iarjbmIARJBMIARJBM2708-5147https://doi.org/10.47310/iarjbm.2021.v02i02.032Relationship between Customer Orientation and University Performances: A Kenyan SituationChebetJ. BowenKabarak University, School of Business and Economics, P.O. Private Bag-20157, Kabarak, KenyaThis study aimed to examine the relationship between customer orientation and performance of universities in Kenya. The data was collected using descriptive and correlation designs. The research was carried out using primary data collected using a structured questionnaire. A sample of 115 senior staff of 23 universities participated in the study using purposive sampling method. Descriptive statistics were used in analysing data using Statistical Package for Social Sciences while inferential statistics were analysed using regression by use of Stata software. Analysed data was presented in frequency tables and percentages. The descriptive findings established that customer orientation have an influence on performance of universities. However, the regression results found an insignificant positive relationship between customer orientation and university performance. The results indicate insignificance of customer orientation in universities in Kenya with respect to the four performance indicators. The study provides a useful guide to the management of universities in that they need to realize that meeting the needs and satisfying its customers (student) does not necessarily lead to customer satisfaction, retention of student, increase student number and number of programmes, but other factors besides these dependent variables could lead to university performance. The study has a practical application to universities in Kenya seeking to compete favourably in a competitive education environment by employing other market orientation strategies which are not necessarily relates to customer orientation.