Abstract
This study examines the empirical link between three dimensions of market orientation, namely, student orientation, competitor orientation and inter-functional coordination, and overall private university performance in Kopertis X. It was based on an empirical investigation of private universities located in Indonesia’s provinces of West Sumatera, Riau, Jambi, and Kepulauan Riau. The primary data for the study were collected from a self-administered mail survey of 237 questionnaires from the private university resulting in a sample of 114 usable responses being returned. From the application of the multiple regression analysis it was concluded that all three dimensions of market orientation had a significant impact on private university performance. Student orientation as a predictor variable is the strongest predictor of private university performance and followed by competitor orientation, and inter-functional coordination.
Highlights
There has been a proliferation of research published over the past three decades on the relationship between market orientation and university performance (Algarni & Thalib, 2014; Zebal & Goodwin, 2012; Flavian & Lozano, 2006; Caruana, Ramaseshan, & Ewing, 1998)
The results show that all three dimensions of market orientation—student orientation, competitor orientation, and inter-functional coordination—have a significant influence on the private university performance
The present study has extended the literature on university performance and market orientation in several areas
Summary
There has been a proliferation of research published over the past three decades on the relationship between market orientation and university performance (Algarni & Thalib, 2014; Zebal & Goodwin, 2012; Flavian & Lozano, 2006; Caruana, Ramaseshan, & Ewing, 1998). There has been very limited research on the role of market orientation in private universities. There are atleast six major structural and market differences between public and private universities. Zebal and Goodwin (2012) argued that each has a distinct niche in the market even though there is some overlap. Given these differences, it is timely that the role of market orientation in private universities be assessed. It is timely that the role of market orientation in private universities be assessed It is the intention of this paper to contribute to this discussion
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