This study examined the relationship between market orientation culture and organization performance among banks in Nigeria. Two hundred and twenty copies of questionnaire were distributed to staff of nine banks. Cross sectional research design was adopted. The population of the study comprises of 500 staff of selected Banks, and a total of 220 staff was sampled. Data were collected and analyzed using 210 retrieved sets questionnaire. Correlation and multiple regression analysis was conducted. The study established that there is a significant positive relationship between market oriented culture (customer orientation, competitor orientation and inter-functional coordination) and their effect on organizational performance in the Nigerian banking sector.The study also developed an enhanced model that combines the resource-based view of the firm theory and the dynamic capability theory to explain the organizational culture and market orientation culture of bank institutions in Nigeria as key determinants of bank performance. It is recommended that banks should consider customer needs in developing their corporate strategy. (Print), 2219-6021 (Online) ©Center for Promoting Ideas, USA www.ijbssnet.com 94 customer orientation culture, competitor orientation culture and inter-functional coordination culture as independent variables and organizational performance as dependent variable. This study is motivated by the need to comprehend the effect of marketing orientation culture and its effect on organizational performance. Statement of the ProblemQuite a few studies have tested the relationship between market orientation and performance, empirical evidence show disparities in degree and course of the correlation among these variables. Some researchers conclude that market orientation has insignificant impact on performance (Although, a positive association has been recognized in the extant literature between market orientation and firm performance has been found, questions about the strength of this connection still lingers. Therefore, it is obvious that empirical evidence on the correlation among market orientation and performance is inconclusive. Although research in marketing and organizational performance has been increasingly popular in Nigeria and in the banking industry, the correlation between market oriented and the performance of banks in the context of Nigeria has not been adequately examined. Following the above discussion, it is imperative to undertake a study of the relationship between market orientation and performance in the context of Nigerian Banking sector economy. Research QuestionsThe following research questions guided the conduct of the study: i. To what extent does customer orientation culture affect organizational performance? ii. To what extent does competitor orientation culture affect organizational performance?iii. To what extent does inter-functional coordination culture affect organizational performance? Research ObjectivesThe general objective of the study is to achieve an understandin...

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