تاثیر بازارگرایی، نوآوری خدمات و کیفیت خدمات بر ترجیح برند و تمایل به پرداخت قیمت بالاتر؛ مطالعه مسافران شرکت‌های حمل‌ونقل ریلی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 هیات علمی دانشگاه اصفهان

2 دانشجو/ دانشگاه اصفهان

3 دانشجوی دکتری/ دانشگاه اصفهان

چکیده

هدف اصلی پژوهش حاضر بررسی تاثیر بازارگرایی، نوآوری خدمات و کیفیت خدمات بر ترجیح برند و تمایل به پرداخت قیمت بالاتر با تمرکز بر نقش میانجی ارزش ویژه برند است. پژوهش حاضر از نظر هدف، کاربردی و از نظر نحوه‌ گردآوری اطلاعات، توصیفی-پیمایشی است. به منظور جمع‌آوری داده‌ها از پرسشنامه پژوهشگرساخته استفاده گردید. جامعه آماری پژوهش را مسافران دو شرکت حمل‌ونقل ریلی مسافرتی در ایران در مسیر تهران-مشهد تشکیل می‌دهند. از تعداد 400 پرسشنامه که در میان این جامعه آماری توزیع شد، در نهایت 298 پرسشنامه قابل استفاده بازگشت داده شد. در تحلیل داده‌ها و آزمون فرضیه‌های پژوهش، از مدل‌سازی معادلات ساختاری با نرم‌افزار AMOS24 استفاده شد. نتایج نشان داد که بازارگرایی و ابعاد آن برنوآوری خدمات و کیفیت خدمات، تاثیر مثبت و معناداری دارد. همچنین ارزش ویژه برند، ضمن تاثیرپذیری از متغیرهای پیش‌گفته، بر ترجیح برند و تمایل به پرداخت بالاتر، تاثیر مثبت و معنادار دارد.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Market Orientation, Service Innovation and Service Quality on Brand Preference and Willingness to Pay Higher Prices: Study of Rail Transport Companie’s Passengers

نویسندگان [English]

  • Majid Mohammad shafiee 1
  • hoda Tavakoli 2
  • Reihaneh Alsadat Tabaeeian 3
1 Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
چکیده [English]

The purpose of this research was cogitating the effects of market orientation, service innovation and service quality on brand preference and willingness to pay higher prices, focusing on the mediating role of brand equity. Thus, the current research is practical in terms of goal, and descriptive-survey in terms of information gathering method. Questionnaires were used for collecting data. The statistical population of this research were passengers of the two rail transportation companies, in Tehran to Mashhad railway. 298 usable questionnaires were returned out of 400 ones distributed to the statistical population. The structural equation modeling technique was used with AMOS24 for testing the research hypotheses. The results showed that market orientation and its dimensions have a positive and significant effect on service innovation and services quality. In addition, though brand equity affected by before-mentioned variables, it has a significant effect on brand preference and willingness to pay higher prices.
 

کلیدواژه‌ها [English]

  • Market Orientation
  • Service Innovation
  • Service Quality
  • Brand Equity
  • Brand Preference
  • Willingness to pay Higher Prices
احمدوند، فرزانه و سرداری، احمد (1393). بررسی تاثیر ارزش ویژه برند بر پاسخ‌های مصرف‌کنندگان. راهبردهای بازرگانی. ۱۱ (۴)، ۶۳-۷۸.

رئیسی‌فر، کامیار؛ بختیاری، حامد و طاهری، مهرداد (1392). بررسی تاثیر تجربیات برند بر تمایل به پرداخت بالاتر. فصلنامه پژوهشگر مدیریت. 10 (32)، 15-28

طباطبایی هنزایی، سیدولی و اخوان، نیما (1389). بررسی ارتباط بازاریابی درونی و کیفیت خدمات: مطالعه موردی بانک کشاورزی، همایش ملی چالش‌های مدیریت و رهبری در سازمان‌های ایرانی. دنشگاه آزاد اسلامی واحد علوم و تحقیقات اصفهان

محمدشفیعی؛ مجید و احمدزاده، سمیه (1396). تاثیر چابکی سازمانی و مسئولیت اجتماعی شرکت بر تصویر برند. فصلنامه مدیریت برند. 5 (1)، 41-78.

