The effects of individual market orientation, personality, emotional intelligence and commitment on banks' employee performance
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Date
2018
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Publisher
Universiti Teknologi Malaysia
Abstract
Numerous scholars and researchers have claimed that market orientation can result into higher performance. However, limited empirical research has been conducted on individual factors that predict market orientation. Therefore, this study investigated conscientiousness, agreeableness, neuroticism, emotional intelligence and commitment as the antecedents to market-oriented behaviour of non-managerial employees with mediating role towards their performance of banking industry in Zanzibar. Theories of self-efficacy and expectancy are applied to underpin the study due to lack of strong and mature theories in the market orientation domain to support a complex model that include mediation, providing hints on the variables to be studied as well as their logical flow. The choice of study setting is due to poor productivity, performance and limited application of marketing among bank employees. Purposive and convenient sampling techniques were applied to collect data, reaching 165 usable responses. Structural Equation Modeling was performed using SmartPLS 3.2.6 software, while descriptive statistics were analysed using SPSS. The results confirm that conscientiousness, agreeableness, commitment and emotional intelligence are predictors of market-oriented behavior, with individual market orientation mediates the relationship between these variables towards performance. However, neuroticism was found to have no relationship towards individual market orientation or performance and have no mediating function either. Findings of the study will enable banks to use the model to improve market-oriented behaviour and performance among non-managerial employees from all departments. However, the study is limited to cross-sectional design to test mediation and self-reporting questionnaire that create sense of biased response including the use of reflective construct that possibly reduce content validity. Therefore, it is suggested that future studies should apply longitudinal design, which is better suit for investigating mediation effects. The use supervisors’ rating questionnaires to reduce respondents’ biasness and combination of reflective and formative constructs to maintain content validity may also overcome these limitations
Description
Thesis (Ph.D (Management))
Keywords
Management