THE IMPACTS OF PERCEIVED MARKET ORIENTATION IN HIGHER EDUCATION: STUDENT AS A CUSTOMER
THE IMPACTS OF PERCEIVED MARKET ORIENTATION IN HIGHER EDUCATION: STUDENT AS A CUSTOMER

Summary/Abstract: The purpose of this research was to determine whether perceived market orientation and its dimensions have any impact on satisfaction and perceived brand equity. It had also a specific purpose to determine whether satisfaction had a mediating effect in the relationships between a) perceived market orientation and perceived brand equity and b) dimensions of perceived market orientation and perceived brand equity. Convenience sampling method was used and data were collected through questionnaires filled out by students on their own. Regression and mediation analysis were used to test the hypotheses. The findings suggested that perceived market orientation and its dimensions affected both perceived brand equity and the satisfaction. They also clearly showed that satisfaction played fundamental roles in perception of market orientation and brand equity by students. The major contributions of this study for literature and practitioners were filling the gap in determining the impacts of perceptions of students, as customers, about the market orientation and brand equity of universities and also providing a better explanation on these impacts in the literature. The findings were discussed, and suggestions were provided for theory and administration.

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