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Market orientation in the banking sector: Measuring the key role of salesperson performance

Author

Listed:
  • Verónica Rosendo-Ríos

    (CUNEF – Colegio Universitario de Estudios Financieros, Departamento de Organización y Marketing, Leonardo Prieto de Castro, Ciudad Universitaria, 28040 Madrid, Spain)

  • Miguel Martín-Dávila

    (CUNEF – Colegio Universitario de Estudios Financieros, Departamento de Organización y Marketing, Leonardo Prieto de Castro, Ciudad Universitaria, 28040 Madrid, Spain)

Abstract

In this paper, we examine the socioeconomic factors that determine cocaine consumption in adults aged over 18 years in Spain. For data from household alcohol and drug surveys for the period 2007–2012 (), we used, first, a decision tree to identify the main predictors of cocaine use and high-risk profiles of cocaine consumers and, next, a multinomial logistic regression model to explain cocaine consumption in terms of sex, age, marital status, employment status, education level, income, household size and perceived health status. The results indicate that the main predictors of cocaine use are marital status, sex, employment status, age, education level and household size. The main cocaine user propensity profile is a young single man with a low level of education and unemployed, who should, therefore, be the main target of campaigns for preventing illicit drug use.

Suggested Citation

  • Verónica Rosendo-Ríos & Miguel Martín-Dávila, 2015. "Market orientation in the banking sector: Measuring the key role of salesperson performance," Cuadernos de Economía - Spanish Journal of Economics and Finance, Asociación Cuadernos de Economía, vol. 38(107), pages 90-95, Agosto.
    • Handle: RePEc:cud:journl:v:38:y:2015:i:107:p:90-95
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    More about this item

    Keywords

    Market orientation. Customer orientation. Competitive orientation. Salesperson customer orientation. Salesperson performance;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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