Market Orientation: Do University Student Experiences Matter? A Case Study Of Second Year University Students In Uganda
DOI:
https://doi.org/10.56956/jbmi.v4i1.374Keywords:
market orientation, student experiences, campus atmosphereAbstract
Market orientation in the higher education sector is receiving growing scholarly attention. There are several studies which show that market orientation has positive outcomes for organization performance. However, there is a lack of evidence in studies examining the relationship of market orientation and university student experiences in general and in specific Uganda. Hence, this study. A qualitative approach was deemed appropriate for the study. A sample of nine students in their second year of study in the Faculty of Marketing and international Business was used. Personal in-depth interviews using structured open-ended questions were used to examine the variables under study. A qualitative data analysis was carried out which showed that market orientation has many associations with university student experiences. The main themes for market orientation were customer focus and functional orientation which are important in creating and sustaining student experiences. The results showed some lapses in the implementation of market orientation. The findings for the association between study variables were consistent with extant literature except in cases where the study returned mixed results. The main themes for student experiences revealed that self-motivation is very important, gossip can have negative outcomes on student experiences, and though the physical environment is important it had not been well attended to. Lastly, the influence of peers and participation in non-academic activities could have mixed effects.
References
Ahmed Zebal, M., & Goodwin, D. R. (2012). Market orientation and performance in private universities. Marketing Intelligence & Planning, 30(3), 339–357. https://doi.org/10.1108/02634501211226302
Ainamani, L. (2019). Persistent strikes by students in public universities: case study of Makerere University. LAP Lambert Academic Publishing.
Almahaireh, A., Almakanin, H., Ajlouni, A., & Alzaben, M. (2022). The Degree of Using Social Media Sites and its Relationship to Self-Concept and Happiness among University Youth. Dirasat: Human and Social Sciences, 49(3). https://doi.org/10.35516/hum.v49i3.1369
Amado Mateus, M., Guzmán Rincón, A., & Cuero Acosta, Y. A. (2023). Student experience scale: Factor analysis in higher education institutions. Frontiers in Education, 7. https://doi.org/10.3389/feduc.2022.1057651
Bowen, J. C. (2024). Market orientation and performance: A comparative Study of private and public universities in Kenya. Editon Consortium Journal of Business and Management Studies, 6(1), 1–12. https://doi.org/10.51317/ecjbms.v6i1.466
Chandler, N., Heidrich, B., Szászvári, K., & Kása, R. (2021). Reframing market-orientation: A comparative study of the market orientation concept in the subcultures of university employees. Society and Economy, 43(3), 270–288. https://doi.org/10.1556/204.2021.00011
Chen, S., Li, X., Yan, J., & Ren, Z. (2021). To Be a Sportsman? Sport Participation Is Associated With Optimal Academic Achievement in a Nationally Representative Sample of High School Students. Frontiers in Public Health, 9. https://doi.org/10.3389/fpubh.2021.730497
Creswell, J. W. (2014). Research Design Qualitative, Quantitative, and Mixed Methods Approaches. Sage Publications Ltd.
Daily Monitor. (2021, February 14). Lecturers at government universities go on strike. University World News. https://www.universityworldnews.com/post.php?story=20210214070203583
Dores Cruz, T. D., Thielmann, I., Columbus, S., Molho, C., Wu, J., Righetti, F., de Vries, R. E., Koutsoumpis, A., van Lange, P. A. M., Beersma, B., & Balliet, D. (2021). Gossip and reputation in everyday life. Philosophical Transactions of the Royal Society B: Biological Sciences, 376(1838). https://doi.org/10.1098/rstb.2020.0301
Ertem, H. Y., & Aypay, A. (2023). Bibliometric Analysis of Research on the First-Year Experiences of University Students. Yuksekogretim Dergisi, 13(1), 107–118. https://doi.org/10.2399/yod.23.1186245
Fujiyama, H., Kamo, Y., & Schafer, M. (2021). Peer effects of friend and extracurricular activity networks on students’ academic performance. Social Science Research, 97, 102560. https://doi.org/10.1016/j.ssresearch.2021.102560
Gaol, P. R. L., & Habiburrahman, H. (2024). The Influence of Services and Facilities On Student Satisfaction (Case Study: Bandar Lampung University Management Students Class Of 2020. International Journal Of Education, Social Studies, And Management (IJESSM), 3(3), 76–83. https://doi.org/10.52121/ijessm.v3i3.197
Gulakova, O. (2021). The main directions of customer orientation studying: antecedents. levels and effectiveness. Moscow University Economics Bulletin, 73–117.
