Title: THE ROLE OF AFFECTIVE AND COGNITIVE ORGANIZATIONAL SYSTEMS IN FORMING RESPONSIVITY THAT INFLUENCES PHARMACY PERFORMANCE IN SURABAYA.
Author: VINDI VICIANA
Item Type : Thesis (Thesis)
Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
In an era of increasing competition and increasing customer needs, responsiveness to competitors and customers is a success factor for pharmacies. There are 2 categories of activities that influence responsiveness to competitors and customers, namely the affective organizational system which focuses on organizational culture and understanding competitors and customers and the cognitive organizational system which focuses on information processing. This research aims to determine the role of affective and cognitive organizational systems in shaping responsiveness and how responsiveness influences the marketing and financial performance of pharmacies. The research was conducted at individual pharmacies in the East Surabaya area. The research results show that responsiveness to competitors and customers is more strongly influenced by orientation towards competitors related to the affective organizational system than by the cognitive organizational system. And responsiveness to competitors has an influence on pharmacy marketing performance. With these results, pharmacies need to pay attention to responsiveness to competitors to improve their marketing performance
Keywords: affective organizational system, cognitive organizational system, responsiveness, financial performance, marketing performance, pharmacy
Sources: http://repository.unair.ac.id/37095/
