Research Article Open Access

Assessment of Marketing Orientation Concept in Jordanian Service Industry

Shaker Ismail, Mustafa Al Shaiekh and Mamdouh Al Ziadat


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.

Journal of Social Sciences
Volume 5 No. 3, 2009, 177-182


Submitted On: 21 February 2009 Published On: 30 September 2009

How to Cite: Ismail, S., Shaiekh, M. A. & Ziadat, M. A. (2009). Assessment of Marketing Orientation Concept in Jordanian Service Industry . Journal of Social Sciences, 5(3), 177-182.

  • 0 Citations



  • Marketing orientation
  • one-way ANOVA testing
  • strategic planning
  • marketing practices