This research aims to identify the market orientation and its impact on the institutional performance excellence of sports services providers, The research was conducted on a sample of (302) individuals from managers and workers in the sports services exhibitors sector "fitness centers, Sports academies, sports clubs "in Dakahlia Governorate, From different social and economic levels, the sample was chosen by simple random method, The research tools included a general preliminary data form for the sample, and a questionnaire for the market orientation of sports service exhibitors with its axes, And a questionnaire about the institutional performance excellence of sports service exhibitors with its axes, and the data was collected using document analysis and questionnaires, The collected data were classified, tabulated and statistically analyzed, and appropriate statistical methods were followed through the Spss program. The researcher used the descriptive approach to suit the nature of the research.
In order to reach the most important results of the research, which confirms: The market orientation towards the consumer and the competitor contributes to increasing the performance effectiveness of sports service exhibitors, There is a direct, statistically significant, correlation at a significant level (0.05) the total score of the market orientation questionnaire for sports service bidders and the total score of the institutional performance excellence questionnaire for sports service bidders, And there is a linear relationship with a significant significance between the market orientation and the prediction of the institutional performance of sports service bidders, with a contribution rate of (19%) and the rest is due to the influence of other factors.
The current research has recommended: the need to pay attention to the trend towards consumers of sports services and maintain them, taking into account the fulfillment of their needs and desires, and the need to pay attention to directing towards competitors and to identify their movements and future plans in order to enable the development of strategies for sports service bidders to confront their movements, and encourage workers within the departments of institutions Sports service providers analyze and share information about consumers and competitors within the sports services market.