The purpose of this paper is to investigate the relationship between the strategy of market orientation and organizational innovation.
Abstract
Purpose
The purpose of this paper is to investigate the relationship between the strategy of market orientation and organizational innovation.
Design/methodology/approach
This research adopted a cross‐sectional study using questionnaires to gather research data. Research subjects were presidents and high‐level managers at 491 hospitals, at the level of district hospital or above, in Taiwan. Questionnaires were distributed and 104 valid questionnaires were retrieved, resulting in a response rate of 21.18 per cent.
Findings
The results demonstrated that the strategy of market orientation is positively correlated with organizational innovation; the strategies of customer orientation, competitor orientation, and inter‐functional coordination have a positive correlation with technical innovation.
Practical implications
The results of this study provide hospital administrators with a practical method for developing a useful management strategy in order to improve service quality for customers.
Originality/value
The majority of studies on market orientation and innovation have focused primarily on business organizations, particularly western businesses, and not on non‐profit organizations and Chinese businesses. However, the goal of non‐profit organizations when restructuring or improving their management processes is not the pursuit of profit; rather, they engage in these innovative activities in order to boost organizational performance. This study selected Taiwanese hospitals as the research target for the study of non‐profit organizations, and offers an in‐depth discussion.
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Keywords
Arleen Hernández-Díaz, Theany Calderon-Abreu, Maria Amador-Dumois and Mario Córdova-Claudio
Higher education institutions, particularly in the case of public universities, face the challenge of creating more value in an environment of increasing requirements and…
Abstract
Purpose
Higher education institutions, particularly in the case of public universities, face the challenge of creating more value in an environment of increasing requirements and limitations. The purpose of this paper is to explore the relation of internal marketing (IM) with employees’ attitudinal outcomes, which aim to stimulate and retain motivated and customer-conscious contact employees.
Design/methodology/approach
Survey data of 94 customer-contact employees in a public higher education institution were analysed using partial least squares path modelling to explore and predict key target constructs.
Findings
The results demonstrate the relationship between customer-contact employees’ service empathy (SE), institutional IM initiatives and employees’ attitudinal outcomes in the public sector, specifically higher education institutions.
Research limitations/implications
The current study relies on self-reported data and a small sample of customer-contact employees working only on enrolment-related areas. Further studies should be designed for theory confirmation and generalizability of the results.
Practical implications
Top managers in public higher education institutions must encourage organizational identification through IM initiatives, such as well-established internal communication procedures. Academic management should continuously train and retain customer-contact employees that have developed SE and a sense of belonging to the organization. SE must be incorporated in the job descriptions and training of customer-contact employees.
Originality/value
The study contributes to the limited literature on the use of IM and SE in the public sector, specifically higher education institutions.
Propósito
Las instituciones de educación superior, en particular en el caso de las universidades públicas, se enfrentan al reto de crear más valor en un entorno de necesidades y limitaciones en aumento. El propósito de este estudio es explorar la relación entre el marketing interno y las resultantes actitudes laborales de los empleados. El objetivo del marketing interno es estimular y retener empleados de contacto que estén motivados y sean conscientes de la importancia de los clientes.
Diseño/metodología/enfoque
Se analizaron datos de 94 empleados de contacto de una institución pública de educación superior utilizando modelos de regresión de cuadrados mínimos parciales para explorar y predecir constructos claves.
Resultados
Los resultados demuestran la relación entre los siguientes constructos: niveles de empatía de los empleados de contacto, iniciativas institucionales de marketing interno, y las resultantes actitudes de los empleados del sector público, en particular organizaciones en el sector de la educación superior.
Limitaciones/implicaciones de la investigación
El presente estudio se basa en los datos auto informados de una pequeña muestra de empleados de contacto que trabajan sólo en áreas relacionadas con matrícula. Nuevos estudios deberían ser diseñados para la confirmación de la teoría y la generalización de los resultados.
