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Open Access
Article
Publication date: 30 November 2020

Sergey Kazakov, José L. Ruiz-Alba and María M. Muñoz

The present study examines the concept of internal market orientation (IMO) and its effects on organisational performance comprising job satisfaction and employees' loyalty in the…

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Abstract

Purpose

The present study examines the concept of internal market orientation (IMO) and its effects on organisational performance comprising job satisfaction and employees' loyalty in the small and medium enterprises (SMEs) research context. Rooted in administrative theory, human relations theory, conventional theories of IMO and internal marketing, this study develops a novel iIMO theoretical framework that evinces the proliferation of ICTs in SMEs.

Design/methodology/approach

The proposed concept was empirically investigated by means of surveying 316 SME employees with the application of a multi-stage sampling procedure.

Findings

Research findings confirmed the viability of the ICT-supported iIMO framework, its positive effects on SMEs' organisational performance, and exhibited ample empirical evidence for the proficiency of the iIMO concept and its suitability for operationalisation by SMEs.

Originality/value

This study introduces ICTs as a novel IMO dimension which considers the undergoing holistic digitalisation of businesses. In addition, the present research posits the plausibility and confirms the benefits that arise following iIMO implementation in SMEs.

Details

European Journal of Management and Business Economics, vol. 30 no. 2
Type: Research Article
ISSN: 2444-8451

Keywords

Article
Publication date: 2 April 2020

Sergey Kazakov and Olga Oyner

This paper aims to examine the development and significant contributions in a growing array of relevant publications spanning from 1946 to date and discuss future developments of…

2998

Abstract

Purpose

This paper aims to examine the development and significant contributions in a growing array of relevant publications spanning from 1946 to date and discuss future developments of the wellness tourism topic until the year 2095.

Design/methodology/approach

This perspective study traces down the wellness tourism evolution research by re-viewing and analysing an extant body of the relevant literature over the last 75 years. This paper builds a rigorous perspective review by examination of publications derived from several scientific domains, including tourism, medicine, economics and social sciences.

Findings

As a result of this study, wellness tourism can be attributed as a profuse and proliferating research stream in the recent 75 years. Its relevance to significant aspects of life, such as health and also due to effects on human, social, and economic well-being, drives its proliferation. The paper anticipates the relevance and topicality of wellness tourism studies for academic research in the next 75 years.

Originality/value

This paper contributes to the theory by addressing the ambiguous nature of wellness tourism, recapping the debate on the most debated research questions, and revealing the perspectives for future research in this area.

Details

Tourism Review, vol. 76 no. 1
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 13 June 2016

Sergei Kazakov

The purpose of this paper is to study the impact of market orientation on a companyµs business performance in a service industry using one of the emerging markets as a research…

Abstract

Purpose

The purpose of this paper is to study the impact of market orientation on a companyµs business performance in a service industry using one of the emerging markets as a research setting.

Design/methodology/approach

The examination of two recognized MKTOR and MARCOR market orientation concepts in this paper led to the development of a market orientation model in a service industry that considers the local specifics of doing business. The model was tested in a study of 133 businesses that operate in a Russian service industry. The data analysis was completed to investigate and measure the impact of the market orientation level on a company’s business performance.

Findings

The data analysis following the field study determines that market orientation delivers a positive impact on the company’s overall business performance.

Practical implications

Inter-functional coordination should receive broad attention from company management, as this market orientation element is the most vital for business performance – especially in service industries. Accompanying model elements also provide leverage to business performance that should not be overlooked. Synchronized utilization of the market orientation model elements has a very positive impact on the company’s business.

Originality/value

This research paper contributes to an array of publications dedicated to market orientation in one of the most multifaceted emerging markets, the Russian Federation. It is also the first time that the market orientation concept has been applied by service industry organizations in Russia.

Details

Worldwide Hospitality and Tourism Themes, vol. 8 no. 3
Type: Research Article
ISSN: 1755-4217

Keywords

Open Access
Article
Publication date: 17 May 2023

Vera Butkouskaya, Olga Oyner and Sergey Kazakov

This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive…

4468

Abstract

Purpose

This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction).

Design/methodology/approach

The customer data from 260 surveys were analysed using structural equation modelling (SEM). The data were collected from the emerging economy in the Moscow region (Russia).

Findings

The results reported that IMC consistency positively impacts product and service satisfaction. However, the effect of IMC interactivity was only significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction.

Research limitations/implications

The study contributes to the marketing communications theory by defining three components of omnichannel IMC. It also adds to the customer behaviour theory by confirming the diverse nature of product and service evaluation. This study focuses on the retail industry.

Practical implications

This research suggests that three components of IMC should be applied together towards enhancing the customer's positive post-purchase evaluation. Meanwhile, consistency enhances product and service satisfaction, interactive impacts satisfaction with the organization and connectivity with the retail service.

Originality/value

The shift toward omnichannel marketing requires a broader perspective on communication integration. This research reports a novelty result of estimating the separate effect of each component of omnichannel IMC (consistency, interactivity and connectivity) on product and service satisfaction.

Details

Journal of Economics, Finance and Administrative Science, vol. 28 no. 56
Type: Research Article
ISSN: 2077-1886

Keywords

Article
Publication date: 13 June 2016

Marina Sheresheva, John Kopiski and Richard Teare

This study aims to profile the Worldwide Hospitality and Tourism Themes (WHATT) issue “What are the main trends, challenges and success factors in the Russian hospitality and…

111

Abstract

Purpose

This study aims to profile the Worldwide Hospitality and Tourism Themes (WHATT) issue “What are the main trends, challenges and success factors in the Russian hospitality and tourism market in the experience economy era?” with reference to the experiences of the theme editors, contributors from industry and academia and the theme issue outcomes.

Design/methodology/approach

This study uses structured questions to enable the theme editors to reflect on the rationale for their theme issue question, the starting point, the selection of the writing team and material and the editorial process.

Findings

This study provides a framework to facilitate discussion between all stakeholders in Russia’s tourism and hospitality industry; it identifies ways of improving competitiveness as a tourist destination and contributes to thinking about sustainable development.

Practical implications

Reports on dialogue between Russian academics and industry practitioners related to the challenges, opportunities and success factors that are important for the development of the tourism and hospitality industry in Russia.

Originality/value

This is the first detailed assessment of the opportunities and mechanisms for creating memorable tourist experiences in Russia. The theme issue also identifies the main problems relating to the development of tourism and hospitality, the implications for industry and the solutions needed to address them.

Details

Worldwide Hospitality and Tourism Themes, vol. 8 no. 3
Type: Research Article
ISSN: 1755-4217

Keywords

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