Structural Equation Modeling of Market Orientation and Staff Loyalty in Education Marketing

Abstract

Every vibrant and competitive business organization recognizes the significance of its employees in the actualization of its vision and goals . The primary focus of the study is to ascertain the relationship between market orientations and staff loyalty in higher education institutions. Random sampling technique was used to select some staff from two private universities.  Regression and correlational analyses were carried out to ascertain the pattern of relationship among the variables with the aid of structural equation model. It was discovered the effect of customer orientation and intra-functional orientation on stakeholders loyalty were both significant and positive. The regression weights reveal that competitor orientation has a negative effect on stakeholders’ loyalty. Based on the findings, it was recommended that higher education institutions should not be carried away by the activities of its competitors but rather be focused on improving the quality of its intra-functional relationship and service delivery to its customers.

Keywords: customer orientations, competitor orientation, intra-functional orientation, market orientation and stakeholders loyalty.