The Impacts of Perceived Market Orientation in Higher Education: Student as a Customer
[ X ]
Tarih
2015
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Expert Projects Publishing
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
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.
Açıklama
Anahtar Kelimeler
perceived market orientation, perceived brand equity, satisfaction, student as a customer, higher education
Kaynak
Revista De Cercetare Si Interventie Sociala
WoS Q Değeri
Q4
Scopus Q Değeri
Cilt
49