Implicaciones prácticas
Los altos directivos de las instituciones públicas de educación superior deben fomentar la identificación con la organización a través de iniciativas de marketing interno, tales como procedimientos establecidos de comunicación interna. Los directivos académicos deben continuamente adiestrar y retener a los empleados de contacto que han desarrollado la capacidad de proveer servicios de manera empática y que tienen sentido de pertenencia a la organización. Proveer servicio de manera empática debe ser incorporado en las descripciones de empleo y formación de los empleados de contacto.
Originalidad/valor
El estudio contribuye a la literatura limitada sobre el uso de marketing interno y empatía en los servicios en el sector público, específicamente en las instituciones de educación superior.
Details
Keywords
- Internal marketing
- Service empathy
- Public sector marketing
- Higher education
- Human resource management
- Customer-contact employees
- Partial least squares
- Marketing interno
- empatía en el servicio
- marketing en el sector público
- educación superior
- gestión de recursos humanos
- empleados de contacto
- regresión de cuadrados parciales mínimos
Waqar Ahmed, Arsalan Najmi, Simonov Kusi-Sarpong, Sharfuddin Ahmed Khan, Asad Khushal and Joseph Quartey
This research aims to propose a framework for measuring customer loyalty for third party logistics (3PL) industry by exploring the attributes that are more attractive to customers…
Abstract
Purpose
This research aims to propose a framework for measuring customer loyalty for third party logistics (3PL) industry by exploring the attributes that are more attractive to customers and ascertain the mechanisms for increasing customer loyalty in 3PL industry.
Design/methodology/approach
Data were collected from one hundred and thirty-three (133) respondents who were employees of different industries that outsource 3PL services. The partial least square structural equation modeling (PLS–SEM) was deployed for analysis.
Findings
The results showed that service quality has a significant positive impact on customer orientation, customer satisfaction and relationship quality. On the other hand, customer orientation has been observed to positively impact customer satisfaction but an insignificant impact on customer loyalty and relationship quality. Customer satisfaction has a significant positive impact on relationship quality but an insignificant impact on customer loyalty. Also, relationship quality has a significant positive impact on customer loyalty.
Practical implications
The results recommend that 3PL companies' managers focus more on developing quality relationships with their customers, delivering exemplary service quality and offering customer orientation.
Originality/value
This study will help the stakeholders gain much more understanding and insights on how competitive advantage can be achieved and, consequently, help 3PL become the market leaders.
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The purpose of this study is to investigate the antecedent factors influencing e-loyalty toward e-wallet payment apps in developing countries (e.g. Jordan). This study also…
Abstract
Purpose
The purpose of this study is to investigate the antecedent factors influencing e-loyalty toward e-wallet payment apps in developing countries (e.g. Jordan). This study also investigates the mediating role of perceived usefulness (PU) and the moderating role of electronic word of mouth (e-WOM) toward these apps.
Design/methodology/approach
An online questionnaire was used for data collection from 251 actual users of e-wallet payment apps. To estimate and test the research-proposed model, the partial least squares structural equation modeling (PLS-SEM) was employed.
Findings
The results mainly confirm that perceived trust (PT), perceived financial cost (PFC) and perceived ease of use were found to be determinants of PU; perceived security (PS), PT, PFC, perceived ease of use and perceived enjoyment (PE) were found to be determinants of e-satisfaction, whereas e-satisfaction and e-WOM were found to be determinants of e-loyalty toward e-wallet payment apps. Likewise, the results support the significant effect of the moderating effect of e-WOM. Conversely, the direct and indirect impact of PU and perceived health benefits (PHB) on e-satisfaction is not supported; therefore, hypotheses H4, H5 and H9 were rejected.
Originality/value
This study contributes to the understanding of the critical success factors underlying e-wallet apps during and post-COVID-19 era, which can help policymakers in banks and other financial institutions (service providers) to increase the diffusion rate of financial inclusion by the usage of e-wallet apps.