Investigating the Effect of Market Orientation Dimensions on Non-Financial Firm Performance in the Nigerian Fintech Sector

This study investigated the effect of the dimensional use of the Market Orientation (MO) model on non-financial performance in the Nigerian Fintech sector. Specifically, this study employed the dimensions of customer orientation, competitor orientation, and inter-functional coordination of the Narver and Slater market orientation model. The Resource-based View Theory underpinned this study. This study employed a descriptive research design, with a population of 2451 employees from Fintech firms in Lagos State, Nigeria. A sample size of 345 employees was obtained using the Yamane formula, while convenience sampling was adopted for the study based on the respondents’ availability and willingness to participate in the study. Data collected was analysed using correlation and regression analysis. The findings revealed that the MO dimension of inter-functional coordination negatively affects the non-financial performance of the selected Fintech firm. In contrast, the other dimensions (customer orientation and competitor orientation) showed positive and significant relationships with non-financial performance. The study, therefore, recommends synergy among the employees and various departments within the Fintech firms under study for efficient and effective dissemination of information to enhance the organisation's overall performance. As the regulator of these Fintech firms, the Central Bank of Nigeria must strongly support the Fintech sector through attainable policies.