Research Article
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İÇSEL PAZAR YÖNLÜLÜK, PAZARLAMA YETENEKLERİ, ÖRGÜTSEL PERFORMANS ETKİLEŞİMİ: ANTALYA İLİ OTEL İŞLETMELERİNDE BİR UYGULAMA

Year 2018, Volume: 5 Issue: 2, 187 - 203, 30.06.2018
https://doi.org/10.30798/makuiibf.409387

Abstract

Bu çalışmanın
amacı, Antalya ilinde yer alan dört ve beş yıldızlı otel işletmelerinde içsel
pazar yönlülük, pazarlama yetenekleri (pazar duyarlılık ve müşteri bağlantı
yetenekleri) ve örgütsel performans etkileşimini belirlemektir. Çalışmaya
katılan 280 otel işletmesinden veriler anket yöntemi ile elde edilmiştir.
Çalışmadaki hipotezleri test etmek için kısmi en küçük kareler yöntemi kullanılarak
model geçerliliği test edilmiştir. Araştırma sonuçlarına göre içsel pazar
yönlülük, pazar duyarlılık ve müşteri bağlantı yetenekleri üzerinde pozitif ve
doğrudan etkisinin olduğu görülmüştür. Ayrıca, pazar duyarlılık ve müşteri
bağlantı yeteneklerinin de örgütsel performans üzerinde pozitif ve doğrudan
etkisinin olduğu görülmüştür.Elde edilen
sonuçlara göre, içsel pazar yönlülük, pazar duyarlılık ve müşteri bağlantı
yetenekleri üzerinde pozitif ve doğrudan etkisinin olduğu görülmüştür. Ayrıca,
pazar duyarlılık ve müşteri bağlantı yeteneklerinin örgütsel performans pozitif
ve doğrudan etkisinin olduğu görülmüştür.

