EFFECT OF MARKET ORIENTATION ON THE ORGANIZATIONAL EFFICIENCY OF THE WATER AND SANITATION CORPORATION IN RWANDA
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Abstract
This study investigates the effect of market orientation on the organizational efficiency of the Water and Sanitation Corporation (WASAC) in Rwanda, addressing a critical gap in public utility management literature by examining how customer-centric, competitor-aware, and interfunctionally coordinated practices influence operational performance in a developing economy context. Utilizing a quantitative research design with data collected from 112 WASAC staff and service users, the study employed regression and ANOVA analyses to assess the relationship between market orientation—operationalized through cost control, anticipation/prediction, and product development—and organizational efficiency, measured via productivity metrics, service delivery time, and customer satisfaction. Results revealed a strong, statistically significant positive relationship (β = .692, p < .001), with market orientation accounting for 47.9% of the variance in organizational efficiency (R² = .479, F(1, 110) = 100.984, p = .000). These findings confirm that when WASAC institutionalizes market-oriented practices—such as real-time customer feedback systems, demand forecasting, and service innovation—it achieves measurable gains in efficiency, cost recovery, and public trust. The study extends existing literature by demonstrating that market orientation is not only compatible with public sector mandates but is, in fact, a catalyst for transforming inefficient utilities into responsive, sustainable, and high-performing institutions. The implications offer actionable insights for policymakers and utility managers across Sub-Saharan Africa seeking to improve service delivery through strategic management reform.
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