Article2019

Market orientation: a key to survival and competitive advantage in Ghana’s private universities

Peter Anabila · Adelaide Naa Amerley Kastner · Cynthia A. Bulley · Michael Mba Allan

26 citations0/0 files storedJournal of Marketing for HIGHER EDUCATION

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Marketing and Advertising Strategies Innovation and Knowledge Management Management and Marketing Education

Abstract

The purpose of the study was to assess the role of market orientation (MO), mediated by job satisfaction (JS) and its effect on market performance (MP) in Ghana’s private universities. A sample of 205 senior staff of 15 private universities was selected to participate in the study, using a convenience sampling method. Partial Least Squares (PLS) of Structural Equation Modelling (SEM) was used to test the relationships in the study. The results found a significant positive relationship between MO and MP on one hand; Job satisfaction (JS) and MP on the other. Finally, the study found that JS mediates the relationship between MO and MP. The study provides a useful guide to marketing strategy especially the implementation of MO to enhance performance in Ghana’s private universities. The study has practical application to private universities seeking to compete favourably in a competitive environment.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1997Job Satisfaction: Application, Assessment, Causes, and Consequences 2009Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Empirical Illustration1

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