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SERVMO: A Measure for Service-Driven Market Orientation in Higher Education

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  • B.H. Voon

Abstract

With the intensified pace of globalization and increasing customer expectations, the higher education sector, like other economy sectors, faces increasing competition in terms of serving customers better. Service has been recognized as an effective tool for a competitive advantage. Thus, there is always a need for a more effective way of improving service, specifically in higher education. For this, a strategic and service-oriented marketing construct that is empirically operationalized and tested is deemed necessary. However, this measure of customer-perceived market orientation for service has yet to be developed for academic and practical purposes. This paper presents the scale development for a service-driven market orientation (SERVMO) in higher education using data from Malaysian institutions of higher learning. The perceptions of senior students were analyzed and the results show that the proposed multi-dimensional construct consists of six components, namely customer orientation, competitor orientation, inter-functional orientation, performance orientation, long-term orientation, and employee orientation. This construct is closely correlated with service quality, customer satisfaction and customer loyalty. Some key implications and future research are also discussed.

Suggested Citation

  • B.H. Voon, 2008. "SERVMO: A Measure for Service-Driven Market Orientation in Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 17(2), pages 216-237, April.
    • Handle: RePEc:taf:jmkthe:v:17:y:2008:i:2:p:216-237
    DOI: 10.1080/08841240801912583
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    Cited by:

    1. Faiz Muhammad Khuwaja & Waheed Ali Umrani & Sanober Salman Shaikh & Ammar Ahmed & Sanaullah Shar, 2019. "University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities," SAGE Open, , vol. 9(2), pages 21582440198, June.
    2. Faiz Muhammad Khuwaja & Hasnizam Bin Shaari & Lily Julienti Abu Bakar, 2017. "Market Orientation: An important Consideration for Higher Education of Pakistan," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(4), pages 419-436, April.
    3. B A Mokoena & M Dhurup, 2016. "Market Orientation Determinants: Reflections from Academics in Universities of Technology in South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 8(1), pages 6-17.
    4. Ruiz de Sabando, Amaia Lafuente & Forcada Sainz, Francisco Javier & Zorrilla Calvo, María Pilar, 2018. "The marketing orientation as a university management philosophy: a framework to guide its application," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    5. Gordan Camelia & Pop Marius Dorel, 2013. "Incorporating Market Orientation In Higher Education Institutions," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1743-1752, July.
    6. Irshad Hussain Sarki & Sarwar Mehmood Azhar & Niaz Ahmed Bhutto, 2021. "Students And Their Universities: Role Of Perceived Market Orientation On University Reputation," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(3), pages 277-285.
    7. Casidy, Riza, 2014. "The role of perceived market orientation in the higher education sector," Australasian marketing journal, Elsevier, vol. 22(2), pages 155-163.

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