The Effect of Market Orientation on Job Attitudes of Employees in Sports Stores

Document Type : Original Article

Authors

1 Assistant Professor, Department of Sport Management, Faculty of Sport Sciences, Arak University, Arak, Iran

2 Postdoctoral student, Department of Sports Management, Faculty of Sports Sciences, University of Mazandaran, Mazandaran, Babolsar, Iran.

Abstract

The purpose of this study was to investigate the effect of market orientation on the job attitudes of employees in sports stores in Mazandaran, IRAN. This research was a descriptive-correlational and applied study. The statistical population consisted of all employees in Nike, Adidas, Reebok, Puma, and Majid sports store. Based on Structural Equation Modeling (SEM), the research sample included 200 subjects. Standard questionnaires were used for data collection. Linear regression and structural equation modeling (SEM) with Spss18 and Lisrel version 8.3 software have been used to investigate the research hypotheses. According to the research findings, market orientation affects employees' attitudes toward the sports stores and market orientation explains 69 percent of the variance of job attitudes. Moreover, market orientation components were effective on job satisfaction, organizational commitment, role conflict, and turnover intention. Market orientation components were also effective on job attitudes of the sports store employees. Therefore, the special attention to market orientation in promoting productivity, satisfaction and increasing commitment of employees, can be critical in achieving the goals and strategies of sports stores.

