Theses supervised by Mustafa (Supervisor) Tümer
19 theses · Eastern Mediterranean University
The Effects of Strategic Orientation on Mass Customization Capacity in Iran: The Mediating Role of Intellectual Capital
This study attempts to explore how Entrepreneurial Orientation (EO), Customer Orientation (CO) and Technology Orientation (TEO) affect Mass Customization Capacity (MCC) where the Intellectual Capital (IC) is considered as a mediating variable in this model. Considering that MCC equips companies with the agility, integration, and resource flexibility needed to thrive in a dynamic business landscape, this is the first study which aims to contribute to the dynamic capability theory and resource-based view by developing new conceptual model which incorporates IC as a competitive resource of the firms. This is also the first study that aims to develop a conceptual framework by adding TEO as a key dimension of strategic orientation in order to improve MCC. While prior studies have explored the independent effects of these elements, this work unveils how a firm's strategic direction can influence the effectiveness of its intellectual capital in bolstering its ability to deliver customized products. This novel framework provides deeper insights into how firms can strategically leverage their intellectual assets to achieve success in the dynamic landscape of mass customization. Cross-sectional data were collected from 175 Iranian manufacturing firms. The Confirmatory Factor Analyses (CFA) is used to check the validity of the multiple-item measures and Structural Equation Modelling (SEM) is applied to test the research hypothesis. The results indicated that EO, CO and TEO have a positive and significant effect on MCC. It is also found that IC partially mediates the relationships among all dimensions of strategic orientation and MCC. Our findings suggest that a company with higher intellectual capital can improve MCC by choosing the best type of strategy according to the industry in which they are active. Insights from findings also enable policymakers to design policies that encourage innovation in production processes and technologies, investing on research & development in relevant technologies or infrastructure projects that support efficient MC logistics and create regulations that protect consumer data and encourage sustainable practices within MC processes. Keywords: Strategic Orientation, Intellectual Capital, Mass Customization Capacity, Knowledge-Based sset, Iran
Evaluating the Quality and Student Satisfaction Towards the Online Education Service Provided by Eastern Mediterranean University during COVID-19 Pandemic
Due to the unfortunate circumstances related to the global health crisis of coronavirus, most of the educational institutions heavily relied on the fully online system to continue the scholastic process. Therefore, this study aimed at evaluating the students’ satisfaction regarding the online education quality service provided by Eastern Mediterranean University. Besides, it examined the major factors that influenced the quality of this program. Additionally, the current study investigated students’ problems in using the online learning and suggested solutions on improving the quality of this service. This study adopted the quantitative approach, which involved a questionnaire based on empirical researches majored in the theme of quality and satisfaction. In regards to the data collection, a pre-testing was used to measure the validity and reliability of the questions. The Google form was distributed via Microsoft teams platform and emails. Following, the data were collected from more than two hundred ten male and female students with different ages and educational levels enrolled in several departments. To analyze the data, the study used the descriptive statistics, t. test, and one-way ANOVA. In respect of the findings, the descriptive analysis showed a number of factors that generally influenced the respondents’ satisfaction towards the distance education such as relevance, authentic learning, course structure, and autonomy. Additionally, one-way AONVA results revealed the insignificant impact of gender, faculty, and educational level on students’ satisfaction considering the virtual learning. However, the age played an important role in this theme. Besides, the students reported problems in using the online learning related to computer skills, Internet access, technical devices, and instructors’ feedback. Moreover, Preparing the academic staff with advanced technical skills, enabling free access to the Internet, providing technical devices, and designing a system guideline for the learners were students’ most suggestions on improving the quality of online learning. The study provided implications for curriculum planners, designers, instructors, and institution regarding the online learning. Also, it reconsidered the study's limitation and recommended for future studies.
