Contents

Contents..........................................................................................................................1 Table of Contents...........................................................................................................1 Operationalization of independent variables..............................................................6 Dimensions and sub dimensions (Measures) of independent variables.....................7 Indicators....................................................................................................................7 1. Test tatistics of Customer Orientation....................................................................!" i#nificant level (1$tailed) % &.&17 ..................................................................!"

Table of Contents
Type chapter title (level 1)...........................................................................................1 T'pe c(apter title (level !)..........................................................................................! T'pe c(apter title (level ))......................................................................................) Type chapter title (level 1)...........................................................................................4 T'pe c(apter title (level !)..........................................................................................* T'pe c(apter title (level ))......................................................................................6 CHAPTER ONE INTRODUCTION

1.1 Back r!"#$ !% the &t"$y T(is is stud' based on identif'in# +(at are t(e ,e' factors be(ind t(e customer satisfaction of mobile p(one. Mobile p(one mar,et ver' competitive 1.' Pr!(le) *tate)e#t +hat are the %act!r& i#%l"e#ce& !# c"&t!)er &ati&%acti!# !% )!(ile ph!#e, 1.- Re&earch O(.ective& !% the *t"$y /a.!r O(.ective To identif' ,e' factors affect for t(e customer satisfaction of mobile p(one.

*peci%ic O(.ective& To identif' ,e' factors affect for t(e customer satisfaction of mobile p(one. To identif' customer perception about mobile p(one. To identif' customer e-pected t(in, from mobile p(one.

. Re&earch 0"e&ti!#& 1

/(at are t(e ,e' factors affect for t(e customer satisfaction of mobile p(one. /(ic( elements affects on customer perception about mobile p(one. /(at is t(e customer perception about mobile p(one. /(at are t(e customers e-pected t(in#s from mobile p(one.

1.4 Re&earch 1ap 1.2 *i #i%ica#ce !% the *t"$y To da' mobile p(one mar,et is ver' competitive due to t(e man' companies introduced various t'pe of mobile p(one +it( various facilities. T(ere for ever' compan' must provide #ood 0ualit' product and service t(an t(e ot(er mobile p(one providin# companies in order to retain e-istin# customer and attract ne+ customers. 1ecause of ever' companies success depend on customer satisfaction. 2ence t(is researc( provide man' advanta#es to several parties. sector or#anization as +ell as countr' econom'. 4l+a's customer e-pect #ood 0ualit' product and service in order to fulfill t(eir needs and +ants. If compan' unable to provide product and service accordin# to customer preferences t(e' +ill become dissatisfaction about products and service. 1.3 Hyp!the&e& !% the &t"$y 1.4 /eth!$!l! y 5esearc(er mainl' use primar' data for t(is researc( to ac(ieve researc( ob6ective. 7or t(at researc(er use 0uestioner. Ot(er t(an t(at researc(er use central ban, report3 sensor' department report and annual report of t(e mobile p(one service providin# or#anization in ri 8an,a. 5esearc(er use 0uestioner met(od for collectin# primar' data to conduced a researc(. T(ere are !" 0uestions in t(e 0uestioner to cover t(e researc( concept. ! uc( as mobile p(one manufacturin# compan'3 customer3 researc(er3 emplo'ee of t(e mobile p(one

7or collectin# 0uantitative data researc(er select *& sample in 1adurali'a area and provide 0uestioner for t(em and collect data. T(e researc(er use follo+in# tools in order to presentation and anal'zed t(e collected data. o 9ie c(arts : bar c(art o 5esearc(er +ill use percenta#e and avera#e met(ods to anal'ze t(e data.

1.5 6i)itati!#& !% the *t"$y T(e stud' mainl' based on t(e primar' data collection form 0uestionnaire. T(ere for some important data can;t collect form t(e field. T(e sample size is limit to onl' *& customers. It not represent all t(e people in t(e societ'. T(e researc(er select onl' one area for data collection.

1.7 Di&p!&iti!# !% the The&i& Chapter O#e8 <nder t(e first c(apter include overvie+ of t(e mobile p(one3 bac,#round of t(e stud'3 researc( problem3 researc( ob6ectives3 researc( 0uestions3 researc( scope3 si#nificant of t(e stud'3 2'pot(eses and met(odolo#' of t(e stud'. Chapter t9!8 T(is c(apter +as mentioned fast t(eories and researc( findin#s relevant to t(is researc(. Chapter three8 C(apter t(ree +as included researc( desi#n3 data and data collection met(ods3 t'pe of data3 primar' data3 secondar' data3 population3 sample3 sample tec(ni0ues data anal'sis and data presentation. Chapter %!"r8 C(apter four +as include presentation of t(e variable anal'sis and discussion.

