Job Satisfaction Framework: The Role of Market Orientation, Service Orientation and IT Infrastructure

The study proposes to investigate whether Market Orientation (MO), Service Orientation (SO) and Information Technology Infrastructure Capability (ITIC) affect the Job Satisfaction (JS) as well as to identify factors and barriers that influence the implementation of MO, SO and ITI capability to improve JS in banking industry. About 20 participants from 4 departments from Mellat Bank of Iran have been involved in the qualitative research process which was blended with the case study design. Significant patterns and themes are identified and presented in this study. A conceptual research framework based on the qualitative analysis on how MO, SO and ITI capability improve JS is proposed. The model comprises of five major components: market orientation, service orientation, job satisfaction, IT infrastructure capability and factors and barriers that influence the implementation of MO, SO and ITI capability to improve JS. Extensive empirical analyses in the real world environment in other industries would be helpful to verify and generalize this approach. This study provides guidelines for bank industry to implement effective market orientation and service orientation initiatives and information technology infrastructure to improve job satisfaction.