Criticle critique

Assignment3_ArticleCritique Howtocritiqueajournalarticle 66.2009IJEAnAnalysisofProduct-MarketStrategyandExpeortPerformance SampleThirdAssignmnet3
In this assignment, I need a professional article critique as described in the attached instructions and similar to the style in the attached sample. The article to be criticized is also attached. Please follow the steps and sections mentioned in the sample. writing style and citation and references must be APA style. Please refer to the file named ″ how to critique a journal″ to follow the points and answer the questions mentioned in the file ″Assignment 3_Article Critique ″ 

Research Methods – RESM610

Assignment 3- Article Critique (20 marks)

Submission Due: Refer to VLE.

Article Critique

Your third individual assignment is to critique a journal article.

Here are a few guidelines.

Each one of you will be allotted a research article. These articles will be available in a folder in

Common resources.

Read the handout ‘How to Critique a Journal Article’, which I have uploaded to guide you

through the process.

There are about more than 15 points. Address fully at least 10 questions from this list in your

critique of the article.

More instructions will be given during class.

Words: About 2000. In am not unduly concerned about word length. Quality and not quantity is

what matters. Address relevant issues in the guidelines.

Important Note:

Attention is drawn to the anti-plagiarism policy of the university. This assignment must be your

own work. You may receive support and assistance from staff, you are also encouraged to

discuss problems and share ideas with your colleagues. Importantly, the assignment as submitted

by you must have been developed by you.

If you have received any assistance in developing the project, or taken ideas from somebody

else, you must acknowledge all of these. This work is intended to be an individual assignment,

so collaborative work will not be accepted.

Plagiarism/ Academic Fraud

You are reminded of the university policy on all forms of academic fraud. Submissions are

automatically checked for plagiarism.

The following is considered academic fraud:

 Plagiarism: using someone else’s ideas without complete or proper reference. The most

blatant and severe forms of plagiarism includes copying several paragraphs/chunks of

texts without proper reference from books, reports, articles or electronic resources and

posing them as your own; copying from other students in assignments that are individual;

and multiple submission submitting work that has been used in other courses to receive

study points.

 Other forms of dishonest/fraudulent behavior with the aim of getting study credits, such

as having someone else write one’s assignment, or writing assignments for someone else,

or stating that a student has participated in an assignment when he has not.

 Collusion: Helping someone in the above activities.

How To Critique A Journal Article
Sponsored by The Center for Teaching and Learning at UIS

Last Edited 4/9/2009 Page 1 of 2

So your assignment is to critique a journal article. This handout will give you a few guidelines to
follow as you go. But wait, what kind of a journal article is it: an empirical/research article, or a
review of literature? Some of the guidelines offered here will apply to critiques of all kinds of
articles, but each type of article may provoke questions that are especially pertinent to that type
and no other. Read on.

First of all, for any type of journal article your critique should include some basic information:
1. Name(s) of the author(s)
2. Title of article
3. Title of journal, volume number, date, month and page numbers
4. Statement of the problem or issue discussed
5. The author’s purpose, approach or methods, hypothesis, and major conclusions.

The bulk of your critique, however, should consist of your qualified opinion of the article.
Read the article you are to critique once to get an overview. Then read it again, critically. At this
point you may want to make some notes to yourself on your copy (not the library’s copy,
please).

The following are some questions you may want to address in your critique no matter what type
of article you are critiquing. (Use your discretion. These points don’t have to be discussed in this
order, and some may not be pertinent to your particular article.)
1. Is the title of the article appropriate and clear?
2. Is the abstract specific, representative of the article, and in the correct form?
3. Is the purpose of the article made clear in the introduction?
4. Do you find errors of fact and interpretation? (This is a good one! You won’t believe how
often authors misinterpret or misrepresent the work of others. You can check on this by looking
up for yourself the references the author cites.)
5. Is all of the discussion relevant?
6. Has the author cited the pertinent, and only the pertinent, literature? If the author has included
inconsequential references, or references that are not pertinent, suggest deleting them.
7. Have any ideas been overemphasized or underemphasized? Suggest specific revisions.
8. Should some sections of the manuscript be expanded, condensed or omitted?
9. Are the author’s statements clear? Challenge ambiguous statements. Suggest by examples how
clarity can be achieved, but do not merely substitute your style for the author’s.
10. What underlying assumptions does the author have?
11. Has the author been objective in his or her discussion of the topic?

In addition, here are some questions that are more specific to empirical/research articles. (Again,
use your discretion.)
1. Is the objective of the experiment or of the observations important for the field?
2. Are the experimental methods described adequately?
3. Are the study design and methods appropriate for the purposes of the study?
4. Have the procedures been presented in enough detail to enable a reader to duplicate them?
(Another good one! You’d be surprised at the respectable researchers who cut corners in their
writing on this point.)

How To Critique A Journal Article
Sponsored by The Center for Teaching and Learning at UIS

Last Edited 4/9/2009 Page 2 of 2

5. Scan and spot-check calculations. Are the statistical methods appropriate?
6. Do you find any content repeated or duplicated? A common fault is repetition in the text of
data in tables or figures. Suggest that tabular data be interpreted of summarized, nor merely
repeated, in the text.

A word about your style: let your presentation be well reasoned and objective. If you
passionately disagree (or agree) with the author, let your passion inspire you to new heights of
thorough research and reasoned argument.

49

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

AN ANALYSIS OF PRODUCT-MARKET STRATEGY
AND EXPORT PERFORMANCE:

EVIDENCE FROM SME’S IN SAUDI ARABIA

M. Sadiq Sohail, King Fahd University of Petroleum & Minerals
Aref A. Alashban, King Fahd University of Petroleum & Minerals

ABSTRACT

This paper examines the relationship between product and export market characteristics
with export marketing strategies and performance of SME’s in Saudi Arabia. Based on an extensive
review of literature, a model was developed for the study and hypotheses were formulated.
Empirical research was used to test the hypotheses. Primary data were collected through a survey
from a sample of 214 exporting SME’s in Saudi Arabia. Results based on the use of multiple
regression procedures suggest that while product and export market characteristics have an impact
on export marketing strategy of SME’s in Saudi Arabia. Limited sample size and the generalization
of results for the entire Kingdom although the sample are quite limited are the limitations of this
study. The findings of this study provides useful insights to SME’s involved in exporting activities
in marketing strategy deployment. This study makes a valuable contribution given the fact that there
is a dearth of empirical studies c of this nature focusing on Saudi Arabia.

Keywords: export, marketing strategy, performance, SME, Saudi Arabia

INTRODUCTION

Exporting is one of the most common entry modes to international markets. Consequently,
exporting and export behaviour have been a primary area of interest in the international marketing
field and the focus of extensive marketing literature (for example, Lado et al, 2004; Leonidou et al,
1998). Although past research has established the relationship between marketing strategy and
performance in the domestic marketing context, empirical work in the context of export marketing
has been scanty and fragmented (Zou and Cavusgil 2002). Leonidou et al (2002) observe that while
this stream of research has identified marketing strategy elements that influence export performance,
the findings reported in the literature are characterised by fragmentation and diversity, limiting
theory development, as well as making improvements in management practice.

