The Relationship between Dimensions of Customer Orientation and Beneficiarie's Satisfaction in Higher Educational System

The overall goal of this research is to survey the relationship between customer orientation and Beneficiaries’ satisfaction with services of center of Postgraduate studies in Hormozgan University. In this regard, the research will present a special model of customer orientation in higher education system that emphasizes the Beneficiaries’ satisfaction. The study population consisted of Graduate students and faculty in four departments of Hormozgan University. 191 Graduate students and 37 faculty members were selected using statistical formulas. Data were collected using a questionnaire. The results show that dimensions of customer orientation impact on Beneficiaries’ satisfaction in higher education system. Also, methods of service delivery have the greatest impact and feelings have the least impact on Beneficiaries satisfaction. At the end, according to the results, recommendations have been made for improving the situation of customer orientation in higher education.