Market Orientation and Customer Point of View - In The Case Of Azerbaijan

Abstract

<p><strong>Purpose:</strong> The research aimed to investigate how consumers percept marketing activities of firms in Azerbaijan, within the framework of market orientation phenomenon described by Narver and Slater.</p><p> <strong>Methodology:</strong> 333 questionnaires were gained through convenience sample. Data was analyzed with SPSS 24. Confirmatory factor analysis was first done and then regression analysis.</p><p> <strong>Findings</strong>: According to the results of research, items relate to MKTOR assembled into two <strong>factors:</strong> customer orientation and competitor orientation. Only customer orientation have significant positive effect on customer satisfaction and customer trust.</p><p> <strong>Originality</strong>: The study is important because it is carried out in Azerbaijan, a country which is new in market economy. Although marketing concept is not new phenomenon for western country, for Azerbaijan it is new, as country lived in planned economy till 1991. The results of the research are thought to be beneficial to both the theorists and the practitioners.</p>

Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach

“…The information gathered from CO may be redundant if businesses do not possess the capabilities, weaknesses, and key activities of their competitors, that is, a COM. Similarly, IFC is the third dimension of the construct, which refers to the degree of coordination among functional departments to build positive customer value by collecting substantial information from marketing activities and customer experiences (Akbarov, 2018;Danziger, 2005;Hussain et al, 2016).…”

(In) Direct Effects of Customer-Defined Market Orientation on Brand Loyalty through Purchase Intention and Brand Image: A Parallel Mediation Approach

“…In this regard, the first dimension i.e. the customer orientation, is referred to as the customer focused market orientation (Akbarov, 2018). Additionally, following the context that has been set by Narver and Slater (1990), and Foss andStone (2001), andAkbarov (2018) defined customer orientation as a firm's ability to continuously recognize the existing and potential customers, and create positive customer value, by viewing things from the customer's perspective.…”

“…The second dimension i.e. competitor orientation is a rival/peer-business focused market orientation (Akbarov, 2018). In this orientation, by knowing its competitors, a firm may gather useful information about the strategies, potential services/products, and policy behaviors of competing firms.…”

“…In this orientation, by knowing its competitors, a firm may gather useful information about the strategies, potential services/products, and policy behaviors of competing firms. Once again, taking inspiration from the teachings of Narver and Slater (1990), Akbarov (2018) defined competitor orientation as the ability of a firm to recognize the capabilities and strategies of key performers, who are serving the target market, and use this information to create value for customers. The third dimension i.e.…”

“…The third dimension i.e. the inter-functional orientation, refers to the degree of coordination among various business activities, so as to create superior customer value, by gathering useful information from customer experiences and other marketing activities (Danziger, 2005;Akbarov, 2018).…”