M.A. Thesis:

The Relationship between Market Orientation and Organizational Performance Considering the Mediating Role of Employees' Job Satisfaction

Companies operating in today's turbulent environments face more unpredictable demands and needs from customers. In such an environment, paying attention to customers and monitoring and comparing their competitors' actions can be considered as an important factor in the success of a business unit. In order to cope with the current market conditions, companies are forced to use more comprehensive strategies to make the necessary resources for the organization's resources. Attention to market orientation can make existing organizations more ready to face the turbulent market conditions of today. Can get the necessary information on The purpose of this study is to investigate the relationship between market orientation and organizational performance with regard to the mediating role of job satisfaction among employees. The research is applied for descriptive and survey method in terms of purpose and data collection method. The statistical population of bank branch staff Exports of Khorasan Razavi have been selected by 2300 people and a random sample of 329 people has been obtained using Morgan's table. The data gathering tool was a questionnaire consisted of three market orientation questionnaires (Narver and Slater), a bank performance questionnaire (Yavas and Karatpeh), job satisfaction questionnaire (Minnesota). To analyze the data, SPSS -AMOS software, The version 24 was used and the reliability of the research variables was evaluated by calculating the Cronbach's alpha coefficient and the combined reliability coefficient (CR). In order to test the research hypotheses, the structural equation model of t-test and sobel test was used. The results of the research indicate that there is a relationship between market orientation and organizational performance and job satisfaction of employees. The relationship between market orientation and performance Further, it is suggested that managers and other staff in the field of marketing and other parts of the organization use techniques such as customer orientation, a performance-based payment system, promotion of reward systems, holding in-service training courses , Increasing the organization's competitive level, increasing inter-agency coordination (currency Identifying needs, designing operational plans, transparency of accountability and accountability, paying attention to the views, opinions and approaches of different parts of the organization), improving the delivery processes and changing the technical and behavioral skills of the bank staff and providing services based on market needs to improve performance. Organization and increase of job satisfaction of employees.

Keywords: Market orientation, Organizational performance, Staff satisfaction