Nevertheless, most of the studies on marketing strategy determinants of export performance
have focused on developed or western country settings. For example, Katsikeas, et al (1996) use
empirical research to find the determinants of export performance of exporters from Greece. Other

50

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

studies in other western countries are numerous (for example, Chetty & Hamilton, 1993; Slater &
Narver, 1993; Bodur, 1994; Couto, et al, 2006) with little empirical evidence obtained from Middle
East. Within the Middle Eastern region, Saudi Arabia is a key member of the Gulf Cooperation
Council (GCC), which is the most powerful trade group in the Middle East. In the trade arena,
GCC’s objective is to achieve free trade arrangements with the European and Asian nations besides
unification of trade policies and importation systems.

That Saudi Arabia is world’s largest exporter of crude oil is well known. However, the
Kingdom has been making concerted efforts at diversifying its export base. The non-oil exports
amounted to $20 billion in 2007, up from $16 billion in 2006 and $12.8 billion the previous year.
In the non-oil exports, sectors such as metal products, electrical goods, machinery and industrial
equipment, construction materials, wood products, textiles and garments as well as food and
beverages have been growing in importance. Accession to the World Trade Organization (WTO)
has given the Kingdom’s export efforts a huge boost to strengthen its position in the fast growing
markets in the Middle East as well as in Asia. Membership of WTO has given a competitive
advantage to exporting SMEs operating within the petrochemical industry, which enjoys several
comparative advantages. Further, because of membership of WTO, removal of trade barriers in the
EU, US and Japanese markets is allowing SMEs in the Kingdom to offer substantially lower prices
to previously tariff-protected markets.

The present study builds on previous work and focuses on the relationships between export
performance and marketing strategies of SME’s in Saudi Arabia. The key role of SME’s in
exporting has led to a large number of investigations into the factors associated with export success
for over almost half a century (Tookey, 1964; Cunningham and Spigel, 1971; Wolff and Pett, 2000;
Williams, 2006). In particular, studies have explored the relationships between successful export
performance and export marketing activities (Lee and Yang, 1990).

This study consists of five sections, inclusive of this introduction. In the second section,
literature is reviewed, a conceptual framework is presented and hypotheses are developed, and the
third section explains the research methodology used and data collection process. The fourth section
reports the findings and the implications of study. The final section concludes by outlining the
limitations of the study.

LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT

SME Characteristics

Exporting is the preferred mode of internationalisation of SME’s. Although, SMEs face
challenges in competing on price with larger firms, they have their own strengths. A key strength
is their lighter structure, which allows them rapid adaptation of their export strategies to the special
needs of the foreign market (Lages and Montgomery, 2004). Recent studies have attempted to

51

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

identify the factors that stimulate SMEs in their exports (example, Leonidou, et al, 2007). In general,
size of firm, categorised as large on one hand and small to medium on another have been widely
examined as a potential predictor of export performance (Babakus, et al, 2006). Many researchers
assumed that larger firms tend to be better international performers. Much previous research found
a positive impact of firm groups on export performance and supported the conventional wisdom that
a larger firm with greater resources compared to their smaller counterparts tended to perform better
in foreign markets (Babakus, et al, 2006). This theory finds support in instances where sales volume
is used as a measure of firm size, and export performance is measured by export volume. This
suggests that larger firms with large dollars sales are likely to have high export volume but that does
not mean that they have higher export to total sales ratio and higher export growth than smaller firms
do. Firm size as a variable has no impact on performance measures (example, Baldauf et al, 2000;
Francis and Collin-Dodd, 2000) suggesting that SME’s may have the ability to perform as well as
their larger counterparts in foreign markets.

Previous research on export performance has examined the effect of a broad range of
variables on the export performance, among which are market characteristics (Stewart and McAuley,
2000). The internal SME specific factors include firm and management characteristics such as size,
management commitment to exporting, managers’ attitudes and perceptions towards exporting,
competition, market potential, risk and profitability. The relationship between market characteristics
and export behaviour has been extensively studied in the export management literature (for example,
Shamsuddoha and Ali 2006; Francis and Collin-Dodd, 2000; Lu and Beamish, 2001; Aaby and
Slater, 1989), but its impact on export performance is far from clear. Whilst a positive impact has
been found by many researchers (Babakus, et al, 2006; O’Cass and Julian, 2003a; Javalgi et al,
2000) researchers have also reported a non-significant impact (Ali, 2004) or mixed results (Baldauf
et al, 2000). Based on empirical evidence, Cavusgil (1984) argued that the true relationship is not
between size and export behaviour, but between various advantages, which accrue from large size,
product and market characteristics.

Export Marketing Strategy

One of the roles of export companies is to develop and implement export-marketing
strategies (Timmor and Zif, 2005). As world markets globalise, the effect of global marketing
strategy on a firm’s performance has been frequently discussed in the literature. Export marketing
strategy is the means by which a firm responds to market forces to meet its objectives .The key
aspects of export marketing strategy include product, price, promotion, distribution, and the decision
to standardise or adapt to the conditions of foreign markets (Cavusgil and Zou, 1994; Douglas and
Craig, 1989).

Many researchers (Birkinshaw, et al, 1998; Lages, 2000) argue that global marketing strategy
plays a critical role in determining a firm’s performance in the global market. The relationship

52

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

between export marketing strategy and performance has received considerable attention in the
literature (Lee, 2004). Systematic examinations have been made of the relationships between
marketing strategy and performance (example, Tang, et al, 2007). Yet there is little agreement as
to what constitutes global marketing strategy.

Export Performance

Exporting is one of the significant preliminary steps of an enterprising organization towards
expanding its international business activities. There is a lack of uniformity in conceptualisation,
definition and measurement of export performance; and difference among countries’ export
performance in export literature (Eusebio, et al, 2007). This has contributed to the challenge of
identifying and understanding the antecedents of export performance (Madsen, 1989; Zou, Taylor
and Osland, 1998). A comprehensive survey of the literature by Katsikeas, et al (2000) revealed that
export intensity, export sales, export growth, and export profitability are the four most used
measures of economic export performance. Export intensity is the ratio of export sales to a
company’s total sales and it is the most widely used economic measure of export performance in the
literature (Katsikeas et al, 2000). This is followed by export sales, which indicates the size of export
earnings in dollar value for a company (Madsen, 1989). The two other measures of economic export
performance are export growth, which is an increase of exports over a certain time period (Aaby and
Slater, 1989) and export profitability – either an objective financial measure of profitability of the
export venture or a subjective assessment of the profitability of exporting compared to domestic
marketing (Baldauf et al , 2000).