Effects of Internal Branding on Frontline Employees Work Attitudes and Behaviours: Exploring the Role of Psychological Contract as the Mediator, The Case of North Cyprus Hotels
This thesis develops an empirical model to test the effect of internal branding and brand-oriented leadership on employees’ service recovery performance and turnover intention, with a particular emphasis on psychological contract as a mediator. Using a quantitative approach, questionnaires were distributed among frontline employees of four- and five-star hotels in Northern Cyprus and responses were collected from. Statistical analyses were performed using the SmartPLS software. The results of the statistical analyses showed internal branding and brand-oriented leadership have a direct and positive effect on psychological contract. Psychological contact also positively influenced service recovery performance and negatively influenced turnover intentions. The results suggest that hotels need to establish effective IB mechanisms to convey their brand messages through internal communication, training, briefing and meeting. It was observed that the overall psychological contract guarantees a partial complementary mediation between internal branding and brand oriented leadership on service recovery performance and turnover intention. The theoretical contributions and managerial implications were discussed in this research.
The Role of Information Sources and Requirements in Students’ Choice of Higher Education Destination: A Study from a New Emerging Higher Education Hub
Attracting and enrolling international students have become the primary concern of marketing efforts of higher education institutions. For this purpose, understanding the decision-making process of students is vital. Beside much research about factors affecting international students’ choice available in literature, little is known about what international students seek to acknowledge and prioritize in terms of information sources and requirements.This study, examines the information sources, requirements, and choice factors of international students who study their higher education in an emerging higher education destination. This study is conducted through a quantitative approach, based on both Exploratory Factor Analysis (EFA) and the Analytic Hierarchy Process (AHP). A survey was conducted with first-year overseas students. These students were targeted since they have the most recent experience on how they took the decision to choose the university to study. Data for the survey is collected by two sets of questionnaires (A & B). Questionnaire A is designed to gather data about information sources and requirements of first-year overseas students studying in a state university of North Cyprus. Questionnaire B is used for prioritizing information sources and requirements of overseas students. University websites are identified as the most used sources of information. According to the study’s findings, job and scholarship opportunities are identified as the first and most crucial concern of international students. This study is of particular significance for universities in newly emerging higher education destinations to gain a better understanding of decision-making process of students that will enable them to design effective recruitment and communication strategies. Keywords: international students, higher education, information requirements, information sources.
Decoding Behavioral Responses of Green Guests
This thesis aims to present a unique perspective on the application of the theory of planned behavior (TPB) in the context of the green lodging industry via configurational modeling of three TPB dimensions in formulating hotel visitors’ behavioral responses. A questionnaire is employed to assess the objectives of the current study. In total, we approached and invited to participate, 320 guests at different green hotels between the period of June and July 2017. The analysis of the study was first carried out with structural equation modeling (SEM), then the configurational model was evaluated by employing the fuzzy-set qualitative comparative analysis (fsQCA), then finally the study’s necessary predictor was assessed by means of the necessary condition analysis (NCA). The study’s result from the SEM showed that attitudes towards the behavior improved the intention to recommend green hotels and the continued intention to visit green hotels. Likewise, subjective norms boosted the study’s guests’ desired behavioral outcome. Perceived behavioral control increased the study’s guests’ continued intention to visit green hotels; however, it was not sufficient to predict the guests’ intentions to recommend green hotels. The results from the fsQCA show that the conditions of equally the low and high levels of behavioral outcomes of green hotel guests can be explained by two causal models. Further, the necessary condition analysis results revealed that the attitude of green hotel guests towards behavior was just the necessary condition of the two expected behavioral responses green hotel guests.
The Impacts of Awareness and Attitude on the Willingness to Adopt Blockchain Technology in the Field of Marketing
This study aims to investigate the relationship between attitude and awareness towards blockchain technology and its adoption in the field of marketing. The study provides a literature review of the applications of blockchain technology in various sectors, including finance, healthcare, supply chain management, and energy. The paper discusses the potential impacts of blockchain technology on marketing. The study proposes three hypotheses and uses a descriptive research design to analyze the data collected through a researcher-made questionnaire from 150 to 200 participants. The proposed analysis will use descriptive statistics to support a logical regression model to measure the awareness and attitude towards blockchain technology. The study's findings may provide insights into the factors affecting the adoption of blockchain technology in the marketing industry. Keywords: Blockchain Technology, Marketing, Awareness, Attitude, and Adoption.
