The relationship between customer orientation, İnovation orientation and organizational commitment: A field study

Customer orientation focuses on exploring and meeting customer needs while optimizing their purchasing needs. Innovation orientation is necessary for creating and entering new markets, increasing existing market share, and firm growth strategies. Organizational commitment is a psychological state that explains the decision of the employee to maintain its association with the organization and its membership.This study is limited both in terms of time and cost, it has been performed in the Central District of Kastamonu province to private schools and private education institutions. The relationship between customer orientation, innovation orientation and organizational commitment will lead to the implementation of studies on organizational commitment. This study was carried out to determine whether there is a significant relationship between customer orientation, innovation orientation and organizational commitment in private schools and private education institutions. Datas were collected by face-to-face questionnaire method in the study. Customer Orientation, Innovation Orientation and Organizational Commitment Scales were evaluated in the SPSS 23.0 statistical program. It has been determined that there is a significant relationship between customer orientation, innovation orientation and organizational commitment. Whether the points related to employees' customer orientation, innovation orientation and organizational commitment with respect to age, gender, education status, team title was tested by one-way analysis of variance (ANOVA) and t-Test. In the study the level of significance was set at alpha (α=.05). As a result of the analysis, the customer orientation and innovation orientation factors which affect the organizational commitment of the employees in the private schools and private education institutions (preparatory school) were determined. When the age of employees is evaluated, there is a significant relationship between customer orientation, innovation orientation and organizational commitment (p <0.05). Key words: Customer orientation, İnnovation orientation, Organizational commitment