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Restoring service quality, satisfaction and loyalty in higher education institutions through market orientation


Abu Bakar, Abdul Rahim and Abdul Talib, Asmat Nizam and Hashim, Fariza (2014) Restoring service quality, satisfaction and loyalty in higher education institutions through market orientation. Journal for Global Business Advancement, 7 (1). pp. 88-107. ISSN 1746-966X

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Abstract

This study investigates the effect of being market oriented on service quality perceptions and its relationship with customer satisfaction and loyalty. Specifically, this paper examines as to how market orientation influences performance from the customer's perspective in the private higher education institutions (HEIs). Based from the response of 147 respondents comprising of postgraduate students in Malaysian private HEIs, the findings showed that market orientation influences service quality that subsequently influences customer satisfaction and loyalty.The partial effect of service quality mediating the market orientation and customer satisfaction relationship is also discussed. Finally, the implications of the research are discussed as are the limitations

Item Type: Article
Uncontrolled Keywords: market orientation, service quality, satisfaction, loyalty, global business advancement
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: School of International Studies
Depositing User: PM Dr. Asmat Nizam Abdul Talib
Date Deposited: 26 Oct 2014 02:23
Last Modified: 12 Apr 2016 07:10
URI: http://repo.uum.edu.my/id/eprint/12485

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