The role of Relational Norms in mediating the influence of market orientation on relational satisfaction

• Published in: World Applied Sciences Journal
• Main Author: Zakaria Z.; Luqman A.; Ariff Kamaludin M.; Mohd Hussain S.H.; Abdul Halim M.A.S.
• Format: Article
• Language: English
• Published: 2013
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84891110121&doi=10.5829%2fidosi.wasj.2013.23.eemcge.22015&partnerID=40&md5=1107c42117f80ddeb9e26c044067ef9f

In this paper, the researchers hope to determine how the concept of Relational Norms can mediate the relationship between market orientation and the relational satisfaction of private higher learning institutions (HLI) that forms academic franchise with public universities. We discovered that only two elements of Relational Norms; Solidarity and Participation mediates the relationship between market orientation and the relational satisfaction experienced by the private higher learning institutions. Results of the analysis however, showed that the mediating effects of the two relational norms are of varying strength. The conceptual model created through the findings will help managers, decision makers and education authorities to better understand the role of Relational Norms, Market Orientation and Relational Satisfaction in the collaboration of public and private higher learning institutions. © IDOSI Publications, 2013.