An Assessment Of Internal Market Orientation In Jammu And Kashmir Bank Through Internal Suppliers’ Perspective | Gurjeet Kaur, RD Sharma & Nitasha Seli

The purpose of this paper is to examine the level of internal market orientation (IMO) from internal suppliers’ perspective, particularly with regard to two behavioural components, viz., intelligence dissemination and responsiveness.The study is primarily based on first hand information gathered from 37 internal suppliers of Jammu & Kashmir Bank. All the 27 branches and 4 offices of J&K bank in Jammu city were contacted for extracting requisite information from the internal suppliers. Thus, the study made use of census method for gathering required data. Internal suppliers’ continuous emphasis on internal market orientation results into organisational commitment and job satisfaction among internal customers. Further, there does not exist significant difference between the internal suppliers on the basis of their length of service and educational qualification. The study is limited to only two dimensions of IMO. Moreover, the study is confined to a private sector bank. Internal suppliers should attach due significance to the components of IMO, as these have significant impact on internal customers satisfaction. The study provides both theoretical and managerial implications of the findings and thus, the research findings will be of immense help to the bankers, academicians and policymakers.