Chapter %ive8 <nder t(is c(apter t(e researc(er +as e-plained conclusion about t(e stud' and recommendation.

CHAPTER T+O 6ITERATURE RE:IE+ ;er#a#$! ('>>1? p.'2) @@@@@@@@@@@@@@@@@@@@@. A& p!i#te$ !"t ;er#a#$! ('>>1? p.'2)@@@@@@@@@@@@@@@. AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA (;er##$!? '>>1? p.'2) ===================.. ( iu and >irb'3 1??@). =================== (Aillmore et al.3 !&&1B 1lan,son and to,es3 !&&!B 2ill3 !&&1B iu3 !&&&B iu et al.3 !&&"B Morrison3 !&&)B 8ee et al.3 !&&1). 5atnatun#a and 5omano (1??*) e-plored========== 4ccordin# to 5atnatun#a and 5omano (1??*) ;i#$ 9hether there are a#y previ!"& &t"$ie& !# the &a)e t!pic. *"))ari<e the perti#e#t re&earch =eep rec!r$& !% #ee$e$ re%ere#ce&

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C!#cept"ali<ati!# a#$ !perati!#ali<ati!# C!#cept"ali<ati!#

Pr!$"ct Desi#n 7eatures Colure ize Price Discount 9rice ran#e C"&t!)er &ati&%acti!# Desi#n 7eatures Colure ize *

Place 4vailabilit' Co of service center Pr!)!ti!# 4dvertisement *ervice B"ality 4fter ales promotion sale service Dmplo'ee service

Operati!#ali<ati!# !% i#$epe#$e#t varia(le&

Di)e#&i!#& a#$ &"( $i)e#&i!#& (/ea&"re&) !% i#$epe#$e#t varia(le& Dimensions I#$icat!r& Ele)e#t& C*"( $i)e#&i!#& (/ea&"re&) 1. 4c(ievement motives I al+a's tr' to be t(e best performer in m' field of business. a) Completel' disa#ree b) Disa#ree c) Ceit(er a#ree nor disa#ree d) 4#ree e) Eer' muc( a#ree !. Independence motives M' desire is to be an independent person b' bein# an entrepreneur. a) Completel' disa#ree Variable 01 /!tivati!# a#$ 1!al& b) Disa#ree c) Ceit(er a#ree nor disa#ree d) 4#ree e) Eer' muc( a#ree ). Dconomic necessit' motives I al+a's t(in, of bein#

economicall' stable and stron# t(rou#( t(e business. a) Completel' disa#ree b) Disa#ree c) Ceit(er a#ree nor disa#ree d) 4#ree e) Eer' muc( a#ree

". 9ersonal #oals

M' personal #oals al+a's drive me to perform in t(e business +ell (to ac(ieve t(e personal #oals b' bein# successful in t(e business). a) Completel' disa#ree b) Disa#ree c) Ceit(er a#ree nor disa#ree d) 4#ree e) Eer' muc( a#ree

CHAPTER THREE RE*EARCH /ETHODO6O1D -.1 Re&earch De&i # T(e researc( is conducted about customer satisfaction re#ardin# mobile p(one. 1ecause to da' communication is important part of t(e (uman life and most of t(e people use mobile p(one to communicate +it( ot(ers. T(ere for researc(er +ant to ,no+3 +(at are affected factors to satisfied mobile p(one customers. -.1.1 Type !% the *t"$y 5esearc(er use 0uantitative met(ods for conduct t(is researc(. -.1.' P"rp!&e !% the *t"$y T(e purpose of t(is stud' is to fill t(e #ap in t(e ,no+led#e of +(at are t(e affective factors for customer satisfaction of mobile p(one. -.1.- *t"$y *etti# T(is stud' +as conducted in t(e natural environment +it( less interference of t(e researc(er. 4s t(e t'pe of t(is stud' is descriptive3 t(e data +ere collected in t(e natural settin# under a field surve'. -.1.4 Ti)e H!ri<!# !% the *t"$y

T(e data for t(is stud' +ere collected at a sin#le point of time. T(us3 t(e stud' is sin#le cross$sectional in time (orizon. T(e period c(osen for t(e stud' is 4pril $ Fune !&11. Data +ere collected durin# t(e period of 1st of Fune to *t( of Fune in !&11. -.1.2 Data *!"rce& U&e$ %!r the *t"$y

In order to contact researc( information is ver' critical t(in#s. 4lso t(is stud' information pla'ed bi# role. T(e researc(er (as used primar' and secondar' data to conduct t(is researc(. Pri)ary T(e primar' data +as pla'ed bi# role in order to conduct t(is researc(. T(e primar' data +as collected b' presentin# structured 0uestioner to mobile p(one user of t(e societ'. T(is surve' 0uestioner +as desi#ned +it( consist of ?

