Market orientation and performance: A study of Takaful performance in Malaysia

Abstract

This empirical study examined the effect of Market Orientation on Organizational Performance from Takaful Business's perspective in Malaysia. Apparently the framework suggests that Market Orientation has positively effects Performance of the organization. Based on the review of literatures, three hypotheses were developed to guide the study. The sampling frame was top management, middle management, junior management and executives in the Marketing department of six composite Takaful Operators headquarters in Malaysia. A total of 162 questionnaires were distributed and 111 responded in which they were analyzed. Findings from the study found that all of these hypotheses were supported the framework thus providing new ideas for the representative specially Marketing Manager from Takaful industry to increase their level of market penetration which is still low at the present. Several practical implications from the study found are also discussed.