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Year 2014, Volume: 1 Issue: 4, 0 - 0, 08.11.2015

Seyit Ahmet Solmaz , Oguz Turkay , Salim Ibis , Umit Sengel

Abstract

Bu araştırmanın amacı, İstanbul’da faaliyet gösteren seyahat acentalarının pazar yönlülük düzeylerini belirlemek, bunun yanında pazar yönlülüğün işletme performansı üzerindeki etksini incelemektir. Araştırmanın örneklemini kolayda örnekleme yöntemiyle seçilmiş 92 acenta oluşturmaktadır. Araştırmadan elde edilen veriler istatiksel yöntemlerle analiz edilmiştir. Araştırma bulguları, pazar yönlülük boyutlarından müşteri yönlülük ve pazar bilgisi toplama boyutunun işletme performansı boyutları olan çalışan performansı, finansal performans ve pazar performansı üzerinde önemli ölçüde bir açıklayıcılığının olduğunu göstermektedir. Aynı zamanda pazar yönlülük boyutları ile işletme performansı arsında pozitif yönlü ve güçlü bir ilişki olduğu tespit edilmiştir. 1. GİRİŞ

References

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  • Kongresi, Mustafa Kemal Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, 18-20 Kasım, ss. 83-94. Avlonitis, G. H. ve Spiros P. G. (1999), “Marketing Orientation and its Determinants: An Empirical Analysis”,
  • European Journal of Marketing European Journal of Marketing, Vol. 33, No. 11-12, pp. 1003-1037.
  • Bulut, Ç., Yilmaz C. ve Alpkan L. (2009), “Pazar Oryantasyonu Boyutlarının Firma Performansına Etkileri”, Ege Akademik Bakış, 9 (2): 513-538.
  • Çakici, C. ve Duygu E. (2005), “Otel İşletmeciliğinde Pazar Yönlülük ve Pazar Yönlülük Performans İlişkisi Üzerine
  • Bir Araştırma ve Sonuçları” Hacettepe Üniversitesi, İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt 23, Sayı 1, ss. 157-1
  • Çati, K. ve Işkin, M. (2008), “Pazar Yönlülük”, Güncel Pazarlama Yaklaşımlarından Seçmeler, Editörler: İnci VARİNLİ ve Kahraman ÇATI, Detay Yayıncılık, Ankara, s. 77-101.
  • Day, G. S. (1994), “Capabilities of Market-Driven Organizations”, The Journal of Marketing, Vol. 58, No.4, pp. 37
  • Desphande, R. and Frederick, W. E. (1989), “Organizational Culture and Marketing : Defining the Research
  • Agenda”, Journal of Marketing, 53, pp. 3-15. Desphande, R., John, F. U. ve Frederick, W. E. (1993), “Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms: A Quadrad Analysis”, The Journal of Marketing, Vol. 57, No. 1, pp. 23-37.
  • Eren, D. (2003), “Otel işletmeciliğinde Pazarlama Anlayışı ve Pazar Yönlülük: Türkiye`de Faaliyet Gösteren Dört ve Beş Yıldızlı Otellerde Yapılan Bir Araştırma ve Sonuçları”, Basılmamış Yüksek Lisans Tezi, Mersin Üniversitesi,
  • Sosyal Bilimler Enstitüsü, Mersin. Ganesan, S. (1994), “Determinants of Long-Term Orientation in Buyer-Seller Relationship”, Journal of Marketing, Vol. 58 (April), pp. 1-19.
  • Greenley, G. E. (1995), “Forms of Market Orientation in UK Companies”, Journal of Management Studies, Vol. 32, Is. 1, pp. 47-66.
  • Guo, C. (2002), “Market Orientation and Business Performance: A Framework for Service Organizations”,
  • European Journal of Marketing, Vol. 36, No. 9-10, pp. 1154-1163
  • Heiens, R. A. (2000), “Market Orientation: Toward An Integrated Framework”, Academy of Marketing Science Review, No. 1, p. 1-4.
  • Jap, S. D., Manolis C., Weitz B. A. (1999), “Relationship Quality and Buyer-Seller Interactions in Channel
  • Distribution”, Journal of Business Research, Vol. 46, pp. 303-313. Jaworski, B.J. ve Kohli, A. K. (1993), “Market Orientation: Antecedents and Consequences”, The Journal of
  • Marketing, Vol. 57. No. 3, pp. 53-70. Kohli, A. K. ve Jaworski, B. J. (1990), “Market Orientation: Construct, Research Propositions and Managerial
