Evaluating the role of market orientation on the new services performance and service innovation (case study: Ayandeh Bank)

Market orientation is one of the important and key issues in marketing management and customer-orientation. In the field of innovation in service activities, points such as service innovation and new service performance are investigated. The aim of this study is to examine the relationship between market orientation, and service innovation and new services performance. This study was conducted in Ayandeh Bank of Tehran. The statistical population of this study was consisted of all the managers working in the branches of Ayandeh Bank in Tehran including 226 managers. Software used in this study was SPSS and LISREL. The results showed that there is a significant relationship between market orientation, innovation, and service performance in banking industry. So, it can be concluded that market orientation is in one of the efficient strategies in market performance, and market orientation is an important factor of corporate profitability. Finally, the results showed that service orientation acts as an intermediate element in the relationship between the dimensions of market orientation (customer orientation, competitor orientation, inter-functional) and those of new service performance (market and financial performance).