... Orientation and Customer- Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City overall understanding of the concept of market orientation in banking in particular and the service industry ... Sivadas, & Internal Market Orientation and Customer- Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 10 Garbarino, 2008) Our conceptualization of customer- oriented behavior ... such as: SeABank, Kien Long Bank, SCB Bank, EximBank, and Vietcombank All Internal Market Orientation and Customer- Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 25 branches...