Impact of Market Orientation on the Performance of Private Universities in Pakistan

Purpose: The purpose of this study was to investigate the effects of market orientation on the performance of private universities in Pakistan. The effects of market orientation are visualized on different performance measures which were developed for universities specifically. Design/methodology/approach: The data in this study was collected through survey strategy from 300 faculty members of 15 randomly selected private universities of Pakistan. The survey was performed by using questionnaire stating the measures of market orientation and performance. The reliability and validity of scale were assessed. The regression analysis was performed to test the hypothesis. Findings: The findings of this study confirm the relationship of market orientation with performance measures. The market orientation has positive and significant relationship with student retention, student growth, market share, quality of teaching services, research performance and overall performance. Research Limitations: The data was collected from only one country Pakistan. Furthermore, this study is cross-sectional as performance measure may be longitudinal process. Originality/value: The results of this study point out the importance of market orientation in private universities. The universities with high level of market orientation will have positive performance outcomes in terms of higher level of student retention, enrolment growth and rise in market share and enhancement in overall performance.