The Role of Perceived Market Orientation in Higher Education: Polish and Australian Experiences

Radosław Ryńca,

Yasmin Ziaeian

Abstrakt
Changes taking place on the educational services market require changing the method of managing universities. It is also necessary to emphasize market activities undertaken by management, thanks to which it would be possible to maintain good competitive position and, in consequence, satisfy the needs and expectations of the university’s various stakeholders. The aim of this paper is to examine the relationship between perceived market orientation, satisfaction, loyalty, and post-enrolment communication behavior in the higher education context and compare the result with the Cassidy result at an Australian University.
Słowa kluczowe: perceived market orientation, university.
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