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

Bakar, Abdul Rahim Abu; Talib, Asmat Nizam Abdul; Hashim, Fariza

doi:10.1504/jgba.2014.058885

Cited by 5 publications

(6 citation statements)

References 55 publications

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“…The effects of entrepreneurial attitude, subjective norm, and perceived behavior lead to the formation of intention. In this study, the entrepreneurial intention is defined as a cognitive condition that will direct individual attention and action towards self-employment [31][32][33][34][35].…”

Section: Authors Summarymentioning

confidence: 99%

Entrepreneurship and Sustainable Development Goals: A Multigroup Analysis of the Moderating Effects of Entrepreneurship Education on Entrepreneurial Intention

et al. 2021

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The role of entrepreneurs in attaining Sustainable Development Goals (SDGs) is paramount. Entrepreneurs with strong awareness and commitment to sustainable development help to attain almost all SDGs, as they create businesses that will help employment, eliminate poverty, provide decent work and economic growth, help to reduce hunger, assist in attaining good health and wellbeing, help to achieve affordable and clean energy, and enhance their industries. Realizing the importance of entrepreneurs and entrepreneurship, the government of Malaysia has taken proactive actions to develop and inculcate the entrepreneurial mindset through entrepreneurship education at higher education. This study aims to apply the Theory of Planned Behavior (TPB) to analyze the effect of an entrepreneurship course on entrepreneurial intentions of the engineering students at Universiti Teknologi Petronas, as entrepreneurial intention is effective in predicting behavior. A quantitative technique and descriptive cross-sectional study have been employed to collect data. The result of this study indicates that the TPB explains and predicts the entrepreneurial intention. However, the Multigroup Analysis (MGA) results show that attending the entrepreneurship course does not increase the strength of the relationship between the exogenous and endogenous construct compared to those who do not attend the course. The results of this study raise a positive implication toward the improvement of the course curriculum and the teaching pedagogy. An in-depth qualitative study to understand the issue will help to improve the curriculum and pedagogy of entrepreneurship education, and eventually enable a realization of the government’s aspirations.

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Section: Authors Summarymentioning

confidence: 99%

Entrepreneurship and Sustainable Development Goals: A Multigroup Analysis of the Moderating Effects of Entrepreneurship Education on Entrepreneurial Intention

et al. 2021

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“…The possibilities and problems that HEIs experience in making the transfer from a traditional approach to one of market orientation (Siu and Wilson 1998) or the degree to which universities or the university systems of different countries target the market (Stewart 1991;Hammond et al 2006;Pavicic et al 2009;Bakar et al 2014) have also been studied, even managing to establish comparisons among them (Hemsley-Brown and Oplatka 2010). With regard to the relations between the market orientation construct and other variables, different authors have researched the antecedents or factors that influence market orientation in the HE context and also the effects it has on other variables.…”

Section: Market Orientation Concept In the Field Of Higher Education:mentioning

confidence: 99%

“…A market-oriented behaviour by teaching staff also translated into better outcomes in their teaching, research and university extension activities (Flavián and Lozano 2007). Additionally, authors who have studied market orientation from the student perspective (sometimes labelled as "perceived market orientation") have drawn the conclusion that it has close associations with customer-perceived service quality (Voon 2008;Bakar et al 2014), customer satisfaction (Voon 2008;Casidy 2014;Tanrikulu and Gelibolu 2015;Tran et al 2015), customer loyalty (Voon 2008;Casidy 2014), word-of-mouth (Casidy 2014) and perceived brand equity (Tanrikulu and Gelibolu 2015). Lastly, the study of market orientation has more recently been extended to other contexts such as the export of universities' educational services to international students (Nagy and Berács 2012;Asaad et al 2013;Asaad et al 2015), or internal marketing (Carlos and Rodrigues 2012).…”

Section: Market Orientation Concept In the Field Of Higher Education:mentioning

confidence: 99%

“…Customer-perceived service quality (Voon 2008;Bakar et al 2014), customer loyalty (Voon 2008;Casidy 2014) and other minority aspects such as student retention or word-of-mouth have also received attention from researchers. The above aspects bear a relation with the student, a single university stakeholder.…”

Section: Perceptions Of Stakeholders As a Measure Of Performance Imentioning

confidence: 99%

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The marketing orientation as a university management philosophy: a framework to guide its application

Sabando¹,

Forcada²,

Calvo³

2018

cuadernosgestion

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The environment in which university institutions develop their activities has become more competitive over recent decades and market elements have been introduced into the sector. Accordingly, universities have shown a growing interest in developing and maintaining a favourable and distinctive image among their stakeholders. To this end, many of them have focused their efforts on the improvement and renewal of training programs. However, such efforts have not always been matched in the transmission of a more favourable perception among their stakeholders. This context calls for university management with a marketing orientation. However, university marketing is in its early stages in many parts of the world and the incorporation of marketing principles and practices in the field of higher education encounters much reluctance from citizens and academics. This contribution sets out the reasons for this resistance, which may be grounded in a misconception about the discipline, and a working framework for marketing management in universities is proposed to facilitate the practical implementation of marketing philosophy in such institutions. It is a framework whose design involves a combination of services marketing and corporate marketing proposals and highlights aspects that managers of higher education institutions should focus on 1) to meet the demands of different stakeholders with varied (and sometimes conflicting) interests and 2) to move towards the development of a favourable perception among the stakeholders of the institutions they manage.

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“…Currently leading universities from the UK and Australia set up branch campuses in Asia, while other universities from the United States, Canada, Australia, France, Germany, and New Zealand also offer the same programs with degrees in the field of study. (Bakar, Talib, & Hashim, 2014). One area in the service literature that is of much concern is the conceptualization of service quality.…”

Section: Introductionmentioning

confidence: 99%

Services Quality and Images: Satisfaction and Loyalty of Students Face to Face Tutorial Services

Yusuf

2019

AMBR

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<em>Purpose of the study is to describe service quality, image, satisfaction and loyalty, and its direct and indirect influence. Using descriptive quantitative method with the descriptive and explanatory survey. The sample is 205 students. The type of primary data used and data analysis techniques using analysis tests path. The results showed that all the average variables were high and the image variable had the highest average. Directly, service quality to satisfaction, image to satisfaction, and satisfaction with loyalty have a significant effect, satisfaction with loyalty and image of loyalty has no significant effect. Simultaneously, service quality and image of satisfaction and service quality, image, satisfaction with loyalty have a significant effect. Indirectly, satisfaction can mediate service quality towards loyalty and satisfaction capable of mediating the image of loyalty. In its implications, any increase or decrease in satisfaction indirectly will influence the loyalty of Regional Office of Open University at Pangkalpinang tutorial students.</em>

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

Cited by 5 publications

References 55 publications

Entrepreneurship and Sustainable Development Goals: A Multigroup Analysis of the Moderating Effects of Entrepreneurship Education on Entrepreneurial Intention

Entrepreneurship and Sustainable Development Goals: A Multigroup Analysis of the Moderating Effects of Entrepreneurship Education on Entrepreneurial Intention

The marketing orientation as a university management philosophy: a framework to guide its application

Services Quality and Images: Satisfaction and Loyalty of Students Face to Face Tutorial Services

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