期刊名称：International Journal of Social Sciences and Humanity Studies
电子版ISSN：1309-8063
出版年度：2018
卷号：10
期号：1
页码：1
出版社：Social Sciences Research Society
摘要：Since 1990, there has been a growing body of research that portrays marketing asa philosophical foundation of the discipline and invariably market orientation asthe operationalisation of the marketing concept. However, there is limitedempirical evidence that supports the link between market orientation andUniversity performance. Hence, the study was conducted with the main objectiveof exploring the applicability of the MKTOR scale as a social learning approachin predicting university performance. The study is located within a quantitativestream of research, and a sample of 507 fulltime employed academics who are aufait with the functioning of their institutions was conveniently chosen within thesix universities of technology in South Africa.The statistical analysis of the collected data included descriptive statistics,correlation analysis and factor analysis. Lastly, structural equation modelling wasundertaken to assess the relationship between the extracted dimensions ofMKTOR scale (through exploratory factor analysis) being the predictors anduniversity performance as an outcome. The results of the study support andconfirm the applicability of the scale in predicting university performance amonguniversities of technology in South Africa. The author further provides thepossible recommendations emanating from the findings as well as limitations, andsuggests future research opportunities.
关键词：Social learning theory; university performance; customer orientation;competitor orientation; inter-functional coordination
