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The research explores community orientation (CO) perceptions and their potential outcomes within a higher education context. The study follows a three-step approach that draws from service marketing, organization theory, and higher education literature. Subsequently, a qualitative approach is adopted to develop the research model, followed by a quantitative approach to test the model. Content analysis is used to analyze qualitative data, while factor analysis, correlation, and regression are used to analyze the quantitative data. A scale to measure CO is developed and tested as an integral part of the research model. CO explains 38% of the variance in academic service quality. Quantitative research findings show that CO has a significant direct and indirect effect on academic service quality through students’ service role (SSR). Findings open a research path towards revisiting market orientation in HE and adaptation, testing, and CO scale refinement. The study develops and tests a model in which CO has a significant effect on enhancing academic service quality and students’ role in service provision using a mixed-method research approach. Findings guide managers on improving academic service quality and students’ service role and bring to managers’ attention the value of community orientation to HEIs.

Community orientation: an overlooked pillar of market-oriented higher education institutions