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Relationship Marketing Orientation and Perceived Organizational Performance of Employees: A Case of Maritime Business Organization

Year 2021, Volume: 6 Issue: 3, 261 - 270, 22.09.2021
https://doi.org/10.23834/isrjournal.983520

Abstract

The consumer understanding of the customer-oriented activities of the enterprises primarily depends on the good relations between the employees. Therefore, the relationship between the relationship marketing orientation in the maritime sector, which is gaining more importance in global trade, and the perceived organizational performance (POP) of the employees, has been tried to be determined. Research data (n=274) was collected with a five-point Likert scale electronic survey. After the reliability and validity analysis, the variables were tested in a correlation and multiple regression analysis. As a result, a positive and significant relationship was found between the employees' trust, empathy-based communication and the shared value and their POP. However, only trust and empathy-based communication factors when jointly present were found to be effect on POP.

References

  • Alkaya, A. & Taştekin İ. (2021). Kamu hizmeti motivasyonuna örgütsel bağlılığın etkisi: Nevşehir ili lise öğretmenleri uygulaması. Electronic Journal of Social Sciences, 79(20), 1385-1404.
  • Alkaya, A., Çoban, S., Tehci, A. & Ersoy, Y. (2016). Çevresel Duyarliliğin Yeşil Ürün Satin Alma Davranişina Etkisi: Ordu Üniversitesi Örneği. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (47), 121-134.
  • Altunoğlu, A. E., & Erbilgin, R. (2018). Marina işletmeciliğinde ilişkisel pazarlama uygulamalarının sadakat ve tavsiye etme üzerindeki etkisi. In 3rd Eurasian Conference on Language and Social Sciences, June, 27(29), 319-334.
  • Amine, M. E. A., Chakor, A. & Alaoui, A. M. (2012). Ethics, relationship marketing and corporate performance: Theoretical analysis through the mediating variables. International Business Research, 5(8), 68.
  • Araci, Ü. E., Bulut, Z. A., Onaran, B., & Koçak, N. (2014). Fark Yaratan Uygulamalar Perspektifinden Seyahat Acentelerinde Iliskisel Pazarlama Faaliyetlerini Anlama. Ege Akademik Bakis, 14(4), 559.
  • Arlı, E. (2013). Marina işletmeciliğinde ilişkisel pazarlama uygulamalarının tekrar satın alma niyeti, tavsiye etme niyeti ve memnuniyet üzerindeki etkisi. Anadolu University Journal of Social Sciences, 13(1), 61-76.
  • Berry, L. L. (2002). Relationship marketing of services perspectives from 1983 and 2000. Journal of relationship marketing, 1(1), 59-77.
  • Butler Jr, J. K. & Cantrell, R. S. (1994). Communication factors and trust: An exploratory study. Psychological reports, 74(1), 33-34.
  • Caliskan, A. & Esmer, S. (2017). Port industry related relationship marketing applications. Journal of ETA Maritime Science, 5(2), 202-215.
  • Caliskan, A. (2019). Applying the right relationship marketing strategy through big five personality traits. Journal of Relationship Marketing, 18(3), 196-215.
  • Caliskan, A., & Esmer, S. (2019). Does it really worth investing in relationship marketing for a port business?. Case Studies on Transport Policy, 7(2), 375-383.
  • Caliskan, A., & Esmer, S. (2020). An assessment of port and shipping line relationships: the value of relationship marketing. Maritime Policy & Management, 47(2), 240-257.
  • Campbell, S., Campbell-Phillips, S. & Phillips, D. (2020). Lack of Communication between Management and Employees. SIASAT, 5(3), 32-39.
  • Carmeli, A., Gilat, G. & Waldman, D. A. (2007). The role of perceived organizational performance in organizational identification, adjustment and job performance. Journal of Management Studies, 44(6), 972-992.
  • Choi, Y. & Yu, Y. (2014). The influence of perceived corporate sustainability practices on employees and organizational performance. Sustainability, 6(1), 348-364.
  • Çelik, Z., & Özkara, B. Y. (2017). Kişisel Motivasyon Faktörlerinin Olumsuz Elektronik Ağızdan Ağıza İletişim Yapma Niyeti Üzerindeki Etkisi. Itobiad: Journal of the Human & Social Science Researches, 6(2).
  • De Ridder, J. A. (2004). Organisational communication and supportive employees. Human Resource Management Journal, 14(3), 20-30.
  • Erdoğan, B. Z., Tiltay, M. A. & Kimzan, H. S. (2011). Pazarlama Teorisi’nin Felsefi Temelleri: Değişim mi, İlişki mi?. Tüketici ve Tüketim Araştırmaları Dergisi, 3(1), 1-28.
  • Grönroos, C. (1996). Relationship Marketing: Strate¬gic and Tactical Implications, Management Decisi¬on, 34( 3), s.5-14.