  • Implications”, The Journal of Marketing, Vol. 54, No.2, pp. 1-18. Matsuno, K., Mentzer, J. T. ve RENTZ, J. O. (2000), “A Refinement and Validation of the MARKOR Scale”, Journal of Academy of Marketing Science, Vol. 28, No. 4, pp. 527-539.
  • Narver, J. C. ve Slater, S. F. (1990), “The Effect of Market Orientation on Business Profitability”, The Journal of
  • Marketing, Vol. 54, No. 4, pp. 20-35. Papatya, N., Papatya G. ve Songur A. (2011), “Hizmet İşletmelerinde Pazar Yönlülük ve Turizm Sektörü İşletme
  • Uygulamalarının Değerlendirilmesi: Isparta örneği”, I. Uluslararası 4. Ulusal Eğirdir Turizm Sempozyumu ve Göller Bölgesi Çalıştayı, 1-4 Aralık 2011, Eğirdir, Isparta, ss. 751-764.
  • Pitt, L., Caruana, A. ve Berthon, P. R. (1996), “Market Orientation and Business Performance: Some European
  • Evidence”, International Marketing Review, Vol. 13, No.1, pp. 5-18.. Qu, R. ve Christine, T. E. (2003), “An Examination of the Consequences of Market Orientation in China”, Journal of Strategic Management, 11 (3): 201-214.
  • Rose, G.M. ve Shoham, A. (2002), “Export Performance and Market Orientation: Establishing an Empirical Link”,
  • Journal of Business Research, Vol. 55 No. 3, pp. 217-25. Ruekert, R.W. (1992), “Developing a Market Orientation: An Organizational Strategy Perspective”, International
  • Journal of Research in Marketing, Vol. 9 Is. 3, pp. 225-245. Sanzo, M. J., Santos, M. L. Vazquez, R. ve Alvarez, L. I. (2003), “The Effect of Market Orientation on Buyer-Seller
  • Relationship Satisfaction”, Industrial Marketing Management, Vol. 32, pp. 327-345. Shapiro, P. B. (1988), “What The Hell Is “Market Orientation”, Harvard Business Review, 66 (6): 119-125.
  • Shoham, A. ve Gregory M. R. (2001), “Market Orientation: A Replication, Cross-National Comparison, and Extension”, Journal of Global Marketing, 14: 4, pp. 5-25.
  • Slater, S. ve John, N. C. (1994), “Does Competitive Environment Moderate the Market Orientation-Performance
  • Relationship?”, The Journal of Marketing, Vol. 58, No. 1, pp. 46-55. Slater, S. ve John, N. C. (2000), “The Positive Effect of a Market Orientation on Business Profitability: A Balanced
  • Replication”, Journal of Business Research, 2000 (48): 69-73.
  • Webster, F. E. (1988), “The Rediscovery Of The Marketing Concept” Business Horizons, Cilt 31, pp. 29-39.
  • Wilson, D. T. (1995), “An Integrated Model of Buyer-Seller Relationships”, Journal of Academy and Marketing Science, Vol. 23, No. 4, pp. 335-345.
  • Yılmaz, C., Alpkan, L ve Bulut Ç. (2009), Firmaların Kültürel Oryantasyonlarının Çeşitli Performans Boyutlarına
  • Etkileri: Türk İmalat ve Hizmet İşletmeleri Üzerine Bir saha Çalışması” Journal of Yasar University, (4)-16, ss. 246

THE EFFECTS OF MARKET ORIENTATION ON BUSINESS PERFORMANCE: AN EMPIRICAL RESEARCH ON TRAVEL AGENCIES LOCATED IN ISTANBUL

Year 2014, Volume: 1 Issue: 4, 0 - 0, 08.11.2015

Seyit Ahmet Solmaz , Oguz Turkay , Salim Ibis , Umit Sengel

Abstract

This study aims to determine the market orientation levels of the travel agencies located in İstanbul and to examine the effect of market orientation upon performance of business. The sample of research is 92 agencies chosen by convenience sampling method. The data obtained from the research is analyzed through statistical methods. The findings indicate that customer orientation and collecting market data which are the dimensions of market orientation have significant explanatories on employee performance, financial performance and market performance considered as the dimensions of business performance. Also, the positive directional & strong relationship between dimensions of market orientation and business performance is observed.

