Özet:

Change is not a new phenomenon for higher education institutions and the academic environment. With the acceleration of globalization and the increase in customer expectations, the higher education sector, like all other sectors, has faced an increasing competition in providing better service to customers. At this point, the whole of the service offered by the institution is considered as a whole and is considered as an effective tool for the competitive advantage. Therefore, especially in higher education, a more effective method for improving the service and different perspectives are needed more than ever. For this, it is necessary to create new policies with a strategic and service-oriented marketing perspective. This situation requires that higher education institutions have a understanding of the service-oriented market direction. Higher education institutions can improve the quality of the outputs they create, thanks to their integrated marketing strategies where the market direction is adapted. In this context, the main objective of the study is to evaluate higher education institutions on the basis of market orientation. The main objective of the study is to determine whether the market orientation (PMO) perceived by a higher education institution affects students’ satisfaction levels with a higher education institution, the institution image they perceive and the positive level of oral to oral communication (WOM). The research has found that the detected market orientation has a strong impact on the organization’s image and satisfaction, and has no impact on WOM. On the other hand, satisfaction has a strong impact on WOM, and the corporate image has a medium-level impact on WOM.