Kabunga, A. (2020). Prevalence of burnout among university academic staff in Uganda: does gender matter? Clinical Psychiatry, 6(2:68). https://doi.org/10.36648/2471-9854.6.1.68
Kaguhangire-Barifaijo, M., Sessanga, K., Bakibinga-Sajjabi, F., & Oryema, D. (2020). Differentiation of Higher Education Institutions in Uganda and their Philosophies: Is it Diversion or Inclusion? Journal of Educational Research and Reviews, 9(9), 239–246. https://doi.org/10.33495/jerr_v9i9.21.133
Kasozi, A. B. (2016). The National Council for higher education and the growth of the university sub-sectore in Uganda, 2002-2012. Kampala: Codesria.
Kivistö, J., Pekkola, E., Berg, L. N., Hansen, H. F., Geschwind, L., & Lyytinen, A. (2019). Performance in Higher Education Institutions and Its Variations in Nordic Policy. In Reforms, Organizational Change and Performance in Higher Education (pp. 37–67). Springer International Publishing. https://doi.org/10.1007/978-3-030-11738-2_2
Kleinheksel, A. J., Rockich-Winston, N., Tawfik, H., & Wyatt, T. R. (2020). Demystifying Content Analysis. American Journal of Pharmaceutical Education, 84(1), 7113. https://doi.org/10.5688/ajpe7113
Kyoshaba, E. K. Bakkabulindi, F., & B. Mugimu, C. (2022). Using the European Customer Satisfaction Index (ECSI) Model to Examine Student Satisfaction in the Context of Universities in Uganda. The Uganda Higher Education Review, 10(1), 197–211. https://doi.org/10.58653/nche.v10i1.12
Laliman, J. M., & Palacio, M. L. (2022). Types of Motivation and Its Influence to Students’ Academic Performance in Social Studies. APJAET - Journal Ay Asia Pacific Journal of Advanced Education and Technology, 117–126. https://doi.org/10.54476/apjaet/59825
Lamaro, G., Lapoti, J. H., & Musisi, B. (2025). Market Orientation in Universities: Bridging Academia and Stakeholder Expectations. International Journal of Advanced Research, 8(1), 27–39. https://doi.org/10.37284/ijar.8.1.2670
Martin. (2024). Makerere University 74th Graduation list here. Makerere University. Retrieved from Campus Bee: https://x.com/campusbeeug/status/1742447197633876375
Matu, N., Rusu, C., & Cano, S. (2021). Student experiences: a sytematic literature review. Applied Science, 11(9543). https://doi.org/10.3390/
Moreno-Charris, A., Castillo, A. E., Rodríguez, C. R., Palacio de la Cruz, S., Tovar, O. O., & Ortega, F. A. (2022). Internationalization of Higher Education Institutions through Marketing Orientation. Procedia Computer Science, 210, 328–332. https://doi.org/10.1016/j.procs.2022.10.159
Mostafa, H. E.-S., Alahmadi, D., Jorob, S., Murtada, L., Aloufi, R., Almeshaly, S., & Aloufi, R. (2023). Psychological Impact of Online Education on University Students. Open Access Macedonian Journal of Medical Sciences, 11(B), 9–14. https://doi.org/10.3889/oamjms.2023.10917
Muhammad, O. (2023). Effect of Sports Participation on Academic Performance in High School Student. International Journal of Physical Education, Recreation and Sports, 1(1), 26–36. https://doi.org/10.47604/ijpers.2145
Mulrooney, H. M., & Kelly, A. F. (2020). The university campus and a sense of belonging: what do students think? New Directions in the Teaching of Physical Sciences, 15. https://doi.org/10.29311/ndtps.v0i15.3590
Muya, F. (2022). A measure of marketing orientation in higher learning institutions. Journal of Applied Structural Equation Modeling, 6(1), 1–8.