مدهوشی، مهرداد؛ طبیبی، محمدرضا و دلاوری حمیدرضا (1391). تاثیر بازارگرایی و گرایش کارآفرینانه بر نوآوری در کسب‌وکارهای کوچک و متوسط. پژوهشنامه بازرگانی. 17 (65)، 115-136.

Abd Ghani, N. H. (2011). Dealers’ Market Orientation and Brand Equity: The Mediating Effect of Relationship Marketing. Unpublished Doctoral (Phd) dissertation. University Sains Malaysia.

Agarwal, S., Erramilli, M.K., & Dev, C.S. (2003). Market orientation and performance in service firms: the role of innovation. Journal of Services Marketing, 17 (1), 68–82.

Ahmadvand F, Sardari A. (2015). Surveying the Effect of Brand Equity on Consumers’ Responses. Business Strategies; 11 (4), 63-78. (in Persian)

Alam, I. (2006). Removing the fuzziness from the fuzzy front-end of service innovations through customer interactions. Industrial Marketing Management, 35, 468-80.

Atashfaraz, M., & Hasani Sadr Abadi, M.H. (2016). Impact of E-Service Innovation on Brand Equality and Customer Loyalty in Samsung International Corporation. Procedia Economics and Finance,36, 327 – 335.

Augusto, M., & Coelho, F. (2009). Market orientation and new-to-the-world products: Exploring the moderating effects of innovativeness, competitive strength, and environmental forces. Industrial Marketing Management, 38, 94-108.

Baker, W. E., & Sinkula, J. M. (1999). Learning Orientation, Market Orientation, and Innovation: Integrating and Extending Models of Organizational Performance. Journal of Marketing Focused Management, 295-308.

Bavarsad, B., Tavan Bakhsh, H. A., & Ali Abadi, B. (2010). Investigating the effect of brand equity on continuity and promotion of customer relationships in the banking industry. 2nd International Financial Services Marketing Conference.

Beverland, M., Napoli, J., & Lindgreen, A. (2007). Industrial global brand leadership: A capabilities view. Industrial Marketing Management, 36(8), 1082-1093.

Bianchi, C., Pike, S., & Lings, I. (2014). Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE). Tourism Management, 42, 215-223.

Birchall, D., & Tovstiga, G. (2005). Capabilities for strategic advantage. Palgrave Macmillan.

Bonyadi Naeini, A., Roshanpanah Azali, P., & Sepehr Tamaddoni, K. H. (2015). Impact of Brand Equity on Purchase Intention and Development, Brand Preference and Customer Willingness to Pay Higher Prices. Management and Administrative Sciences Review, 4(3), 616-626.

Buil, I., Martı´nez, E., & De Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62–74.

Byrne, B. M. (2010). Structural equation modeling with AMOS: Basic concepts, applications, and programming (2nd Ed). Lawrence Erlbaum Associates, Mahwah, New Jersey.

Carlson, J., & O’Cass, A. (2010). Exploring the relationships between eservice quality, satisfaction, attitudes and behaviors in content-driven e-service web sites, Journal of Services Marketing,24(2), 112–127.

Cheng, C. C., & Krumwiede, D. (2012). The role of service innovation in the market orientation—new service performance linkage. Technovation, 32(7), 487-497.

Christodoulides, G., & De Chernatony, L. (2010). Consumer-based brand equity conceptualisation and measurement: a literature review. International Journal of Market Research, 52(1), 43–65.

Chu, S., & Keh, H.T. (2006). Brand value creation: Analysis of the interbrand-business week brand value rankings. Marketing Letter, 17, 323-31.

Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40.

Erdem, T., Keane, M., & Sun, B. (2008). A dynamic model of brand choice when price and advertising signal product quality. Marketing Science, 27(6), 1111-1125.

