Market orientation of individuals : a study on the remisiers / Paul Niden Minjap

The purpose of this paper is to study the market orientation of services firms by looking specifically into the stockbroking companies in Malaysia. The focus will be in measuring the market-oriented behavior of the individuals namely, remisiers as being an agent in a stockbroking company. Most studies about market orientation of service firms rarely consider the contribution ofindividual employees to the realization of this orientation. More precisely, the main objective of this paper focuses on the level of individuals’ market orientation and the effect on work performance and future intentions, which definitely leads to customer satisfaction.