!" 0uestions. It +as (elp to collect primar' data re#ardin# product 0ualit'3 product price3 promotion3 service 0ualit'3 brand ima#e and overall satisfaction about mobile p(one. *ec!#$ary T(e secondar' data ma' not pla'ed bi# role li,e primar' data to conduct t(is researc(. 1ut researc(er +as collected some secondar' data t(orou#( Fournal3 article3 annual report and previous researc(es in order to conduct t(is researc(. -.1.3. Re&earch Appr!ach In t(e first step3 to find out t(e variables3 +(ic( affect3 to t(e customer satisfaction of mobile p(one. 7or t(at find ri#orous literature surve' +as conducted. 4ccordin# to t(e findin#s t(en desi#ned suitable model for conduct t(is researc(. econdl'3 a pilot surve' +as conducted usin#==============. 7inall'3 a field surve' +as conducted b' usin# t(e refined 0uestionnaire. 4nd collect relevant information for conduct t(is researc(. T(en anal'ze t(is data and represent it. -.' *a)ple Pla# -.'.1 P!p"lati!# !% the *t"$y T(is is t(e determined factors affect on customer satisfaction about mobile p(one. Consumer surve' +ere conducted to investi#ate t(e researc( problem. T(e population is consisted +it( t(e all island +(o are use t(e mobile p(one. -.'.' *a)ple U#it consumers as a sample from >alutara district +(ic( include

5esearc(er select -.'.-

different a#e limit3 different education level and different occupation. *a)pli# pr!ce$"re T(e researc(er use convenience sample to reac( t(eir researc( ob6ectives. -.'.2 *a)ple &i<e T(e researc(er select *& mobile p(one consumer for conduct t(is researc( and collect relevant information for t(is stud'. 1&

-.- Re&earch i#&tr")e#t& EEA/P6E8 4 standard 0uestionnaire +as used as t(e instrument in collectin# primar' data for measurin# GGGGGGGGGGGGGGGGGGGGGGGG . Tell more about t(e 0uestionnaire t(at u (ave developed 0"e&ti!##aire Huestionnaire3 t(e main researc( instrument +as comprised of seven ma6or sections suc( as section 13 !3 )3 "3 *3 6 and 7 *ecti!# 18 EEA/P6E ection 1 of t(e 0uestionnaire includes t(e self$ developed 0uestions related to t(e #eneral information of t(e business. <nder t(at t(ere are ten 0uestions. *ecti!# '8 EEA/P6E ection ! of t(e 0uestionnaire includes t(e self$developed 0uestions related to t(e personal information of t(e respondents. <nder t(at t(ere are nine 0uestions. *ecti!# >-? >4 a#$ >2. @@@@@@@@@@@@@@@@@@@@@@@@@@@.. -.4 C!#tact )eth!$ !% re&p!#$e#t& To do t(e researc( and collect information use +ell prepared 0uestioner in in(ala to clearl' understand for t(e consumer of mobile p(one. 1' usin# t(is 0uestioner conduct direct intervie+ for t(e purpose for collect primar' data for t(is researc(.

11

-.2 A#aly&i& !% Data T(e anal'sis +as conducted in t(ree steps. 4t t(e first step3 descriptive statistical measures suc( as mean3 fre0uencies and cate#orical tables +ere used. 7urt(er3 to identif' t(e relations(ips bet+een t(e dependant and independent variables3 cross tabulations +ere emplo'ed. T(en in t(e second step to test t(e reliabilit' of t(e 0uestionnaire 5eliabilit' anal'sis +as conducted. In t(e second step3 ('pot(eses testin# +ere conducted usin# One sample tests3 Independent 5e#ression and correlations anal'sis. It is t(e problem +(en amples T$tests3

-.3.1 De&criptive *tati&tic& EEA/P6E Descriptive statistics +ere used to anal'ze eac( variable of t(e stud'. 7re0uenc' distribution +as counted to measure (o+ man' respondents (ave #iven t(e same ans+er to t(e same 0uestion. 9ercenta#es +ere calculated to determine t(e fraction of entrepreneurs +(o #ave a particular response. T(e personal information of eac( entrepreneur +as collected onl' for confirmin# t(e identit' of eac( entrepreneur of t(e selected sample and to stud' t(eir bac,#rounds. -.3.' Relia(ility !% the B"e&ti!##aire EEA/P6E T(e Cronbac(Is alp(a value met(od used to c(ec, +(et(er t(e 0uestionnaire developed b' t(e researc(er especiall' for t(is researc( purpose3 measures t(e variables reliabl'. If t(e correspondin# alp(a value of a #iven set of 0uestions is #reater t(an &.7or closer to accepted minimum level &.7& ( e,aran !&&6B Mal(ot(ra !&&") t(e researc(er can conclude t(at t(e set of 0uestions used to measure a particular variable is reliable. -.3.- Hyp!the&e& Te&ti#

1!

