STUDENTS AND THEIR UNIVERSITIES: ROLE OF PERCEIVED MARKET ORIENTATION ON UNIVERSITY REPUTATION
DOI:
https://doi.org/10.61506/01.00336Keywords:
Perceived market orientation, Perceived quality, university reputation, structural equation modellingAbstract
The current study analyze the impact of perceived market orientation on university reputation via mediation of perceived quality of the university. Data for this study is collected from the students of business departments by using multi- time survey (sample n = 347). Structural equation modelling using AMOS was used to test the hypothesized relationships of the study. The results demonstrated that perceived market orientation (PMO) has significant influence on the reputation of the university. Furthermore, perceived quality mediated the relationship statistically significant between PMO and university reputation.
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