ABSTRACT
This study examined the relationship between entrepreneurial orientation and marketing success of agency banking operators in Port Harcourt. The study adopted a descriptive research design. The population of the study consist agency banking operators in Port Harcourt. Through the Central Bank of Nigeria, sixteen (16) registered agency banking operators were identified for the study. Given a population of sixteen (16) firms which is less than thirty (30), this study adopted a census approach, and focused on the staff of agency banking outfits. Ten (10) staff were sampled from each of the agency banking outfits, making a total of one hundred and sixty (160) test units that participated in the study. The study utilized a structured questionnaire to collect primary data. The Spearman Rank-order correlation technique was employed as the test statistic, relying on the Statistical Package for Social Sciences (SPSS). The study found a significant relationship between entrepreneurial orientation and marketing success of agency banking operators in Port Harcourt. The study thus concluded that entrepreneurial orientation through customer intensity, and sustainable innovation drive marketing success of agency banking operators in terms of customer retention and referrals. The study therefore recommends agency banking operators should be customer-centric and pursue sustainable innovation in order to achieve marketing success in terms of customer retention and referrals. Keywords: Agency banking, customer intensity, entrepreneurial orientation, marketing success sustainable innovation