References

  • AFTHANORHAN W.,M.,A.,B.,W., (2013). A Comparison of Partial Least Square Structural Equation Modeling (PLS-SEM) and Covariance Based Structural Equation Modeling (CB-SEM) for Confirmatory Factor Analysis, International Journal of Engineering Science and Innovative Technology (IJESIT), 2 (5), 198-205.ALI F., RASOOLIMANESH S.,M., SARSTEDT M., RINGLE C.,M., Ryu K., (2018). An Assessment of the Use of Partial Least Squares Structural Equation Modeling (PLS-SEM) in Hospitality Research, International Journal of Contemporary Hospitality Management, 30 (1), 514-538.BAGOZZI R., YI Y., (1988). On the Evaluation of Structural Equation Models , Journal of Academy of Marketing Science, 16 (1), 74-94.BAKER, W.,E., SINKULA, J.,M., (1999). The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance, Journal of the Academy of Marketing Science, 27 (4), 411-427.BARNEY J., (1991). Firm Resources and Sustained Competitive Advantage, Journal of Management, 17 (1), 99-120.CAHILL, D., (1995). The Managerial Implications of the Learning Organization: A New Tool for Internal Marketing, Journal of Service Marketing, 9 (4), 43-51.CALANTONE, R., J., CAVUSGIL, S.,T., ZHAO, Y., (2002). Learning Orientation firm Innovation Capability and firm Performance, Industrial Marketing Management, 31 (6), 515-524.CARRION, G.,C., HENSELER, J., RINGLE, C.,M., ROLDAN J.,L., (2016). Prediction-Oriented Modeling in Business Research by Means of PLS path Modeling: Introduction to a JBR Special Section, Journal of Business Research, 69 (10), 4545-4551.CARTER, L., GRAY, D., (2007). Relational Competence Internet Market Orientation and Employee Performance, The Marketing Review, 7 (4), 385-400.DAMANPOUR, F., GOPALAKRISNAN, S., (2001). The Dynamic of the Adoption of Product and Process Innovation in Organizations, Journal of Management Studies, 38 (1), 45-65.DAY, G., (1994b). Continuous Learning about Markets, California Management Review, 36 (4), 9-31.DAY, G.,S., (1994a). The Capabilities of Market Driven Firms, Journal of Marketing, 58, (4), 37-52.FANG, Shyh-Rong, CHANG, E., OU, Chueh-Chu, CHOU, Chia-Hui, (2014). Internal Market Orientation Market Capabilities and Learning Orientation, European Journal Marketing, 48 (1\2), 170-192.FOLEY,A., FAHY, J., (2004). Towards a Further Understanding of the Development of Market Orientation in the Firm: A Conceptual Framework Based on the Market-Sensing Capability, Journal of Strategic Marketing, 12 (4), 219-230.FORNELL C., LACKER D. F., (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18 (1), 39-50.GARSON G.,D., (2016). Partial Least Squares: Regression & Structural Equation Models, Statistical Publishing Associates, Ashebora, NC, USA.GOUNARIS, S., (2006). Internal-Market Orientation and its Measurement, Journal of Business Research, 59 (4), 432-448.HAIR J.,F., CHRISTIAN M.,R., SARSTEDT M., (2011). PLS-SEM:Indeed A Silver Bullent Journal of Marketing Theory and Practive, 9 (2), 139-151.HAIR J.,F., HULT G.,T., RINGLE C.,M., SARSTED M., (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Sage Publication, Thousand Oaks, California.HAIR, J.,F., SARSTEDT, M., RINGLE, C.,M., (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research, Journal of the Academy of Marketing Science, 40 (3), 414-433.HAMŞIOĞLU, A.,B., (2017). Pazarlama Kültürü, Pazarlama Etkinliği ve Pazarlama Yeteneklerinin İhracat Performansına Etkisi: Antalya İli İhracat İşletmelerinde Bir Uygulama, Journal of Current Researches on Export Performance: A Case Study for Export Firm in Antalya City”, 7 (2), 1-16.HENSELER J., HUBONA G., RAY P.,A., (2016). Using PLS Path Modeling in New Technology Research: Updated Guidelines, Industrial Management & Data System, 116 (1), 2-20.HENSELER J., RINGLE C., SASTEDT M., (2016). Testing Measurement Invariance of Cimposite Using Partial Least Squares, International Marketing Review, 33 (3), 405-431.HOOLEY, G., GREENLEY, G., CADOGAN J., FAHY, J., (2005). The Performance Impact of Marketing Resources, Journal of Business Research, 58 (1), 18-27.HURLEY ROBERT F., VE HULT TOMAS M., (1998). Innovation, Market Orientation and Organizational