Small business marketing and relationship marketing in Asia Pacific

Citation

Oly Ndubisi, N. (2011), "Small business marketing and relationship marketing in Asia Pacific", Asia Pacific Journal of Marketing and Logistics, Vol. 23 No. 2. https://doi.org/10.1108/apjml.2011.00823baa.001

Small business marketing and relationship marketing in Asia Pacific

Article Type: Guest editorial From: Asia Pacific Journal of Marketing and Logistics, Volume 23, Issue 2

“Small business marketing and relationship marketing in the Asia Pacific” reports the outcomes of research on a gamut of issues around business relationships between and among small, medium and large firms in the region, as well as between businesses and customers. Marketing and market relationships in the region are important issues to explore, not only because of the growing importance of these markets, but also because of the close knit nature of social and business networks which could have important implications for researchers, practitioners and policy makers (Ndubisi, 2010). There is a growing research and understanding on how firms build and manage relationships with different stakeholders (particularly customers) in various markets (Dwyer et al., 1987; Morgan and Hunt, 1994; Ndubisi, 2011; Nasution et al., 2011). Moreover, small businesses play significant roles in these economies, so understanding how these firms conduct their marketing activities in the chosen market/s is crucial. APJML in this special issue seeks to publish cutting-edge information on marketing relationships and small business marketing in the Asia Pacific. Some of the areas covered in this issue include relationship marketing, small business marketing, respect and rapport, relationship quality, customer loyalty, organisational capabilities and performance, in-store marketing, markdowns, promotional strategies, interorganisational compatibility, interorganisational information systems, online repurchasing, internet marketing, rebranding, club membership, not-for-profit organisations, commitment, and satisfaction. These and more concepts were examined in this special issue; the authors unveiled how they play out in various industries in a number of Asia Pacific nations.

Each paper submitted for consideration in this special issue went through a double-blind review process, after an evaluation by the editor for suitability and fit for the special issue. A third reviewer was invited where there was a disagreement in the recommendations of the two reviewers. Based on the recommendations of the two or three reviewers, the guest editor rejected or invited the papers to be revised and resubmitted. Each resubmission was sent back to the reviewers for their recommendation before a final acceptance decision was made. Some papers were revised and resubmitted more than once.

Six articles were finally selected for the special issue. The opening article by Siti Haryati Shaikh Ali and Nelson Oly Ndubisi examined the role of respect and rapport on perceived relationship quality by customers of small healthcare organisations in Malaysia. In this preliminary study which is based on a questionnaire survey of 563 customers of dental clinics in Malaysia, the authors estimated the direct effect of respect and rapport on relationship quality as well as the moderating effect of context (cosmopolitan vs traditional milieu). Data from respondents were analysed using factor analysis, Pearson correlation and hierarchical multiple regression analysis. The authors found that both rapport and respect are important in building quality relationship with customers. Environment/context has a direct effect on relationship quality. Context moderates the relationship between rapport and relationship quality but does not moderate the relationship between respect and relationship quality.

Yew Chong Tan, Felix Mavondo and Steve Worthington next examined the mediating role of relationship quality in the relationship between organisational capabilities and business performance in palm oil processing companies. The outcome of their study which was conducted among 330 palm oil processing companies show that relationship quality has strong mediating effects on the relationship between market orientation, learning orientation, and innovativeness and business performance, but does not have any significant effect on the relationship between manufacturing capabilities and performance.

Kim-Shyan Fam, Bill Merrilees, James E. Richard, Laszlo Josza and Yongqiang Li in the third article surveyed 287 New Zealand clothing and shoe retailers to understand the importance of in-store promotions and price markdowns and their explanations in terms of marketing strategies, threat of competition and environmental uncertainty. The results indicate that a discount marketing strategy, environmental uncertainty and emphasis on price-promotions are keys to explaining retailers’ perceptions and use of specific in-store marketing activities. In addition, seven key marketing activities were found to distinguish high- and low-performance retailers with respect to in-store promotions.

The fourth article by Rajesh Rajaguru and Margaret J. Matanda explores the effects of inter-organisational compatibility on inter-organisational information systems and integration and supply chain performance of large and small-medium enterprises in Australian retailing chains. The study adopted a convergent interviewing technique to collect data from managers of 12 fast-moving consumer goods and hardware manufacturing and retailing organisations. Within- and cross-case analyses were used to analyse the data. The results indicate that technical, strategic and cultural compatibility between supply chain partners are antecedents to IOIS integration and supply chain performance of both LE and SMEs. A conceptual model explaining the relationship between inter-organisational compatibility, IOIS integration and supply chain performance is advanced.

The penultimate article on the determinants of online repurchase intentions by Chai Har Lee, Uchenna Cyril Eze and Nelson Oly Ndubisi collected and analysed data from 102 online customers. Using the snowball approach to select the participants in order to ensure that participants have had previous online purchase experience, the data provided support for, as well as extended the technology acceptance model. Specifically, the results of the study confirm the facilitating roles of perceived usefulness and ease of use, perceived value, firm’s reputation, privacy, trust, reliability and functionality in online repurchase behaviour of customers.

Carolin Plewa, Vinh Lu and Roberta Veale in the last article examine the impact of rebranding awareness and attitude towards rebranding on the members’ perceived value of their memberships, their satisfaction and, subsequently, their commitment to the organisation through in-depth interviews and a quantitative survey. The quantitative part collected date online from 264 current members of Dogs SA and analysed the data using SEM. Some of the findings of the study include a demonstration that the members’ awareness of a rebranding attempt can significantly enhance perceived membership value, leading to increased levels of satisfaction. Both perceived value and satisfaction are antecedents to membership commitment.

Nelson Oly NdubisiGuest Editor