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ÜLKE İMAJININ DAVRANIŞSAL NİYETLER ÜZERİNDEKİ ETKİSİ: ÜRÜN VE HİZMET KALİTESİNİN PARALEL ARACI ETKİLERİ

Year 2023, Volume: 16 Issue: 1, 165 - 190, 31.01.2023

Abstract

Tüketiciler, ülke imajını yalnızca ürünlerin kalitesini tahmin etmek için değil, aynı zamanda kendilerini belirli gruplarla ilişkilendirdikleri ve diğerlerinden farklılaştırdıkları bir benlik sembolü olarak da kullanırlar. Bu çalışma, otomobil endüstrisinde bütünsel bir bakış açısıyla ülke imajının ürün ve hizmet kalitesi algıları ve bir dizi davranışsal niyet üzerindeki etkilerini anlamayı amaçlamaktadır. Ayrıca, tamamlayıcı bir unsur olarak, ülke imajının kavramsallaştırılmasına ve ölçülmesine ilişkin bazı iç görülerin kazanılması amaçlanmaktadır. Bu çalışmanın bulguları, mevcut literatürün biliş ve duyuştan oluşan iki boyutlu ülke imajı yapısı üzerindeki iddialarını doğrulamaktadır. Biliş yönelimli ülke imajı ölçekleri bu alanda yürütülen çalışmaların geçerliliğini tehdit etmektedir, çünkü biliş yönelimli ölçeklerle elde edilen sonuçlar farkında olmadan bilişsel ve duyuşsal unsurlardan oluşan (genel) ülke imajı yapısına atfedilmektedir. Hizmet baskın mantık doğrultusunda ülke imajının kalite algıları üzerindeki etkilerini tahminlemede bütüncül bir yaklaşımın gerekli olduğu tespit edilmiştir. Otomobil gibi saf bir ürün kategorisinde bile, ülke imajı ile algılanan hizmet kalitesi arasında güçlü ilişkiler tespit edilmiştir. Bu nedenle, pazar sunumunun içeriği ne olursa olsun, kalitenin (fiziksel) ürün kalitesi ve hizmet kalitesi olarak iki ayrı boyutta değerlendirilmesi önemlidir. Ülke imajı ve kalite algılarının bu iki boyut altında kavramsallaştırılması sayesinde, pazar sunumuna eklenen menşe ülke unsuru gerçek davranışlara dönüştürülebilir.

References

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THE EFFECT OF COUNTRY IMAGE ON BEHAVIORAL INTENTIONS: PARALLEL MEDIATION EFFECTS OF PRODUCT AND SERVICE QUALITY

Year 2023, Volume: 16 Issue: 1, 165 - 190, 31.01.2023

Abstract

Consumers use the country image as not only heuristics to predict the quality of the products but also as a symbol of the self by which they affiliate themselves with certain groups and differentiate from others. This study intents to understand the effects of COI on product and service quality perceptions and a set of behavioral intentions through a holistic perspective in the automobile industry. Moreover, as a complementary element, some insights into the conceptualization and the measurement of the country image are meant to be gained. The findings of this study verify the assertions in the current literature on the two-dimensional country image construct which consists of cognition and affect. The cognition-oriented country image scales threaten the validity of studies conducted in this area because the results obtained with cognition-oriented scales are inadvertently attributed to the (general) country image construct consisting of both cognitive and affective elements. In line with the service dominant logic, it is identified that a holistic approach is required predicting the effects of the country image on quality perceptions. Even in such a pure product category as automobiles, strong associations were identified between country image and perceived service quality. Therefore, regardless of the content of the market offering, it is important that quality must be evaluated under two separate dimensions as (physical) product quality and service quality. By the help of this two-dimensional conceptualization of country image and quality perceptions, country of origin element attached to the market offering can be transformed into actual behaviors.