Eshghi, A., Roy, S. K., & Ganguli, S. (2008). Service quality and customer satisfaction: An empirical investigation in Indian mobile Telecommunications services, Marketing Management Journal, 18(2), 119-144.

Finn, A. (2011). Investigating the non-linear effects of e-service quality dimensions on customer satisfaction. Journal of Retailing and Consumer Services, 18, 27–37.

Frambach, R. T., Prabhu, J., & Verhallen, T. M. M. (2003). The influence of business strategy on new product activity: the role of market orientation. International Journal of Research in Marketing, 20(4), 377–397.

Gatignon, H., & Xuereb, J.M. (1997). Strategic Orientation of the Firm and New Product Performance. Journal of Marketing Research, 34 (February), 77-90.

Gil, R. B., Andrés, E. F., & Salinas, E. M. (2007). Family as a source of consumer‐based brand equity. Journal of Product & Brand Management, 16(3), 188 – 199.

Gotteland, D., & Boule J. M. (2006). The Market orientation-new product performance relationship: Redefining the moderating role of environmental conditions. International Journal of Research in Marketing, 23, 171-185.

Gounaris, S., Dimitriadis, S., & Stathakopoulos, V. (2010). An examination of the effects of service quality and satisfaction on customers' behavioral intentions in e‐shopping. Journal of Services Marketing, 24(2), 142-156.

Gunday, G., Ulusoy, G., Kilic, K. & Alpkan, L. (2011). Effects of innovation types on firm performance. International Journal of Production Economics, 133 (2), 662-676.

Hair, J. F., Black, W.C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th Ed). New Jersey: Pearson prentice Hall.

Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market orientation and organizational performance: is innovation a missing link?. The Journal of marketing, 62(4), 30-45.

Hanaysha, J., & Hilman, H. (2015). Product innovation as a key success factor to build sustainable brand equity. Management Science Letter, 5, 567-576.

Hanaysha, J., Hilman, H., & Abd Ghani, N. H. (2013). Assessing the literature on brand equity: From past, present to future. Australian Journal of Basic & Applied Sciences, 7(14), 488-499.

Hau, Y. S., Kim, B., Lee, H., & Kim, Y. G. (2013). The effects of individual motivations and social capital on employees’ explicit knowledge sharing intentions. International Journal of Information Management, 33, 356–366.

Harris, L.C., & Ogbonna, E. (2001). Strategic human resource management, market orientation, and organizational performance. Journal of Business Research, 51(2), 157-66.

Hoeffler, S., & Keller, K.L. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10(6), 421-445.

Hsieh, Y.H. & Chou, Y.H. (2018). Modeling the impact of service innovation for small and medium enterprises: A system dynamics approach. Simulation Modelling Practice and Theory, 82, 84–102.

Huang, Z., & Cai, L.A. (2015). Modeling consumer-based brand equity for multinational hotel brands: when hosts become guests. Tourism Management,46, 431-443.

Huang, J. S., & Wang, W. (2014). Application of the long tail economy to the online news market: Examining predictors of market performance. Journal of Media Economics, 27(3), 158-176.

Huang, J. A., Weng, R. H., Lai, C. S., & Hu, J. S. (2012). Perceptual Market Orientation Gap and Its Impact on Relationship Quality and Patient Loyalty: The Role of Internal Marketing. Evaluation & the Health Professions, 36(2), 204-227.

Hurley, R. F. & Hult, G. T. M. (1998). Innovation, market orientation, and organizational learning: an integration and empirical examination. Journal of Marketing, 62(3), 42-54.

Javalgi, R. J., Charles, L., & Martin Young, R. B. (2006). Marketing research, market orientation and customer relationship management: a framework and implications for service providers. Journal of Service Marketing, 20(1), 12–23.

Julian, C. C., Mohamad, O., Ahmed, Z. U., & Sefnedi, S. (2014). The market orientation-performance relationship: The empirical link in export ventures. Thunderbird International Business Review, 56, 97-110.

Kao, T. W., & Lin, W. T. (2016). The relationship between perceived e-service quality and brand equity: A simultaneous equations system approach. Computers in Human Behavior, 57, 208-218.

Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education Limited, India.

Keskin, H. (2006). Market orientation, learning orientation, and innovation capabilities in SMEs: An extended model. European Journal of Innovation Management, 9(4), 396-417.

Kim, J. & Hyum, Y. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial marketingmanagement, 40, 424-438.

Kim, W. G., & Kim, H. B. (2004). Measuring customer-based restaurant brand equity: Investigating the relationship between brand equity and firms’ performance. Cornell Hotel & Restaurant Administration Quarterly, 45(2), 115-131.

Kirca, A.H., Jayachandran, S., & Bearden, W.O. (2005). Market orientation: a meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24-41.

Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1-18.

Kumar, V., & George, M. (2007). Measuring and maximizing customer equity: a critical analysis. Journal of Academic Marketing Science, 35,157–71.

Kumar, k., Subramanian, R., & Strandholm, K. (2011). Market orientation and performance: Does organizational strategy matter? Journal of Applied Business Research, 18 (1), 37–49.

Kumar, V., Jones, E., Venkatesan, R. and Leone, R.P. (2011). Is market orientation a source of sustainable competitive advantage or simply the cost of competing?, Journal of Marketing, 75 (1), 16-30.

Lee, F. H., & Wu, W. Y. (2011). Moderating effects of technology acceptance perspectives on e-service quality formation: Evidence from airline websites in Taiwan. Expert Systems with Applications, 38(6), 7766-7773.

Lieven, T., Grohmann, B., Herrmann, A., Landwehr, J. R., & Van Tilburg, M. (2014). The effect of brand gender on brand equity. Psychology & Marketing, 31(5), 371-385.

Madhoushi, M., Tabibi, M.R. & Delavari, H.R. (2013). Investigating the impact of market orientation and entrepreneurial orientation on innovation in SMEs. Iranian journal of trade studies, 17 (65), 115-136. (in Persian)

Martin, D., Gustafsson, A., & Choi, S. (2016). Service Innovation, Renewal, and Adoption/Rejection in Dynamic Global Contexts, Journal of Business Research, 69, 2397-2400.

Mohammad shafiee, M. & Ahmadzadeh, S. (2017). The impact of organizational agility and corporate social responsibility on brand image. Journal of Brand Management, 5 (1), 41-78. (in Persian)

Morgan, N. A., Vorhies, D. W., & Mason, C. H. (2009). Market orientation, marketing capabilities and firm performance. Strategic Management Journal, 30 (8), 909–920.

Morgan, N.A. (2012), “Marketing and business performance”, Journal of the Academy of
Marketing Science
, Vol. 40 No. 1, pp. 102-119.

Myers, C. (2003). Managing brand equity: a look at the impact of attributes. Journal of Product & Brand Management, 12, 39-51.

Naidoo, V. (2010). Firm’s survival through a crisis: the influence of market orientation, marketing innovation and business strategy. Industrial marketing management, 39, 1311-1320.

Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of

     Marketing, 54(4), 20–35.

Ngai, J. C. H., & Ellis, P. (1998). Market orientation and business performance: some evidence from Hong Kong. International Marketing Review, 15(2), 119-139.

Nguyen, X., Yu, B., Melewar, T.C. & Gupta, S. (2016). Critical brand innovation factors (CBIF): Understanding innovation and market performance in the Chinese high-tech service industry. Journal of Business Research, 69 (7), 2471–2479.

Nørskov, S., Chrysochou, P., & Milenkova, M. (2015). The impact of product innovation attributes on brand equity. Journal of Consumer Marketing, 32(4), 245-254.

Ozkaya, H. E., Droge, C., Hult, G. T. M., Calantone, R. & Ozkaya, E. (2015). Market orientation, knowledge competence, and innovation. International Journal of Research in Marketing, 32(3), 309-318.

O’Connor, N. G., Vera-Munoz, S. C., & Chan, F. (2011). Competitive forces and the importance of management control systems in emerging-economy firms: The moderating effect of international market orientation. Journal of Accounting, Organizations and society, 36(4-5), 246-266.