Learning: An Integration and Emprical Examination, Journal of Marketing, 62 (July),ss.42-54.JAVORSKI, B., KOHLI, A., SAHAY, A., (2000). Market-Driven Versus Driving Markets, Journal of Academy of Marketing Science, 28 (1), 45-54.KAYABASİ, A., MTETWA, T., (2016). Impact of Marketing Effectiveness and Capabilities and Export Market Orientation on Export Performance: Evidence from Turkey, European Business Review, 28 (5), 532-559.KIM, N., ATUAHENE-GIMA, K., (2010). Using Exploratory and Exploitative Market Learning for New Product Development, Journal of Product Innovation Management, 27 (4), 519-536.KOHLI, A., JAWORSKI, B. (1990). Market Orientation: The Construct Research Propositions and Managerial Implications, Journal of Marketing, 54 (2), 1-18.LINGS, I., (2004). Internal Market Orientation Construct and Consequences, Journal of Business Research, , 57 (4), 405-413.LINGS, I., Greenley, G., (2005). Measuring Internal Market Orientation, Journal of Service Research, 7 (3),290-305.MAKADOK R.,, (2001). Toward A Synthesis of the Resources-Based and Dynamic Capability Views of Rent Creation, Strategic Management Journal, 22,ss.387-401.MORGAN, N., VORHIES, D., MASON, C.., (2009b). Market Orientation Marketing Capabilities and Fİrm Performance , Strategic Marketing Journal, 30 (8), 909-920.MORGAN, N.,A., SLOTEGRAAF, R.,J., VORHIES, D., W., (2009a). Linking Marketing Capabilities with Profit Growth, International Journal of Research in Marketing, 26, (4), 284-293. MORGAN, R.,E., TURNELL, C., (2003). Market-Based Organizational Learnig and Market Performance Gains, British Journal of Management, 14 (3), 255-274.NARVER, J.C., SLATER, S.F., (1990). The Effect of a Market Orientation on Competitive Profitability, Journal of Marketing, Vol.54, No.4, 20-34.OKE, A., (2007). Innovation Types and Innovation Management Practices in Service Companies, International Journal of Operation and Production Managment, 27 (6), 564-587.RAFIQ M., AHMED, P.,K., (1993). The Scope of Internal Marketing: Defining the Boundary Between, Journal of Marketing Management, 9 (3), 219-232.RAFIQ M., AHMED, P.,K., (2000). Advances in the Internal Marketing Concept: Definition Synthesis and Extension, The Journal of Services Marketing, 14 (6), 449-462.REZAEI S., MAZHERI E., AZADAVAR R., (2017). Determinants of Experienced Tourists Satisfaction and Actual Spending Behaviour: A PLS Path Modelling Approach, International Journal of Culture Tourism and Hospitality Research, 11 (2), 157-181.SLATER, S., NARVER, J.., (2000). Intelligence Generation and Superior Customer Value, Journal of the Academy of Marketing Research”, 28 (1), 120-127.SONG M., NASON R., W., DI BENEDETTO A., C., (2008). Distinctive Marketing and Information Technology Capabilities and Strategic Types: A Cross-National Investigation, Journal of International Marketing, 16(1), 4-38.SONG, M., BENEDETTO, A.,D., NASON, R.,W., (2007). Capabilities and Financial Performance: The Moderating Effect of Strategic Types, Journal of the Academy of Marketing Science, 35 (1), 18-34.TEECE D., PISANO G., SHUEN A., (1997). Dynamic Capabilities and Strategic Management, Strategic Management Journal, 18 (7), 509-533.THEODOSIOU M., KEHAGIAS J., KATSIKEA E., (2012), Strategic Orientations, Marketing Capabilities and Firm Performance: An Emprical Investigation in the Context of Frontline Managers in Service Organizations, Industrial Marketing Management, 41, 1058-1070.THEOHARAKIS, V., SAJTOS, L., HOOLEY, G., (2009). The Strategic Role of Relational Capabilities in the Business-to-Business Service Profit Chain, Industrial Marketing Management, 38 (8), 914-924.WEERAWARDENA, J., (2003). The Role of Marketing Capabilitiy in Innovation Based Competitive Strategy, Journal of Strategic Marketing, 11, 15-35.WONG K.,K.,K.,(2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS, Technical Note 1, Marketing Bulletin, 24, 1-32.YU W., RAMANATHAN R., ve NATH P.,, (2014), The Impacts of Marketing and Operations Capabiliities on Financial Performance in the UK Retail Sector: A Resource Based Perspective, Industrial Marketing Management, 43(1), 25-31.