T(e test statistics of determinin# t(e nature of 1eta is important. Earious met(ods of determinin# t(e utilit' of t(e model as a predictor of t(e independent variable include JtK test and JfK test for detectin# t(e si#nificant of t(e slope. In statistical data anal'zin#3 2& is al+a's called t(e #"ll hyp!the&i& and 21 is called t(e %!r)"late$ hyp!the&i&3 +(ic( is called t(e alternative ('pot(esis. 4ccordin#l'3 if null ('pot(esis (2&) re6ect t(en can conclude t(at at lea&t one of t(e independent variables si#nificantl' contribute to t(e prediction of t(e dependent variable. If 2&3 not re6ect it demonstrates t(at an' of t(e independent variables (or combination of t(em) not e-plain t(e be(aviors of t(e dependent variable. T(e aforesaid L7I test and p values are used to determine +(ic( of t(e independent variables are useful predictors. T(e importance of t(e L7I values is t(at3 if t(e computed L7I value e-ceeds t(e table value3 +e can re6ect t(e null ('pot(esis (2&) and be able to conclude t(at at least one of t(ese independent variables is a si#nificant predictor of t(e dependent variable. There%!re? H> i& re.ecte$ i% c!)p"te$ F;G val"e H ta(le F;G val"e. T(us3 if a b value is not re6ected3 t(at particular b (1eta) value (as a si#nificant L7I value. T(erefore3 t(is implies a need to t(e ('pot(esis3 +(ic( is attributed to t(at b. considerin# t(e effects on t(e dependent variable L7I distribution3 is used to compare t+o population variances. T(e L7I values can be obtained usin# a computer statistical pac,a#e t(at provides an e-act L7I statistics #ivin# t(e computed L7I value and correspondin# de#ree of freedom. T(is is t(e use of t(e table value of L7I. 7or t(is stud' L9I value is used (instead of t(e table value) to come to a conclusion. T(e predictive abilit' of t(e re#ression anal'sis could be desi#ned b' bot( L7I value and t(e L9I value of t(e re#ression model. T(e L9I value is t(e value of si#nificance at +(ic( t(e ('pot(esis test procedure c(an#es t(e conclusion. ;M;(4lp(a value) is t(e si#nificant value at +(ic( t(e ('pot(esis test procedure c(an#es conclusion. IfB (4lp(a value) is t(e smallest value for LMI for +(ic( one can re6ect t(e null ('pot(esis 1)

(2&) t(at is t(e point at +(ic( t(e test is si#nificant. T(erefore L9I value is often called t(e observed LMI or F!(&erve$ &i #i%ica#t level. 2ere3 t(e anal'sis uses M % &.&* as t(e minimum level LMI and if t(e observed LMI value is more t(an &.&* it fails to re6ect t(e null ('pot(esis (2&). T(erefore3 t(is can be s'mbolicall' presented as follo+sN If p O value PB t(en3 re6ect 2& If p O value QB t(en3 accept 2& T(usB The &)aller the p Ival"e? the hi her the &i #i%ica#ce. /(en usin# p O value in t(is manner3 t(e procedure in our stud' is3 re6ect 2&3 If p O value P M (&.&*)and3 accept 2&3 If p O value Q M (&.&*). /ea&"re !% l!cati!# EEA/P6E8 To measure t(e location +it(in a data set t(e3 mean or avera#e value (as selected for t(is stud'. Measures of central tendenc' describe t(e centre of t(e distribution. If3 MOTIE4TIOC 4CD AO48 R !."? (T(e ans+er of t(e respondent is tron#l' disa#ree or Disa#ree)3 t(en t(e independent variable bein# measured ta,es lo+ values and (ence does not drive t(em for t(eir business performance. If3 GGGGGGGGGGGGGGG % !. * $ )."?(T(e ans+er of t(e respondent is neutral)3 t(en t(e independent variable bein# measured ta,es avera#e value and (ence mar#inall' influence t(eir business performance. If3 GGGGGGGGGGGGGGGG S ).* (T(e ans+er of t(e respondent is stron#l' a#ree or 4#ree)3 t(en t(e independent variable bein# measured ta,es (i#( values and (ence 1"