References

  • Ahmed, S. A., and d'Astous, A. (2008). Antecedents, moderators and dimensions of country-of-origin evaluations. International Marketing Review, 25(1), 75-106.
  • Ahmed, Z. U., Johnson, J. P., Yang, X., Kheng Fatt, C., Sack Teng, H., and Chee Boon, L. (2004). Does country of origin matter for low-involvement products?. International Marketing Review, 21(1), 102-120.
  • Aliman, N. K., and Mohamad, W. N. (2016). Linking service quality, patients’ satisfaction and behavioral intentions: an investigation on private healthcare in Malaysia. Procedia-Social and Behavioral Sciences, 224, 141-148.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Balabanis, G., and Diamantopoulos, A. (2011). Gains and losses from the misperception of brand origin: The role of brand strength and country-of-origin image. Journal of International Marketing, 19(2), 95-116.
  • Bautista, J. R., Osaki, T., and Jeong, L. S. (2020). Japanese and Filipino college students as consumers: Does country of origin affect their purchase intent. DLSU Business and Economics Review, 29(2), 104-116.
  • Bilkey, W. J., and Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89-100.
  • Boulding, W., Kalra, A., Staelin, R., and Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27.
  • Buhmann, A., and Ingenhoff, D. (2015a). Advancing the country image construct from a public relations perspective. Journal of Communication Management.
  • Buhmann, A., and Ingenhoff, D. (2015b). The 4D Model of the country image: An integrative approach from the perspective of communication management. International Communication Gazette, 77(1), 102-124.
  • Buhmann, A. (2016). Measuring country image. Springer Fachmedien Wiesbaden.
  • Cakici, N. M., and Shukla, P. (2017). Country-of-origin misclassification awareness and consumers’ behavioral intentions: Moderating roles of consumer affinity, animosity, and product knowledge. International Marketing Review, 34(3), 354-376.
  • Chattalas, M., Kramer, T., and Takada, H. (2008). The impact of national stereotypes on the country-of-origin effect: A conceptual framework. International Marketing Review, 25(1), 54-74.
  • Chao, P. (1993). Partitioning country of origin effects: consumer evaluations of a hybrid product. Journal of International Business Studies, 24(2), 291-306.
  • Chao, P. (1998). Impact of country-of-origin dimensions on product quality and design quality perceptions. Journal of Business Research, 42(1), 1-6.
  • Costa, C., Carneiro, J., and Goldszmidt, R. (2016). A contingent approach to country-of-origin effects on foreign products evaluation: Interaction of facets of country image with product classes. International Business Review, 25(5), 1066-1075.
  • Cronin Jr, J. J., Brady, M. K., and Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
  • Crosby, P. B. (1979). Quality is free: The art of making quality certain. New York: McGraw-hill.
  • Dagger, T. S., and Sweeney, J. C. (2006). The effect of service evaluations on behavioral intentions and quality of life. Journal of Service Research, 9(1), 3-18.
  • Dedeoglu, B. B. (2019). Shaping tourists' destination quality perception and loyalty through destination country image: The importance of involvement and perceived value. Tourism Management Perspectives, 29, 105-117.
  • Dichter, E. (1962). The world customer. The International Executive, 4(4), 25-27.
  • Dodds, W. B., Monroe, K. B., and Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
  • Elliott, G. R., and Cameron, R. C. (1994). Consumer perception of product quality and the country-of-origin effect. Journal of international Marketing, 49-62.
  • Fakhrai Rad, F., and Izmir, O. (2013). The role of country of origin and psychic distance on Swedish consumers´ perception of the quality of American, German and Japanese automobiles (Bachelor’s Thesis). Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-27001.
