In recent decades marketing has become more dynamic than before. The world has undergone rapid technological changes coupled with stiff competitions on the services or products offered in the services industry. In this competitive arena all enterprises exist to gain profit, however it is obvious that there exists no single formula for better services performance. Marketing managers and scholars believe that marketing orientation improves a lot a company's performance. This is vividly shown when one examines literatures on marketing orientation and its impact on company’s performance. It is acceptable that marketing orientation, learning organization and business innovations are some of the most important terms for executives to follow. The purpose of this paper is to examine the concept of market orientation and how\v it can be used to improve business performance especially for service industries.
Service marketing, market orientation, measurement and business performance