The service orientations of 28 administrators of social service agencies are examined as part of a normative model of service delivery. Six service issues are identified, and their interrelationship is described and examined. The service orientation issues include: effectiveness, efficiency, responsiveness to constituency interests, agency autonomy, community involvement, and services integration. In part, the results show that, as a group, the executives rank effectiveness (or the setting and achievement of programmatic goals) as of greatest concern. Community involvement and responsiveness follow in importance. Efficiency ranks fourth and autonomy, fifth. Services integration is of least concern. Service orientation is examined in relation to five personal characteristics of the executives and four agency attributes. Important correlates of service orientation are the age, experience, and education of the executives, agency size, and the number of agency funding sources. Implications for training and education of future social service administrators are discussed. Suggestions for further development of a normative model of social service delivery are offered