MARKET ORIENTATION STRATEGY AND MARKETING PERFORMANCE OF TELECOMMUNICATIONS ORGANIZATIONS IN ENUGU STATE NIGERIA

Abstract

This study examined the effect of market orientation strategy on marketing performance of 
telecommunication organizations in Enugu state Nigeria. The study was quantitative in nature and 
adopted correlational research design. The population of the study was staff of telecommunications 
organizations in Enugu state, Nigeria. The Sample size of the study was 384 staff of 
telecommunications organizations in Enugu state selected using purposive sampling. The 
instrument of data collection was a structured questionnaire. The structured questionnaire was 
validated using expert opinion while Cronbach alpha was used to test the reliability whereupon all 
the variables surpassed the accepted and recommended 6.0. Pearson product moment correlation 
coefficient and multiple regression analysis were used to analyze the data collected with the aid of 
Statistical Package for Social Sciences (SPSS. version 26.0). The results showed that all the five 
market orientation strategies understudy including: customers’ orientation, competitors’ 
orientation, inter-functional coordination, market intelligence generation and responsiveness have 
significant effect on marketing performance of telecommunications organizations in Enugu state 
Nigeria. The implication of this is that management of telecommunications organizations in Enugu 
state Nigeria should effectively coordinate all elements of market orientation for effective 
customer services delivery to meet changes in the market and improve their marketing 
performance.