- The purpose of this study is to assess the proposition that adoption of a market orientation leads to improved service quality for service sector organisations. We argue that an organisational culture incorporating customer care as its central tenet and involving efforts to understand the needs of customers through a market orientation enables the organisation to provide quality services that satisfy the identified customer needs. Data were collected from 15 service providers using the MORTN scale to measure market orientation and the SERFPERF scale to measure service quality. The results support the theorised positive link between market orientation and service quality. Copyright 2007 Inderscience Enterprises Ltd.