Ayse Akyol

An investigation of export performance variations related to corporate export market orientation

This research explores the nature and dimensions of market orientation in an international context by using empirical data from a sample of companies to rigorously test hypotheses regarding market orientation as applied to export operations in the context of the Turkish clothing industry. This aim was fulfilled by reliably and validly measuring the key constructs of export market orientation and finding statistically significant relationships between dependent (export marketing orientation) and independent variables (primarily export strategy and export performance). The results of this study draw conclusions showing that the hypothesised relationship between export market orientation and export performance does exist, and in the case of Turkish clothing exporters, improving an export market orientation level is a significant contributor to the company’s export performance. The results of this study also show the dimension of export market orientation that has the strongest relation with each dimension of export performance, and identifying the other export market orientation dimensions that make a significant contribution to the explanation of export performance.

Internal Marketing and Hotel Performance

Authors are invited to send short manuscripts upon reflections, critical notes, methodology and research design details, empirical implementation problems, certain core questions requiring further contributions or ideas, preliminary or partial results, expected or obtained conclusions, and brief accounts of completed or continuing research that they do or have done personally or in collaboration with others. The manifold aims of sending such ‘research notes’ range from the possibility of earlier (partial) publication to the benefit gained from probable reader contributions upon an incomplete work, and must actually be evident for the author. Lnisn Andreu, Assistant Professor, Department ofMarketing, Faculty of Business and Economy Studies, University of Valencin, Valencia, 46022, Spain, € mail: Luisa.Andretc@uv.es

Examining the Turkish wine industry: Marketing effectiveness and recommendations for increasing its competitive performance

Abstract The marketing of wine has been under some scrutiny in relation to targeting new consumers, developing and launching new products, and the impact of changing market conditions on performance. The highly competitive environment of marketing alcoholic drinks in the international arena is changing the face of the wineries and their wine marketing strategies. The new course of action demands that wineries improve marketing policies in harmony with their production capacity. The market share of new world wines sold in many European countries has increased over the past decade. More marketing, together with more innovative production and a more recognisable labelling scheme, are often regarded as the keys to the marketing success of these new wines. The aim of this study is to determine the relationship between the marketing effectiveness and company performance in the Turkish wine industry. In this study, it was found that in production capacity, except in customer philosophy, there are significant differences in operational efficiency, strategic orientation, adequate marketing information, and integrated marketing organisation variables. It is also shown that there is, in terms of sales growth, a significant difference in customer philosophy, operational efficiency, and strategic orientation; but not in adequate marketing information or integrated marketing organisation.

An integrative approach to relationship marketing, customer value, and customer outcomes in the retail banking industry: a customer-based perspective from Turkey

ABSTRACT Given how important it is to provide superior value to customers and to maintain customer loyalty for a sustainable competitive advantage, the aim of this paper is to examine the relationships among relationship marketing components of – trust, competency, commitment, communication, and conflict handling, – relationship investment, relationship quality, perceived customer value, satisfaction and loyalty in an integrated framework in the Turkish retail banking industry. Unlike previous studies, this research extends the literature by analysing affective as well as cognitive dimensions in the same model with a holistic view by simultaneously examining the direct and indirect effects of the related concepts. The distinctive nature of this study is its evaluation of customer satisfaction and loyalty from the perspective of actual consumers. The research model was tested using data collected from 685 retail banking customers by applying structural equation modelling. The findings show that relationship marketing induces loyalty through relationship quality, customer value, and satisfaction, which are mainly provided by trust, communication, and relationship investment. Furthermore, relationship investment and relationship quality are the most important factors in the development of customer value, satisfaction, and loyalty. The emotional value dimension, which captures the affective aspects of perceived value, has the strongest effect on both satisfaction and loyalty.

Marketing and consumption of art products: the movie industry

Purpose The purpose of this paper is to investigate the impact of the importance, assigned by audiences, of factors such as people, movie features, script, price, promotion, and distribution channels (defined as a movie marketing mix) on the audience’s buying intentions, as well as the impact of their buying intentions on word of mouth (WOM). In addition, the intention is to explore the relationship between the preference and frequency of people’s cultural event attendance with their buying intention and the relationship between people with extroverted personalities and WOM. Design/methodology/approach The data were collected from 904 valid surveys conducted in Beyoglu, one of the important centres for the culture and art life of the Istanbul. Findings The results show that promotion, actor or actress, and diversity of distribution channels have a positive effect on people’s purchase intention. In addition, the frequency of attendance to cultural events can be determinative of the audience and helpful for industry professionals. Originality/value Although there have been a number of studies that examine the simple relationships among some of these variables (movie marketing mix, attendance, purchase intention, WOM, extraversion), there is still a gap in the literature with regard to these variables in an integrated framework. Considering these variables in the same model and analysing the effects of each dimension individually provides a better explanation of consumer purchase intention and post-purchase behaviour in the movie industry. This study extends the previous research by incorporating the concept of movie marketing and consumption by improving the scale with data collected in Istanbul, Turkey.