It is argued in the literature that firms set goals to achieve strategic objectives such as
international market entry, market share and strategic position in international marketing rather than
just financial goals (Cavusgil and Zou, 1994; Johnson and Arunthanes, 1995). Thus, alternatively,
export performance measures a firm’s outcomes in its international operations, which encompass
both financial goals over a certain time horizon (Baldauf et al, 2000). An alternative to an objective
measure of export performance would be to measure managers’ subjective assessment of satisfaction
with export success (Evangelista, 1994). The use of a composite measure of export performance that
incorporates financial performance, and managers’ subjective assessment of performance of the
export market venture has also gained support in recent years (Cavusgil and Zou, 1994; Julian and
Ali, 2004; Zou, et al, 1998).

53

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

HYPOTHESES

Export Marketing Strategy and performance

The relationship between marketing strategy and performance has been well documented in
the domestic marketing context (Cavusgil and Zou, 1994).Similarly, the linking of marketing
strategy to export performance has been one of the most widely investigated topics in international
marketing research (Namiki, 1994; Zou and Stan, 1998). In the international marketing context, a
number of studies (Lee, 2004) have suggested that export performance is influenced by export
marketing strategy. Thus, it is hypothesised that export-marketing strategy will enhance export
performance of Saudi exporters. More formally stated:

H1: The higher the commitment to exporting strategy of Saudi SME’s, the greater
the contribution to export performance

Effects of product and market characteristics on export marketing strategy

A review of the strategy literature reveals that strategy formulation is also influenced by
product characteristics (Lado, et al, 2004). Product characteristics influence the marketing strategy
in an export venture (La, et al, 2005). Relevant product characteristics that influence export-
marketing strategy include culture-specificity, strength of patent, unit value, uniqueness, age, and
service/maintenance requirements of product. In formulating a marketing strategy for export
markets, a major consideration is product related (Greenley, 1993; Sudharasam, 1995; Hooley et al,
1998). Hence the following hypothesis

H2a: Marketing strategy of Saudi SME exporters are positively influenced by
product characteristics

Further, conditions in foreign markets pose both opportunities and threats for exporters.
Consequently, export-marketing strategy tends to be conditioned by export market selection (Lado
et al, 2004). The key characteristics of the export market that affects the choice of export marketing
strategy include demand potential, cultural similarity to home market, familiarity with the product,
brand familiarity of export customers, and similarity of legal and regulatory frameworks. Thus, the
following hypothesis:

H2b: Marketing strategy of Saudi SME exporters are positively influenced by
export market characteristics.

54

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

Effects of product, market and strategy characteristics on export performance

Product characteristics have been identified as having a significant influence on the
marketing performance of a specific venture in an international market (O’Cass and Julian, 2003).
Product characteristics that have been argued to influence marketing performance include culture-
specificity, strength of patent, age, unit value, uniqueness and service/maintenance requirements
(Cavusgil and Zou, 1994).

Firms engaging in product adaptation can meet cross-border differences of the needs and
wants of the firm’s target customers, thus increasing customer satisfaction and overall performance
(Cavusgil and Zou, 1994). Thus, it is hypothesised that export products characteristics will enhance
export performance of Saudi exporters. More formally stated:

H3a: Product characteristics of Saudi SME exporters have a significant effect on
their export performance

Findings of research on determinants of export performance support the contention that
market characteristics, among others, are also a significant determinant of export marketing
performance (Katsikeas, et al, 2000; Brouthers and Nakos, 2005). A study of Greek exporting firms
by Brouthers and Nakos (2005) found that systematic international market selection is a significant
determinant of export performance. The study concentrated on the criteria SMEs use in selecting
export target markets. Similar findings were also reported in another study (Ali, 2004).

Thus, the following hypothesis is proposed:

H3b: Market characteristics have a positive influence on the export performance
of Saudi exporters.

CONCEPTUAL FRAMEWORK

Based on the study’s objectives, which were substantiated by the reviewed literature, the
theoretical model for the study was conceptualised and depicted in figure 1. The model shows the
constructs and hypothesized relationships investigated in the study.

Methodology

The study adopted survey method to determine the impact of Saudi SME’s product and
market characteristics on marketing strategies and export performance. The survey instrument
utilized for the study reflected the framework depicted in Figure 1. Based on the developed model,
a survey instrument was developed specifically for this study.

55

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

Figure 1: Conceptual Model and Hypothesize Relationships

Product
Characteristics

Export Market
Characteristics

Export Marketing
Strategy

+

+
+
+

+ Export Performance

METHODOLOGY AND DATA COLLECTION

Measurement

The design of the questionnaire was based on issues raised in the literature. The questions
to the key constructs as outlined in the conceptual model in Figure 1, were derived from past survey
instruments with modifications to suit the model requirements.

Items used in the measurement of export marketing strategy, product and export market
characteristics were adapted from Cavusgil and Zou (1994) and Lee 2004). To measure export
performance, items were drawn from Cavusgil and Zou (1994); Akyol and Akehurst (2003) and
Cadogan et al (2002). A pre-test of the instrument was conducted on export managers of three
SMEs, in order to ensure clarity and validity of the survey instrument. Some minor changes were
made to produce a final version. The final version of the instrument had four major sections. The
first section comprised of general questions to elicit information on the individual and the profile
of SME. The following two sections comprised of questions to measure product characteristics and
export market characteristics. Likert-scale five-point category response format with category labels
ranging from ̀ `strongly disagree ’’ to ̀ `strongly agree ’’ were employed. The fourth and fifth section
sought to capture information relating to export marketing strategy and export performance. For

56

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

both these sections, five-point category response formats were used with category labels varying
from “strongly disagree’’ to “strongly agree’’.

All the scales and their psychometric properties are shown in Table II.

Data Collection

The target respondents were managers involved in exporting activities of SME’s.
Respondents chosen were thus those who were generally competent to evaluate their companies’
export performances. The target population included all SME’s in Saudi Arabia. In the absence of
uniform conceptualization, we consider small business as those having less than 100 employees,
while medium-sized business are considered as having between 100 to 500 employees.

Primary data collection poses numerous challenges to researchers in Saudi Arabia (Sohail
and Abdali, 2005). Due to the closed nature of the Saudi society and its SME’s, and a general apathy
to unsolicited surveys, repeated waves of reminders and callbacks were undertaken. Further, due to
a preference for formality, research assistants were engaged to make personal visits and to
distribute/administer the survey questionnaire in SME’s, which had consented to participate.

Due to the lack of the lack of complete and reliable sampling frames from which to draw
probability samples, most empirical studies have relied on convenience samples in the Saudi
environment. Convenience sampling was also used for the present study. Research assistants under
the direct supervision of the researchers visited the targeted industrial cities, soliciting the
participation of exporting managers. Managers who voluntarily agreed to participate were provided
with the questionnaire. One thousand questionnaires were distributed in this manner. All these
efforts yielded 214 completed questionnaires, for a response rate of 21 per cent, which compares
very well with response rates from other studies in Saudi Arabia., for example Sohail and Abdali
(2005).

