The Role of Perceived Market Orientation in the Higher Education Sector

Australasian Marketing Journal - Tập 22 - Trang 155-163 - 2014
Riza Casidy1
1School of Management and Marketing, Deakin University, Australia

Tóm tắt

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.

Tài liệu tham khảo

Athiyaman A., 1997, Eur. J. Mark., 31, 528, 10.1108/03090569710176655 10.1177/0092070399271004 Baron R.M., 1986, J. Pers. Soc. Psychol., 51, 1173, 10.1037/0022-3514.51.6.1173 Bianchi C., 2012, Aus. Mark. J. (AMJ), 20, 97, 10.1016/j.ausmj.2011.08.004 Brown R., 2009, High. Educ., 58, 81, 10.1007/s10734-008-9183-8 Carter R.E., 2009, Serv. Mark. Q., 30, 234 Cheng E., 2001, J. Manage. Dev., 20, 650, 10.1108/02621710110400564 Corbitt B.J., 2003, Electron. Commer. Res. Appl., 2, 203, 10.1016/S1567-4223(03)00024-3 Day G.S., 1971, J. Adv. Res., 11, 31 10.1177/1094670507309650 Elliott K.M., 2001, J. Mark. High. Educ., 10, 1, 10.1300/J050v10n04_01 FitzPatrick M., 2012, Asia Pac. J. Mark. Logis., 24, 738, 10.1108/13555851211278349 Flavián C., 2006, Int. J. Public Sector Manage., 19, 447, 10.1108/09513550610677771 Flavian C., 2007, J. Mark. High. Educ., 17, 91, 10.1300/J050v17n01_07 10.1177/002224378101800104 Gereffi G. Memedovic O. The Global Apparel Value Chain. What Prospects for Upgrading by Developing Countries?2003 United Nations Development Organization Vienna Gounaris S.P., 2003, Int. J. Bank Mark., 21, 168, 10.1108/02652320310479178 Helgesen Ø., 2007, Corporate Reputation Rev., 10, 38, 10.1057/palgrave.crr.1550037 Henning-Thurau T., 2001, J. Serv. Res., 3, 331, 10.1177/109467050134006 Jap S.D., 2003, Manage. Sci., 49, 1684, 10.1287/mnsc.49.12.1684.25112 Jaworski B.J., 1993, J. Mark., 57, 53, 10.1177/002224299305700304 Judson K.M., 2009, Serv. Mark. Q., 30, 54 Kline R.B. Principles and Practice of Structural Equation Modeling2005 Guildford Press New York Krepapa A., 2003, Eur. J. Mark., 37, 197, 10.1108/03090560310454253 Lindell M.K., 2001, J. Appl. Psychol., 86, 114, 10.1037/0021-9010.86.1.114 Ma J., 2010, Allied academies international conference: proceedings of the academy of marketing studies (AMS), 15, 52 Macintosh G., 2007, J. Serv. Mark., 21, 150, 10.1108/08876040710746516 Malhotra N.K., 2006, Manage. Sci., 52, 1865, 10.1287/mnsc.1060.0597 Mangold G.W., 1987, J. Prof. Serv. Mark., 1, 5 Maria Josa S., 2007, Supply Chain Manage., 12, 267, 10.1108/13598540710759790 Mulyanegara R.C., 2011, J. Nonprofit Public Sect. Mark., 23, 226, 10.1080/10495142.2011.590724 Narver J.C., 1990, J. Mark., 54, 20, 10.1177/002224299005400403 Oliver R.L. Satisfaction: A Behavioral Perspective on the Consumer1997 McGraw-Hill New York Oliver R.L., 1989, J. Consum. Res., 16, 372, 10.1086/209223 Paswan A.K., 2009, J. Mark. High. Educ., 19, 65, 10.1080/08841240902904869 Petruzzellis L., 2006, Managing Serv. Qual., 16, 349, 10.1108/09604520610675694 Raciti M.M., 2012, Aus. Mark. J. (AMJ), 20, 65, 10.1016/j.ausmj.2011.10.016 Rojas-Mendez J.I., 2009, Latin Am. Bus. Rev., 10, 21, 10.1080/10978520903022089 Ruekert R.W., 1992, Int. J. Res. Mark., 9, 225, 10.1016/0167-8116(92)90019-H Schoenfeld G., 2005, Paper presented at the American Marketing Association Symposium for the Marketing of Higher Education Segars A.H., 1993, MIS Q., 17, 517, 10.2307/249590 Sheth J.N., 1971, J. Adv. Res., 77, 15 Shu-Ching C., 2006, J. Serv. Mark., 20, 188, 10.1108/08876040610665643 Slater S.F., 1994, Bus. Horiz., 37, 22, 10.1016/0007-6813(94)90029-9 Slater S.F., 2000, J. Bus. Res., 48, 69, 10.1016/S0148-2963(98)00077-0 Trang Phuc T., 2011, AMA Winter Educators’ Conf. Proc., 22, 21 Voon B.H., 2006, Managing Serv. Qual., 16, 595, 10.1108/09604520610711927 Voon B.H., 2008, J. Mark. High. Educ., 17, 216, 10.1080/08841240801912583 Wasmer D.J., 1997, J. Mark. High. Educ., 8, 29, 10.1300/J050v08n02_03 Webb D., 2000, J. Bus. Res., 48, 101, 10.1016/S0148-2963(98)00114-3 Wilkinson J.W., 1993, Asia-Aus. Mark. J., 1, 71 Wright R.E., 2000, J. Nonprofit Public Sect. Mark., 8, 33, 10.1300/J054v08n01_04 Yap K.B., 2013, Aus. Mark. J. (AMJ), 21, 66, 10.1016/j.ausmj.2012.09.001 Zhang J., 2010, J. Bus. Ethics, 91, 111, 10.1007/s10551-010-0570-6