Date of this Version
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This study aimed to investigate the impact of the application of the market orientation concept and its components on marketing performance in state and private university libraries in Jordan from the point of view of their managers and heads of departments. The initial study sample consisted of 170 library managers and heads of departments, of whom 95 (55.9 %) responded to the questionnaire.
The study revealed that both state and private university libraries in Jordan apply the concept of market orientation, although there are differences in the application of the components of market orientation. It also revealed that there are significant differences between the respondents' points of view, which could be attributed to the dependent variables of specialization, educational qualification and years of experience, and due to libraries’ number of employees and duration of establishment. There are no significant differences between the respondents' points of view that could be attributed to the dependent variables of gender and sector (state or private). It also revealed that all market orientation components has a high positive impact on marketing performance.
The study introduces some recommendations related to the findings, such as the need to develop environmental adaptability and competitive orientation, and to pay more attention to finding out the needs of users.