STUDY FINDINGS AND IMPLICATIONS

Survey responses and profile of respondent SME’s

Of the 214 respondent SME’s, 52 companies (24 per cent) were categorised as dealing in
exports of consumer goods; 55 per cent of them were engaged in manufacture of industrial goods,
while the remaining 21 per cent were exporting other goods (see Table 1). Just about half of all
companies have been exporting their products for over 12 years. The next highest category of the
respondents is those companies whose products have been exported between 4 to 7 years, which
constitutes 21 percent of the responses. About 14 per cent of the SME’s have been exporting
between 8 to 12 years and the remaining 14 per cent of the SME’s have exporting their products for
less than 3 years.

57

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

Table I: Demographic profile of respondent SMEs

No. of SMEs Percentage

Type of products exported

Consumer 52 24.29

Industrial 118 55.14

Other 44 20.56

No. of years SMEs in exporting

Less than 1 year 10 4.67

1 to 3 years 20 9.35

4 to 7 years 44 20.56

8 to 12 years 30 14.02

More than 12 years 110 50.47

No of markets for regular export

1 to 3 64 29.91

4 to 8 78 36.45

4 to 7 36 16.82

15 to 20 12 5.

61

21 to 30 14 6.54

More than 30 10 467

Average %revenue from annual export sales

Less than 10 % 56 26.17

10 to 20 % 52 24.3

21 to 30 % 50 23.36

31 to 40 % 14 6.54

41 to 50 % 22 10.28

More than 50 % 20 9.34

The demographic profile of the companies surveyed for the study also indicates that over 80
per cent of the SME’s export to different export markets between 1 to 7 markets. Most of the SME’s
(36.45 per cent) export to 4 to 8 markets, while the least number of companies (3.74 per cent) export
to over 30 markets. From this table, it can also be seen that 26.17 per cent, 24.30 per cent and 23.36
per cent of the companies have proportions of their export sales equals to less than 10 per cent, 10
per cent – 20 per cent and 21 per cent – 30 per cent of their annual sales respectively. The percentage

58

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

of companies with export sales between 31 per cent – 40 per cent is 6.54 percent; 41 per cent – 50
per cent is 10.28 percent; and more than 50 per cent is 8.41 percent.

Table II Measurement and scale properties of constructs

Mean Std. Deviation
Cronbach’s

Alpha

Scale items

Product characteristics

Well established product 4.523 0.718 0.679

Design and feature unique 3.726 1.1

59

Product can be used in different culture 4.104 1.171

Product carefully planned for entry in foreign market 3.886 1.022

Management committed to export 4.364 0.770

Commit non managerial resource for export 3.275 1.136

Export Market Characteristics

Export Market very competitive 4.308 0.905 0.601

Product extensively exposed in export market 3.705 0.980

Product familiar to customers in export market 3.981 0.931

Export Marketing Strategy

Target markets are clearly specified 3.781 0.930 0.798

Adaptation before entry is substantial 3.385 0.998

Adaptation after entry is substantial 3.295 1.168

Use local languages in product label 2.971 1.312

Adapt product positioning strategy 3.500 0.931

Adapt packaging 3.535 1.0

64

Adapt promotional approaches 3.563 0.997

Provide overall support to foreign distributors/subsidiary 3.971 0.912

Provide training to the samples force of foreign
distributor/subsidiary 3.176 1.155

Provide Promotional support to the samples force of foreign
distributor/subsidiary 3.451 1.114

Price is very competitive 3.856 0.841

59
Table II Measurement and scale properties of constructs
Mean Std. Deviation
Cronbach’s
Alpha
International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

Export performance

Sales of exported products have increased 3.921 0.966 0.869

Profitability of export products has improved 3.535 0.867

Market share of export products have improved 3.802 0.895

Overall financial performance of our product have improved 3.717 0.770

Export objectives of products generally met 3.436 1.014

Notes: statements measured 1= Strongly Disagree, 5= Strongly Agree

HYPOTHESES RESULTS

A two-stage multiple regression procedure was used to test the hypotheses. In the first stage,
export marketing strategy was entered as a dependent variable with Product characteristics and
export market characteristics as independent variables. In the second stage, export marketing
strategy, product characteristics and export market characteristics were entered as independent
variables with “export performance ’’ as dependent variable. The two equations are of the form:

Export Marketing Strategy = a1 + β11 Product characteristics + β12 Export Market Characteristics
+ e

Export Performance = a2 +β21 Product characteristics+ β22 Export Market Characteristics
+ β23 Export Marketing Strategy + e

Estimates for Equation (1) were used to test H2a and H2b, while those for Equation (2) were
used to test H1, H3a and H3c. Table III shows results of these analyses. Estimates for the first
regression equation are presented in the top half of the Table (Model I) while those for the second
equation are shown in the bottom half (Model II). The results for Model I indicate that both these
relationships are not only in the predicted positive direction, but the estimates for product
characteristics (B = 0.200; p < 0.005) and export market characteristics (B = 0.218; p < 0.0001) are statistically significant. Thus, both H2a and H2b are supported by the data. For export marketing firms in Saudi Arabia, the determinants of export marketing strategy are product characteristics and export market characteristics. Together, these two variables explain a little over 17 percent of the variance in export marketing strategy.

60

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

Table III: Unstandardized regression coefficients for determinants of
export marketing strategy and performance

B
Std.

Error T

Model 1 – Dependent variable= export marketing strategy

(Constant) 1.831 0.448 4.087

Product Characteristics 0.200 0.096 2.080**

Export Market Characteristics 0.218 0.081 2.684***

R2 = 0.175; F = 7.379**

Model 2-Dependent variable= export marketing performance

(Constant) 0.576 0.548 1.051

Product Characteristics 0.260 0.111 2.352*

Export Market Characteristics 0.131 0.094 1.393

Export marketing strategy 0.439 0.111 3.951***

R2 = 0.272, F = 12.053***
Notes: *** p <0.0001, ** p < 0.005, *p <0.05

In model II the statistically significant estimates are those for product characteristics (B =
0.260; p < 0.05) and export marketing strategy (B = 0.439; p < 0.0001). Thus, hypotheses H3a and H1 are supported, while H3b does not find support. Export marketing strategy and product characteristics are the significant determinants of export performance. The two factors account for nearly 27 percent of the variance in export performance evaluation.

STUDY IMPLICATIONS

This study examined the effects of product and export market components on the marketing
strategy and export performance of SME’s in Saudi Arabia. The results show that SME’s export
marketing strategy is positively related to product and export market characteristics. On export
performance, results of the present study show that this is positively related to the export marketing
strategy and product characteristics. Export market characteristics do not have a significant effect
on SME’s export performance.

The significant effects of export marketing strategy with product and export market
characteristics are quite consistent with findings of recent studies having similar constructs (Ali,
2004).However, the findings of the present study is also consistent with findings of previous studies
when comparing the effect of market characteristics on export performance ( For example, Aaby
and Slater, 1989; Katsikeas, et al ,2000; Lim, et al, 1996, and Brouthers and Nakos, 2005.

