Please use this identifier to cite or link to this item: https://bspace.buid.ac.ae1234/1071
Title: An Investigation of the Role of Market Orientation in Perceived Service Quality in Higher Education Institutions in United Arab Emirates
Authors: EL ALFY, SHAHIRA ABDEL HAKIM HASSAN
Keywords: market orientation
higher education institutions
service quality
United Arab Emirates (UAE)
Issue Date: Oct-2017
Publisher: The British University in Dubai (BUiD)
Abstract: Service quality and its perception, by service users, have become important elements in higher education sector across the globe, which is now inextricably linked to institutions market orientation – research has shown that there are different perspectives to this relationship in different contexts. The research aims at expanding current understanding of market orientation (MO) and service quality (SQ) and the relationship between these two variables within an educational institution in United Arab Emirates , where two important stakeholders are the key informants namely students and university staff. The research main objectives are exploring students and staff perceptions of service quality and market orientation, examining the nature and magnitude of the potential relationship between the university market orientation and perceived service quality and investigating the variables that may intervene in the potential market orientation-service quality relationship at the university under study. A three-step research process was used including review of the literature, conducting qualitative interview, and using a quantitative survey. Literature review and in-depth interviews guided the development of the research conceptual framework and the adaptation of the measurement instruments utilized in the current research. Stakeholder theory was employed as an overarching foundation for the conceptual framework development. The theory links organization functioning with environmental influences which explains market orientation influence on organizational activities and hence its service quality. Qualitative and quantitative data were collected from staff and students at the higher education institution under study. For the qualitative phase, in-depth interviews were conducted to revisit service quality from students’ perspective with the aim of uncovering service attributes that are of relative high importance to students ad explore potential relationships among research variables . At the quantitative stage, data was collected from a sample of 232 students and 47 academic and administrative staff through a questionnaire to measure the direction and magnitude of relationship among variables. Content analysis was used to analyse the qualitative data. Pearson correlation and regression analysis were used for hypothesis testing to investigate suggested relationships among research variables. Research findings show a narrow perceived service gap between staff and students that is statistically insignificant. Results of the research indicate the emergence of overlooked constructs of both market orientation and service quality. The model constructed is quantitatively tested. Results support a strong positive relationship between perceived market orientation and service quality and an indirect relationship mediated by performance and employee orientation.
URI: http://bspace.buid.ac.ae/handle/1234/1071
Appears in Collections:Thesis for EdD

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