Market driving in retail banking

Purpose - The purpose of this paper is to investigate the relationship between the proactive market orientation approach and business performance in retail banking. Design/methodology/approach - Based on a theoretical discussion, empirical research was conducted to test the proposed relationship. Multiple item indicators were employed to measure the constructs. Findings - Results from the study provide empirical support, suggesting that the proactive market orientation approach has a positive influence on business performance. Research limitations/implications - The study has pondered the relationship between the proactive market orientation approach and business performance, while other factors that have an influence on business performance have not been considered. Practical implications - Research results suggest that the proactive market orientation philosophy in the banking sector can be viewed as a threshold factor in order to increase business performance. Originality/value - The present study provides useful information on driving market strategies in retail banking.