IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-34589-0_33.html
   My bibliography  Save this book chapter

The Effects of Marketing Orientation on the Performance of Higher Learning Institutions in Tanzania: Staff and Students’ Perceptions

In: State of the Art in Partial Least Squares Structural Equation Modeling (PLS-SEM)

Author

Listed:
  • Francis Muya

    (National Institute of Transport)

  • Hawa Tundui

    (Mzumbe University)

Abstract

Market orientation and performance relationship is an area that is increasingly receiving the attention of many authors in the current decade. There is however no well-established, collectively agreed and acknowledged links between the two, especially in a higher education (HE) context. The present chapter aims to analyse the direct and indirect effects of marketing orientation on the performance of higher learning institutions (HLIs). The chapter adopted a cross-sectional survey design involving 739 respondents comprised of staff and students obtained from nine HLI in Tanzania mainland. Data were gathered by using a questionnaire containing modified variables obtained mainly from the Education Marketing Mix (EMM) and University Market Orientation (University MARKOR; UM) Scales. Partial least squares structural equation modelling (PLS-SEM) technique using SmartPLS Version 3.0 was used for the analysis of data. The results in this chapter revealed that marketing orientation influences the performance of HLI both directly and indirectly. Administration, mentoring and processing are important drivers in the direct relationship. Reputation and retention are important mediators on the relationship between the two. The chapter ends with a conclusion that, although may not be a “cure-all”, marketing orientation is a relevant strategy for improving HLI performance through various channels. The results of this chapter imply that HLIs are needed to retain students sustainably; have high reputation, high-quality teaching and high degree of competitiveness and have no choice other than becoming marketing-oriented.

Suggested Citation

  • Francis Muya & Hawa Tundui, 2023. "The Effects of Marketing Orientation on the Performance of Higher Learning Institutions in Tanzania: Staff and Students’ Perceptions," Springer Proceedings in Business and Economics, in: Lăcrămioara Radomir & Raluca Ciornea & Huiwen Wang & Yide Liu & Christian M. Ringle & Marko Sarstedt (ed.), State of the Art in Partial Least Squares Structural Equation Modeling (PLS-SEM), pages 409-433, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-34589-0_33
    DOI: 10.1007/978-3-031-34589-0_33
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-031-34589-0_33. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.