Open Access Original Research Article

Application of Position-Based Work as a Marketing Face in a Public Institution

Hulya Cagiran Kendirli

Asian Journal of Economics, Business and Accounting, Page 1-11
DOI: 10.9734/ajeba/2021/v21i1630480

When the performance is evaluated as a terms in public administration that is expressed as the ability to achieve a given job at the desired level. For many years the private sector has been working on positive performance on their works. In recent years, both in the world and in Turkey, public institutions have made performance a priority in their work. The evaluation of the performance as a term of performance is more important in state economic enterprises. In this context, position-based work and performance management were chosen as subjects for research in a public institution. Within the scope of the research, a questionnaire was applied in order to evaluate the performance measurement for marketing in the relevant public institution. Within the scope of the study, all employees of the institution (4200 employees) were requested to be included in the survey. However, among the applied questionnaires, the number of returned and evaluable questionnaires was 480. According to the results obtained from the research, it has been concluded that the employees make a positive contribution to the company performance in terms of marketing. When the financial statements of the institution are analyzed, it is seen that this situation reflects the truth.

Open Access Original Research Article

Capital Structure and Firm Performance: How Does Marketing Expense Interact?

R. M. R. P. Wijesooriya, B. T. K. Chathuranga, T. M. S. Peiris

Asian Journal of Economics, Business and Accounting, Page 12-28
DOI: 10.9734/ajeba/2021/v21i1630481

Focus of the study is to examine the role of marketing expense in the relation between capital structure and firm performance using 35 public limited companies listed in Colombo Stock Exchange (CSE), Sri Lanka for the period 2012 to 2019. Inconclusive evidence reported on the role of marketing expense along with unavailability of sound literature raise the need of a study in this nature. The study employs total debt to total asset ratio to represent the leverage of a company while return on assets as proxy for firm performance. Further, return on equity has been introduced to test the robustness of each model developed within the study. Followed by a general descriptive analysis, panel data regression models have been designed to observe the mediator or moderator role of marketing expenditure in determining the relationship between the main variables of the study. Moreover, the study has taken a fair attempt to eliminate model specification bias by incorporating control variables to the main regression models. As per the regression model outputs it was observed that marketing expense operates as a moderator variable in Sri Lanka and most importantly it is weakening the adverse impact created by excessive debt level on firm performance. These findings appeal for a developed capital market in Sri Lanka and highlight the radical decision making under resource-based view. The results of the study agree with the related literature in other parts of the world.

Open Access Original Research Article

The Effect of HRM Practices: Performance Appraisal System and Career Development on Turnover Intention

Wasantha Rajapakshe

Asian Journal of Economics, Business and Accounting, Page 29-39
DOI: 10.9734/ajeba/2021/v21i1630482

The purpose of this study is to determine the impact of Performance Appraisal System (PAS) and Career Development (CD) on Turnover Intention (TI). The sample was made up of executive-level employees from large-scale garment factories in Sri Lanka. For the final data analysis, 386 samples were used. The hypotheses were tested using structural equation modeling. According to the findings, PAS has a significant negative impact on TI, whereas CD has a positive impact on TI. The study concluded that improving Performance Appraisal Satisfaction can lower employees' Turnover Intention, whereas improving Career Development lowers employees' TI. Improved Career Advancement in this case indicates that employee CD expectations are high. As a result, the organization should develop Performance Appraisal and Career Development strategies, especially for executives. Many studies in the garment industry look at the social and working environments, but little is said about how PAS and CD affect TI. The findings have theoretical implications, filling a literature gap.

Open Access Original Research Article

The Influence of Consumer Innovatively, Company Reputation, and E-Trust on E-Loyalty of E-Commerce Customers in Aceh

. Chalirafi, Faisal Matriadi, . Munandar, . Sutriani, . Mariana

Asian Journal of Economics, Business and Accounting, Page 40-49
DOI: 10.9734/ajeba/2021/v21i1630483

Aims: This study aims to examine the effect of consumer innovation, corporate reputation, and e-trust on e-loyalty and the ability of e-trust to mediate the effect of consumer innovation and corporate reputation on e-loyalty on e-commerce customers in Aceh.

Study Design: A quantitative research.