61
International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

The study findings have broad and specific managerial implications for Exporting SME’s
in Saudi Arabia. At the broader level, the finding that product and export market characteristics are
important determinants of SME’s marketing strategy implies that SME’s must focus on these factors
when developing an export marketing strategy.

From a practical point of view, the study provides an avenue to explore the directions in
marketing strategy and determinant of export performance of SME’s in Saudi Arabia. This study is
more exploratory in nature as few studies in this direction have been made in the past in Saudi
Arabia.

Limitation of the study

A few limitations are identified and recognized while conducting this research. Firstly, the
size of the sample was limited and hence care should be taken when generalizing the findings of this
study. Secondly, the present study includes SMEs from a wide variety of industries. For the present
study, this has ensured a larger sample than would otherwise have been obtained if it had been
restricted to a particular industry. Future studies may consider limiting the investigation to a
particular industry, because exporters from different industries are likely to place different emphasis
on different aspects of export marketing strategy and performance evaluation.

ACKNOWLEDGMENT

The authors acknowledge the research support received from the King Fahd University of Petroleum & Minerals, Saudi
Arabia in completion of this research.

REFERENCES

Aaby, N. and Slater, S. F. (1989), “Management influences on Export Performance; A review of the empirical literature
1978-1988,” International Marketing Review, Vol. 6, No.4, pp.7-26.

Akyol, A. and Akehurst, G., (2003), “An investigation of export performance variations related to corporate export
market orientation,” European Business Review, Vol. 15 No. 1, pp 5 – 19

Ali, M.Y. (2004), “Impact of firm and management related factors on firm export performance: a study on Australian
processed food exporters”, Journal of Asia Pacific Marketing, Vol. 3 pp. 5-20.

Babakus, E. Yavas, U. and Haahti. A., (2006), “Perceived uncertainty, networking and export performance: A study
of Nordic SMEs”, European Business Review, Vol. 18, No. 1, pp. 4-14.

Baldauf, A., Cravens, D.W. and Wagner, U. (2000), “Examining Determinants of Export Performance in Small Open
Economies”, Journal of World Business, Vol. 35, No. 1, pp. 61-77.

62

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

Birkinshaw, J. and Hood, N., Jonsson, S., (1998), “Building firm-specific advantages in multinational corporations: the
role of subsidiary initiative”, Strategic Management Journal. Vol. 19, No. 3, pp 221 – 242.

Brouthers, L. and Nakos, G., (2005), “The Role of Systematic International Market Selection on Small Firms’ Export
Performance,” Journal of Small Business Management, Vol. 43, No. 4; pp 363–381.

Bodur, M. (1994) “Foreign market indicators, structural resources and marketing strategies as determinants of export
performance”, Advances in International Marketing, Vol. 6; pp. 183-206.

Cadogan, J.W., Diamantopoulos, A. and Siguaw, J.A. (2002) “Export market oriented activities: their antecedents and
performance consequences”, Journal of International Business Studies, Vol. 33, No. 3, pp. 615-626.

Cavusgil, T.S, and Zou, S. (1994), “Marketing Strategy-Performance Relationship: An investigation of the empirical link
in export market ventures”, Journal of Marketing, Vol. 58, No. 1, pp. 1-21.

Cavusgil, T.S. (1984), “Organizational characteristics associated with export activity,” Journal of Management Studies,
Vol. 21, No.1, pp.3-22.

Chetty, S and Hamilton, R T (1993), “Firm-level determinants of export performance: A meta-analysis.”, International
Marketing Review, Vol. 10, No 3; pp. 26-35.

Couto, J., Tiago ,M., Vieira, J. and Fortuna, M. (2006), “Contextual and Operational Determinants of Export
Performance of Companies in Europe”, The Business Review, Cambridge, Vol. 5, No.. 1; pp. 145-155.

Cunningham, M.T and Spigel, R.I. (1971), “A study in successful exporting”, British Journal of Marketing, Vol. 5 No.1,
pp.2-12.

Day, G.S. and R. Wensley (1983), “Marketing Theory with a Strategic Orientation,” Journal of Marketing, Vol. 47, No.
4, pp. 79-89.

Douglas, S.P. and Craig, C.S. (1989), “Evolution of global marketing strategy: scale, scope and synergy”, Columbia
Journal of World Business, Vol. 24,, pp. 47-59

Eusebio, R., Andreu, J. L and López B.P (2007), “Management perception and marketing strategy in export
performance: A comparative analysis in Italian and Spanish textile-clothing sector (part 2)”, Journal of Fashion
Marketing and Management, Vol. 11 No. 1, pp 24-40.

Evangelista, F.U. (1994), “Export performance and its determinants: some empirical evidence from Australian
manufacturing firms”, in Cavusgil, S.T. and Axinn, C. (Eds), Advances in International Marketing, Vol. 6, pp.
207-29.

Francis, J. and Collins-Dodd, C. (2000), “The impact of firms’ export orientation on the export performance of high-tech
small and medium-sized enterprises,” Journal of International Marketing, Vol. 8, No. 3, pp. 84-103.

Greenley, G.E. (1993), “An understanding of marketing strategy,” European Journal of Marketing, Vol. 23 No. 8, pp.
45-58.

63

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

Hooley, G.J. (1998), Marketing Strategy and Competitive Positioning. 2nd ed. London: Prentice-Hall.

Javalgi, R., White, S., and Lee, O., (2000), “Firm Characteristics Influencing Export Propensity An Empirical
Investigation by Industry Type,” Journal of Business Research, Vol. 47, No. 3, pp217-228

Johnson, J and Arunthanes, W., (1995), “Ideal and actual product adaptation in US exporting firms: market-related
determinants and impact on performance”, International Marketing Review , Vol. 12 No. 3, pp 31 – 46.

Julian, C. and Ali, M. Y (2004), “Export Incentives and their Effect on Export Marketing Performance,” Advances in
Global Business Research, Vol. 1, No. 1, pp. 109-113

Katsikeas, C.S., Piercy, N.F., Loannidis. C (1996). “Determinants of export performance in a European context”,
European Journal of Marketing, Vol 30 No.6, pp 6 – 35.

Katsikeas, C. S., Leonidou, L.C. and Morgan, N.A. (2000), “Firm-level export performance Assessment: Review,
Evaluation, and Development”, Journal of the Academy of Marketing Science, Vol. 28, No. 4, pp. 493-511.

La, V., Patterson, P., Styles, C., (2005), “Determinants of export performance across service types: a conceptual model”,
The Journal of Services Marketing, Vol. 19, No. 6/7; pg. 379-392

Lado, N., Martinez-Ros.,. E, Valenzuela, A., (2004), “Identifying successful marketing strategies by export regional
destination,” International Marketing Review, Vol. 21, No. 6; pp. 573-597.

