THE MODERATING EFFECT OF MARKETING ORIENTATION ON LEARNING AND ORGANIZATIONAL PERFORMANCE: A STUDY OF NBC PORTHARCOURT, RIVERS STATE
The study investigated the moderating effect of Market Orientation on Learning and Organizational Performance: A study of NBC Port Harcourt, Rivers State. The study employed the cross-sectional survey using quantitative method. The population comprised of 50 middle and senior managers. The study used the census approach and studied the entire population using convenient sampling techniques. Primary data sources were employed; the questionnaire was structured using the four point likert scale. In establishing the reliability of each of the scales, Cronbach’s alpha (α) composite reliability (CR) was used. The Partial Correlation and Person Product Moment Correlation were employed to test the hypotheses formulated. From the empirical analysis, it was revealed that a positive and significant relation was found between open mindedness and organizational performance. Again, shared vision showed a significant relationship with profitability growth of NBC Port Harcourt. The study concluded that learning is a significant predictor of organizational performance. In line with the findings and conclusion, the study recommends that: NBC Port Harcourt should a adopt open-mindedness as it helps to promote development of innovative services within the organization and they should have a policy of shared vision at the organizational level as it will help unite a loosely connected system and encourage progress.
Keywords: Market Orientation on Learning and Organizational Performance.