Orel, F.D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21 (2), 118-129.

Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., & Rabinovich, E. (2010). Moving forward and making a difference: Research priorities for the science of service. Journal of Service Research, 13(1), 4–36.

Palese, B. & Usai, A. (2018).The relative importance of service quality dimensions in E-commerce experiences. International Journal of Information Management, 40, 132–140.

Ponnam, A., & Balaji, M. S. (2015). Investigating the effects of product innovation and ingredient branding strategies on brand equity of food products. British Food Journal, 117(2), 523-537.

Razavi, S. M., Safari, H., Shafie, H., & khoram, K. (2012). Relationships among Service Quality, Customer Satisfaction and Customer Perceived Value Evidence from Iran's Software Industry. Journal of Management and Strategy, 3(3), 28-37.

Reisifar, k., Bakhtiari, H., & Taheri, M. (2013). Investigating the impact of brand experiences on higher willingness to pay. Journal of Industrial Strategic Management, 10(32), 15-28. (in Persian)

Roberts, J., & Merrilees, B. (2007). Multiple roles of brands in business-to-business services. Journal of Business and Industrial Marketing, 22(6), 410–417.

Ryu, H.S., Lee, J.N. (2017). Understanding the Role of Technology in Service Innovation: Comparison of Three Theoretical Perspectives, Information and Management, 55(3), 294-307.

Salehzadeh, R., Khazaei Pool, J., Tabaeeian, R.A., Amani, M. & Mortazavi, M. (2017).The Impact of Internal Marketing and Market Orientation on Performance: An Empirical Study in Restaurant Industry", Measuring Business Excellence, 24(3), 273- 290.

Sandvik, I. L., & Sandvik, K. (2003). The Impact of Market Orientation on Product Innovativeness and Business Performance. International Journal of Research in Marketing, 20 (4), 355-76.

Saydan, R. (2013). Relationship between country of origin image and brand equity: An empirical evidence in England market. International Journal of Business and Social Science, 4(3), 78-88.

Seric´, M., Gil-Saura, I., & Mikulic, J. (2017). Customer-based brandequity building: Empirical evidence from Croatian upscale hotels. Journal of Vacation Marketing, 23(2), 133-144.

Shafiee, M. M., Sanayei, A., Shahin, A., & Dolatabadi, H. R. (2014). The role of brand image in forming airlines passengers’ purchase intention: study of Iran aviation industry. International Journal of Services and Operations Management19(3), 360-376.

Singh, S. (2009). How market orientation and outsourcing create capability and impact business performance. Thunderbird International Business Review, 51, 457-471.

Seitz, V., Razzouk, N. and Wells, D. M. (2010). The importance of brand equity on purchasing consumer durables: an analysis of home air-conditioning systems, Journal ofConsumer Marketing, 27)3(, 236-242.

Spohrer, J., Maglio, P. P. (2008). The Emergence of Service Science: Toward Systematic Service Innovations to Accelerate Co-Creation of Value. Journal of production and operations management, 17(3), 238–246.

Su, C. S. (2011). The role of service innovation and customer experience in ethnic restaurants. The service Industries Journal, 31(3), 425-440.

Sultan, P., & Wong, H. Y. (2014). An integrated-process model of service quality, institutional brand and behavioural intentions. Managing Service Quality, 24(5), 487 – 521.

Tabachnick, B.G. & Fidell, L. S. (2013). Using multivariate statistics. 6th edition.Pearson education Inc.

Tabataba'i hanzaei, S, V., & Akhavan, N. (2010). Investigating the Relationship between Internal Marketing and Quality of Service (Case Study of Agricultural Bank, Conference on Leadership and Management Challenges in Iranian Organizations). Isfahan, Islamic Azad University. (in Persian)

Tajjedini, K. (2010). Effect of customer orientation and entrepreneurial orientation on innovativeness: Evidence from the hotel industry in Switzerland. Tourism Management, 31, 221–231.

Tsai, Y., & Wu, S. W. (2011). Using internal marketing to improve organizational commitment and service quality. Journal of Advanced Nursing, 67, 2593–2604.

