abstract
- Purpose ¿ This study aims to validate the MARKOR University Scale to measure Market Orientation (MO) within Spanish-speaking higher education institutions (HEIs), addressing its underexplored application to student populations. It refines MO measurement tools to suit student-centered higher education contexts better. Design/methodology/approach ¿ A sample of 997 undergraduate students from private universities in Colombia was analyzed using a bifactor exploratory structural equation model (B-ESEM), which combines the strengths of exploratory and confirmatory factor analysis to assess the scale¿s validity and reliability. Findings ¿ The results demonstrate strong psychometric properties, with Cronbach¿s alpha and McDonald¿s Omega values exceeding 0.90 across all four dimensions. The B-ESEM yielded the best model fit (SRMR = 0.06; RMSEA = 0.04; TLI = 0.97; CFI = 0.98), confirming the general and multidimensional structure of MO. These findings validate the scale¿s applicability for assessing MO from a student perspective in Spanish-speaking HEIs, offering a strategic tool to align institutional practices with student needs. Research limitations/implications ¿ The sample is limited to undergraduate students from private universities in Colombia, which may restrict the generalizability of the findings to other contexts or regions. Practical implications ¿ The study provides insights for HEIs to align their academic offerings with student expectations, satisfaction, loyalty and institutional competitiveness. Social implications ¿ The findings support developing inclusive educational environments that promote social mobility and citizenship. Originality/value ¿ This research fills a gap by adapting and validating the MARKOR framework for a student-centered approach. The use of B-ESEM strengthens its robustness, offering a comprehensive tool for evaluating student-centric MO.