Place and Duration of Study: The population in this study is the people of Aceh as users of e-commerce marketplace services from 2017 to 2021. Sampling covers the Banda Aceh Lhokseumawe area. While the sampling technique used is Non-Probability Sampling with accidental sampling approach, with a sample of 200 respondents.

Methodology: The data analysis method used is multiple linear regression. Data analysis begins with descriptive statistics of variables, normality test then joint testing and partial test and path analysis.

Results: Consumer innovation has a significant effect on e-loyalty to e-commerce customers in Aceh with the magnitude of the significant value of consumer innovation for e-loyalty is 0.020 and the t-value is 2.348. The company's reputation has a significant effect on e-loyalty to e-commerce customers in Aceh, the results of this study indicate that the significance obtained by the company's reputation for e-loyalty is 0.037 with a t value of 2.097. E-Trust has a significant effect on e-loyalty for e-commerce customers in Aceh, this is because the significance value of e-trust on e-loyalty is 0.000 with a t-value of 19,539. E-trust mediates the effect of consumer innovation and corporate reputation on e-loyalty on e-commerce consumers in Aceh. This can be seen from the value before mediation of 0.618 or 61.8% and in the second model after mediation (2) of 0.870 or 87%. This indicates a change in the value from 0.618 before mediation to 0.870 after mediation.

Conclusion: The results showed that consumer innovatively has a significant effect on e-loyalty to e-commerce customers in Aceh. Company reputation has a significant effect on e-loyalty in e-commerce customers in Aceh. E-trust has a significant effect on e-loyalty to e-commerce customers in Aceh and e-trust mediates the effect of consumer innovatively and company reputation on e-loyalty to e-commerce customers in Aceh.

Open Access Original Research Article

Study of Brand Activism on Millennials and Generation Z

Naresh Sachdev, Sumita Chahal, Sahanu Jain

Asian Journal of Economics, Business and Accounting, Page 50-61
DOI: 10.9734/ajeba/2021/v21i1630484

This study focuses on the awareness level, the relevance and the impact that brand activism has on the Millennials and Generation Z. The motivation is to contribute to activism that provides value both to the consumers and the brands. The significant areas of activism are being interpreted to give a fair view and better design marketing campaigns to increase revenue. A consumer perspective questionnaire was developed keeping in mind various dimensions and issues that require the attention of the masses and needs to be addressed. With the help of cross tabs analysis, the demographic variables were to analyse and draw valuable conclusions for the brands. Using them can help to create more insightful and impactful campaigns. Taking stands on debatable issues is not enough, so making them more compelling was the focus of the study.

Open Access Original Research Article

The Effect of System Quality, Information Quality and Service Quality Towards Customer Loyalty Using Mobile Banking Application

Muhammad A. Mahendra, Wahyu A. Winarno, Alwan S. Kustono

Asian Journal of Economics, Business and Accounting, Page 62-70
DOI: 10.9734/ajeba/2021/v21i1630485

Aims/ Objectives: This study aims to examine the effect of system quality, information quality and service quality on customer loyalty with satisfaction as a moderating variable for users of the mobile banking application of Bank BRI Jember Branch.

Study Design: Quantitative Research

Place and Duration of Study: This research was conducted between March 2021 to May 2021. The research location is Bank BRI Jember Branch.

Methodology: The data in this study used a questionnaire distributed to customers of Bank BRI Jember Branch in the use of mobile banking applications. In this study, quota sampling technique was used to determine the number of samples taken, namely 390 customers of Bank BRI Jember Branch.

Results: The system quality variable (X1) has a p value of 0.005 on customer loyalty through customer satisfaction, quality information (X2) has a p value of 0.003 on customer loyalty through customer satisfaction and the service quality variable (X3) has a p value of 0.405. Meanwhile, customer satisfaction (Y) has a p value of 0.127 on customer loyalty.

Conclusion: This study rejects H1, H2 and H3 namely system quality (X1), information quality (X2) and service quality (X3) which directly have no effect on customer loyalty (Z) and accept H4 directly, customer satisfaction has a significant effect. significant to customer loyalty. While indirectly the quality of the system (X1) and the quality of information (X2) have a significant effect on customer loyalty (Z) through variables that affect customer satisfaction (Y) which means that it supports hypotheses H5 and H6. In contrast to service quality (X3) which has no significant effect on customer loyalty (Z) through customer satisfaction (Y).