Influence of E-Intermediaries on Export Marketing: Case of SMEs in Morocco
Instead of relying entirely on traditional networks, technological advancements have enabled small and medium-sized enterprises (SMEs) to turn into dynamic in international market sectors through data innovation (IT)-mediated electronic mediators (e-intermediaries). E-intermediaries can help small and medium-sized businesses compete on the same scale against their bigger competitors. With the help of e-intermediaries, small and medium-sized enterprises (SMEs) will earn more freedoms to progress current fare exercises and attract new customers. Moreover, the internet gives recent ways to small and medium-sized enterprises (SMEs) so they can increase in size their current export operations or find new international customers. The purpose of this work is to have a deep view of an e intermediary in the framework of the development of e-commerce in export marketing. This study also pursues to uncover the Internet’s impact on Moroccan small and medium-sized businesses export revenues by analysing multiple factors that contribute to active Internet and eintermediary use which includes platform and web capabilities. The determinants we choose here are decided on reviewing the extensive literature review i.e., platform and web capabilities, Product complexity, competitive intensity, export marketing capability and export performance. Data was gathered from Moroccan SMEs through a distributed questionnaire. Analysis has been carried out by using the SPSS software’s.
Zero Waste Shopping as a Consumer Behavior: The Case of North Cyprus (TRNC)
Waste mismanagement has been in a rise since the era of civilization began. This increase has been due to the increase in population and standards of living in communities, rapid growth of the urban areas and economic boom. An estimated 547,000 tons of municipal waste was recorded in Cyprus in 2017, which was a 0.36% increase from 2016. Such statistics leads the consumers into performing actions aimed at protecting or preserving the environment such as recycling the products or repurchasing eco-labelled products. In line with the issue of global waste and consumers having a growing intention to for positive environmental actions, this has led to the concept of zero-waste lifestyle being introduced to address the problem. The primary aim of this paper was to empirically establish which factors influence zero waste shopping in North Cyprus. This study investigated how factors of behavior influence zero-waste shopping. The was carried out using a quantitative research approach. The survey was conducted through the use of a questionnaire administered amongst 300 consumers. A convenience sampling approach was utilised in data collection process. A path analysis using PLS-SEM was conducted to test the proposed hypothesis. The results of the analysis showed that three of the seven hypothesis were accepted. Attitude and moral norms were found to influence consumers’ zero-waste shopping intention in TRNC; and intention was found to influence consumers’ zero-waste shopping behavior in TRNC. On the other hand, subjective norms, perceived behavioral control, self-identity and past behavior were rejected as factors that influence consumers’ zero-waste shopping intention in TRNC
Influence of Customer Loyalty on Digital Marketing Strategies: Case of Millennials’
Digital marketing has helped companies acquire new customers all over the world, mainly those in generation Y, market and advertise their products. Millennials, consisting of high purchasing power, can access the digital world on a daily basis and purchase from different websites and brands, that’s why marketers ‘main objective is to make them loyal as they are the most powerful digital actors. This study will help figuring out how digital marketing strategies can be used to increase the loyalty among the millennial customers by examining the indirect impact of perceived compatibility, perceived usefulness, perceived ease of use, innovativeness, subjective norms and trust. These five independent variables will be used to predict one dependent variable i.e., e-loyalty. Data has been gathered at universities and high schools all over the island: The survey was conducted through the use of a questionnaire administered amongst 203respondents. A convenience sampling approach was utilized in data collection process. A path analysis using PLS-SEM was conducted to test the proposed hypotheses. The results of the analysis showed that all the hypotheses (14 out of 14) were accepted.
