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SERVMO: A Measure for Service-Driven Market Orientation in Higher Education

机译：SERVMO：以服务为导向的高等教育市场定位的措施

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摘要

With the intensified pace of globalization and increasing customer expectations, the higher education sector, like other economy sectors, faces increasing competition in terms of serving customers better. Service has been recognized as an effective tool for a competitive advantage. Thus, there is always a need for a more effective way of improving service, specifically in higher education. For this, a strategic and service-oriented marketing construct that is empirically operationalized and tested is deemed necessary. However, this measure of customer-perceived market orientation for service has yet to be developed for academic and practical purposes. This paper presents the scale development for a service-driven market orientation (SERVMO) in higher education using data from Malaysian institutions of higher learning. The perceptions of senior students were analyzed and the results show that the proposed multi-dimensional construct consists of six components, namely customer orientation, competitor orientation, inter-functional orientation, performance orientation, long-term orientation, and employee orientation. This construct is closely correlated with service quality, customer satisfaction and customer loyalty. Some key implications and future research are also discussed.
机译：随着全球化步伐的加快和客户期望的提高，高等教育部门与其他经济部门一样，在为客户提供更好服务方面也面临着日益激烈的竞争。服务已被公认为是获得竞争优势的有效工具。因此，总是需要一种更有效的改善服务的方法，特别是在高等教育中。为此，认为必须进行经验操作和测试的战略性和面向服务的营销结构。但是，这种针对客户对服务的市场感知取向的度量方法尚待开发用于学术和实践目的。本文利用来自马来西亚高等教育机构的数据，提出了高等教育服务驱动型市场导向（SERVMO）的规模发展。通过对高年级学生的认知进行分析，结果表明，所提出的多维结构由六个部分组成，分别是客户导向，竞争对手导向，部门间导向，绩效导向，长期导向和员工导向。这种结构与服务质量，客户满意度和客户忠诚度紧密相关。还讨论了一些关键含义和未来研究。

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