  • Fishbein, M., and Ajzen, I. (1975). Belief, attitude, and behavior: An introduction to theory and research. Reading, Mass.: Addison Wessley.
  • Fornell, C., and Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Garrett, T. C., Lee, S., and Chu, K. (2017). A store brand’s country-of-origin or store image: what matters to consumers?. International Marketing Review, 34(2), 272-292.
  • González, A. G. (2015). Service quality and repurchase behaviour in the Spanish automotive after sales business. Journal of Relationship Marketing, 14(3), 239-267.
  • Gummesson, E. (2007). Exit services marketing-enter service marketing. Journal of Customer Behaviour, 6(2), 113-141. Han, C. M. (1989). Country image: Halo or summary construct. Journal of Marketing Research, 26(2), 222-229.
  • Han, C. M. (1990). Testing the role of country image in consumer choice behaviour. European Journal of Marketing, 24(6), 24-40.
  • Hair, J. F., W. C. Black, R. E. Anderson and R. L. Tatham. (2006). Multivariate data analysis. 6th Edition. New Jersey: Pearson Prentice Hall.
  • Hair, J. F., W. C. Black, B. J. Babin and R. E. Anderson. (2014). Multivariate data analysis. Pearson New International Edition. USA: Pearson.
  • Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Publications.
  • Herz, M., and Diamantopoulos, A. (2017). I use it but will tell you that I don't: Consumers’ country-of-origin cue usage denial. Journal of International Marketing, 25(2), 52-71.
  • Izmir, O. (2016a). Menşe ülke imajı, marka ve fiyatın ürün değerlendirme ve satın alma niyeti üzerindeki göreceli etkileri (Master’s thesis). Sakarya University, Sakarya.
  • Izmir, O. (2016b). Which evaluation criterion is affected by country of origin and forms purchase intention the most: An empirical study. Global Journal of Economics and Business Studies, 5(9), 39-48.
  • Izmir, O. (2017). Satın alma niyeti oluşturmada menşe ülke imajının tüketicinin aşinalık durumuna göre direkt ya da dolaylı etkileri: Hale etkisi vs. Özet yapı. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 8(21).
  • Izmir, O. (2021a). What is marketing and where does it progress? Past, present and future directions. Telli, G. and Civelek, M. (Eds) in International Congress on Business and Marketing, Istanbul, Turkey, 95-103.
  • Izmir, O. (2021b). The role of the xenocentrizm, cosmopolitanism and price in the effect of country image on health service quality and behavioral intentions (Doctorate Thesis). Anadolu University, Eskisehir.
  • Izmir, O., and Oypan, O. (2022). Sağlık kurumlarında hizmet pazarlaması. In Çelik, B. and Tor Kadıoğlu, C. (Eds.) Sağlık Kurumlarında Güncel Pazarlama Araştırmaları, Efeakademi Yayınları, 87-104.
  • Izmir, O., Sevim, N. ve Eroglu Hall, E. (2022). Antecedents of country-of-origin image and its effect on behavioral intentions, Tüketici ve Tüketim Araştırmaları Dergisi, 14(1), 189- 234.
  • Jang, S. S., and Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research, 62(4), 451-460.
  • Javalgi, R. G., Cutler, B. D., and Winans, W. A. (2001). At your service! Does country of origin research apply to services?. Journal of Services Marketing, 15(7), 565-582.
  • JinKyo, S., Saithibvongsa, P., and Choi, H. J. (2019). Country image, perceived product quality and purchase intention: the moderating roles of quality warranty certificate and country-image transferred strategies. International Journal of Economics and Management, 1(3), 10-23.
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There are 79 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Articles
Authors

Onur İzmir 0000-0003-3307-9344

Elif Eroglu-hall 0000-0001-9086-0132

Nurdan Sevim 0000-0002-2658-4943

Publication Date January 31, 2023
Submission Date July 27, 2022
Published in Issue Year 2023 Volume: 16 Issue: 1

Cite

APA İzmir, O., Eroglu-hall, E., & Sevim, N. (2023). THE EFFECT OF COUNTRY IMAGE ON BEHAVIORAL INTENTIONS: PARALLEL MEDIATION EFFECTS OF PRODUCT AND SERVICE QUALITY. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 16(1), 165-190.