International Journal of Multidisciplinary Research and Development

International Journal of Multidisciplinary Research and Development


International Journal of Multidisciplinary Research and Development
International Journal of Multidisciplinary Research and Development
Vol. 5, Issue 4 (2018)

Effect of market orientation on organizational performance of the selected manufacturing firms in Enugu state, Nigeria


Maduagwu Nneka Esther, Okoro AGU, Emmanuel Chuka Ede

14The study focuses on effect of market orientation on organizational performance of the selected manufacturing firms in Enugu state, Nigeria The study sought to determine the extent of the relationship between customer orientation and customer satisfaction in selected manufacturing firms in Enugu state, Nigeria,. To ascertain the effect of competitor orientation on product quality in selected manufacturing firms in Enugu state, Nigeria and To determine the effect of Inter functional coordination on departmental relation in selected manufacturing firms in Enugu state, Nigeria. The study had a population size of 1106, out of which a sample size of 294 was realised using Taro Yamane’s formula at 5% error tolerance and 95% level of confidence. Instrument used for data collection was primarily questionnaire and interview. Out of 294 copies of the questionnaire that were distributed, 269 copies were returned while 25 were not returned. The descriptive survey research design was adopted for the study. The hypotheses were tested using Pearson product moment correlation coefficient and simple linear regression statistical tools. The findings indicate that There is a significant relationship between customer orientation and customer satisfaction in selected manufacturing firms in Enugu state, Nigeria (r =.796, P<.05). Competitor orientation has a significant effect on product quality in selected manufacturing firms in Enugu state, Nigeria (r = 0.689; t = 17.797; F = 246.887; p< 0.05). Inter functional coordination significantly affect departmental relation in the selected manufacturing firms in Enugu state, Nigeria ( r = 0.885; t = 9.436; F = 990.489 ; p< 0.05).The study concluded that market orientation as an effective and efficient organizational culture which is necessary to have in organization to add more value to customers and increase organizational performance. The study recommended that Firms should always embark on customer orientation that will give them information about their customer needs, so that they can map out strategy on how to satisfy those needs
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How to cite this article:
Maduagwu Nneka Esther, Okoro AGU, Emmanuel Chuka Ede. Effect of market orientation on organizational performance of the selected manufacturing firms in Enugu state, Nigeria. International Journal of Multidisciplinary Research and Development, Volume 5, Issue 4, 2018, Pages 33-40
International Journal of Multidisciplinary Research and Development