References

  • Aksulu, İ.ve Özgül, E. (1999), “Değişen Pazarlama Çevresi ve Pazarlamada Yeni Yaklaşımlar”, 4. Ulusal Pazarlama
  • Kongresi, Mustafa Kemal Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, 18-20 Kasım, ss. 83-94. Avlonitis, G. H. ve Spiros P. G. (1999), “Marketing Orientation and its Determinants: An Empirical Analysis”,
  • European Journal of Marketing European Journal of Marketing, Vol. 33, No. 11-12, pp. 1003-1037.
  • Bulut, Ç., Yilmaz C. ve Alpkan L. (2009), “Pazar Oryantasyonu Boyutlarının Firma Performansına Etkileri”, Ege Akademik Bakış, 9 (2): 513-538.
  • Çakici, C. ve Duygu E. (2005), “Otel İşletmeciliğinde Pazar Yönlülük ve Pazar Yönlülük Performans İlişkisi Üzerine
  • Bir Araştırma ve Sonuçları” Hacettepe Üniversitesi, İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt 23, Sayı 1, ss. 157-1
  • Çati, K. ve Işkin, M. (2008), “Pazar Yönlülük”, Güncel Pazarlama Yaklaşımlarından Seçmeler, Editörler: İnci VARİNLİ ve Kahraman ÇATI, Detay Yayıncılık, Ankara, s. 77-101.
  • Day, G. S. (1994), “Capabilities of Market-Driven Organizations”, The Journal of Marketing, Vol. 58, No.4, pp. 37
  • Desphande, R. and Frederick, W. E. (1989), “Organizational Culture and Marketing : Defining the Research
  • Agenda”, Journal of Marketing, 53, pp. 3-15. Desphande, R., John, F. U. ve Frederick, W. E. (1993), “Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms: A Quadrad Analysis”, The Journal of Marketing, Vol. 57, No. 1, pp. 23-37.
  • Eren, D. (2003), “Otel işletmeciliğinde Pazarlama Anlayışı ve Pazar Yönlülük: Türkiye`de Faaliyet Gösteren Dört ve Beş Yıldızlı Otellerde Yapılan Bir Araştırma ve Sonuçları”, Basılmamış Yüksek Lisans Tezi, Mersin Üniversitesi,
  • Sosyal Bilimler Enstitüsü, Mersin. Ganesan, S. (1994), “Determinants of Long-Term Orientation in Buyer-Seller Relationship”, Journal of Marketing, Vol. 58 (April), pp. 1-19.
  • Greenley, G. E. (1995), “Forms of Market Orientation in UK Companies”, Journal of Management Studies, Vol. 32, Is. 1, pp. 47-66.
  • Guo, C. (2002), “Market Orientation and Business Performance: A Framework for Service Organizations”,
  • European Journal of Marketing, Vol. 36, No. 9-10, pp. 1154-1163
  • Heiens, R. A. (2000), “Market Orientation: Toward An Integrated Framework”, Academy of Marketing Science Review, No. 1, p. 1-4.
  • Jap, S. D., Manolis C., Weitz B. A. (1999), “Relationship Quality and Buyer-Seller Interactions in Channel
  • Distribution”, Journal of Business Research, Vol. 46, pp. 303-313. Jaworski, B.J. ve Kohli, A. K. (1993), “Market Orientation: Antecedents and Consequences”, The Journal of
  • Marketing, Vol. 57. No. 3, pp. 53-70. Kohli, A. K. ve Jaworski, B. J. (1990), “Market Orientation: Construct, Research Propositions and Managerial
  • Implications”, The Journal of Marketing, Vol. 54, No.2, pp. 1-18. Matsuno, K., Mentzer, J. T. ve RENTZ, J. O. (2000), “A Refinement and Validation of the MARKOR Scale”, Journal of Academy of Marketing Science, Vol. 28, No. 4, pp. 527-539.
