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Volume 7 Number 1, 2017

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The Mediating Role of Product Positioning Quality and Product Attractiveness Advantage

  (Syamsier Husen, Page 1-10)

The purpose of this study is to analyze the role mediation of quality of product positioning and product attractiveness advantage in relation to product innovation and consumer purchase intention. The community of automatic motorcycle Honda in province of Central Java and D.I Yogyakarta is used as a sample. The sampling technique used in this research is purposive sampling. The data collected by using questionnaires given directly to the respondents. There are 263 questionnaires that can be further analyzed by using Structural Equation Modeling or SEM with the help of AMOS v. 20. program.  The analysis result shows that the quality of product positioning and product attractiveness advantage has a significant role in moderating the relationship between product innovation and consumers purchase intention.

Relationship between Quality Management and Customer Satisfaction to Improve Loyalty towards Tourist Destination

 (Reyner Pérez Campdesuñer, Gelmar García Vidal, Alexander Sánchez Rodríguez and Rodobaldo Martínez Vivar, page 11-34)

This study analyses the relationship between the quality of service offered in a tourist destination and the satisfaction of tourists, with the objective of quantitatively determining the relationship between levels of satisfaction and future behavior of visitors. The results, drawn from a sample of 2,726 tourists in Holguín, Cuba, show the importance of tourist satisfaction and tourist loyalty toward a destination expressed in the willingness to return, the time of return and the willingness to recommend or discredit the destination. Further, this study reveals quantitatively that the service quality is the crucial factor in determining tourists overall satisfaction as well as tourists loyalty toward the destination. It is proposed a way of forecasting the future behavior of tourists on the basis of the results obtained.  

Content Recall in Marketing Communications:  A Study of Communication Tools and Message Strategies

 (Boonchai Hongcharu, page 35-48)

This study intends to explore one of the communication results i.e. content recall which could be affected by the communication tools and message strategies along with their interaction. We employ 3 communication tools choices (advertising only, sales promotion only and advertising, sales promotion and public relations) X 2 message strategies (cosmetic message variation and substantive message variation) factorial design in an experiment with 192 randomly selected subjects to study how they affect content recall. The results indicate there are significant differences for both communication tools and messages along with their interaction on content recall.  Multiple integrated communication tools and cosmetic message variation lead to higher recall scores.  However, this study cannot find a significant correlation between content recall and purchase intention.  Discussion and implications on the findings are also provided.

Predicting Growth of Micro and Small Business Using Neural Networks

 (Gelmar García Vidal, Reyner Pérez Campdesuñer, Alexander Sánchez Rodríguez and Rodobaldo Martínez Vivar, Page 49-65)  

The study of the future behavior of micro and small enterprises is an important issue for owner-managers related to businesses, the region where they are inserted and the institutions responsible for studying and supporting these activities. In spite of the aforementioned, these kinds of studies are not always carried out at the Ecuadorian context, or the techniques and competences are not available to make them. This work describes the case of an application of neural networks to predict the future economic behavior of the studied businesses.  The application is tested on real-world data, related to 7,169 micro and small Ecuadorian businesses. The trained network allows classify correctly the 85.6% of the cases analyzed predicting its economic growth or decrease. This result shows that the neural networks model obtained can be very successful in learning and estimating the growth or decrease tendency of a micro and small businesses.

The Mediating Effect of Organizational Commitment on the Relationship between Organizational Culture and Organizational Performance in Public Sector: Evidence form KSA

 (Ebrahim Mohammed Al-Matari and Omar Diaj Bin Omira, Page 67-77)  

This study has two main objectives; firstly, to explore the mediating effect of organizational commitment on the relationship between organizational culture and organizational performance in public sector in KSA and secondly, to investigate the direct the relationship between organizational culture and organizational performance. Moreover, this study employed the regression analysis to run the relationship between organizational culture and organizational performance. This study found a positive and significant association between organizational culture and organizational performance. In addition, this study revealed a partial mediating effect of organizational commitment on the relationship between organizational culture and organizational performance.

Measuring Technical Efficiency of the Listed Firms in Vietnam: Parametric and Non-Parametric Approaches

 (Duc Hong Vo and Truong Thinh Vu, page 79-93)

This study intends to explore one of the communication results i.e. content recall which could be affected by the communication tools and message strategies along with their interaction. We employ 3 communication tools choices (advertising only, sales promotion only and advertising, sales promotion and public relations) X 2 message strategies (cosmetic message variation and substantive message variation) factorial design in an experiment with 192 randomly selected subjects to study how they affect content recall. The results indicate there are significant differences for both communication tools and messages along with their interaction on content recall.  Multiple integrated communication tools and cosmetic message variation lead to higher recall scores.  However, this study cannot find a significant correlation between content recall and purchase intention.  Discussion and implications on the findings are also provided.

The Impact of Perceived Organizational Culture and Learning on Organizational Identity in Iran Insurance Company

 (Maryam Sadat Mousavi, Mojtaba Ghiasi and Mohammad Azim Khodayari, page 95-105)

This study aimed to investigate the effect of perceived organizational culture and organizational learning on organizational identity in the city of Tehran in Iran Insurance Company; therefore, the present study method is practical, descriptive survey. Statistical society studied included all staff in Tehran, Iran Insurance Company in 2015. Among these statistical society, based on sample for finite population of 327 people selected by random sampling method, due to the homogeneity of the units and responded to the questionnaire. Content validity of this questionnaire was formally received and approved by a number of experts and its reliability by using Cronbach's alpha test was confirmed. At the end results of the questionnaire were analyzed using structural equation. The results showed that perceived organizational culture and organizational learning has an impact organizational identity of these variables on Iran Insurance Company in Tehran.