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Evaluation of Higher Education Institutions on the Basis of Perceived Market Orientation

Summary/Abstract: Change is not a new phenomenon for higher education institutions and the academic environment. As globalization accelerates and customer expectations increase, the higher education sector, like all other sectors, has faced increasing competition to better serve its customers. At this juncture, all services offered by the institution are considered as a whole and are considered an effective tool for competitive advantage. For this reason, especially in higher education, there is a need for more effective methods and different perspectives than ever to improve the service. Therefore, it is necessary to establish new policies with a strategic and service-oriented marketing perspective. This situation has required to the adoption of service oriented market orientation of higher education institutions. Higher education institutions can improve the quality of output they generate by means of integrated marketing strategies, to which the market orientation is adapted. In this regard, the aim of this study is to evaluate the higher education institutions in the context of market orientation. The sub-goal of the study is to determine whether the higher education institution perceived market orientation (PMO) affects students' level of satisfaction with higher education institution, perceived corporate image and positive word of mouth (WOM). According to obtained results; it is seen that the perceived market orientation has a strong effect on corporate image and satisfaction and has no effect on WOM. On the other hand, satisfaction has a strong impact on WOM, and corporate image has a moderate effect on WOM.

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