  • Narver, J. C. ve Slater, S. F. (1990), “The Effect of Market Orientation on Business Profitability”, The Journal of
  • Marketing, Vol. 54, No. 4, pp. 20-35. Papatya, N., Papatya G. ve Songur A. (2011), “Hizmet İşletmelerinde Pazar Yönlülük ve Turizm Sektörü İşletme
  • Uygulamalarının Değerlendirilmesi: Isparta örneği”, I. Uluslararası 4. Ulusal Eğirdir Turizm Sempozyumu ve Göller Bölgesi Çalıştayı, 1-4 Aralık 2011, Eğirdir, Isparta, ss. 751-764.
  • Pitt, L., Caruana, A. ve Berthon, P. R. (1996), “Market Orientation and Business Performance: Some European
  • Evidence”, International Marketing Review, Vol. 13, No.1, pp. 5-18.. Qu, R. ve Christine, T. E. (2003), “An Examination of the Consequences of Market Orientation in China”, Journal of Strategic Management, 11 (3): 201-214.
  • Rose, G.M. ve Shoham, A. (2002), “Export Performance and Market Orientation: Establishing an Empirical Link”,
  • Journal of Business Research, Vol. 55 No. 3, pp. 217-25. Ruekert, R.W. (1992), “Developing a Market Orientation: An Organizational Strategy Perspective”, International
  • Journal of Research in Marketing, Vol. 9 Is. 3, pp. 225-245. Sanzo, M. J., Santos, M. L. Vazquez, R. ve Alvarez, L. I. (2003), “The Effect of Market Orientation on Buyer-Seller
  • Relationship Satisfaction”, Industrial Marketing Management, Vol. 32, pp. 327-345. Shapiro, P. B. (1988), “What The Hell Is “Market Orientation”, Harvard Business Review, 66 (6): 119-125.
  • Shoham, A. ve Gregory M. R. (2001), “Market Orientation: A Replication, Cross-National Comparison, and Extension”, Journal of Global Marketing, 14: 4, pp. 5-25.
  • Slater, S. ve John, N. C. (1994), “Does Competitive Environment Moderate the Market Orientation-Performance
  • Relationship?”, The Journal of Marketing, Vol. 58, No. 1, pp. 46-55. Slater, S. ve John, N. C. (2000), “The Positive Effect of a Market Orientation on Business Profitability: A Balanced
  • Replication”, Journal of Business Research, 2000 (48): 69-73.
  • Webster, F. E. (1988), “The Rediscovery Of The Marketing Concept” Business Horizons, Cilt 31, pp. 29-39.
  • Wilson, D. T. (1995), “An Integrated Model of Buyer-Seller Relationships”, Journal of Academy and Marketing Science, Vol. 23, No. 4, pp. 335-345.
  • Yılmaz, C., Alpkan, L ve Bulut Ç. (2009), Firmaların Kültürel Oryantasyonlarının Çeşitli Performans Boyutlarına
  • Etkileri: Türk İmalat ve Hizmet İşletmeleri Üzerine Bir saha Çalışması” Journal of Yasar University, (4)-16, ss. 246
There are 37 citations in total.

Details

Journal Section Articles
Authors

Seyit Ahmet Solmaz

Oguz Turkay

Salim Ibis

Umit Sengel This is me

Publication Date November 8, 2015
Published in Issue Year 2014 Volume: 1 Issue: 4

Cite

APA Solmaz, S. A., Turkay, O., Ibis, S., Sengel, U. (2015). THE EFFECTS OF MARKET ORIENTATION ON BUSINESS PERFORMANCE: AN EMPIRICAL RESEARCH ON TRAVEL AGENCIES LOCATED IN ISTANBUL. Journal of Management Marketing and Logistics, 1(4).

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