The effect of perceived market orientation in the higher education sector Case of University of Tabriz

In this paper we examine the relationship between perceived market orientation,satisfaction, loyalty and post-enrolment communication behavior in higher education sector. Wehave collected 376 completed questionnaires from students of University of Tabriz. We foundthat perceived market orientation is significantly related to satisfaction, loyalty and postenrolmentcommunication behavior. Also the mediating role of satisfaction between perceivedmarket orientation, loyalty and post-enrolment behavior has been proved.

کلیدواژه ها:

Market Orientation ، Satisfaction ، loyalty ، Educational services ، WOM