Determinants of Consumer Purchase Intentions of TRNC Students for Luxury Goods
Luxury Goods Purchase intention based on consumer’s behavior about the luxury goods. Luxury goods can be anything that is more desired than its necessity. Consequently, in order to investigate the determinants of consumer purchase intention of students for luxury goods, we have to know the behavior of consumers regarding the luxury goods. This thesis aims at investigating the determinants of consumer purchase intentions of TRNC students for luxury goods. The determinants we choose here are decided on reviewing the extensive literature review. One depended variable i.e. Purchase intention has five independent variables i.e. Brand Knowledge, Luxury Goods Price, Luxury Goods Quality, Luxury Goods Social Value and Consumer Attitude. Data has been gathered from Eastern Mediterranean University and Cyprus International University through a distributed questionnaire. Analysis has been carried out by using the SPSS 25. And AMOS 24 software’s and results reveal that four determinants have significantly influenced the consumer purchase intentions in the Turkish Republic of Northern Cyprus. Except Brand knowledge, all other determinants such as Luxury goods price, luxury goods quality, consumer attitude and Luxury goods social value has positive influence on the consumer’s purchase intention decisions. Discussion of the results and the limitations of the study are discussed and included. Keywords: Turkish Republic of Northern Cyprus, Purchase Intention, Luxury Goods, Brand Knowledge, Consumer Attitude, Luxury Social Value, Price, Quality
Mobile Service Users’ Switching Decisions: Case of Libya
Efficient Customer Relationship Management is important to ensure long-term customer retention in the telecommunication sector, specifically in Mobile Service Sector. Therefore, it’s important to understand the switching behavior of consumers in regards to their decision to switch from one Mobile Service Provider to another. The analysis of the switching behavior, taking into account multiple factors like quality of the service, network coverage, and more, is crucial to determine the churn decision of the customers. Equally important is to identify potential switching barriers, like switching costs, which deter or delay the switching decision of customers from one service provider to another. This study takes into account Mobile Service Providers and their customers in Libya. The sample size includes individuals from all ages, occupation, and classes. There are 3 main Mobile Service Providers in Libya named Almadar, LTT, and Libyana. There are various factors like price rates, network quality and coverage, quality of customer service which have a significant impact on the switching decision of customers in Libya. These various factors which have been taken into consideration have revealed that the the level of satisfaction among the mobile service users in Libya is low. Moreover, the paper identifies six potential switching barriers like search costs, attractiveness of alternatives, loss of social bonds, functional risks, setup costs and loss of special treatment benefits which force the customers to stay with their existing Mobile Service Provider in Libya. The study intends to enlighten the Mobile Service Providers on how they can ensure effective customer relationship management to control customer retention or churn rate by helping these providers understand the switching behavior of their customers. Keywords: Switching Behavior, Switching Decision, Mobile Service Providers, Switching Barriers, Customer Retention, Level of Satisfaction.
The Effect of Social Media on Brand Awareness: A Case of Uganda SMES in the Manufacturing Sector
This study sought to determine how social media affects SMEs in the manufacturing sector. When it comes to building or raising brand awareness. This study also looked at how social media sites affect interactions between clients and brands when they get familiar with them. In this investigation study based on the literature review survey instrument was prepared to interview with SME employees and different management levels from SMEs in the manufacturing sector of Uganda. This study used quantitative approach with the statistical program for social sciences (SPSS), questionnaires were coded, sorted and categorized before being administered as part of the quantitative technique. The data were analyzed using incidences, percentages, means, and standard deviation. Using the test of significance, the effect’s significance was also evaluated. The researcher of this study has determined that social media has a significant impact of SMEs in building brand awareness through interviews with employees of SMEs in Uganda’s manufacturing sector and reading previously produced literature on the subject. Furthermore, there is a better comprehension of how social media contributes to the development of a solid and positive relationship between a company and its clients. There is interest in conducting more research that includes SMEs outside of the industry. Customers would contribute more to the research if they were asked questions in the interviews. In addition to whether a partnership affects the decision to invest in advertising.
