1. The role of B2B marketing strategy, ICT B2B marketing support, and service quality in market orientation – Performance relationship : evidence from three European countriesGregor Jagodič, Borut Milfelner, 2022, izvirni znanstveni članek Opis: The purpose of this study is to evaluate the role of marketing strategy, information communication technology (ICT) marketing support, and service quality in the market orientation–performance relationship. Even though there are many studies considering the market orientation–performance relationship they rarely take into consideration ICT marketing support and marketing strategy, especially concerning the companies operating in B2B markets. Additionally, this study compares the impacts of the constructs between two emerging economies (Slovenia and Serbia) and one developed economy (Austria) on a random sample of 636 companies. Results were obtained based on the set hypotheses using the covariance-based structural equation modeling (SEM) and invariance testing procedure to make comparisons between the three countries. Market orientation strongly influenced the successful development and implementation of marketing strategies, ICT support, and service quality. The impact of service quality on company performance was statistically insignificant and only the indirect impact of market orientation on company performance through service quality was determined. ICT marketing support and successful development and implementation of B2B marketing strategy were also positively related to company performance. This study can help managers in B2B companies in emerging and developed markets to learn how to use specific marketing resources in order to achieve higher company performance.
Ključne besede: marketing strategy, information-communication technology, service quality, market orientation, firm performance
Objavljeno v DKUM: 17.07.2023; Ogledov: 571; Prenosov: 106
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2. Sales process as a service (SPAS) : development and validation of an extension to the shortened selling orientation – customer orientation (SOCO) score (SOCO-SPAS)Stefan Ledinger, 2022, izvirni znanstveni članek Opis: The association between selling orientation and customer orientation and
sales success has been a matter of intensive research since the publication of
the selling orientation-customer orientation (SOCO) score in the early 1980’s.
However, which attitudes predispose salespeople for high perfor-mance
remains elusive. In addition, the association between customer orientation
may be curvilinear and depend on the selling situation – and little research has
been devoted to business-to-business (B2B) sales. This paper aims at starting
to close those knowledge gaps through the development of a self-assessment
tool for attitudes of salespeople. An extension of the 10-item SOCO score is
developed through literature research in sales/business development and on
service orientation in other settings. The score was subsequently validated
through feedback by sales scholars. The extended score adds a dimension
that tests whether professional salespeople consider the sales process as a
service (SPAS) that should provide value beyond the identification of the best
offering. Response rates by sales scholars was low, resulting in the need for
further validation of the candidate SOCO-SPAS score. Business-to-business
(B2B) relationships are an essential but understudied area of economics. The
current paper provides a means to assess the relationship between attitudes
and sales performance in modern B2B sales, by extending a scoring system
that has originally been developed for B2C sales and many years in the past
when market conditions were different than today
Ključne besede: sales process, B2B sales, customer orientation, service orientation, self-assessment
Objavljeno v DKUM: 19.06.2023; Ogledov: 385; Prenosov: 10
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3. Organisational effectiveness and customer satisfactionMilan Ambrož, Martina Praprotnik, 2008, izvirni znanstveni članek Opis: This paper presents a test of the relationship between organizational culture as a crucial indicator of organizational effectiveness and customer satisfaction using service-unit data from two health resorts. Ensuring survival of the service organisation in the long run requires adaptations which are oriented towards achieving maximum customer satisfaction. This study intended to unveil the effect organisational factors have on customer service orientation from the customer and employee point of view within a two health resort service setting. The finding suggests that when trying to predict the comparative degree which organisational effectiveness factors have in satisfying customers' needs, performance, adaptability and mission can be of the highest importance. Some effects like performance were uniform for employees and customers, while others varied depending on the organisation and the customer or employee group. Furthermore, findings suggest that service performance and organisation mission of the service organisation predict customer satisfaction based on established and proven health services. In this context there is no room for innovation, despite the fact that employees and customers do not share similar views about the impact of organisational effectiveness. Developing an effective service organisation can provide a competitive advantage to the organisation. Critical for the success of the service organisation is that organisational agents have a clear view of the existing organisation effectiveness and a clear view of the customer expectations in this area.
Ključne besede: organisational effectiveness, customer satisfaction, customer complexity, service orientation, survival, adaptability
Objavljeno v DKUM: 04.12.2017; Ogledov: 1638; Prenosov: 456
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