  • Grönroos, C. (2017a). Relationship marketing readiness: theoretical background and measurement directions. Journal of Services Marketing. 31(3), 218-225.
  • Grönroos, C. (2017b). On value and value creation in service: a management perspective. Journal of Creating Value, 3(2), 125-141.
  • Herington, C., Johnson, L. W. & Scott, D. (2006). Internal relationships: Linking practitioner literature and relationship marketing theory. European Business Review, 18(5), 364-381.
  • Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E. & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard Business Review, 72(2), 164-174.
  • Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
  • Kalaycı, Ş. (2010). Faktör Analizi. iç. Şeref Kalaycı (Ed.), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Beşinci Baskı, An-kara: Asil Yayın Dağıtım, 321-331.
  • Kanyurhi, E. B. & Akonkwa, D. B. M. (2016). Internal marketing, employee job satisfaction, and perceived organizational performance in microfinance institutions. International Journal of Bank Marketing, 34(5), 773-796.
  • Keskin, H. D., & Kurtuldu, H. S. (2019). İlişkisel pazarlamanın müşteri memnuniyeti üzerindeki etkisi: Banka müşterilerine yönelik bir uygulama. Global Journal of Economics and Business Studies, 8(16), 111-121.
  • Kılıçer, T., Boyraz, E., Gürses, F., & Gülmez, Y. S. (2018). KOBİ’lerin stratejik pazarlama performansı ve ilişkisel pazarlama becerisinde işletme sahip ve yöneticilerinin rolü. Pazarlama İçgörüsü Üzerine Çalışmalar, 2(2), 69-89., 2(2), 69-89.
  • Liljander, V. (2000). The importance of internal relationship marketing for external relationship success. In Relationship Marketing (pp. 161-192). Springer, Berlin, Heidelberg.
  • Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
  • Osobajo, O. A., Koliousis, I. & McLaughlin, H. (2021). Making sense of maritime supply chain: a relationship marketing approach. Journal of Shipping and Trade, 6(1), 1-17.
  • Perry-Smith, J. E., & Blum, T. C. (2000). Work-family human resource bundles and perceived organizational performance. Academy of Management Journal, 43(6), 1107-1117.
  • Sadia, A., Salleh, B. M., Kadir, Z. A. & Sanif, S. (2016). The relationship between organizational communication and employees productivity with new dimensions of effective communication flow. Journal of Business and Social Review in Emerging Economies, 2(2), 93-100.
  • Shin, Y., Thai, V., & Yuen, K. F. (2018). The impact of supply chain relationship quality on performance in the maritime logistics industry in light of firm characteristics. The International Journal of Logistics Management. 29(3), 1077-1097.
  • Sin, L. Y. M., Tse, A. C. B., Yau, O. H. M., Lee, J. S. Y. & Chow, R. (2002). The effect of relationship marketing orientation on business performance in a service-oriented economy. Journal of Services Marketing, 16(7), 656-676.
  • Sin, L. Y., Tse, A. C., Chan, H., Heung, V. C. & Yim, F. H. (2006). The effects of relationship marketing orientation on business performance in the hotel industry. Journal of Hospitality & Tourism Research, 30(4), 407-426.
  • Sin, L. Y., Tse, A. C., Yau, O. H., Chow, R. P. & Lee, J. S. (2005). Market orientation, relationship marketing orientation, and business performance: The moderating effects of economic ideology and industry type. Journal of International Marketing, 13(1), 36-57.
  • Tabachnick, B. G. & Fidell, L. S. (2007). Using Multivariate Statistics, 5th Edition, Boston, Pearson Education.
  • Torlak, Ö. & Özkara, B. Y. (2017). Sebepli Eylem Teorisi Bağlamında, Kişilik Özelliklerinin İnternet Üzerinden Satın Alma Davranışı Üzerindeki Rolü. Pazarlama Teorisi ve Uygulamaları Dergisi, 3(1), 77-94.
  • UNCTAD. 2020. Review of Maritime Transport 2020. United Nations Conference on Trade and Development Publication, Geneva.
  • Wu, W. Y., Tsai, C. C. & Fu, C. S. (2013). The relationships among internal marketing, job satisfaction, relationship marketing, customer orientation, and organizational performance: An empirical study of TFT‐LCD companies in Taiwan. Human Factors and Ergonomics in Manufacturing & Service Industries, 23(5), 436-449.
  • Yıldız S. & Kırmızıbiber A. (2020). Kişilik özellikleri ile güven ve risk arasındaki ilişki: e-ticaret müşterileri üzerine bir uygulama. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 11(2), 494-507.
  • Yılmaz, Ö. (2016). Bankacılıkta ilişkisel pazarlama faaliyetlerinin, tekrar satın alma niyeti üzerine etkisinde ilişkisel kalite algısının aracılık rolü üzerine bir araştırma. Business & Management Studies: An International Journal, 4(2), 142.