Competitiveness and Digital Marketing Channels of SMEs
Globalization or rapid change in communication and information resources has caused a various change in traditional marketing tools among consumers. This has required a study of digital marketing as a requirement for competitiveness in the SMEs enterprises. The purpose of this study was conducted to explore the effects of digital marketing channels of the competitiveness of SMEs in Palestine. The researcher designed a questionnaire that had a response rate of 82 %, the researcher used convenience sampling and non-probability sampling. Data was obtained through questionnaire administered directly by the researcher to the respondents. The gathered data was analyzed by SPSS and Microsoft Excel. By using regression analysis, quantitative data were collected and analyzed to establish the importance of the correlation coefficient of the association between the variable. The study shows that digital marketing has become key essential for all businesses in different sectors. Therefore, marketers are advised to enter into digital marketing platforms and start experimenting. It is also advisable that business management make investments in digital marketing platforms so that the potential for digital marketing is fully exploited.
Investigating the Influencing Factors of Average House Prices in the United Kingdom
This study investigates the relationship between the average house price in the United Kingdom (GBP) and several factors that potentially influence housing prices. Utilizing statistical analysis with SPSS, the study examines the impact of population, total dwellings, GDP per capita (GBP), inflation rate, unemployment rate, interest rate, and GDP in million (GBP) on the average house price in the UK. The conceptual model categorizes these factors into three main groups: economic factors, demographic factors, and housing-related factors. The study hypothesizes that economic factors such as inflation, GDP per capita, and GDP in million (GBP) will positively influence average house prices, while unemployment rates will have a negative effect. Additionally, it is expected that a larger population and fewer dwellings in total will result in higher house prices due to increased demand relative to supply. The interest rate, representing a housing-related factor, is anticipated to impact affordability and availability of mortgage financing, with higher interest rates potentially leading to lower average house prices. The study employs linear regression analysis using SPSS to examine these relationships. By uncovering the factors influencing the average house price in the UK, this research aims to provide insights into the housing market and inform policymakers, investors, and individuals interested in the UK housing sector.
The Impact of Digitalization on the Marketing Mix, Leading to Customer Satisfaction and Brand Loyalty in Banks of Palestine
Banks constitute the backbone of the modern economies, as they are the portfolios that attracts cash surplus from the market for a predetermined interest, to lend it at a higher rate that achieves profitability for the shareholders. Besides, a system of interlocking financial services that is increasingly complex to serve all segments of society. Digitalization has reshaped business competition, including the financial and banking services markets, that has put commercial banks in front of great challenges. Thus, tailoring modern solutions to attract different clients segments has become a fundamental necessity for growth and expansion. However, rapid professional progress over the last few decades has affected the work environment, banking sector standards, and forced banks to diversify and innovate their services. Banking service delivers a solution for the client. This solution is a combination of several elements known as the marketing mix. Marketing in the digital era is different from the past, and when marketing has been reflecting the demands of a market, a new paradigm emerged by Lauterborn (1990 4'c) (customer solution, customer cost, communication, convenience) to keep pace with these giant shifts in the business world (Jarad, 2020). This study aimed to investigate the impact of digitalization on the marketing mix of Palestinian banks. Besides, it examined the mediating role of the customer satisfaction and brand loyalty between Digitalization and the marketing mix in Palestine. The research was designed based on the quantitative approach. For collecting the data, a well-designed Google form questionnaire was distributed to more than 150 participants. The responses were analyzed via using the Statistical Package for Social Sciences (SPSS) version 22. The study revealed a number of results such as the digitalization is crucial in enhancing the concept of brand loyalty and customer satisfaction in Palestinian banks. It also found that the marketing mix is important in increasing the perspectives of brand loyalty and customer satisfaction. Finally, the study provided different implications considering the impact of the digitalization on the marketing mix of the banks.
