The Significance of Market Orientation Strategies that Affect the Sustainability of Business Profitability: The Mediating Role of Employee Commitment Practice: A Case of Commercial Banks of Ethiopia Bule Hora Town

The Significance of Market Orientation Strategies that Affect the Sustainability of Business Profitability: The Mediating Role of Employee Commitment Practice: A Case of Commercial Banks of Ethiopia Bule Hora Town

Gada Gizachew Wakjira (PhD Scholar)
PhD Candidate in Bule Hora University, Marketing Management Department, Bule Hora University, Ethiopia



The purpose of this study aims the Significance of Market Orientation practice that affect sustainable Business performance, the Role of Employee commitment; the case of public banks of Ethiopia Bule Hora town, Market orientation is a business perspective that makes the customer the focal point of a business company’s total operation. The general objective of the study is to investigate the effect of Market orientation is the business organizations seek to understand customers expressed and latent needs and develop superior solutions for those needs. The research idea stems from study findings that market orientation not only affects the sustainability of business performance of the concern directly but also indirectly Employee commitment has also confounded to affect directly and indirectly. On the basis and types of data gathered and the instrument used, quantitative research design to use Confirmatory factor analyze and the data analysis were employed for sample size determination valid 368 respondents and as most of the respondent replied to major effect of market orientation data have been collected from employees the bank and customers of both public commercial banks Ethiopia Bule Hora town. The scales have been purified and validated with the help of confirmatory factor analysis (CFA) and the results of structure equation modeling (SEM) revealed a significant relationship between market orientation strategies and sustainable business performance, with mediating role of employee commitment have been confirmed, which yielded to the significant results to used SPSS Version 22 and AMOS 23 to analysis SEM, Standard Regression Weights and model fit value.

Keywords: Market orientation, Intelligence generation, Intelligence dissemination, Employee satisfaction, Customer satisfaction and Business performance.


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