Integrating Policies, Practices and E-Marketing Examination on Customer Satisfaction Capability for Scholarly Publishing in Malaysian Public Universities

R. Ali, A.Y. Bani Hashim

Abstract


Due to its depleting importance, scholarly publishing grew unpopular in a weak market where business is done in a conventional way. University Press uses e-marketing to promote academic publication. As a widely accepted strategy, e-marketing has been used by many organizations around the world to market their daily businesses. Various studies have shown e-marketing strategy is capable of providing a platform for the business enterprise. The research design uses quantitative methods which data was drawn from questionnaires responded by 142 respondents from 15 public universities in Malaysia. The data were analyzed based on descriptive and inferential statistical analysis using four types of statistical analysis method: the factor analysis, descriptive analysis, Pearson correlation test and multiple regression analysis. The results of the study suggested that publication policies and practices, as well as e-marketing, are the main contributors towards the performance of scholarly publishing in public universities


Full Text:

PDF

References


R. Ali, A. Z, Abd Razak, A. R, Mohamad Yusof, & R. Ahmad, “Usage of e-Marketing in the Scholarly Publishing Sector in an Emerging Economy and its Relationship to Profitability”. International Journal of Science Commerce and Humanities., 2(5), 1-9 2014.

A.Hamedi, “Academic marketing in Malaysia: Problems and Solutions ". Scholarly Publishing Seminar. Kuching 26 Ogos 2014.

A.Saini, & J. L.Johnson, Organizational capabilities in e-commerce: An empirical investigation of e-brokerage service providers. Journal of the Academy of Marketing Science, 33(3), 360−375 2015.

E. Constantinides, “The 4S Web-Marketing Mix model”. Electronic Commerce Research and Applications., 1 (2012) 57–76, 2012.

R. Ali, A. Z, Abd Razak, A. R, Mohamad Yusof, & R. Ahmad, “Usage of e-Marketing in the Scholarly Publishing Sector in an Emerging Economy and its Relationship to Profitability”. International Journal of Science Commerce and Humanities., 2(5), 1-9 2014.

J. McCarthy, “Basic Marketing”. Homewood. Illinois: Richard Irwin, 1975.

P. Kotler & G.Armstrong, “Principle of Marketing”. Eighth edition of the Ghazali Jaffar, Norjaya Mohd Yasin and Ahmad Azmi Mohd Ariffin (translation). Kuala Lumpur: Prentice Hall,2003.

J. Leeman, “Export planning”. US: BoD–Books on Demand, 2010.

Y.Maizatul Azura & O.Mohd Baharudin, “Perceptions and Practices in Online Marketing by Publisher universities in Malaysia”, National Seminar on Communication 2nd organized by the Faculty of Communication and Modern Languages, UUM,Langkawi on 18-19 December 2014.

L.Zulkifli, “Kajian Kesusasteraan ke atas Dasar dan amalan Penerbitan di Malaysia”. International Book Conference,. Malaysia: PWTC, Kuala Lumpur, 2014.

L.T Lingard, “The Publishing Industry in Malaysia”. Publishing Research Quarterly, 32(1), 58–63,2016.

R.Leung & R.Law, “Information technology publications in leading tourism journals: a study of 1985-2004”. Information Technology & Tourism,. Vol. 9 No. 2: 133-44, 2007.

R. J. Brodie, H. Winklhofer, N. E. Coviello, & W. J. Johnston, “Is e-marketing coming of age? An examination of the penetration of e-marketing and firm performance”. Journal of Interactive Marketing., 21(1): 2−21. 2007.

R. Arasu & A.Viswanathan, “Web Services and e-Shopping Decisions: A Study on Malaysian e-Consumer”, IJCA Special Issue on Wireless Information Networks & Business Information System., 54-60, 2011.

M.K. Sangeetha, “E-Marketing”. Paripex - Indian Journal of Research,.Volume : 5 (1) ,PP 123-126, 2016.

R.McKenna, “Marketing is everything”. Harvard Business Review,. 69 (1): 65–79, 1991.

M. N. Othman et.al., “Internet Purchase Behavior amongst Malaysian Urban Consumers: An Ethnic Comparison”. Malaysian Journal of Consumer and Family Economics, 6:78-89, 2013.

T. M.Kiyani , M. R. U. K.Niazi, R. A.Rizvi, & I.Khan, “The relationship between brand trust,customer satisfaction and customer loyalty:Evidence from automobile sector of Pakistan”. Interdisciplinary Journal of Contemporary Researching Business,. 4(1), 489-502, 2013.

K.Parminder, P.Ashutosh & K.Karamjeet, “E-Marketing- A Global Perspective. Int.” Journal of Engineering Research and Applications,. 5(2), pp.116-124, 2015.

M.Ahearne, R. Jelinek, & A.Rapp, “Moving beyond the direct effect of SFA adoption on salesperson performance: Training and support as key moderating factors”. Industrial Marketing Management., 34(4):379−388, 2005.

D. M. Szymanski & D. H. Henard, “Customer satisfaction: A meta-analysis of the empirical evidence”. Journal of the Academy of Marketing Science,. 29(1): 16. , 2001

N.Kim and H. P. Jae, “Utilization of new technologies: Organizational adaptation to business environments”. Journal of the Academy of Marketing Science,. 35(2): 259−269, 2007.

J. E. Hogan , D. R.Lehmann, M.Merino , R. K.Srivastava, J. S.Thomas, & P. C. Verhoaf, “Linking customer assets to financial performance”. Journal of Service Research, 5(1): 26, 2014.

F.Iddris, & M. Ibrahim, “Examining the relationships between e-Marketing adoption and Marketing Performance of Small and Medium Enterprises in Ghana”. Journal of Marketing and Consumer Research., 10, 160-169, 2015.br

M.Brady, M.Saren, & N.Tzokas, “Integrating information technology into marketing practice — The IT reality of contemporary marketing practice”. Journal of Marketing Management., 18(5/6): 555−577, 2002.

S.Jayachandran, S.Sharma, P. Kaufman & P. Raman,” The role of relational information processes and technology use in customer relationship management”.Journal of Marketing., 69(4):177−192, 2005.

I.S.Salwani, G.Marthan, M.D. Norzaidi and S.C. Chong, “E-commerce usage and business performance in the Malaysian tourism sector: Empirical analysis”. Information Management and Computer Security,. 17(2):166-185, 2015.

T. Clyton & C. Criscuolo, “Electronic commerce and business change”. (Online), Available: http:// www.statistics.gov.uk/ cci/article.asp?ID=139,. (Accessed:13 Oct.2010).

J. F.Hair, R. E. Anderson, R. L.Tatham & W.Black, “Multivariate Data Analysis (4th ed.)”. New Jersey: Prentice Hall, 2010.

Y.P. Chua, “Statistik Penyelidikan Lanjutan”.

Kuala Lumpur: McGraw Hill Malaysia.2009.

M.R. Khan & L. Motiwalla, “The influence of e-commerce initiatives on corporate performance: An empirical investigation in the United States”. International Journal of Management., 19(3): 503- 510, 2002.

K.Zhu, K.L. Kraemar, S.Xu & J.Derick, “Information technology payoff in e-Business environments: An international perspective on value creation of e-business in the financial service industry”. Journal of Management Information Systems,. 21(1):17-54, 2013.


Refbacks

  • There are currently no refbacks.


ISSN : 2590-3551     

Best viewed using Mozilla Firefox, Google Chrome and Internet Explorer with the resolution of 1280 x 800