How Market Orientation Impacts Customer’s Brand Loyalty and Buying Decisions
Round 1
Reviewer 1 Report
Thank you very much for the opportunity to review your very interesting paper. The goal of the paper is expressed properly. The structure of the paper is right.
Although there is a market orientation in the title there is no reference to the concept in the paper. Consideration should be given to whether it is worth clarifying what market orientation is (in general point of view - line 83).
For your convenience, I have prepared some sample literature:
Literature:
Mohr, J. J., Sengupta, S., Slater, S. (2014). Marketing of high technology products and innovations. Pearson Education Limited.
Deshpande, R., Farley, J. U. (1998). Measuring Market Orientation: Generalization and Synthesis. Journal of Market Focused Management, 2(3), 213–232.
Deshpande, R., Farley, J. U. (1999). Corporate Culture and Market Orientation: Comparing Indian and Japanese Firms. Journal of International Marketing, 7(4), 111–127.
Hooley, G., Cox, T., Fahy, J., Shipley, D., Beracs, J., Fonfara, K., Snoj, B. (2000). Market orientation in the transition economies of Central Europe: Tests of the Narver and Slater market orientation scales. Journal of Business Research, 50(3), 273–285.
Dursun, T., Kilic, C. (2017). Conceptualization and Measurement of Market Orientation: A Review with a Roadmap for Future Research. International Journal of Business and Management, 12(3), 1.
Matsuno, K., Mentzer, J. T. (2000). The Effects of Strategy Type on the Market Orientation-Performance Relationship. Journal of Marketing, 64(4), 1–16.
Matsuno, K., Mentzer, J. T., Ozsomer, A. (2002). The Effects of Entrepreneurial Proclivity and Market Orientation on Business Performance. Journal of Marketing, 66(3), 18–32.
Chang, W. J. (2014). Market orientation and business-to-business (B2B): a meta-analysis perspective. International Journal of Services Technology and Management, 20(1/2/3), 123.
Borges, M., Hoppen, N., Luce, F. B. (2009). Information technology impact on market orientation in e-business. Journal of Business Research, 62(9), 883–890.
Kohli, A. K. (2017). Market Orientation in a Digital World. Global Business Review, 18(3),203–205.
Osuagwu, C. (2019). Market Orientation Conceptualizations, Components and Performance-Impacts: A Literature Review and Conceptual Framework. International Journal of Marketing Studies, 11(2), 102
Randhawa, K., Wilden, R., Gudergan, S. (2021). How to innovate toward an ambidextrous business model? The role of dynamic capabilities and market orientation. Journal of Business Research, 130, 618–634.
Takata, H. (2016). Effects of industry forces, market orientation, and marketing capabilities on business performance: An empirical analysis of Japanese manufacturers from 2009 to 2011. Journal of Business Research, 69(12), 5611–5619.
Kucia, M., Hajduk, G., Mazurek, G., & Kotula, N. (2021). The implementation of new technologies in customer value management—a sustainable development perspective. Sustainability, 13(2), 469.
What are the risks of incorrectly defining market orientation for a business?
In conclusion, it is worth referring to whether Covid-19 could/would have affected the results of the study.
Limitations and future research direction are very short, future research implications seem absent.
Author Response
Dear reviewer,
Thank you very much for your help in improving our article.
Your proposals for improvement make perfect sense and have been taken into account.
You can see a big change in the article based on your suggestions and suggestions from other reviewers who participated in the review process.
Please view the changes painted in yellow.
Best Regards
Author Response File: 
Author Response.docx
Reviewer 2 Report
1.The “introduction” has reiterated the content that was presented within the introduction. The researchers suggest that there is a gap in the academic literature on this topic. There are so many contributions that have explored this topic in more depth and breadth. This is not a novel paper. It is not original enough. The constructs that were used in this study were adopted in many other papers.
2.L343-344 “Table 2 shows the descriptive statistics. The table shows that, Customer Orientation is (X= 4,25) on a Lickert Scale of 1 to 7. This can be considered a relatively low value, since Brand Risk is (X=5,33) on the same scale.” There are obvious errors in the Table 2. Please author confirm this data.
3. Please provide some “managerial implications” in the manuscript. There is not much discussion on the practicality of the study and its implications for organisations. Also the discussion on results and its relationship to previous studies should be elaborated. Based on this study the suggestions for future research could also be incorporate.
Author Response
Dear reviewer,
Thank you very much for your help in improving our article.
Your proposals for improvement make perfect sense and have been taken into account.
You can see a big change in the article based on your suggestions and suggestions from other reviewers who participated in the review process.
Please view the changes painted in yellow.
Best Regards
Author Response File: Author Response.docx
Reviewer 3 Report
Nice work fairly well presented, which should be improved before publication as follows:
1. Introduction & theoretical background and hypothesis:
Too long (7 pages), should be decreased to 3 pages maximun
2. Demographics: should be presented in a table analytically too.
3. Paragraphs 5.1 and 7 should be deleted and the contents (in part) should be inserted into the 6. conlcusions
I do recommend it for publication with major revisions (shown above)
Author Response
Dear reviewer,
Thank you very much for your help in improving our article.
Your proposals for improvement make perfect sense and have been taken into account.
You can see a big change in the article based on your suggestions and suggestions from other reviewers who participated in the review process.
Please view the changes painted in yellow.
Best Regards
Author Response File: Author Response.docx
Round 2
Reviewer 2 Report
L218-225 “Table 2 - Descriptive Statistics: The table shows that, Customer Orientation is (X= 4,25) on a Lickert Scale of 1 to 7. This 218 can be considered a relatively low value, since Brand Risk is (X=5,33) on the same scale. Standard deviation is greater 219 than 1 for all variables. The lowest value of Coefficient Variable is 2.16 and the highest is 3.06.” There are obvious errors in the Table 2. Please author confirm this data.
EX, X= 4,25 must be changed to “=4.25” , X=5,33 changed to “=5.33”.
Author Response
Dear Reviewer,
Thank you very much for contributing to the improvement of our article in this second round of revisions. Your help has been fundamental in making this research better and with more quality.
Best Regards
Author Response File: 
Author Response.pdf
Reviewer 3 Report
The suggested changes have been made already, except the tatble with the deomicraphics as suggested (which can be done), and then the manuscipt can be published as it is.
Author Response
Dear Reviewer,
Thank you very much for contributing to the improvement of our article in this second round of revisions. Your help has been fundamental in making this research better and with more quality.
Best Regards
Author Response File: Author Response.pdf
This manuscript is a resubmission of an earlier submission. The following is a list of the peer review reports and author responses from that submission.
