Journal of Social Sciences

Assessment of Marketing Orientation Concept in Jordanian Service Industry

Shaker Ismail, Mustafa Al Shaiekh and Mamdouh Al Ziadat

DOI : 10.3844/jssp.2009.177.182

Journal of Social Sciences

Volume 5, Issue 3

Pages 177-182


Problem statement: The objective of this study was to explore the extent to which the concept of marketing orientation was clear and adopted by Jordanian service firms, focusing on the financial sector. Approach: Based on an empirical fieldwork. Results: The study concluded that the majority of Jordanian financial service firms had a misconception of marketing orientation concept. They believed that they exercise marketing orientation concept, while their actual practice of selling orientation. Conclusions: The study also concluded that the majority of these firms kept strategic planning at the top management level. Statistical testing showed that the length of experience in business was an important factor in the firm's clarity of the concept of marketing orientation. Several implications of the findings and recommendations were finally presented.


© 2009 Shaker Ismail, Mustafa Al Shaiekh and Mamdouh Al Ziadat. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.