CASE 5

Measuring MKTORIENT

At present there are 196 Regional Rural Banks (RRBs) in India and most of them are sick. However, lots of efforts have been made to revitalize them (the latest being the Bhandari Committee, 1994) but these efforts were invariably outside the frame work of marketing orientation. Hence, there is a need to measure the level of marketing orientation of the RRBs and suggest measures to improve their performance. Sharma, Desh Bandhu and Gurjeet Kaur undertook a study to measure marketing orientation of rural banks. The study is divided into two phases: in phase- I, marketing orientation instrument was developed. In phase- II, marketing orientation in RRBs is measured.

PHASE-I INSTRUMENT DESIGN

A schedule for the data from ...

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