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

Authors: Abdul Rahim Abu Bakar; Asmat Nizam Abdul Talib; Fariza Hashim

Addresses: College of Business Administration, Prince Sultan University, P.O. Box 53073, Riyadh 11586, Saudi Arabia ' College of Business, Universiti Utara Malaysia, Sintok, Kedah 06010, Malaysia ' College of Business Administration, Prince Sultan University, P.O. Box 53073, Riyadh 11586, Saudi Arabia

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.

Keywords: market orientation; service quality; customer loyalty; customer satisfaction; higher education institutions; private HEIs; postgraduate students.

DOI: 10.1504/JGBA.2014.058885

Journal for Global Business Advancement, 2014 Vol.7 No.1, pp.88 - 107

Published online: 27 Jan 2014 *

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