İlişkisel Pazarlama Oryantasyonu ve Çalışanların Kurumsal Performans Algısı: Deniz İşletmeciliği Örneği

Year 2021, Volume: 6 Issue: 3, 261 - 270, 22.09.2021
https://doi.org/10.23834/isrjournal.983520

Abstract

İşletmelerin müşteri odaklı faaliyetlerinin tüketiciler tarafından anlaşılması öncelikle çalışanlar arasındaki iyi ilişkilere bağlıdır. Bu nedenle küresel ticarette her geçen gün daha da önem kazanan denizcilik sektöründe ilişkisel pazarlama oryantasyonu ile çalışanların kurumsal performans algıları arasındaki ilişki belirlenmeye çalışılmıştır. Araştırma verileri (n=274) Beşli Likert Ölçekli elektronik anket ile toplanmıştır. Değişkenler, güvenirlik ve geçerlik analizinden sonra korelasyon ve çoklu regresyon analizi ile test edilmiştir. Sonuç olarak çalışanların güven, empati temelli iletişim ve değer paylaşımı ile kurumsal performans algıları arasında pozitif yönde anlamlı ilişki olduğu tespit edilmiştir. Ancak sadece güven ve empati temelli iletişim faktörünün birlikte kurumsal performans algısı üzerinde etkili olduğu sonucuna ulaşılmıştır.

