Purpose-The purpose of the study is to analyze the user (as a customer of the library) requirements related to library services by using service-based quality function deployment (QFD) and employ QFD to identify visible marketing strategies in a service sector. Design/methodology/approach-In this study, QFD is applied to central library services of Dokuz Eylul University (DEU) in Izmir, Turkey. Basically, the methodology used in this study integrates the Kano model, AHP and planning matrix of house of quality. First, a focus group study is held to find out the requirements of university students for the university library that are then classified using the Kano model. The requirement categories are ranked with respect to their relative importance using analytical hierarchy process (AHP). In the last step, all findings are transferred to the planning matrix and strategies for DEU Central Library are developed. Findings-The paper reveals marketing strategies for a non-profit organization, a state university library, and helps the library find out its competitive position. Research limitations/implications-User requirements are determined through focus group studies held with undergraduate students. Other library users like academicians, external users, university staff and graduate students are ignored. Consideration of all possible user categories will give a whole picture of the requirements and their importance. In addition, a fair number of requirements limited the application of AHP only to the primary requirement categories. Practical implications-The strategic importance of requirements was identified more precisely and service elements were allocated more effectively. Originality/value-This study investigates the user requirements for library services in depth. It attempts to integrate AHP, Kano and QFD methods in library services for the first time to find out the most strategically important requirements. Therefore, it sheds light to library managers how to allocate their budget, arrange their services and develop their marketing strategies.
Purpose The purpose of this study is to test Islamic religiosity scale’s reliability and validity and to evaluate the impact of Islamic religiosity on materialism in Turkey. Design/methodology/approach Using a quantitative research method, a self-administered survey was distributed to the students of two faculties – Faculty of Theology and Faculty of Business – of the same university in Izmir, Turkey. In total, 400 questionnaires for each faculty were distributed and a total of 529 completed questionnaires – 326 from the Faculty of Theology and 203 from the Faculty of Business – were returned. Exploratory and confirmatory factor analyses were conducted via SPSS and AMOS. Findings Islamic religiosity and materialism have been found to be negatively correlated, supporting the existing literature. However, not all the dimensions of Islamic religiosity (behavioral religiosity, spiritual religiosity and necessity of religion) had this negative effect on materialism (possession-defined success, acquisition centrality and acquisition as the pursuit of happiness). Negative influence of “behavioral religiosity” on all three dimensions of materialism was observed. However, the “spirituality” dimension of religiosity was found to have a positive impact, while the “necessity of religion” had no significant impact on the dimensions of materialism. Research limitations/implications A sample consisting of undergraduate students might limit the generalizability of the findings to Turkish Islamic population in general. This study is one of the first attempts to test the Islamic religiosity scale which needs to be further analyzed and developed. Originality/value The present study will contribute to the literature by testing an Islamic religiosity scale developed by a Turkish researcher. Besides, this is the only study undertaken on the impact of Islamic religiosity on materialism using an Islamic religiosity scale.
The impacts of the global financial crisis, which started in 2007 and affected both developed and developing countries, were felt in not only banking and finance sectors but also people's way of living and consumption. The purpose of this paper is to reveal the impacts of the global financial crisis on Turkish consumers and compare these effects with respect to demographic factors. According to the findings, 35 consumption adjustment statements are grouped under seven dimensions: Cautious spending, simplicity in purchase and distribution, product adjustments, quest for low price, financial anxiety, promotion adjustments, and awareness. The ANOVA and t-test results demonstrate that 436 respondents made adjustments in these dimensions with significant differences regarding their gender, age, marital status, occupation, and income.
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