does drive t(em for t(eir business performance. imilarl'3 t(e business performance of t(e MDs measured usin# t(e 8i,ert five$point scaleB from stron#l' disa#ree to stron#l' a#ree. In t(at mannerB If3 t(e ans+er of t(e respondent R !."? t(en t(e level of 1usiness 9erformance and Motivation and Aoals are lo+. If3 t(e ans+er of t(e respondent % !. * $ )."? t(en t(e 1usiness 9erformance and GGGGGGGGG of t(em is avera#e. If3 t(e ans+er of t(e respondent S ).* t(en t(e 1usiness 9erformance and GGGGGGGGGG of t(em is (i#(. O#e *a)ple TAte&t EEA/P6EJ T(e One$ ample T Test procedure tests To test t(e ('pot(esis ).* midpoint value of *$point scale used. 4 si#nificance level of M% &.&* is selected. Pear&!#G& C!Ae%%icie#t !% C!rrelati!# A#aly&i& 9earsonIs Co$efficient of Correlation ma,e out t(e de#ree of linear relations(ip t(at e-ists bet+een t+o variables If t(e 9earsonIs coefficient of correlation is close to 1 (Q &.*) +it( a (i#( si#nificant level (7P &.&*) t(en3 t(ere is a stron# positive relations(ip bet+een t(e t+o variables. If t(e 9earsonIs coefficient of correlation is close to $1 (Q $ &.*) +it( a (i#( si#nificant level (7P &.&*) t(en3 t(ere is a stron# ne#ative relations(ip bet+een t(e t+o variables. If t(e 9earsonIs coefficient of correlation is close to & (P$&.* or O&.*) +it( a (i#( si#nificant level (7P &.&*) t(en3 t(ere is a positive or ne#ative relations(ip bet+een t(e t+o variables3 but not so stron#. Re re&&i!# a#aly&i& 1*

Correlation anal'sis provides a researc( onl' +it( t(e t'pe of relations(ip bet+een t+o variables. 1ut in multiple re#ressions anal'sis t(e +(ole set of variables +ill be used to predict t(e dependent variable. 2ence to identif' t(e salient dimensions of T/O E45I418D 3 step$b'$step re#ression anal'sis +as conducted. T(e inclusion of variable +ill be done accordin# to t(e (i#(est +ei#(t a#e +it( t(e dependent variable in t(e correlation anal'sis. T(erefore3 in t(is anal'sis it +as assumed t(at t(e independent variable could be represented as a linear relations(ip +it( t(e ot(er variables. It must be emp(asized (ere t(at t(e multiple re#ressions could be used to conduct t(e omitted parameter test to assess t(e direct and indirect effects of t(e independent variables on t(e dependent variable. Onl' multivariate model could include all t(e variables at t(e same time in an anal'sis. It must be mentioned (ere t(at t(e multiple re#ression anal'sis is t(e onl' one of t(e multivariate met(ods3 +(ic( uses more t(an one variable in an anal'sis. One purpose of usin# t(e re#ression anal'sis is to arrive at a met(od for predictin# a value for t(e dependent variable. Correlation anal'sis provides onl' a si#nificant relations(ip bet+een eac( independent variable. In ot(er +ords3 t(e re#ression model al+a's indicates b' (o+ muc( (1eta value) eac( independent variable could affect t(e dependent variable. T(us3 t(e tec(ni0ue of multiple linear re#ressions e-plains t(e be(avior of a dependent variable usin# more t(an one predictor (independentTe-plorator') variable simultaneousl'.

T(e re#ression model is #iven belo+. U% b& V b1 V b! V b) 4ccordin# to t(e se0uence of LrI value of variables3 t(e multiple re#ressions are #iven belo+. 1< I9D5 % b& V b1 (MOTIE4TIOC) V b! (AO48 ) V b) ( >I88 ) V D

16

U % b& V b1 (-1) V b! (-!) V b)(-)) VD /(ere3 1< I9D5 % 1usiness 9erformance(U) MOTI % MOTIE4TIOC (-1) AO4 % AO48 (-!) >8 % >I88 (-)) 1eta (b&) is t(e intercept of t(e sample re#ression line and is t(e estimate of t(e population intercept e-aminin# t(e estimate of t(e slope (b13 b!3 b)33 b,3) T(is model provides information on t(e nature of t(e relations(ip. Considerin# t(e population slope (b)N +(en3 b%&3 t(e population line is perfectl' (orizontal. 2 & % b1 % b ! % b, % & 21 % at least one b W & Coefficient of determination (5!) is anot(er met(od of e-aminin# (o+ +ell t(e model provides estimates t(at fit t(e sample data. /(en an' additional variables are included3 t(e predictive abilit' of t(e model s(ould be si#nificantl' improved +it( t(e addition. T(e less t(e error term t(e (i#(er t(e predictabilit' of t(e re#ression anal'sis.

