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.

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