Lages, L., (2000), “A conceptual framework of the determinants of export performance: Reorganizing key variables and
shifting contingencies in export marketing”, Journal of Global Marketing, Vol.13, No.3, 29-51

Lages, L. F and Montgomery, D. B (2004). “Export performance as an antecedent of export commitment and marketing
strategy adaptation: Evidence from small and medium-sized exporters”, European Journal of Marketing, Vol.
38, No. 9/10, pp 1186-1214

Lee G., (2004), “The marketing strategy-performance relationship in an export-driven developing economy: A Korean
illustration”, Review, 21, No. 3, pp. 321-334.

Lee, C., Yang, Y. (1990), “Impact of export market expansion strategy on export performance”, International Marketing
Review, Vol. 7 No.1, pp.41-51.

Leonidou, L.C., Katsikeas, C.S. and Piercy, N.F. (1998), “Identifying managerial influences on exporting: Past research
and future directions”, Journal of International Marketing, Vol. 6, No. 2, pp. 74-92.

Leonidou, L.C., Katsikeas, C.S. and Samiee, S (2002). ”Marketing strategy determinants of export performance: a meta-
analysis”, Journal of Business Research, Vol.55, No.1, pp 51-67

Leonidou, L.C., Katsikeas, C.S., Palihawadana, D. and Spyropoulou, S (2007). ”An analytical review of the factors
stimulating smaller firms to export: Implications for policy-makers”, International Marketing Review;
Vol. 24 No.6; pp. 735-770

64
International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

Lim, J. S., Sharkey, T. W. and Kim, K.I (1996), “Competitive Environmental Scanning and Export Involvement: An
Initial Inquiry”, International Marketing Review, Vol. 13, No. 1, pp. 65-80.

Lu, J. and Beamish, P.,(2001), “The internationalization and performance of SMEs,” Strategic Management Journal,
Vol. 22, No. 6/7, pp. 565.

Madsen, T. K., (1989), “Successful export marketing management: Some empirical evidence”, International Marketing
Review, Vol. 6, No. 4, pp.41-57.

Nakos L., and Brouthers, G. (2005), “ The Role of Systematic International Market Selection on Small Firms’ Export
Performance,” Journal of Small Business Management, Vol.43,No. 4, pp. 363–381.

Namiki, N. (1994), “A taxonomic analysis of export marketing strategy: an exploratory study of US exporters of
electronic products”, Journal of Global Marketing, Vol. 8 No. 1, pp. 27-50.

O’Cass A. and Julian, C. (2003a), “Modelling the effects of firm-specific and environmental characteristics on export
marketing performance,” Journal of Global Marketing. Vol. 16, No. 3, pp. 53-74.

O’Cass A. and Julian, C. (2003b), “Examining firm and environmental influences on export marketing mix strategy and
export performance of Australian exporters”, European Journal of Marketing, Vol. 37, No. ¾, pp. 366-385.

Shamsuddoha, A. and Ali, M. (2006), “Mediated effects of export promotion programs on firm export performance,”
Asia pacific Journal of Marketing and Logistics; Vol. 18 No. 2, pp 93-110.

Slater, F, Narver, C.(1993). “An analysis of the Product-market strategy and performance”. European Journal of
Marketing. Vol. 27, Num. 10; pp. 33-52.

Stewart, D. and McAuley, A.(2000), “Congruence of domestic and export marketing strategies- An empirical
investigation of its performance implications,” International Marketing Review, Vol.6, pp. 563-586.

Sohail, M.S and Al-Abdali, O, (2005).“The usage of third party logistics in Saudi Arabia: Current position and future
prospects”, International Journal of Physical Distribution & Logistics Management, Vol. 35, Number 9, pp.
637-653.

Sudharasam, D. (1995), Marketing Strategy. Relationships, Offerings, Timing and Resource Allocation, Englewood
Cliffs, NJ: Prentice-Hall.

Tang, Y. (2007) “Marketing and business performance of construction SMEs in China,” The Journal of Business &
Industrial Marketing. Vol. 22, No. 2; p. 118-125.

Timmor, Y and Zif J., (2005) “A Typology of Marketing Strategies for Export,” Journal of Global Marketing. Vol. 18,
No. 3, 4, pp. 37 – 78.

Tookey, D.A. (1964), “Factors associated with success in exporting”, Journal of Management Studies, Vol. 1 No.1,
pp.48-66.

65

International Journal of Entrepreneurship, Volume 13, Special Issue, 2009

Williams, J. (2006), “Export marketing information-gathering and processing in small and medium-sized enterprises ,“
Marketing Intelligence & Planning; Vol. 24, No. 5, pp 477-42

Wolff, J.A., Pett, T.L. (2000), “Internationalization of small firms; an examination of export competitive patterns”, Firm
Size and Export Performance, Vol. 38 No.2, pp.34-47

Zou S. and Stan S. (1998),”The determinants of export performance: a review of the empirical literature between 1987
and 1997″, International Marketing Review, Volume 15, Number 5, 1998, pp. 333-356

Zou, S., Taylor, C.R., and Osland, G.E. (1998), “The Experf Scale: A Cross-national generalized export performance
measure”, Journal of International Marketing, Vol. 6, No. 3, pp. 37-59.

Zou, S., Cavusgil, S.T. (2002), “The GMS: a broad conceptualization of global marketing strategy and its effect on firm
performance”, Journal of Marketing, Vol. 66 No.4, pp.40-56.

Assignment 3:

ARTICLE CRITIQUE

Article Critique

Hamdan Bin Mohamed Smart University

Submitted to

Prof. Mohammed Sadiq Sohail

Research Methods -RESM6

10

11-Mar-2021

2

ARTICLE CRITIQUE

Names of the Authors – Abdulwahab Saeed Al-Gahtani and Sadiq Sohail M

Title of article- Measuring service quality at King Fahd International Airport

Title and other details- Int. Journal of Services and Standards, Vol. 1, No. 4, 200

5

Statement of the Problem- The number of passengers in KFIA has declined considerably

triggering the need to undertake research. Establishing the quality of services offered would

enable the management to make informed decisions regarding improving services thereby

bring the customers back.

Purpose, method, hypothesis, and major conclusions

The authors of the article sought to establish the nature as well as the quality of

services offered at KFIA. The authors used questionnaires as a precise research instrument

for this research. The research hypothesis of this article was that KFIA performed below

expectations in fundamental areas of service quality such as cost, cleanliness, and provision

of flight information to clients. The major conclusion was that KFIA scored below

projections values for services linked to the guidance in the airport, flight information,

cleanliness, check-in facilities as well as parking space and that the management needed to

address these aspects.

Article Title

The article is about measuring the quality of service at King Fahd International

Airport (KFIA). The title is appropriate and clear. The number of words is few, precise,

informative, and profoundly indicates the content of the journal article. Besides, keywords

like measuring, quality, and airport under study are indicated. According to Alimoradi et al.

