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May 15, 2026Spanish Journal of Marketing - ESICOpen Access

Market orientation in higher education: a student-focused scale validation

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Authors

JBJulián Eduardo Bucheli-SandovalInstituto Tecnológico de QuerétaroRCRodolfo Casadiego-AlzatePolitécnico Grancolombiano

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Implication

Randomized trial validates a student-focused scale for market orientation in higher education, indicating its applicability and robustness.

Key Points

  • This research aims to validate the MARKOR University Scale for measuring market orientation among students in Spanish-speaking higher education institutions.
  • Sample of 997 undergraduate students from private Colombian universities was analyzed using bifactor exploratory structural equation modeling (B-ESEM).
  • Psychometric properties were assessed using Cronbach’s alpha, McDonald’s Omega, and goodness-of-fit indices such as SRMR, RMSEA, TLI, and CFI.
  • Scale validation focused on alignment with student needs within HEIs.
  • Strong psychometric properties were observed, with Cronbach’s alpha and McDonald’s Omega values exceeding 0.90 across all dimensions.
  • B-ESEM yielded the best model fit with SRMR = 0.06, RMSEA = 0.04, TLI = 0.97, CFI = 0.98.
  • The scale successfully reflects a multidimensional structure of market orientation from a student perspective.

Cite This Study

Bucheli-Sandoval et al. (2026) studied this question.

synapsesocial.com/papers/6a06b888e7dec685947ab000https://doi.org/10.1108/sjme-07-2024-0194
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