The role of perceived market orientation in the higher education sector

Riza Casidy*

*Corresponding author for this work

Research output: Contribution to journalArticle

14 Citations (Scopus)

Abstract

The purpose of this paper is to examine the relationship between perceived market orientation, satisfaction, loyalty, and post-enrolment communication behaviour in the higher education context. 258 questionnaires were completed by undergraduate students of a particular university in Australia. Perceived market orientation (PMO) was found to be significantly related to satisfaction, loyalty, and post-enrolment communication behavior. Satisfaction was also found to perform significant mediating roles on the relationship between PMO, loyalty, and post-enrolment communication behaviour. The findings have generated relevant managerial implications as to how universities can enhance student satisfaction, loyalty, and positive word-of-mouth (WOM) through strong engagement in each dimension of market orientation.

Original languageEnglish
Pages (from-to)155-163
Number of pages9
JournalAustralasian Marketing Journal
Volume22
Issue number2
DOIs
Publication statusPublished - May 2014
Externally publishedYes

Keywords

  • Educational services
  • Higher education marketing
  • Loyalty
  • Perceived market orientation
  • Satisfaction
  • WOM

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