EXPLORING THE APPLICABILITY OF THE MKTOR SCALE IN PREDICTING UNIVERSITY PERFORMANCE: A FOCUS ON UNIVERSITIES OF TECHNOLOGY IN SOUTH AFRICA

Year 2018, Volume: 10 Issue: 1, 1 - 16, 01.01.2018

Bakae Aubrey Mokoena

Abstract

Since 1990, there has been a growing body of research that portrays marketing as
a philosophical foundation of the discipline and invariably market orientation as
the operationalisation of the marketing concept. However, there is limited
empirical evidence that supports the link between market orientation and
University performance. Hence, the study was conducted with the main objective
of exploring the applicability of the MKTOR scale as a social learning approach
in predicting university performance. The study is located within a quantitative
stream of research, and a sample of 507 fulltime employed academics who are au
fait with the functioning of their institutions was conveniently chosen within the
six 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 was
undertaken to assess the relationship between the extracted dimensions of
MKTOR scale (through exploratory factor analysis) being the predictors and
university performance as an outcome. The results of the study support and
confirm the applicability of the scale in predicting university performance among
universities of technology in South Africa. The author further provides the
possible recommendations emanating from the findings as well as limitations, and
suggests future research opportunities.

Keywords

Social learning theory, university performance, customer orientation, competitor orientation, inter-functional coordination