References

  • Alkaya, A. & Taştekin İ. (2021). Kamu hizmeti motivasyonuna örgütsel bağlılığın etkisi: Nevşehir ili lise öğretmenleri uygulaması. Electronic Journal of Social Sciences, 79(20), 1385-1404.
  • Alkaya, A., Çoban, S., Tehci, A. & Ersoy, Y. (2016). Çevresel Duyarliliğin Yeşil Ürün Satin Alma Davranişina Etkisi: Ordu Üniversitesi Örneği. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (47), 121-134.
  • Altunoğlu, A. E., & Erbilgin, R. (2018). Marina işletmeciliğinde ilişkisel pazarlama uygulamalarının sadakat ve tavsiye etme üzerindeki etkisi. In 3rd Eurasian Conference on Language and Social Sciences, June, 27(29), 319-334.
  • Amine, M. E. A., Chakor, A. & Alaoui, A. M. (2012). Ethics, relationship marketing and corporate performance: Theoretical analysis through the mediating variables. International Business Research, 5(8), 68.
  • Araci, Ü. E., Bulut, Z. A., Onaran, B., & Koçak, N. (2014). Fark Yaratan Uygulamalar Perspektifinden Seyahat Acentelerinde Iliskisel Pazarlama Faaliyetlerini Anlama. Ege Akademik Bakis, 14(4), 559.
  • Arlı, E. (2013). Marina işletmeciliğinde ilişkisel pazarlama uygulamalarının tekrar satın alma niyeti, tavsiye etme niyeti ve memnuniyet üzerindeki etkisi. Anadolu University Journal of Social Sciences, 13(1), 61-76.
  • Berry, L. L. (2002). Relationship marketing of services perspectives from 1983 and 2000. Journal of relationship marketing, 1(1), 59-77.
  • Butler Jr, J. K. & Cantrell, R. S. (1994). Communication factors and trust: An exploratory study. Psychological reports, 74(1), 33-34.
  • Caliskan, A. & Esmer, S. (2017). Port industry related relationship marketing applications. Journal of ETA Maritime Science, 5(2), 202-215.
  • Caliskan, A. (2019). Applying the right relationship marketing strategy through big five personality traits. Journal of Relationship Marketing, 18(3), 196-215.
  • Caliskan, A., & Esmer, S. (2019). Does it really worth investing in relationship marketing for a port business?. Case Studies on Transport Policy, 7(2), 375-383.
  • Caliskan, A., & Esmer, S. (2020). An assessment of port and shipping line relationships: the value of relationship marketing. Maritime Policy & Management, 47(2), 240-257.
  • Campbell, S., Campbell-Phillips, S. & Phillips, D. (2020). Lack of Communication between Management and Employees. SIASAT, 5(3), 32-39.
  • Carmeli, A., Gilat, G. & Waldman, D. A. (2007). The role of perceived organizational performance in organizational identification, adjustment and job performance. Journal of Management Studies, 44(6), 972-992.
  • Choi, Y. & Yu, Y. (2014). The influence of perceived corporate sustainability practices on employees and organizational performance. Sustainability, 6(1), 348-364.
  • Çelik, Z., & Özkara, B. Y. (2017). Kişisel Motivasyon Faktörlerinin Olumsuz Elektronik Ağızdan Ağıza İletişim Yapma Niyeti Üzerindeki Etkisi. Itobiad: Journal of the Human & Social Science Researches, 6(2).
  • De Ridder, J. A. (2004). Organisational communication and supportive employees. Human Resource Management Journal, 14(3), 20-30.
  • Erdoğan, B. Z., Tiltay, M. A. & Kimzan, H. S. (2011). Pazarlama Teorisi’nin Felsefi Temelleri: Değişim mi, İlişki mi?. Tüketici ve Tüketim Araştırmaları Dergisi, 3(1), 1-28.
  • Grönroos, C. (1996). Relationship Marketing: Strate¬gic and Tactical Implications, Management Decisi¬on, 34( 3), s.5-14.
  • Grönroos, C. (2017a). Relationship marketing readiness: theoretical background and measurement directions. Journal of Services Marketing. 31(3), 218-225.
  • Grönroos, C. (2017b). On value and value creation in service: a management perspective. Journal of Creating Value, 3(2), 125-141.
  • Herington, C., Johnson, L. W. & Scott, D. (2006). Internal relationships: Linking practitioner literature and relationship marketing theory. European Business Review, 18(5), 364-381.
  • Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E. & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard Business Review, 72(2), 164-174.
  • Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
  • Kalaycı, Ş. (2010). Faktör Analizi. iç. Şeref Kalaycı (Ed.), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Beşinci Baskı, An-kara: Asil Yayın Dağıtım, 321-331.
