Exploring the Mediating Effect of Team Orientation on the Relationship between Market Orientation and Performance of Nigerian Banks

Drawing on the resource-based view and contingency theories, this study empirically explores the mediating effect of team orientation on the relationship between market orientation (MO) and the performance of Nigerian banks. The study adopted a survey research design and a structured questionnaire was administered to a sample of 255 senior bank managers representing 18 commercial banks in Nigeria for data collection. PLS-SEM was performed to test the study hypotheses. Results indicate that MO has a positive relationship with team orientation and bank performance. Likewise, team orientation has a strong positive impact on bank performance and significantly mediates the MO-performance relationship. Based on the findings, the study concludes that team orientation helps in maximising the positive impact of MO on bank performance. The findings offer some implications for banks and bank managers. The study contributes to the literature on MO and firm performance by providing empirical evidence of the mediating effect of team orientation on the MO-performance relationship.