2026-10-08T20:17:37+03:30 http://jnrihs.ir/browse.php?mag_id=26&slc_lang=fa&sid=1

26-622 2026-10-08 10.1002

New research in human sciences 3 9 10 7 2024 12 42 Mohammad Reza Soltani The current research was designed and carried out with the aim of investigating the role of organizational learning in the framework of market orientation and its effect on business performance (case study: manufacturers of sanitary products in Tous Industrial Town). This research was applied in terms of purpose and descriptive in terms of correlational data collection method. The sample of the research (employees of sanitary products companies in Tous Industrial Town) was considered as a sample size of 384 people using simple random sampling method and Morgan's table. The reliability of market orientation, business performance and organizational learning questionnaires were confirmed as 0.83, 0.88 and 0.90%, respectively. In order to measure validity, content validity was also used. The data analysis method was performed using descriptive and inferential statistics (structural equation modeling) and through LISREL and SPSS22 software. The results showed that market orientation has a positive and significant effect on business performance with a correlation coefficient (0.63), market orientation has a positive and significant effect on organizational learning with a correlation coefficient (0.56), organizational learning has a positive and significant effect on business performance with a correlation coefficient (38 0.0) has a positive and significant effect.   Market Orientation Business Performance Organizational Learning 2024 2 01 1 26 http://jnrihs.ir/article-1-622-en.pdf