3

ARTICLE CRITIQUE

(2016), the inclusion of precise keywords in the title of the article is not only significant in

article visibility and citation but indicates the comprehensive nature of the article.

Consequently, by evaluating the title, the reader may extract the inclusive information that

they need.

Abstract

The abstract is specific. It indicates the sample size, states the objective, and briefly

mentions the subject being reviewed as well as the precise dimensions evaluated in the

article. Nevertheless, it does not represent the entire information provided in the journal

article and thus cannot be considered to be incorrect form. The abstract does not provide

coherent and comprehensive connections of the material included in the other parts. While no

new information is added, a comprehensive summary of major parts in the journal is not

visible. For instance, a summary of the findings and principal conclusion is non-existence.

Correspondingly, the concise description of the methodology employed in correcting the

data, analysis, and processing is not indicated. Informational abstract ought to provide a

concise summary of the major papers sections including introduction, methods used, the

outcomes, discussion, and deductions (Andrade, 2011). These essential parts are missing in

the abstract.

Purpose in the Introduction

The purpose of the journal article is not made clear in the introduction. Instead, it

focuses on the significance of the article and particularly the outcome. The authors indicate

that they seek to handle the development of KFIA in Saudi Arabia as well as its struggles at

increasing operational efficiency and client satisfaction. It also indicates the importance of

the study, which is to increase client satisfaction. Nevertheless, the introduction does not

stipulate the precise purpose of the journal in line with the presented title, which is to

measure the quality of service at KFIA. The introduction should indicate the study’s purpose

4

ARTICLE CRITIQUE

either as a question, hypothesis, or research problem (USC, 2021). The concise elucidation of

the study purpose not only offers the rationale of undertaking the research, the context, and

scope but informs the reader of what they expect throughout the paper.

Errors of Fact and Interpretation

I do not get any errors in fact and interpretation. The information provided as well as

the actual references are precise. For the several articles that I randomly reviewed in this

study, the information provided greatly matched with the one in the referenced article. For

instance, an article by Buttle (1996) that was referenced in the introduction provided

information that was consistent with the one presented in the study. In this article, firms

operating in the service industry offer effective multiple service products, which permit

quality-management practitioners to create strategies that have proved valuable in enhancing

service quality. According to Buttle (1996) firms offering services keep accurate records.

Fundamentally, they have permitted quality-management practitioners to come up with

effective approaches to improving the service quality. Essentially, this aspect was accurately

captured in this journal article.

The relevance of the Discussion

All of the discussion in the journal is relevant and match the primary purpose of the

study. The information provided is related to the subject. The discussion provided describes

and interprets the topic without providing superfluous information. For instance, the

discussion section of the study designates the importance of the research findings concerning

the existing research problem that was being investigated. It also explicates novel insights

and understanding that resulted from the study. For instance, the authors extensively cover

the degree to which the management of KFIA has focused on improving products and service

standards such as customer satisfaction, prices of products and services, quality of facilities,

and aspects such as cleanliness. The authors have also shown the impact of the changes that

5
ARTICLE CRITIQUE

have been undertaken as well as managerial implications of such changes. Vieira, De Lima &

Mizubuti (2019) argue that the discussed information should explicate how the study

progressed, critical thinking of the issue being discussed, reasonable synthesis of the

outcomes as well as profound conceptualization of the problem that was already identified. In

this journal article, the authors have ensured that they have formulated their content in a way

that the discussion provided is inclusive and highly relevant to the study.

Citing Pertinent Literature

The authors have cited the pertinent literature. All the references provided by the

author are relevant to the topic under study. Most of the articles referenced by the author are

journal articles that contain information linked to the article. Other articles referenced in this

study are from progressive and reputable media houses in the region, which provide accurate

and recent information regarding the events in KFIA. For instance, the news article published

by Arab News and written by Ghafour in the year 2003 provided inclusive information

regarding why passengers avoided KFIA. According to the article, there was a considerable

decrease in the number of passengers passing through King Fahd airport because many

international airlines avoided high operational costs in this airport (Arab News. 2003).

Besides, the journal article written by Chen, Chong, Gering, and Chuang was highly relevant

in this study. According to this article, deregulation makes utility firms focus on services and

products that grow their operational efficacy when offering services to the consumer. It

suggests that businesses should undergo continuous innovation and constant learning to

acquire a competitive advantage (Chen, Chong, Gering & Chuang, 2005). Consequently, this

referenced journal article is highly relevant to this study because it offers information that

responds to contemporary business demands in a highly dynamic environment.

Emphasis of Ideas

6

ARTICLE CRITIQUE

The ideas in this journal article have not been overemphasized or underemphasized.

Consequently, they are precise and accurate. The authors have concentrated their efforts on

precise ideas that are directly relevant to the topic under study. For instance, when evaluating

the survey instrument, the authors focused on how the questionnaire was developed, and its

constituent parts as well as study respondents. The perceptions and expectations were

captured in one dispensation as stipulated (Carman, 1990). The authors avoided

overemphasizing any idea. Correspondingly, when stating the problem, the authors focused

precisely on decrease passenger number as a major troubling aspect in KFIA. Additional

information that may contradict or superfluously exacerbate the stated problem is largely

avoided.

Expanding Manuscript

Certain sections of the manuscript should be expanded. One of the major areas that

require expansion in this study is the discussion. The authors have undertaken extensive

effort to describe as well as interpret the importance of the findings obtained in this research

in line with the previously known information about the problem that was identified.

Nevertheless, extensive explications of any novel understanding, as well as freshly obtained

insights, are not optimally undertaken. A lot of writings have been dedicated to the analysis

of the findings that were obtained from the study that was conducted. Diminished information

regarding the novel understanding, as well as freshly obtained insights, was included in the

discussion section. The authors combined analysis and discussion instead of presenting them

differently thereby dedicating large effort toward analysis. Besides, minimal effort was

dedicated toward linking the discussion to the previous sections, particularly the introduction

because the journal article lacked stipulated research questions. The discussion needs to be

connected to the introduction through hypotheses or research questions as well as reviewed

literature (Sacred Heart University, 2021). Similarly, it should elucidate how the study moved

7

ARTICLE CRITIQUE

from the research problem through other sections of the research and then connect it to new

insights and information from other sources.

Clarity of the Statement

The author’s statements are clear. There are no statements that provide information

that seems ambiguous in a way that the reader cannot understand. The statements are concise

and clear demonstrating that words have been selected precisely and deliberately to eliminate

ambiguity and redundant information. According to Huang (2021) word selection in research,

writing should be selected in a way that they do not interfere or alter the meaning or impair

the audience’s comprehension. The authors do not use fancy words or introduce inappropriate

statements when presenting ideas.

Underlying Assumptions

The author does not have underlying assumptions. The information provided by the

authors is based on facts and has been stipulated.

