Evaluating impact of market orientation on organizational commitment and team spirit among the employees: a study of banking industry

The role of market orientation has been deeply evaluated and examined by the scholars all over the world. More so ever, the business performance has been the most examined outcomes of market orientation all over the industries. Earlier researches have indicated that market orientation positively affects business performance both economic and noneconomic. The present study briefly examines the impact of market orientation on behavioural outcomes of employees. The study is aimed to check whether market orientation has any impact on organizational commitment or team spirit among the employees in banking sector. The sample of 217 senior executives was collected from Madhya Pradesh. Statistical tools like correlation and linear regression were used to examine the collected data. The results of the study indicate that market orientation positively affects both organizational commitment and esprit de corps among the employees.