17

CHAPTER ;OUR DATA PRE*ENTATION AND ANA6D*I* 4.1 *a)ple Pr!%ile 4.1.1 1e#eral I#%!r)ati!# !% the E#trepre#e"r& 4.1.1.1 1e! raphic C!)p!&iti!# !% the *a)ple Description= Ta(le 4.18 The e! raphic c!)p!&iti!# !% the &a)ple District 9ercenta#e Areater Colombo !1X 2oma#ama !*X Moratu+a *"X ourceN urve' Data !&&@ 4.1.1.' The EKtra I#c!)e *!"rce 4ccordin# to t(e surve' data it +as revealed t(at t(ere are enterprises +(o are en#a#ed in ot(er income earnin#s +(ile ot(ers are not. Ta(le 4.'8 EKtra I#c!)e ear#i# !% the &a)ple Darn or not 7re0uenc' Ues !@ Co 7! ourceN urve' Data !&&@ 4.1.1.- E$"cati!# 6evel 4.1.' The I#%!r)ati!# !% the B"&i#e&& 4.1.'.1 Nat"re !% the B"&i#e&& 4.1.'.' N")(er !% E)pl!yee& 4.1.'.- Pr!$"ct& are /a#"%act"re$ %!r +h!) 4.1.'.4 +h! /a#a e the B"&i#e&&, 1@ 9ercenta#e !@X 7!X

4.1.'.3 *ale& I#c!)e 4.' 1e#eral /arket I#%!r)ati!# 4.'.1 *!"rce& !% /arket I#%!r)ati!#

4.-:ali$ati!# !% /ea&"re)e#t Pr!pertie& 9roperties of t(e measurement s(ould be assessed at least t(rou#( ensurin# content validit' and construct validit' ( e,aran3 !&&)). 2ence3 t(e validations of measurements used in t(e stud' are discussed in t(e follo+in# sections. 4.-.1 C!#te#t :ali$ity Content validit' ensures t(at t(e measure includes an ade0uate and representative set of items t(at tap t(e concept. T(e more t(e scale items represent t(e domain or universe of t(e concept bein# measured3 t(e #reater t(e content validit'. To put it differentl'3 content validit' is a function of (o+ +ell t(e dimensions and elements of a concept (ave been delineated ( e,aran3 !&&)). 4.-.' C!#&tr"ct :ali$ity Construct validit' testifies to (o+ +ell t(e results obtained from t(e use of t(e measure fit t(e t(eories around +(ic( t(e test is desi#ned ( e,aran3 !&&)). 7actor anal'sis is a multivariate tec(ni0ue t(at +ould confirm t(e dimensions of t(e concept t(at (ave been operationall' defined3 as +ell as to indicate +(ic( of t(e items are most appropriate for eac( dimension (establis(in# construct validit') ( e,aran3 !&&)). Ta(le 4.148 C!#&tr"ct vali$ity !% C"&t!)er Orie#tati!#? C!)petit!r Orie#tati!#? I#terA%"#cti!#al C!A!r$i#ati!# a#$ B"&i#e&& Per%!r)a#ce Cumulative Construct Dimensions X

1?

*6.@@7 Customer Orientation(C< TO5I) Mar,et Orientation (M45>O5I) Competitor Orientation(COM9O5I) Inter$functional Co$ ordination(ICTDCOO) 1usiness 9erformance *6."!1 (1< I9D5) ourceN Output of t(e anal'sis of surve' data3 !&&@ (5efer 4ppendi- IG) 4.4 Relia(ility !% the C!#&tr"ct& It is ver' important to t(e researc(ers to ensure t(e reliabilit' of t(e 0uestionnaires developed b' t(em selves for a particular researc( purpose. T(e reliabilit' of a 0uestionnaire is t(at t(e 0uestion items of a particular 0uestionnaire measure t(e variables bein# studied reliabl'. Ta(le 4.15 *"))ery !% the relia(ility a#aly&i& Eariables sub6ected to t(e 4lp(a Comment 4cceptable 4cceptable 4cceptable 4cceptable Co.of Items &" &* &* &" reliabilit' test values 1 G &.7"& ! U &.7@) ) Y &.7@" " > &.7"& ourceN Output of t(e anal'sis of surve' data3 !&&@ **.!"@ *".""1

>e'N T(e table ".1@ s(o+s t(at t(e reliabilit' of t(e variables is closer to or #reater t(an t(e accepted minimum level &.7& ( e,aran !&&6B Mal(ot(ra !&&") 4.2 6evel !% EEEEEE The %ir&t !(.ective of t(is stud' is to investi#ate t(e level of

