This paper aims to use a dual-process of direct and indirect use of competitive advantage (CA) for investigation of the contribution of customer orientation (CO) in affecting organizational performance (OP) of Jordanian banks. The current empirical research is based on the survey conducted on 16 banks from Jordan. Structural equation modeling was employed along with confirmatory factor analysis for easy comprehension of correlation among the three latent constructs. The results showed that (OP) experienced a partial reconciliation effect of (CO) in the presence of (CA). The study also established the significant immediate impact on performance of organization because of (CO). Moreover, significant indirect positive effect of (CO) over (OP) was evident in presence of (CA). Theoretical and managerial inferences of the outcomes are explained in the last section.

Increasing trade, the globalization of products and services, as well as the internationalization of specific firms have steadily accentuated the importance of export performance. This study examines the relationship between market orientation culture with three components including customer orientation, competitor orientation, interfunctional-coordination on increasing export capabilities through firm age and size. Using the data gathered from 111 selected firms over the period 2006-2010, the study has applied correlation ratios as well as structural equation modeling to examine various hypotheses. The survey has concluded that being market oriented increases market capabilities through increasing firm size and age.