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Abstract

The purpose of this paper is to examine the relationship between perceived market orientation, satisfaction, loyalty, and post-enrolment communication behaviour in the higher education context. 258 questionnaires were completed by undergraduate students of a particular university in Australia. Perceived market orientation (PMO) was found to be significantly related to satisfaction, loyalty, and post-enrolment communication behavior. Satisfaction was also found to perform significant mediating roles on the relationship between PMO, loyalty, and post-enrolment communication behaviour. The findings have generated relevant managerial implications as to how universities can enhance student satisfaction, loyalty, and positive word-of-mouth (WOM) through strong engagement in each dimension of market orientation.

Keywords

Perceived market orientation Educational services Higher education marketing Satisfaction Loyalty WOM

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The Role of Perceived Market Orientation in the Higher Education Sector

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