• The Journal of the Korea Contents Association
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• v.12 no.5
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• pp.227-242
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• 2012

This study is to experientially verify that market orientation affect organizational performance toward social service marketization. social service marketization put pressure upon financial environment in nonprofit human service organizations and exacerbate competition between nonprofit human service organizations and profit organizations each other. For survival, nonprofit human service organizations in social service market where various supply organization participate needs sensitivity to the environment. For this purpose the need of introduction of market orientation is being raised. At this point this study is useful that measure the level of market orientation and analysis impact of market orientation toward organizational performance in nonprofit human service organizations. Data was collected from busan nonprofit human service organizations in participate voucher program, number of total organization is 92. The level of market orientation was 3.63. Analysis of the impact of market orientation to organizational performance used regression analysis through structural equation modelling. As a result of the analysis, market orientation was affected by organizational performance. Based on the results, this study suggests that nonprofit human service organizations should need market orientation centered organization management and sensitive response toward external environment.