GGGGGGGGGGGGGGGGGin ri 8an,a. 2ence t(e decision Criteria to decide t(e level of GGGGGG is3 if Mean value is e0ual or less t(an 1.&$!."? on * point scale and standard deviations less t(an 1.& could consider as t(e level of GGGGGG is lo+ and if Mean value is e0ual or less t(an !.*$ )."? on * point scale and standard deviations less t(an 1.& could consider as t(e level !&

of GGGG is Moderatel' lo+. On t(e ot(er (and if Mean value is e0ual or #reater t(an ).*$*.& on * point li,ert scale and standard deviations less t(an 1.& could consider as t(e level of GGGGG is (i#(. To test +(et(er t(e population mean conform to a #iven ('pot(esis one$sample t test for a sin#le mean conducted. o test t(e ('pot(esis t(at t(e mean level e-ceeds ).*3 t(e midpoint value on a *$point scale and si#nificance level of M% &.&* are selected. 7urt(er if t(e value of t(e calculated t statistics are lar#er t(an t(e critical value (test value ).*)3 re6ect H!. If t(e calculated t value is smaller t(an t(e critical value3 do not re6ect 2o. 1ased on t(e ob6ective one3 t(e ('pot(esis 1 +as derived after revie+in# t(e relevant literature as follo+s.

6evel !% EEEEEEE T(e data #iven in t(e table ".1? s(o+s t(e ,e' descriptive statistics of t(e different scales measurin# t(e GGGGGGGG Ta(le 4.17 De&criptive *tati&tic& !% EEEEEE C Comments Commitment Ealues Hualit' Ealid C 1&& 1&& 1&& 1&& 1&& Minimum Ma-imum " " " " * * * * Mean ".*1 ".*7 ".6! ".*? td. Deviation .*&! ."?@ ."@@ ."?"

(list+ise) ourceN Output of t(e anal'sis of surve' data3 !&&@ 4ccordin# to t(e table ".1?3 it is noticeable t(at t(e four indicators namel' comments3 commitment3 values and 0ualit' from H ).1$)." are above t(e scaleIs mid$point3 ).* on a *$point scale. 7rom t(e results3 it ma' be seen t(at t(e mean value of all are above ".*1 on a *$point scale. 4nd standard deviations for ever' 0uestion item ta,e values less t(an 1.& b' furt(er supportin# t(e idea b' providin# evidence. 2ence t(e level of GGGGGG is (i#( +it(in t(e selected sample of MD enterprises. !1

To test +(et(er t(ese results are statisticall' si#nificant3 a in#le amples Test +as performed. T(e results of t(e tests are #iven in t(e table ".!&. Ta(le 4.'> O#eA*a)ple TA Te&t !% EEEEEEE Test Ealue % ).* ?*X Confidence Interval of Mean t df i#. (!$tailed) Difference 1.&1& 1.&7& 1.1!& 1.&?& comments !&.1&) ?? .&&& commitment !1.*&* ?? .&&& values !!.?*? ?? .&&& 0ualit' !!.&*1 ?? .&&& ourceN Output of t(e anal'sis of surve' data3 !&&@ t(e Difference 8o+er .?1 .?7 1.&! .?? <pper 1.11 1.17 1.!! 1.1?

T(e results #iven in t(e table ".!& disclose t(at t values at ).* midpoint value are si#nificantl' difference from estimated mean values of H).1 to H ).". T(e t values are ran#ed from!&.1&)$!1.*&*. 4nd t(e' are statisticall' si#nificant at &.&&&1X (??X) level of si#nificance. 7urt(er test values are positive at ?*X confidence interval of t(e difference. 2ence3 t(e results su##est t(at t(ere is si#nificant difference e-ists in in$icat!r& !% EEEEEEE a#$ they are &tati&tically &i #i%ica#t. 6evel !% EEEEE T(e data #iven in t(e table ".!? s(o+s t(e ,e' descriptive statistics of GGGGGGG Ta(le 4.'7 De&criptive *tati&tic& !% /arket Orie#tati!# C Mean td. Deviation td. Drror Mean .&)71* .&!?1@ .&61&1 .&)1*1 C< TO5I 1&& ".*7!* .)71"@ COM9O5I 1&& ".1?&& .!?1@1 ICTDCOO 1&& ).@)@& .61&1* M4>TO5I 1&& ".17)6 .)1*&? ourceN Output of t(e anal'sis of surve' data3 !&&@

4ccordin# to t(e table ".!?3 it is noticeable t(at t(ree dimensions of GGGG +(ic( are GGGGGGGGGGG are above t(e scaleIs mid$point3 ).* on a *$point scale. In !!

addition3 standard deviations of t(ese dimensions ta,e values less t(an 1.& b' furt(er supportin# t(e idea b' providin# evidence. 2ence3 t(e level of GGGGG is (i#( +it(in t(e selected sample of MD enterprises. To test +(et(er t(ese results are statisticall' si#nificant3 a in#le amples Test +as performed. T(e results of t(e tests are #iven in t(e table ".)&. Ta(le 4.-> O#eA*a)ple TA Te&t !% EEEEEE Test Ealue % ).* ?*X Confidence Interval of t(e i#. (!$ t df tailed) Mean Difference 8o+er .??@@ .6)!1 .!16? .611& Difference <pper 1.1"6! .7"7? ."*?1 .7)61

