Service-Driven Market Orientation and Service Quality in Higher Education

By Ho, Voon Boo | Borneo Research Bulletin, Annual 2005 | Go to article overview

Service-Driven Market Orientation and Service Quality in Higher Education


Ho, Voon Boo, Borneo Research Bulletin


2005, Service-Driven Market Orientation and Service Quality in Higher Education, D.B.A. thesis in marketing, University of South Australia.

Market orientation, the manifestation of the marketing concept, is central in services marketing. However, the contemporary market orientation models are less service-oriented in nature. An extension of market orientation that incorporates the service concept is deemed necessary so as to be more effective in influencing the service performance of service organizations. Besides, a customer-defined market orientation is needed in order to demonstrate the real and market oriented spirit of the service providers.

This dissertation proposes an extension of market orientation called the service-driven market orientation (SERVMO) that is found to be potentially essential for improving service quality specifically in the higher education sector. The development of this strategic construct and the analyses on its consequences on service quality are based on the perceptions of 558 customers (students) from a few institutions of higher learning in Malaysia (including Sarawak). The items in the survey instrument are generated based on a review of the related marketing literature and Critical Incident Technique.

SERVMO is believed to be a valid and reliable measure for service-driven market orientation in higher education. This 32-item scale is a multi-dimensional construct comprising six multi-item components: customer orientation (6 items), competitor orientation (5 items), interfunctional orientation (5 items), performance orientation (5 items), long-term orientation (7 items), and employee orientation (4 items). …

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