The study aims to evaluate the university service orientation as social variable, to empirically test its relationship to organizational performance measures and to provide managerial implications. The premise behind the study is that service-oriented organizations choosing to emphasize service excellence as a valueadded deliverable will perform significantly better than organizations that do not possess this orientation. The study employes a survey method and uses a proportional random sampling as sampling technique. The results of the study confirm that service orientation increases business performance and employee service outcomes; employee service outcomes increases business performance, and the total effects of service orientation increases employee service outcomes.