The Impacts of Perceived Market Orientation in Higher Education: Student as a Customer

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dc.authoridTANRIKULU, Ceyda/0000-0001-9025-583X
dc.contributor.authorTanrikulu, Ceyda
dc.contributor.authorGelibolu, Levent
dc.date.accessioned2025-01-06T17:43:53Z
dc.date.available2025-01-06T17:43:53Z
dc.date.issued2015
dc.description.abstractThe 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.
dc.identifier.endpage172
dc.identifier.issn1583-3410
dc.identifier.issn1584-5397
dc.identifier.startpage156
dc.identifier.urihttps://hdl.handle.net/20.500.14669/2852
dc.identifier.volume49
dc.identifier.wosWOS:000356398700011
dc.identifier.wosqualityQ4
dc.indekslendigikaynakWeb of Science
dc.language.isoen
dc.publisherExpert Projects Publishing
dc.relation.ispartofRevista De Cercetare Si Interventie Sociala
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_20241211
dc.subjectperceived market orientation
dc.subjectperceived brand equity
dc.subjectsatisfaction
dc.subjectstudent as a customer
dc.subjecthigher education
dc.titleThe Impacts of Perceived Market Orientation in Higher Education: Student as a Customer
dc.typeArticle

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