Restoring service quality, satisfaction and loyalty in higher education institutions through market orientation

This study investigates the effect of being market oriented on service quality perceptions and its relationship with customer satisfaction and loyalty. Specifically, this paper examines as to how market orientation influences performance from the customer's perspective in the private higher education institutions (HEIs). Based from the response of 147 respondents comprising of postgraduate students in Malaysian private HEIs, the findings showed that market orientation influences service quality that subsequently influences customer satisfaction and loyalty.The partial effect of service quality mediating the market orientation and customer satisfaction relationship is also discussed. Finally, the implications of the research are discussed as are the limitation