The Effect of Market Orientation on Organizational Performance with the Mediating Role of Learning Orientation (Case Study: Pegah, Telecommunications and Parsuswitch Companies)

Achieving higher performance is a goal that organizations take various steps to achieve. Organizational learning and market orientation have been introduced as a useful tool for organizations to achieve the desired performance. The purpose of this study is to determine the effect of market orientation on organizational performance with the mediating role of learning orientation. The present applied research is descriptive-survey in terms of data collection method. The statistical population of this study was the employees of Pegah, Telecommunication and Parsoswitch companies. According to the initial sampling and determination of variance deviation, using Cochran's formula, the statistical sample size of this study including 131 employees was obtained who answered the questions by non-probability sampling method. Data collection tool was a questionnaire consisting of three variables of market orientation, learning orientation and organizational performance. Its reliability was confirmed by Cronbach's alpha coefficient of all variables more than the minimum standard value (0.7) and its validity through (AVE) more than 0.4. In this research, structural equation modeling and partial least squares method were used to test the hypotheses and fit the model. According to the findings, the t-value of the effect of market orientation and learning-orientation variables on organizational performance was confirmed with 7.802 and 9.521, respectively, and the effect of market orientation on learning-oriented with 6.107. The results showed that market orientation has an effect on organizational performance with the mediating role of learning orientation. Therefore, market-oriented organizations can improve their organizational performance in a competitive market through organizational learning and increasing the level of knowledge, awareness and skills of employees.