EXPLORING THE APPLICABILITY OF THE MKTOR SCALE INPREDICTING UNIVERSITY PERFORMANCE: A FOCUS ONUNIVERSITIES OF TECHNOLOGY IN SOUTH AFRICA

Abstract

Since 1990, there has beenagrowing body of research that portrays marketing asa philosophical foundation of the discipline and invariably market orientation astheoperationalisation of the marketing concept. However, there is limitedempirical evidence that supports the link between market orientation andUniversity performance. Hence,the study was conducted with the main objectiveofexploring the applicability of the MKTOR scale as a social learning approachin predicting university performance. The study is located within a quantitativestream of research,and a sample of507fulltime employed academics who are aufait with the functioning of their institutions was conveniently chosen within thesixuniversities of technology in South Africa.The statistical analysis of the collected data included descriptive statistics,correlation analysis and factor analysis. Lastly,structural equationmodellingwasundertaken to assess the relationship between the extracted dimensions ofMKTOR scale (through exploratory factor analysis) being the predictors anduniversity performance as an outcome.The results of the study support andconfirm the applicability of the scale in predicting university performance amonguniversities of technology in South Africa. The author further providesthepossible recommendations emanating from the findings as well as limitations,andsuggestsfuture research opportunitie