A Study of the Effect of Market Orientation on the Job Attitude (Case Study: Commercial Banks in Boushehr)

Ever changing of business trends and increase of competition among companies has made the surrounding environment of organizations، more different. Diagnosing the future business trends and moving through theses in the way that organizational goals might be achievable، highlights the importance of marketing research existence and concept such as market orientation. The objective of this study is evaluating the effect of market orientation on job attitude that is essential for internal marketing. The research is of applied type and the research method is of descriptive survey type. Testing hypothesis and measuring market orientation were drived from the market orientation scale of narver and slater (1990) and measuring job attitude were drived from standardized scales. The Statistical population of this research includes the commercial banks in boushehr. Using appropriate statistical methods 234 individuals were chosen as the sample. Cronbach''s Alpha coefficients serve as indices for reliability analysis to determine whether internal consistency is ideal. The Alpha coefficient of questionnaire question items in this research has been approved the data analyzed by person correlation and regression using spss. The result of data analysis indicate that market orientation effects on job attitude، also component of market orientation effects on organization commitment، job satisfaction، and also customer orientation and interfunctional has impact on intention of leaving. None of the component of market orientation has impact on role conflict and competitor orientation has none correlation with the intention of leaving. Finally، the suggestions has presented for improving performance of commercial banks and facilating future research.