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Students And Their Universities: Role Of Perceived Market Orientation On University Reputation

Author

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  • IRSHAD HUSSAIN SARKI

    (Department of Business Administration, Sukkur IBA University, Pakistan)

  • SARWAR MEHMOOD AZHAR

    (Professor, Department of Business Administration, Sukkur IBA University, Pakistan)

  • NIAZ AHMED BHUTTO

    (Professor, Department of Business Administration, Sukkur IBA University, Pakistan)

Abstract

The current study analyze the impact of perceived market orientation on university reputation via mediation of perceived quality of the university. Data for this study is collected from the students of business departments by using multi- time survey (sample n = 347). Structural equation modelling using AMOS was used to test the hypothesized relationships of the study. The results demonstrated that perceived market orientation (PMO) has significant influence on the reputation of the university. Furthermore, perceived quality mediated the relationship statistically significant between PMO and university reputation.

Suggested Citation

  • 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.
    • Handle: RePEc:rfh:bbejor:v:10:y:2021:i:3:p:277-285
    DOI: https://doi.org/10.61506/01.00336
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    References listed on IDEAS

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