INTERNAL MARKET ORIENTATION, THE EFFECT OF MARKETING CAPABILITIES ON ORGANIZATIONAL PERFORMANCE: A RESEARCH ON HOTEL ENTERPRISES IN ANTALYA PROVINCE

Year 2018, Volume: 5 Issue: 2, 187 - 203, 30.06.2018
https://doi.org/10.30798/makuiibf.409387

Abstract

The purpose of
this study is to determine the interaction between internal market orientation,
marketing capabilities (market sensitivity and customer linking capabilities) and organizational performance in four
and five star hotel enterprises in Antalya province. The data of the study were obtained using the questionnaire form, from
the 280 hotel enterprises participating in the study. To test hypotheses in the
study, the partial least squares method was used and the model validity was
tested. According to the results of the research, internal market orientation
was found to have a positive and direct effect on market sensing and customer
linking capabilities. In addition, the market sensing and customer engagement
abilities were also found to have a positive and direct effect on the
organizational performance.
According to the results obtained, it has been seen
that internal market orientation has a positive and direct effect on market
sensing and customer linking capabilities. In addition, it has been seen that
market sensitivity and customer connectivity capabilities have a positive and
direct effect on organizational performance.

References

  • AFTHANORHAN W.,M.,A.,B.,W., (2013). A Comparison of Partial Least Square Structural Equation Modeling (PLS-SEM) and Covariance Based Structural Equation Modeling (CB-SEM) for Confirmatory Factor Analysis, International Journal of Engineering Science and Innovative Technology (IJESIT), 2 (5), 198-205.ALI F., RASOOLIMANESH S.,M., SARSTEDT M., RINGLE C.,M., Ryu K., (2018). An Assessment of the Use of Partial Least Squares Structural Equation Modeling (PLS-SEM) in Hospitality Research, International Journal of Contemporary Hospitality Management, 30 (1), 514-538.BAGOZZI R., YI Y., (1988). On the Evaluation of Structural Equation Models , Journal of Academy of Marketing Science, 16 (1), 74-94.BAKER, W.,E., SINKULA, J.,M., (1999). The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance, Journal of the Academy of Marketing Science, 27 (4), 411-427.BARNEY J., (1991). Firm Resources and Sustained Competitive Advantage, Journal of Management, 17 (1), 99-120.CAHILL, D., (1995). The Managerial Implications of the Learning Organization: A New Tool for Internal Marketing, Journal of Service Marketing, 9 (4), 43-51.CALANTONE, R., J., CAVUSGIL, S.,T., ZHAO, Y., (2002). Learning Orientation firm Innovation Capability and firm Performance, Industrial Marketing Management, 31 (6), 515-524.CARRION, G.,C., HENSELER, J., RINGLE, C.,M., ROLDAN J.,L., (2016). Prediction-Oriented Modeling in Business Research by Means of PLS path Modeling: Introduction to a JBR Special Section, Journal of Business Research, 69 (10), 4545-4551.CARTER, L., GRAY, D., (2007). Relational Competence Internet Market Orientation and Employee Performance, The Marketing Review, 7 (4), 385-400.DAMANPOUR, F., GOPALAKRISNAN, S., (2001). The Dynamic of the Adoption of Product and Process Innovation in Organizations, Journal of Management Studies, 38 (1), 45-65.DAY, G., (1994b). Continuous Learning about Markets, California Management Review, 36 (4), 9-31.DAY, G.,S., (1994a). The Capabilities of Market Driven Firms, Journal of Marketing, 58, (4), 37-52.FANG, Shyh-Rong, CHANG, E., OU, Chueh-Chu, CHOU, Chia-Hui, (2014). Internal Market Orientation Market Capabilities and Learning Orientation, European Journal Marketing, 48 (1\2), 170-192.FOLEY,A., FAHY, J., (2004). Towards a Further Understanding of the Development of Market Orientation in the Firm: A Conceptual Framework Based on the Market-Sensing Capability, Journal of Strategic Marketing, 12 (4), 219-230.FORNELL C., LACKER D. F., (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18 (1), 39-50.GARSON G.,D., (2016). Partial Least Squares: Regression & Structural Equation Models, Statistical Publishing Associates, Ashebora, NC, USA.GOUNARIS, S., (2006). Internal-Market Orientation and its Measurement, Journal of Business Research, 59 (4), 432-448.HAIR J.,F., CHRISTIAN M.,R., SARSTEDT M., (2011). PLS-SEM:Indeed A Silver Bullent Journal of Marketing Theory and Practive, 9 (2), 139-151.HAIR J.,F., HULT G.,T., RINGLE C.,M., SARSTED M., (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Sage Publication, Thousand Oaks, California.HAIR, J.,F., SARSTEDT, M., RINGLE, C.,M., (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research, Journal of the Academy of Marketing Science, 40 (3), 414-433.HAMŞIOĞLU, A.,B., (2017). Pazarlama Kültürü, Pazarlama Etkinliği ve Pazarlama Yeteneklerinin İhracat Performansına Etkisi: Antalya İli İhracat İşletmelerinde Bir Uygulama, Journal of Current Researches on Export Performance: A Case Study for Export Firm in Antalya City”, 7 (2), 1-16.HENSELER J., HUBONA G., RAY P.,A., (2016). Using PLS Path Modeling in New Technology Research: Updated Guidelines, Industrial