The Impact of Agricultural Cooperatives on Marketing of Rice Produce In Abuja
This study examined the impact of agricultural cooperatives on marketing of rice produce in Abuja. The specific objectives of the study were to investigate the relationship between agricultural cooperatives and marketing of rice in Abuja and identify the constraints inherent in agricultural cooperatives and marketing of rice in Abuja. Two research questions guided the study. Primary and secondary data were used for the study. Questionnaire was developed using the literature and used as the major instrument for data collection. The study revealed that lack of distribution channel is one of the constraints in the agricultural cooperatives and lack of market awareness. It was recommended that there must be sustained cooperative education in order to enlighten members on their roles and to show the general public the important roles cooperatives can play in their lives and the development process.
Role of Legal Services in Tourism Development: A Case of the Republic of lraq
The Republic of Iraq is a potential tourist destination. However, the country has witnessed persistent civil disturbance in the past several decades. High levels of civil unrest, political instability, and widely reported cases of human rights abuses in the country and the region at large have created economic uncertainty, especially in the country’s tourism sector. To this end, this study employs a survey to investigate the impacts of political and economic stability, legal services, functional local authority, and accessibility on tourism. Three hundred questionnaires were administered and collected from conveniently accessed respondents for data analysis. In the study, empirical evidence for the hypotheses examined was found to be significant, with the three factors having positive effects on the development of the tourism sector in Iraq. This investigation also offers policy directives to stakeholders in the tourism sector in Iraq, especially in the area of offering quality legal services to protect the rights of tourists from potential human rights abuses and security issues. Furthermore, the study reveals the critical roles of political and economic stability, functional local authorities, and accessibility of destinations.
Factors Influencing Intention to Purchase a Bank Loan: The Case of North Cyprus
In the field of buying behavior, the effect of attitudes, self-confidence, perceived trust and past experience has long been recognized. However, none of these factors have been examined in the field of purchasing a bank loan. Thus, until now it has not been established whether: (i) attitudes towards bank loan have an effect on intention to get a bank loan from banks; (ii) self-confidence has effect of intention to get a bank loan; (iii) perceived trust toward the banking system has an effect on intentions to get a bank loan and finally; (iv) past-experience in getting a bank loan has an effect on intention to purchase a credit from banks. This study represents the first attempt to address these gaps in the literature by the effect of aforementioned variables on intentions to get a bank loan. To initially conceptualize the relationship between all these factors (attitude, self-confidence, perceived trust and past experience) and their possible impact on intention(s) to purchase a loan, a comprehensive literature review was engaged. Following the literature review, a number of hypotheses were developed to examine the possible effects of these factors on intention(s) to take out a bank loan. These proposed hypotheses were investigated using regression analysis with a total sample of 280 respondents. The finding indicated that all the factors (attitude, self-confidence, perceived trust and past experience) influence intention(s) to apply for a bank loan among Turkish Cypriot consumers. Moreover, it has been found that the relationship between these factors and intention to purchase a loan is positive: i) When a Turkish Cypriot’s attitude toward loaning is positive their intention to taking a bank loan also increases; (ii) Turkish Cypriot with higher level of self-confidence are more likely to apply for a bank loan; (iii) Turkish Cypriots with positive perceived trust toward banking system in TRNC are more likely to apply for a bank loan; (iv) Turkish Cypriot with positive past-experience about bank loans are more likely to purchase a credit from TRNC banks. Keywords: Buying Behavior, Intention(s) to take out a Bank Loan, Attitudes, Self-Confidence, Perceived Trust, and Past-Experience.
Understanding the Use of Social Media for Fans in Sport Marketing: The Case of Morocco
Sports Marketing is a growing sector nowadays, especially social media which allows us to do things differently. In this thesis, we try to provide the necessary tools for marketers to market on social media using a team fan page through the understanding of the behavior of Moroccan fans and determining the factors that play a role in the attitude that fans may have toward a team page and the drivers that lead to team page engagement, loyalty, word of mouth and purchase. That will allow us to know the impact that social media may have on sports marketing and maybe open an eye for a better understanding of sport marketing.