  • Kanyurhi, E. B. & Akonkwa, D. B. M. (2016). Internal marketing, employee job satisfaction, and perceived organizational performance in microfinance institutions. International Journal of Bank Marketing, 34(5), 773-796.
  • Keskin, H. D., & Kurtuldu, H. S. (2019). İlişkisel pazarlamanın müşteri memnuniyeti üzerindeki etkisi: Banka müşterilerine yönelik bir uygulama. Global Journal of Economics and Business Studies, 8(16), 111-121.
  • Kılıçer, T., Boyraz, E., Gürses, F., & Gülmez, Y. S. (2018). KOBİ’lerin stratejik pazarlama performansı ve ilişkisel pazarlama becerisinde işletme sahip ve yöneticilerinin rolü. Pazarlama İçgörüsü Üzerine Çalışmalar, 2(2), 69-89., 2(2), 69-89.
  • Liljander, V. (2000). The importance of internal relationship marketing for external relationship success. In Relationship Marketing (pp. 161-192). Springer, Berlin, Heidelberg.
  • Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
  • Osobajo, O. A., Koliousis, I. & McLaughlin, H. (2021). Making sense of maritime supply chain: a relationship marketing approach. Journal of Shipping and Trade, 6(1), 1-17.
  • Perry-Smith, J. E., & Blum, T. C. (2000). Work-family human resource bundles and perceived organizational performance. Academy of Management Journal, 43(6), 1107-1117.
  • Sadia, A., Salleh, B. M., Kadir, Z. A. & Sanif, S. (2016). The relationship between organizational communication and employees productivity with new dimensions of effective communication flow. Journal of Business and Social Review in Emerging Economies, 2(2), 93-100.
  • Shin, Y., Thai, V., & Yuen, K. F. (2018). The impact of supply chain relationship quality on performance in the maritime logistics industry in light of firm characteristics. The International Journal of Logistics Management. 29(3), 1077-1097.
  • Sin, L. Y. M., Tse, A. C. B., Yau, O. H. M., Lee, J. S. Y. & Chow, R. (2002). The effect of relationship marketing orientation on business performance in a service-oriented economy. Journal of Services Marketing, 16(7), 656-676.
  • Sin, L. Y., Tse, A. C., Chan, H., Heung, V. C. & Yim, F. H. (2006). The effects of relationship marketing orientation on business performance in the hotel industry. Journal of Hospitality & Tourism Research, 30(4), 407-426.
  • Sin, L. Y., Tse, A. C., Yau, O. H., Chow, R. P. & Lee, J. S. (2005). Market orientation, relationship marketing orientation, and business performance: The moderating effects of economic ideology and industry type. Journal of International Marketing, 13(1), 36-57.
  • Tabachnick, B. G. & Fidell, L. S. (2007). Using Multivariate Statistics, 5th Edition, Boston, Pearson Education.
  • Torlak, Ö. & Özkara, B. Y. (2017). Sebepli Eylem Teorisi Bağlamında, Kişilik Özelliklerinin İnternet Üzerinden Satın Alma Davranışı Üzerindeki Rolü. Pazarlama Teorisi ve Uygulamaları Dergisi, 3(1), 77-94.
  • UNCTAD. 2020. Review of Maritime Transport 2020. United Nations Conference on Trade and Development Publication, Geneva.
  • Wu, W. Y., Tsai, C. C. & Fu, C. S. (2013). The relationships among internal marketing, job satisfaction, relationship marketing, customer orientation, and organizational performance: An empirical study of TFT‐LCD companies in Taiwan. Human Factors and Ergonomics in Manufacturing & Service Industries, 23(5), 436-449.
  • Yıldız S. & Kırmızıbiber A. (2020). Kişilik özellikleri ile güven ve risk arasındaki ilişki: e-ticaret müşterileri üzerine bir uygulama. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 11(2), 494-507.
  • Yılmaz, Ö. (2016). Bankacılıkta ilişkisel pazarlama faaliyetlerinin, tekrar satın alma niyeti üzerine etkisinde ilişkisel kalite algısının aracılık rolü üzerine bir araştırma. Business & Management Studies: An International Journal, 4(2), 142.
There are 43 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Ali Tehci 0000-0001-9949-2794

Nihan Şenbursa 0000-0002-0656-6158

Publication Date September 22, 2021
Submission Date August 16, 2021
Published in Issue Year 2021 Volume: 6 Issue: 3

Cite

APA Tehci, A., & Şenbursa, N. (2021). Relationship Marketing Orientation and Perceived Organizational Performance of Employees: A Case of Maritime Business Organization. The Journal of International Scientific Researches, 6(3), 261-270. https://doi.org/10.23834/isrjournal.983520