To enhance their competitive advantage in the marketplace, many business leaders develop market orientation strategies designed to increase customer engagement. These market orientation strategies include improvement in service delivery, relationship management, customer satisfaction, and quality control methods. There is a lack of understanding in higher education of the comparative effectiveness of different methods of quality control on organization culture, as measured by customer engagement. The purpose of this quantitative, cross-sectional, comparative study was to determine differences in student engagement among community colleges that employ a traditional and a Continuous Quality Improvement (CQI) method of quality control. The independent variable was quality control method and included two groups, traditional and CQI, as identified by institutional membership in the North Central Association the Higher Learning Commission (NCA-HLC) accreditation region. The dependent variables were engagement factors, measured using the Community College Student Report (CCSR) data obtained from the Center for Community College Student Engagement (CCCSE) research department. Participants were sampled from the 266 schools in the NCA-HLC region whose students completed the CCSR between 2009 and 2011. Results were analyzed using descriptive statistics, t tests, and multivariate analyses of variance (MANOVA). Research questions 1 and 4 showed significantly higher scores for community colleges using a traditional quality control approach in the engagement areas of student effort, t(92096) = 2.84, p = 0.005, and support for learners, t(91709) = 3.86, p<0.001. For research questions 2 and 3, institutions classified as using a CQI approach had significantly higher scores in the engagement areas of active and collaborative learning, t(92104) = -1.98, p = 0.05, and student-faculty interaction, t(92042) = -6.38, p<0.001. MANOVA results for research question 5 showed significant differences in overall student engagement, based on quality control method, ? > 0.99, F(4, 91688) = 28.00, p<0.001. These findings will benefit ongoing efforts to understand the complex nature of engagement and incorporate strategies to benefit educational stakeholders. This study is a contribution to attaining market orientation research in the educational environment, especially in relation to changes to the organizational culture and responses to that change. Qualitative exploration and additional targeted quantitative research are recommended for future investigation in this area. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]