Neves, J., Freeman, J., Stephenson, R., & Sotiropoulou, P. (2024). Student academic experiences. https://www.hepi.ac.uk/wp-content/uploads/2024/06/SAES-2024.pdf
Nikolopoulou, K. (2022). Face-To-Face, Online and Hybrid Education: University Students’ Opinions and Preferences. Journal of Digital Educational Technology, 2(2), ep2206. https://doi.org/10.30935/jdet/12384
Pei, B. O., Khor, K. S., Tan, C. C., & Ong, D. L. T. (2022). Depression, anxiety, stress, and satisfaction with life: Moderating role of interpersonal needs among university students. Frontiers in Public Health, 10. https://doi.org/10.3389/fpubh.2022.958884
Pervin, M. M., Ferdowsh, N., & Munni, I. J. (2021). Teacher-student interactions and academic performance of students. Dhaka University Journal of Biological Sciences, 30(1), 87–93. https://doi.org/10.3329/dujbs.v30i1.51812
Rind, Z. (2022). Theories of Attitude: Implications for Head Teachers. Sukkur IBA Journal of Educational Sciences and Technologies, 1(2), 47–52. https://doi.org/10.30537/sjest.v1i2.1021
Sarki, I. H., Azhar, S. M., & Bhutto, N. A. (2021). Students and their universities: Role of perceived market orientation on university reputation. Bulletin of Business and Economics (BBE), 10(3), 277–285. https://doi.org/10.61506/01.00336
Sekiwu, D., Muwagga, A., & Itaaga, N. (2019). Philosophical Identities in the ‘Market’ for University Education in Uganda. Makerere Journal of Higher Education, 11, 119–137. Retrieved from https://doi.org/10.4314/MAJOHE.V11I2.
Shi, C., Yu, L., Wang, N., Cheng, B., & Cao, X. (2020). Effects of social media overload on academic performance: a stressor–strain–outcome perspective. Asian Journal of Communication, 30(2), 179–197. https://doi.org/10.1080/01292986.2020.1748073
Sukoco, B. M., Choirunnisa, Z., Mudzakkir, M. F., Nasution, R. A., Susanto, E., & Usman, I. (2022). Market orientation and capacity for change in higher education performance in Indonesia. Journal of Asia Business Studies, 16(1), 80–100. https://doi.org/10.1108/JABS-01-2020-0021
Teo, S. C., Lilian, A., & Koo, A. C. (2023). Examining the effects of academic motivation and online learning on Malaysian tertiary students’ psychological well-being and perceived learning performance. Cogent Education, 10(1). https://doi.org/10.1080/2331186X.2023.2186025
The National Council for Higher Education. (2024). The state of higher education and training in Uganda: A report on higher education delivery institutions 2023/2024.
Thi Hue, L., Thi Linh Chi, N., & Thi Hao, P. (2023). Factors Affecting Student Satisfaction With The Quality of Training Services of The University of Economics, Vietnam National University, Hanoi (VNU). International Journal of Scientific Research and Management (IJSRM), 11(12), 5546–5552. https://doi.org/10.18535/ijsrm/v11i12.em04
Uhrich, B. B., Rogelberg, S. L., Rogelberg, S. G., Kello, J. E., Williams, E. B., Gur, S. S., Caudill, L. E., & Moffit, M. (2023). The Power of the Inner Voice: Examining Self-Talk’s Relationship with Academic Outcomes. American Journal of Education, 130(1), 31–60. https://doi.org/10.1086/727006
Wang, Q., Hu, W., Ouyang, X., Chen, H., Qi, Y., & Jiang, Y. (2020). The relationship between negative school gossip and suicide intention in Chinese junior high school students: The mediating effect of academic burnout and gender difference. Children and Youth Services Review, 117, 105272. https://doi.org/10.1016/j.childyouth.2020.105272
Zhang, Y., Guan, X., Ahmed, M. Z., Jobe, M. C., & Ahmed, O. (2022). The Association between University Students’ Achievement Goal Orientation and Academic Engagement: Examining the Mediating Role of Perceived School Climate and Academic Self-Efficacy. Sustainability, 14(10), 6304. https://doi.org/10.3390/su14106304
Zhao, X. (2022). Customer Orientation: A Literature Review Based on Bibliometric Analysis. Sage Open, 12(1). https://doi.org/10.1177/21582440221079804
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Journal of Business and Management Inaba
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
