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

Francis Muya () and Hawa Tundui ()
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Francis Muya: National Institute of Transport
Hawa Tundui: Mzumbe University

A chapter in State of the Art in Partial Least Squares Structural Equation Modeling (PLS-SEM), 2023, pp 409-433 from Springer

Abstract: 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.

Keywords: Marketing orientation; Performance; University MARKOR; Higher learning; Marketing mix (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-34589-0_33

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DOI: 10.1007/978-3-031-34589-0_33

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