Developing relationships with school customers: the role of market orientation

What is it about?

While the role of relationship marketing to consumers’ overall satisfaction with schools has been discussed in the education management literature, empirical studies on the marketing mechanisms that underpin school-customer relationships are limited. The purpose of this paper is to establish the association between market orientation (MO) in the school context and key relationship marketing performance indicators.

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Why is it important?

The study contributes to an understanding of the theoretical relationship between market-oriented behaviors and relationship marketing for schools. The results suggest that, for school organizations, MO impacts important outcomes and thus may be vital to sustainability and growth.