Management & Data System, 116 (1), 2-20.HENSELER J., RINGLE C., SASTEDT M., (2016). Testing Measurement Invariance of Cimposite Using Partial Least Squares, International Marketing Review, 33 (3), 405-431.HOOLEY, G., GREENLEY, G., CADOGAN J., FAHY, J., (2005). The Performance Impact of Marketing Resources, Journal of Business Research, 58 (1), 18-27.HURLEY ROBERT F., VE HULT TOMAS M., (1998). Innovation, Market Orientation and Organizational Learning: An Integration and Emprical Examination, Journal of Marketing, 62 (July),ss.42-54.JAVORSKI, B., KOHLI, A., SAHAY, A., (2000). Market-Driven Versus Driving Markets, Journal of Academy of Marketing Science, 28 (1), 45-54.KAYABASİ, A., MTETWA, T., (2016). Impact of Marketing Effectiveness and Capabilities and Export Market Orientation on Export Performance: Evidence from Turkey, European Business Review, 28 (5), 532-559.KIM, N., ATUAHENE-GIMA, K., (2010). Using Exploratory and Exploitative Market Learning for New Product Development, Journal of Product Innovation Management, 27 (4), 519-536.KOHLI, A., JAWORSKI, B. (1990). Market Orientation: The Construct Research Propositions and Managerial Implications, Journal of Marketing, 54 (2), 1-18.LINGS, I., (2004). Internal Market Orientation Construct and Consequences, Journal of Business Research, , 57 (4), 405-413.LINGS, I., Greenley, G., (2005). Measuring Internal Market Orientation, Journal of Service Research, 7 (3),290-305.MAKADOK R.,, (2001). Toward A Synthesis of the Resources-Based and Dynamic Capability Views of Rent Creation, Strategic Management Journal, 22,ss.387-401.MORGAN, N., VORHIES, D., MASON, C.., (2009b). Market Orientation Marketing Capabilities and Fİrm Performance , Strategic Marketing Journal, 30 (8), 909-920.MORGAN, N.,A., SLOTEGRAAF, R.,J., VORHIES, D., W., (2009a). Linking Marketing Capabilities with Profit Growth, International Journal of Research in Marketing, 26, (4), 284-293. MORGAN, R.,E., TURNELL, C., (2003). Market-Based Organizational Learnig and Market Performance Gains, British Journal of Management, 14 (3), 255-274.NARVER, J.C., SLATER, S.F., (1990). The Effect of a Market Orientation on Competitive Profitability, Journal of Marketing, Vol.54, No.4, 20-34.OKE, A., (2007). Innovation Types and Innovation Management Practices in Service Companies, International Journal of Operation and Production Managment, 27 (6), 564-587.RAFIQ M., AHMED, P.,K., (1993). The Scope of Internal Marketing: Defining the Boundary Between, Journal of Marketing Management, 9 (3), 219-232.RAFIQ M., AHMED, P.,K., (2000). Advances in the Internal Marketing Concept: Definition Synthesis and Extension, The Journal of Services Marketing, 14 (6), 449-462.REZAEI S., MAZHERI E., AZADAVAR R., (2017). Determinants of Experienced Tourists Satisfaction and Actual Spending Behaviour: A PLS Path Modelling Approach, International Journal of Culture Tourism and Hospitality Research, 11 (2), 157-181.SLATER, S., NARVER, J.., (2000). Intelligence Generation and Superior Customer Value, Journal of the Academy of Marketing Research”, 28 (1), 120-127.SONG M., NASON R., W., DI BENEDETTO A., C., (2008). Distinctive Marketing and Information Technology Capabilities and Strategic Types: A Cross-National Investigation, Journal of International Marketing, 16(1), 4-38.SONG, M., BENEDETTO, A.,D., NASON, R.,W., (2007). Capabilities and Financial Performance: The Moderating Effect of Strategic Types, Journal of the Academy of Marketing Science, 35 (1), 18-34.TEECE D., PISANO G., SHUEN A., (1997). Dynamic Capabilities and Strategic Management, Strategic Management Journal, 18 (7), 509-533.THEODOSIOU M., KEHAGIAS J., KATSIKEA E., (2012), Strategic Orientations, Marketing Capabilities and Firm Performance: An Emprical Investigation in the Context of Frontline Managers in Service Organizations, Industrial Marketing Management, 41, 1058-1070.THEOHARAKIS, V., SAJTOS, L., HOOLEY, G., (2009). The Strategic Role of Relational Capabilities in the Business-to-Business Service Profit Chain, Industrial Marketing Management, 38 (8), 914-924.WEERAWARDENA, J., (2003). The Role of Marketing Capabilitiy in Innovation Based Competitive Strategy, Journal of Strategic Marketing, 11, 15-35.WONG K.,K.,K.,(2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS, Technical Note 1, Marketing Bulletin, 24, 1-32.YU W., RAMANATHAN R., ve NATH P.,, (2014), The Impacts of Marketing and Operations Capabiliities on Financial Performance in the UK Retail Sector: A Resource Based Perspective, Industrial Marketing Management, 43(1), 25-31.
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Details

Primary Language Turkish
Journal Section Research Articles
Authors

Ahmet Buğra Hamşıoğlu

Publication Date June 30, 2018
Submission Date March 25, 2018
Published in Issue Year 2018 Volume: 5 Issue: 2

Cite

APA Hamşıoğlu, A. B. (2018). İÇSEL PAZAR YÖNLÜLÜK, PAZARLAMA YETENEKLERİ, ÖRGÜTSEL PERFORMANS ETKİLEŞİMİ: ANTALYA İLİ OTEL İŞLETMELERİNDE BİR UYGULAMA. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 5(2), 187-203. https://doi.org/10.30798/makuiibf.409387