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The Role of Perceived Market Orientation in Higher Education: Polish and Australian Experiences

Publication date: 09.05.2016

Public Management, 2015, Numer 4 (32), pp. 431 - 449

https://doi.org/10.4467/20843968ZP.15.029.4775

Authors

,
Radosław Ryńca
Wrocław University of Technology, 27 Wybrzeże Wyspiańskiego St 50-370 Wrocław
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Yasmin Ziaeian
University of Fribourg, Avenue de l'Europe 20, 1700 Fribourg, Szwitzerland
All publications →

Titles

The Role of Perceived Market Orientation in Higher Education: Polish and Australian Experiences

Abstract

Changes taking place on the educational services market require changing the method of managing universities. It is also necessary to emphasize market activities undertaken by management, thanks to which it would be possible to maintain good competitive position and, in consequence, satisfy the needs and expectations of the university’s various stakeholders. The aim of this paper is to examine the relationship between perceived market orientation, satisfaction, loyalty, and post-enrolment communication behavior in the higher education context and compare the result with the Cassidy result at an Australian University.

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Information

Information: Public Management, 2015, Numer 4 (32), pp. 431 - 449

Article type: Original article

Titles:

Polish:
The Role of Perceived Market Orientation in Higher Education: Polish and Australian Experiences
English:

The Role of Perceived Market Orientation in Higher Education: Polish and Australian Experiences

Authors

Wrocław University of Technology, 27 Wybrzeże Wyspiańskiego St 50-370 Wrocław

University of Fribourg, Avenue de l'Europe 20, 1700 Fribourg, Szwitzerland

Published at: 09.05.2016

Article status: Open

Licence: None

Percentage share of authors:

Radosław Ryńca (Author) - 50%
Yasmin Ziaeian (Author) - 50%

Article corrections:

-

Publication languages:

English