Browsing by Author "Kara, Ali"

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    An examination of the effects of adaptive selling behavior and customer orientation on performance of pharmaceutical salespeople in an emerging market
    (© 2013 The Author(s), SAGE Journals, 2013) Kara, Ali; Andaleeb, Syed Saad; Turan, Mehmet; Çabuk, Serap
    The effects of salespeople's customer orientation and adaptive selling behavior on their performance have been frequently studied in the marketing literature. However, most of the studies were conducted in the developed world. Given the role that different cultural environments may play, the assumed relationships among the constructs need to be studied in different cultural contexts to explain performance. The objective of this study is to examine pharmaceutical salespersons' customer orientation and adaptive selling behavior on their performance in a different cultural environment. Using personal interviews, data were collected from Turkish pharmaceutical salespeople to examine the hypothesized relationships. Results indicate that customer orientation was significant in respect to sales performance, satisfaction, and adaptive selling behavior. Furthermore, adaptive selling behavior was significantly related to sales performance and customer orientation but not to satisfaction.
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    The structure of service quality perceptions for multiple-encounter services
    (© 2013 Wolters Kluwer Health., 2013) Andaleeb, Syed Saad; Kara, Ali
    The objective of this study was to examine a complex service environment-hospitals-to suggest how service quality could be reframed and measured for multiple-encounter service situations more effectively. SUBJECTS:: In this cross-sectional study, a sample of 371 patients completed the survey instrument. Service quality measures were guided by the literature but allowed to flow from the respondents at the preliminary stage. METHODS:: Confirmatory factor analysis, along with structural equation modeling, was used to test the hypothesized relationships among key actorsÊ performance metrics (KAPMs). RESULTS:: Patient satisfaction is significantly influenced by perceived service quality based on KAPMs. For multiple-encounter services, service quality dimensions and measures ought to be tied to KAPMs. CONCLUSIONS:: Primary actors-ie, doctors-need knowledge and skills about patient psychology, negotiation, handling difficult patients, and, importantly, "putting the customer first." Sensitivity training on such matters should be provided. The secondary actors are the nurses who have more frequent contact with the patients. Nurses need to be perceived as "patient advocates." Effective advocacy begins with prompt and caring services to build trust. The tertiary actors in their support role also ought to be integrated into becoming vital part of the service provided.