 4, pp. 260-274. https://doi.org/10.1108/02652320810884795

Publisher

:

Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited