The success of a relationship equity management is heavily dependent on levels of marketing orientation quality. The purpose of this paper is to examine the impact of marketing orientation quality (MOQ) on relationship equity management (REM) within banking sector. Results shows that the MOQ and its components Influence relationship equity (REM) and also point out that all items of MOQ are positively and significantly associated with (REM). This study contributes to the rare empirical investigation of the MOQ and REM. The paper provides detail discussion, Imitations and directions for future research.
Marketing orientation, relationship equity management