C< TO5I !@.@71 ?? .&&& 1.&7!*& COM9O5I !).6"6 ?? .&&& .6?&&& ICTDCOO *.*"& ?? .&&& .))@&& M4>TO5I !1.)77 ?? .&&& .67)*7 ourceN Output of t(e anal'sis of surve' data3 !&&@ /arket Orie#tati!# I#%l"e#ce !# De ree !% B"&i#e&& per%!r)a#ce

Table ".)" s(o+s t(e influence of Mar,et Orientation and t(e dimensions of Mar,et Orientation (Customer3 Competitor and Inter$functional Co$ordination) on t(e de#ree of business performance. Ta(le 4.-48 C!rrelati!#& I

!)

1< I9D5 C< TO5I 9earson Correlation i#. (!$tailed) COM9O5I 9earson Correlation i#. (!$tailed) 9earson Correlation i#. (!$tailed) 9earson Correlation i#. (!$tailed) .!)?. .&17 ."@7.. .&&& .!?7.. .&&) .""7.. .&&&

ICTDCOO

M4>TO5I

... Correlation is si#nificant at t(e &.&1 level (!$tailed). .. Correlation is si#nificant at t(e &.&* level (!$tailed). >e'N tron# positive relations(ip O 9earson coefficient of correlation Q &.* 9ositive3 not stron# relations(ip O 9earson coefficient of correlation P &.* ourceN Output of t(e anal'sis of surve' data3 !&&@ (5efer 4ppendi- EI) *"))ary !% GGGGGGGGGGGGGGGG 1. Te&t *tati&tic& !% C"&t!)er Orie#tati!# Pearson Correlation = .239 *i #i%ica#t level (1Ataile$) PA :al"e M >.>>1 M >.>>2 L >.>14

T(e 9earsonIs coefficient of correlation is % &.!)?. (9%&.&17)B +(ic( is not ver' muc( close to plus one. 1ut t(e si#nificant level is (9$ value) &.&17 +(ic( is P &.&1 P &.&*. T(erefore3 can conclude t(at t(ou#( t(ere is a positive correlation bet+een GGGGGGGG3 it is not muc( stron#. 4.4 *alie#t $i)e#&i!#& !% EEEEEEEEEEEE The thir$ !(.ective of t(e stud' +as to investi#ate t(e salient dimensions of GGGGGGGGGGGG To cover t(is ob6ective t(e ('pot(esis number t(ree3 four and five +ere derived. !"

Hyp!the&e& -8 EEEEEEEE i& the &alie#t $i)e#&i!# !% B"&i#e&& Per%r!)a#ce

To test above3 firstl' t(e researc(er conducted t(e Correlation anal'sis under section ".6 in order to find +(et(er t(ere are correlations e-ist amon# t(e dependent variable (GGGGGG) and eac( of t(e independent variables. 9earsonIs coefficient of correlation +as used for t(e purposes of anal'zin# and interpretation. T(e multiple linear re#ression anal'sis +as carried out to investi#ate t(e relations(ip bet+een t(e dependent variable (GGGGGG) +it( eac( independent variable namel' GGGGGG3 GGGGGG3 and GGGGGG. T(e step+ise +as applied to identif' t(e most important variables in t(e model. Table ".)6 s(o+s t(e model summer' after appl'in# t(e step+ise multiple re#ression procedure. T(e final model includes t(e variable as GGGGG. 4ll t(e variables are &i #i%ica#t at 77N level !% &i #i%ica#ce. Ta(le 4.-38 The /!$el &"))ery !% the &tep9i&e )"ltiple re re&&i!# a#aly&i& 4d6usted 5 Model 1 GGGGG ourceN Output of t(e anal'sis of surve' data3 !&&@ Ta(le 4.-48 The )!$el $evel!pe$ thr!" h the &tep9i&e )"ltiple re re&&i!# a#aly&i& /!$el U#A&ta#$ar$i<e$ c!e%%icie#t& B *t$. err!r &.6&! &.*?! *ta#$ar$i<e$ c!e%%icie#t& Beta C!rrela ti!#& Partial 1.&16 >.454 *.*!1 >.-1' >.>>> T *i . 5 ."@7(a) 5 0uare .!)7 0uare .!!? 4N 9redictorsN (Constant)3

(Constant)

COM9O5I &.77? &.1"1 >.454 a. Dependent EariableN GGGGG (5efer 4ppendi- EII) ourceN Output of t(e anal'sis of surve' data3 !&&@

!*

!6