The Application of Market Orientation in Banking Industry

Turnes, Paloma Bernal; Idoeta, Carmelo Mercado; Julien, Anne

doi:10.1007/978-3-319-50008-9_235

Cited by 1 publication

(3 citation statements)

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“…Choice of an appropriate research design is critical for the effectiveness of any research (Turnes et al, 2017). The survey design appears to be the most widely used approach for business/organizational research, which is termed as the best method to study and describe large populations swiftly and more economically (Leedy & Ormrod, 2005).…”

Section: Methodsmentioning

confidence: 99%

“…There are miscellaneous viewpoints regarding measurement of MO, as well as regarding the appropriateness of each scale. The traditional measures of MO have been criticized in multiple studies (Turnes, Idoeta, & Julien, 2017) Some researchers on one hand, such as Siguaw and Diamantopoulos (1995) have criticized the authenticity of MKTOR that the original items of MKTOR were just partly related to its given dimensions, and found that the MKTOR couldn't fit the data sound. While on the contrary, some other research studies such as Chakrabarty and Roge (2003) as well as Han, Kim, and Srivastava (1998) have favored the MKTOR scale by arguing that the given dimensions of MKTOR fit the data well.…”

Section: Measurement Of Market-orientationmentioning

confidence: 99%

“…Literature has however emphasized on using more context-specific measure of MO (Turnes et al, 2017) particularly in universities (Niculescu et al, 2016;Khuwaja et al, 2017;Niculescu et al, 2013) because unlike the traditional business setups the universities work on formulating useful information rather than traditional "factors of production" (O'Neill & Palmer, 2004).…”

Section: Measurement Of Market-orientationmentioning

confidence: 99%

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University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities

et al. 2019

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Market-orientation (MO) is not a very untouched research area, yet its application in universities is quite a recent phenomenon to execute marketing concept for a better value proposition. Various popular instruments including MARKOR and MKTOR have been used to assess MO in a variety of enterprise setups, but those measures turned out to be invalid in higher education context due to different goals and objectives of universities. Hence, the aim of this article is to validate a relatively more context-specific scale "UNIVERSITY MARKOR" in the developing countries like Pakistan that was initially developed and tested as relatively a better measure of university MO in some developed countries. Survey method was used in this study through the target population constituted by the university teachers and administrators. The proportionate systematic random sampling method was used to form a total sample of 476 respondents. For data analysis, the partial least squares (PLS) path modeling was utilized. The confirmatory factor analysis (CFA) for this study established three dimensions of "UNIVERSITY-MARKOR" construct. The examination of internal consistency reliability, convergent validity, and discriminant validity confirmed adequate psychometric properties for the UNIVERSITY-MARKOR construct. The results of this study are also consistent to the previous studies conducted in different contexts. Additional value may be complemented to this study if the pertinent future research may replicate it either in the private-sector universities. This study is therefore a source of support in developing countries to assist researchers and higher education authorities for better decision making.

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Section: Methodsmentioning

confidence: 99%