The main objective of this study is to investigate the effect of market orientation on individual customer orientation through a theoretical framework. This study also examines the outcomes of individual customer orientation. The suggested theoretical framework was tested using the data obtained from a random sample of marketers from a wide spectrum of businesses. The final sample consisted of 189 usable responses. No nonresponse bias was found since there were no differences between the mean responses of the first and the last quartiles (Armstrong and Overton 1977). Principal component analysis was conducted on each construct of the model to verify a single factor structure. The reliability of each construct was higher than the cutoff value of 0.70 recommended by Nunnally (1978). A confirmatory factor analysis (Joreskog and Sorbom 1993) was used to estimate the model parameters, to assess the model fit, and to test the suggested hypotheses. The fit between the suggested model and the sample data was found to be very good. According to the study results, there is a significant positive relationship between market orientation and customer orientation. The study results suggest that higher levels of customer orientation lead to higher levels of relationship development and individual performance. Managerial implications of the study results were also discussed and future research suggestions were provided.[PUBLICATION ABSTRACT]