ABSTRACT

The purpose of the study was to assess the role of market orientation (MO), mediated by job satisfaction (JS) and its effect on market performance (MP) in Ghana’s private universities. A sample of 205 senior staff of 15 private universities was selected to participate in the study, using a convenience sampling method. Partial Least Squares (PLS) of Structural Equation Modelling (SEM) was used to test the relationships in the study. The results found a significant positive relationship between MO and MP on one hand; Job satisfaction (JS) and MP on the other. Finally, the study found that JS mediates the relationship between MO and MP. The study provides a useful guide to marketing strategy especially the implementation of MO to enhance performance in Ghana’s private universities. The study has practical application to private universities seeking to compete favourably in a competitive environment.

摘要

该研究的目的是评估在加纳的私立大学中由工作满意度（JS）介导的市场定位（MO）的作用及其对市场绩效（MP）的影响。使用便利抽样方法，选择了15所私立大学的205名高级职员作为样本参加了研究。使用结构方程模型（SEM）的偏最小二乘（PLS）来检验研究中的关系。结果一方面发现MO和MP之间存在显着的正相关关系；另一方面 工作满意度（JS）和MP。最后，研究发现JS介导了MO和MP之间的关系。该研究为营销策略特别是MO的实施提供了有用的指导，以提高加纳私立大学的绩效。