This study addresses the introduction and application of Market Orientation to the public organization for better performance, focusing on Consumer Satisfaction.
The result of testing is that organic structure, organization's culture, innovation and the effort of Consumer Satisfaction management lead to higher performance. Also, the Market Orientation improve the employee satisfaction in the public organization.
There are several implications: First, this is an empirical study comparing public and private organization. Second, a methodology for introduction and application of Market Orientation to the public organization is suggested. Third, we established a framework for future studies by defining the concept of Market Orientation, Consumer Satisfaction, and Performance concerning public organizations.