Keywords

References

Akroush, M. N., & Al-Mohammad, S. M. (2010). The effect of marketing knowledge management on
organizational performance: An empirical investigation of the telecommunications organizations in
Jordan. International Journal of Emerging Markets, 5(1), 38-77.
Al Idrus, S., Ahmar, A. S., & Abdussakir. (2018). The effect of organizational learning on market orientation
moderated by job satisfaction. Cogent Business & Management, 5(1), 1475048.
Alniacik, E., Erbas Kelebek, E. F., & Alniacik, U. (2022). The moderating role of message framing on the
links between organizational identification and unethical pro-organizational behavior. Management
Research Review, 45(4), 502–523.
Bahrainizadeh, M., Esmailpour, M., & Shahniaee, E. (2012). Studying the Influence of Market Orientation on
Job Attitude The Case of Commercial Banks in Bushehr. New Marketing Research Journal, 2(1), 149–
166.
Dehghanpouri, H., Sarlab, R., & Chavoshi, S. (2020). Investigating the Effect of Marketing Intelligence on the
Competitiveness of Online Sports Stores with the Mediating Role of Innovative Performance.
Nmrj.Ui.Ac.Ir3(10),5780.
Dick, C. (2018). Gradual vs entire sponsorship termination: how to manage the ending of a sponsorship
engagement. International Journal of Sports Marketing and Sponsorship, 19(4), 433–449.
Enders, F. T., Golembiewski, E. H., Pacheco-Spann, L. M., Allyse, M., Mielke, M. M., & Balls-Berry, J. E.
(2021). Building a framework for inclusion in health services research: development of and preimplementation faculty and staff attitudes toward the Diversity, Equity, and Inclusion (DEI) plan at Mayo
Clinic. Journal of Clinical and Translational Science, 5(1), e88.
Faryabi, M., Tajvidi, R., & Tajvidi, M. (2011). Investigating the relationship between market-orientation and
competitive advantages in Iran Tractor Manufacturing Industrial Group. The Journal of Productivity
Management, 5(2 (17)), 131–160.
Herman, H., Hady, H., & Arafah, W. (2018). The influence of market orientation and product innovation on
the competitive advantage and its implication toward Small and Medium Enterprises (UKM)
performance. International Journal of Science and Engineering Invention, 4(08), 08-to.
Hsieh, Y.-C., Chiu, H.-C., & Hsu, Y.-C. (2008). Supplier market orientation and accommodation of the
customer in different relationship phases. Industrial Marketing Management, 37(4), 380–393.
Jaw, C., Lo, J.-Y., & Lin, Y.-H. (2010). The determinants of new service development: Service characteristics,
market orientation, and actualizing innovation effort. Technovation, 30(4), 265–277.
Kafashpour, & Siahroodi, N. (2009). Investigation of marketing research‘s effect on performance via market
orientation culture at traveling agencies located in Mashhad province. Transformation Management
Journal, 1(2), 111–131.
Kanaan-Jebna, A., Baharudi, A. S., & Alabdullah, T. T. Y. (2022). Entrepreneurial Orientation, Market
Orientation, Managerial Accounting and Manufacturing SMEs Satisfaction. Journal of Accounting
Science, 6(1), 1–14.
Komulainen, H., & Saraniemi, S. (2019). Customer centricity in mobile banking: a customer experience
perspective. International Journal of Bank Marketing.
Martinez, J. M., Stinson, J. L., & Jubenville, C. B. (2011). Internal Marketing Perceptions in Intercollegiate
Athletics and Their Influence on Organizational Commitment. Journal of Issues in Intercollegiate
Athletics.
Morgan, T., & Anokhin, S. A. (2020). The joint impact of entrepreneurial orientation and market orientation
in new product development: Studying firm and environmental contingencies. Journal of Business
Research, 113, 129–138.
Mueller, R. O., & Hancock, G. R. (2018). Structural equation modeling. In The reviewer’s guide to quantitative
methods in the social sciences (pp. 445–456). Routledge.
Na, Y. K., Kang, S., & Jeong, H. Y. (2019). The effect of market orientation on performance of sharing
economy business: Focusing on marketing innovation and sustainable competitive advantage.
Sustainability, 11(3), 729.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of
Marketing, 54(4), 20–35.
Powpaka, S. (2006). How market orientation affects female service employees in Thailand. Journal of Business
Research, 59(1), 54–61.
Sabri, M., Wijekoon, R., & Rahim, H. (2020). The influence of money attitude, financial practices, selfefficacy and emotion coping on employees’ financial well-being. Management Science Letters, 10(4),
889–900.
Slater, S. F., & Narver, J. C. (1994). Market Orientation, Customer’Value, and Superior. Business Horizons.
Soomro, B. A., & Shah, N. (2019). Determining the impact of entrepreneurial orientation and organizational
culture on job satisfaction, organizational commitment, and employee’s performance. South Asian
Journal of Business Studies.
SOP, S. A. (2021). The effect of market-oriented and brand-oriented service improvement on hotel
performance. Advances in Hospitality and Tourism Research (AHTR), 9(1), 29–48.
Tajeddini, K., & Ma’toufi, A. R. (2016). Exploring the Impact of Knowledge Management and Market
Orientation on Firm Performance (in Small Enterprises of Mazandaran Province). Journal of
Development & Evolution Mnagement, 1394(23), 21–30. https://jdem.qazvin.iau.ir/article_494.html
Yadav, A., & Bansal, S. (2021). Viewing marketing through entrepreneurial mindset: a systematic review.
International Journal of Emerging Markets, 16(2), 133–153.
Ying, X., & Hu, Z. (2004). Can we consider central catadioptric cameras and fisheye cameras within a unified
imaging model. Computer Vision-ECCV 2004: 8th European Conference on Computer Vision, Prague,
Czech Republic, May 11-14, 2004. Proceedings, Part I 8, 442–455.
Zhang, J., Li, H., Li, V., Xia, B., & Skitmore, M. (2021). Internal relationships of market-oriented EFQM
enablers in the Chinese construction industry. Engineering, Construction and Architectural Management,
28(3), 765–787.
Zhang, Y., Kim, E., & Xing, Z. (2021). Image congruence between sports event and host city and its impact
on attitude and behavior intention. International Journal of Sports Marketing and Sponsorship, 22(1),
67–86.
Zhou, K. Z., Brown, J. R., & Dev, C. S. (2009). Market orientation, competitive advantage, and performance:
A demand-based perspective. Journal of Business Research, 62(11), 1063–1070.
Journal of New Studies in Sport Management
Volume 4, Issue 1
February 2023
Pages 688-700

Files

Share

How to cite

Statistics