Objectivity in the Discussion

The author has been objective in his discussion of the topic. The authors are

concerned with facts. They are not inclined toward biases or personal feelings. They are fair

in that they consider all aspects of the argument. For instance, the authors recognized that

study participant were not satisfied with airport cleanliness. Nevertheless, they also

documented that the study participants were satisfied with the state cleanliness of the airport

washrooms (491). The authors present all the information that they obtained from the field

without any form of biases. Value judgments are conspicuously lacking in this study.

Fundamentally, the presented information is credible and professional. Furthermore, the

authors recognize that the exploratory research that they have conducted presented interesting

outcomes. Nevertheless, they also cautioned the reader that various limitations exist. For

8

ARTICLE CRITIQUE

instance, they recognized that the sample size was limited and that the results of the study

should be treated as tentative waiting for additional verification.

The objective of the Experiment

The objective of the experiment is significant for the field. The objective of this

experiment was to establish the extent to which KFIA offers quality services to its clients.

This objective is not only significant to the management of this public transport facility but is

valuable in this field. The outcomes highlight reliable observations that need to be considered

when making decisions regarding the provision of quality services to the customers. Before

the study was undertaken, the low quality of services offered was generally found to have

resulted from a decrease in the number of customers using KFIA. When the study was

undertaken, the precise factors that caused the customer to decline flight information,

cleanliness, guidance in the airport, parking space as well as check-in facilities were

identified (492). Fundamentally, the management of KFIA was able to recognize precise

factors that they needed to address. This outcome is valuable not only to KFIA but to any

other airport in the region or the entire aviation field in general.

Adequacy of Experimental Methods

The experimental research methods were adequately described. The authors described

other authors who used the research methodology utilized in this study. For instance,

Parasuraman et al. (1988) utilized SERVQUAL, a twenty-two-item implement that captured

client’s anticipations of service as well as their insights of the established service. The

improved instrument was utilized in this study. Correspondingly, the appropriately structured

research instrument was designated. For instance, in the second stage of the research process,

a survey instrument (questionnaire) was developed to assess the quality of service. The first

section of the questionnaire sought data from the participants on the twenty-five

acknowledged variables. The first part of the questionnaire also captured perceptions and

9

ARTICLE CRITIQUE

expectations in precise presentation (487). The second section was designed to capture the

nationality, age, gender as well as income of the participants to help in purposes.

Appropriateness of the Study Design and Methods

The methods and design of the study were suitable for the study purposes. For

appropriate measurement of the service quality at KFIA, the utilized experimental instrument

is highly appropriate. The reason is that it not only captured a large number of variables and

undertaken in two parts but captured the perceptions and expectations of the respondents

(487). The second part made it possible to classify respondents into various categories

thereby providing reliable information for analysis. The design was also suitable for the study

purpose. The reason is that the authors specified the kind of evidence necessary to test a

theory. For instance, this research was designed in a way that twenty-five variables were

necessary to develop a quantitative index of features as well as factors that determine quality

in the KFIA facility (486-487). This design was precisely suitable for measuring the quality

of service at KFIA.

Presentation of the Procedures

The procedure was presented in sufficient detail to permit a reader to duplicate them.

The process of planning the research, particularly the data gathering process was stipulated.

For instance, the process of traveling to KFIA, soliciting for the cooperation of participants,

informing participants, and distribution of questionnaires was provided. According to USI

(2021), only the most significant aspects of the research procedures should be provided in the

study. The researcher should always assume that the readers have a basic understanding of

how the research problem should be investigated. Providing pronounced detail regarding

precise methodological procedures is inappropriate.

Calculations and Statistical Methods

10
ARTICLE CRITIQUE

The statistical methods applied in this study are appropriate. For instance, the number

of questionnaires that were initially distributed was 400. Approximately 188 questionnaires

were collected, which constituted 47% (487). Besides, the nationality of less frequent Saudi is

travelers were 73, which constituted 60% of the travelers. The number of non- Saudi travelers

was 23, which constituted approximately 34% (488). The verified samples show that the

calculations were correct. The data analysis section is very significant in any research

process. The numbers must be accurate to obtain the right deductions. Interpretation will be

faulty if the information obtained is erroneous (McInnes et al., 2018). Fundamentally, the

findings in this research are reliable because they are based on precise information. The

statistical methods used in this experiment are appropriate.

Duplication of Content

There is no content that I found repeated or duplicated in this journal article. All the

information provided was new and completely fitted that precise section. Correspondingly,

the author provided additional information from other sources thereby enriching his findings,

and successfully cited these authors.

11

ARTICLE CRITIQUE

References

Alimoradi, F., Javadi, M., Mohammadpoorasl, A., Moulodi, F., & Hajizadeh, M. (2016). The

effect of key characteristics of the title and morphological features of published

articles on their citation rates. Annals of Library and Information Studies

(ALIS), 63(1), 74-77.

Andrade, C. (2011). How to write a good abstract for a scientific paper or conference

presentation. Indian Journal of Psychiatry. 53(2): 172–175.

Arab News (2003 April 17) Passengers, Airlines Shy Away From KFIA. Retrieved from

https://www.arabnews.com/node/230805

Buttle, F. (1996). SERVQUAL: review, critique, research agenda. European Journal of

marketing.

Carman, J.M. (1990) ‘Consumer perceptions of service quality: an assessment of the

SERVQUAL dimensions’, Journal of Retailing, Vol. 66, pp.33–55.

Chen, J., Chong, P., Gering, K. and Chuang, T. (2005) ‘Improve customer service through

organizational learning: a case study’, International Journal of Innovation and

Learning, Vol. 2, No. 1, pp.79–89.

Huang (2021). Stem Style Guide Technical Communication Program. Stanford Engineering.

Retrieved from https://stanford.edu/class/ee267/WIM/writing_style_guide

McInnes, M. D., Moher, D., Thombs, B. D., McGrath, T. A., Bossuyt, P. M., Clifford, T. &

Willis, B. H. (2018). Preferred reporting items for a systematic review and meta-

analysis of diagnostic test accuracy studies: the PRISMA-DTA

statement. Jama, 319(4), 388-396.

12

ARTICLE CRITIQUE

Parasuraman, A., Berry, L. and Zeithaml, V. (1988) ‘SERVQUAL: a multiple item scale for

measuring consumer perceptions of service quality’, Journal of Retailing, Vol. 64,

pp.12–40.

Sacred Heart University. (2021). Organizing Academic Research Papers: 8. the Discussion.

Retrieved from https://library.sacredheart.edu/c.php?g=29803&p=185933

University of Southern California (USC). (2021). Research Guides. Retrieved from

https://libguides.usc.edu/writingguide/introduction#:~:text=It%20establishes%20the%

20scope%2C%20context,questions%2C%20explaining%20briefly%20the%20method

ological

Vieira, R. F., De Lima, R.C. & Mizubuti, E.S. (2019). How to write the discussion section of

a scientific article. Retrieved from

https://www.scielo.br/scielo.php?script=sci_arttext&pid=S1807-86212019000100102