market orientation in iran banking industry with an emphasis on hr roles

this paper aims to recognize and evaluate the dimensions of market orientation with an emphasis on hr roles in iran banking industry. to achieve this purpose, this paper is structured in two phases. in the first phase, we tried to recognize the dimensions of market orientation with an emphasis on hr roles in banking industry by using comments of marketing and hrm experts and bank staffs. in the second phase, applying quantitative survey, we tested a conceptual model in the case of “bank e mellat”. the results of this study showed that the model of market orientation with an emphasis on hr roles in banking industry includes three dimensions: intelligence behavior, intelligence responsiveness and integrated systems and departments. accordingly, bank human resources can be considered as a main part of bank intelligence behaviors and responsiveness that require integrated systems and departments inside the bank to play an effective role.