Entrepreneurial Orientation and Customer Satisfaction in Institutes of Higher Education
Vahideh Tabasi Lotfabadi
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This study was conducted with the aim to study entrepreneurial orientation factors on customer satisfaction` in institutes of higher education in Mashhad. The research was applied in terms of objective and descriptive-correlational according to collected data method. The statistical population of the study consist of 42300 customers in institutes of higher education in Mashhad, and they were selected by stratified sampling method according to Morgan table for infinitive population. A valid questionnaire was exploited to collect data; and its reliability was confirmed by Cronbach's alpha. Statistical SPSS software was used as the data analysis tool. Findings reveal that innovation, pro activeness and organizational factors, as entrepreneurial orientation factors, have positive effect on perceived value and risk taking has negative effect on perceived value, and perceived value leads to customer satisfaction.