The Impact of Market Orientation on Customer Satisfaction of Private Schools in Jordan

Shadi M Altarifi,Ibrahim S Aqel,Khaled A Al Tarawneh

doi:10.5539/ijbm.v11n9p117

Shadi M Altarifi, Ibrahim S Aqel + Show 1 more

Open Access

https://doi.org/10.5539/ijbm.v11n9p117

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Abstract

This study aims at identifying the impact of market orientation on customer satisfaction in private schools in Jordan. The population of the study consists of managers of different levels in private schools in Amman. Out of the questionnaires distributed, 158 usable questionnaires were returned with a response rate of 79%. Market orientation was measured based on Markotz model. The findings supported the significant influence of market orientation on customer satisfaction. Hence, practical implications for schools’ managers were provided in terms of assessing and monitoring market orientation periodically, to be able to identify where improvements are needed, and to identify which dimensions of market orientation should be considered, especially on competitor orientation.

Highlights

In the last few years, Interest in the education Sector has been significantly increased, especially in the Arab world, due to its great impact in the economical progress and the social aspect
It is consistent with the conclusion that: researchers emphasized that dealing with market orientation as a group of behaviors, activities and practices rather than as a feature of organizational culture may benefit the organization though both viewpoints are precious (Hurley & Hult, 1998)
It is clear that the highest degree of implementation was for competitor orientation with a mean of 3.37, because creating value and keeping the satisfied customers are the major goals for market oriented firms (Day, 1994), followed by customer orientation with a mean of 3.16, and the lowest degree of implementation was for inter-functional coordination

Summary

Introduction

In the last few years, Interest in the education Sector has been significantly increased, especially in the Arab world, due to its great impact in the economical progress and the social aspect. Activities in all aspects: education, financial, banking, tourism, Telecom and health have been developed to support the national economy. This variation in such activities has participated in increasing the demand on the education services, which resulted in quality and quantity development in presenting these services to elevate with the preferred requirements for customers. The market orientation devotes itself to provide the organization with the steps required to develop its own philosophy, taking into consideration the time factor, which has become a considerable variable in the customer’s preferred list. The fast technological progress and raised competition have created the obligatory to develop a mechanism through which organizations can enhance and analyze marketing data, and work in developing a set of activities to monitor, analyze, and comply with the rapid market movements; i.e. market orientation, in terms of marketing literature

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