Ulaga, W. and Eggert, A. (2006). Value-based differentiation in business relationships: gaining and sustaining key supplier status. Journal of Marketing, 70(1), 119-136.

Vazifedoost, H., & Karbalaei, M. (2016). Evaluated the Relationship between Sensory Marketing with Customer Satisfaction in Hotel Services. The Caspian Sea Journal, 10(1), 176-180

Vinh, T. T., & Huy, L. V. (2016). The Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam. International Journal of Economics and Finance, 8(3), 75-84.

Voon, B. H. (2006). Linking a service‐driven market orientation to service quality, Managing Service Quality: An International Journal, 16(6), 595-619.

Wang, Y. C., Hsu, K. C., Hsu, S. H., & Hsieh, P. A. J. (2011). Constructing an index for brand equity: a hospital example.The Service Industries Journal31(2), 311-322.

Wang, C. H. (2015). The Impact of Market Orientation on Innovation Performance: Does Service Innovation Matter? Journal of Business Studies Quarterly, 6(3), 77-93.

Wang, Q., Zhao, X., & Voss, Ch. (2016). Customer orientation and innovation: a comparative study of manufacturing and service firms. International Journal of Production Economics, 171(2), 221-230.

Wheaton, B., Muthen, B., Alwin, D.F. & Summers, G. (1977). Assessing Reliability and Stability in Panel Models. Sociological Methodology, 8 (1), 84-136.

Wei, Y., Gary, L., & Binh, H. (2012). Should Firms Consider Employee Input in Reward System Design? The Effect of Participation on Market Orientation and New Product Performance. Journal of Marketing Research, 29(4), 546–558.

Williams, C., & Buswell, J. (2003). Service Quality in Leisure and Tourism. CABI publishing.

Wu, J.J., Hwang, J.N., Sharkhuu, O. & Tsogt-Ochir, B. (2018). Shopping online and off-line?

      Complementary service quality and image. Congruence. Asia Pacific Management Review, 23, 30-36.

Yasin, N. M., Noor, M. N., & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity? Journal of Product and Brand Management, 16(1), 38-48.

Yoganathan, D., Jebarajakirthy, B. C., & Thaichon, P. (2015). The influence of relationship marketing orientation on brand equity in banks. Journal of Retailingand Consumer Services, 26, 14–22.

Yoo, D. K., & Park, J. A. (2007). Perceived service quality analyzing relationships among employees, customers and financial performance. International Journal of Quality and Reliability Management, 24(9), 908- 926.

Yu, C., Zhao, P., & Wang, H. (2008). An empirical evaluation of a customer-based brand equity model and its managerial implications. Frontiers of Business Research in China2(4), 553-570.

Zarantonello, L., & Schmitt, B. H. (2010). Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior. Journal of Brand Management, 17(7), 532-540.

Zhao, L., Lu, Y., Zhang, L., & Chau, P. Y. K. (2012). Assessing the effects of service quality and justice on customer satisfaction and the continuance intention of mobile value-added services: an empirical test of a multidimensional model. Decision Support Systems, 52, 645-656.

Zhou, K. A., Gao, G. Y., Yang, Z., & Zhou, N. (2005). Developing strategic orientation in China: Antecedents and consequences of market and innovation orientations. Journal of Business Research, 58(8), 1049–1058.

Zhou, K. Z., Yim, C. K., & Tse, D. K. (2005). The Effects of Strategic Orientations on Technology-and Market-Based Breakthrough Innovations. Journal of Marketing, 69(2), 42-60.

Zhou, K. Z., Li, J. J., Zhou, N. and Su, C. (2008). Market orientation, job satisfaction, product quality, and firm performance: evidence from China. Strategic Management Journal, 29(9), 985-1000.

Zott, C., & Amit, R. (2008). The fit between product market strategy and business model: implications for firm performance. Strategic Management Journal, 29(1), 1–26.

Zou, S., & Fu, H. (2011). International Marketing: Emerging Markets: Emerging Markets (Vol. 21). Emerald Group Publishing.