TOJNED - Volume 15 - Issue 3 - July 2025
CONSUMER PREFERENCES AND PURCHASING BEHAVIOR IN THE AUTOMOTIVE SECTOR Tayfun Junıor ZABİT, Nihat ŞENKAYA, Azmiye YINAL
Abstract:
The aim of this study is to examine the factors that influence individuals’ vehicle purchase intentions and to analyze the variables that shape consumer preferences in this regard. The study is structured using a quantitative research method and adopts a relational survey model. The population of the study consists of individuals residing in the Turkish Republic of Northern Cyprus (TRNC) who are over the age of 18. In this context, the dataset obtained from 405 participants was deemed sufficient for ensuring the reliability of the statistical analyses. To determine the vehicle purchase intentions and consumer preferences of the participants, the Consumer Preferences Scale developed by Walsh and Mitchell (2010) was used. The data were analyzed using the SPSS 26.0 statistical software.
The research findings indicate that individuals’ vehicle purchasing behavior is shaped by multiple factors, including functional features, brand reputation, service quality, and price/cost considerations. Individuals with higher purchase intentions place greater importance on these factors, and this tendency is particularly evident among those planning to purchase a vehicle in the short term. With respect to demographic variables, it was found that men are more sensitive to technical features, middle-aged individuals place greater emphasis on brand and functionality, and married and higher-income individuals attach more importance to functional and economic factors. Variables such as occupation, vehicle ownership, frequency of vehicle replacement, and purchase intention also significantly affect consumer behavior. Additionally, the purpose of visiting an authorized dealer emerged as a factor influencing consumers’ evaluations. Positive correlations between the subscales indicate that consumer decisions are driven by multiple, complementary factors. These results suggest that marketing strategies in the automotive sector should be designed with sensitivity to both economic and psychosocial variables.
CULTURAL CHARACTERISTICS OF CYPRIOT AND ANATOLIAN TURKISH FOLKTALES CHARACTERISTICS: A COMPARATIVE ANALYSIS Kemal BAÅž, Mehmet Ä°ÄžNECÄ°OÄžLU
Abstract:
This study examines the cultural characteristics of Cypriot and Anatolian Turkish folktales through a comparative approach. Folktales, a significant component of the Turkish folk narrative tradition, play a crucial role in cultural memory, social values, and identity formation. Comprehensive comparative studies focusing on the folktales of these two regions remain limited in the literature; this research aims to address that gap. Within the scope of the study, folktales collected through fieldwork as well as narratives obtained from written sources were analyzed using thematic and sociological methods grounded in qualitative research approaches. The findings highlight the prominence of moral lessons, social norms, nature, and mythological elements in these folktales. Motifs related to the sea reflecting island culture as well as themes of solidarity and strong family ties emerge as dominant features in Cypriot Turkish folktales. In contrast, rural life, heroic epics, and earth-bound mythological elements are more prominent in Anatolian Turkish folktales. Additionally, a survey conducted with students revealed that folktales contribute significantly to the development of imagination and play an important role in transmitting cultural values. This research offers concrete recommendations for preserving cultural heritage, passing it on to future generations, and utilizing folktales effectively as educational material.
CUSTOMER SATISFACTION IN CORPORATE SERVICES: THE CASE OF THE NATIONAL LIBRARY OF KKTC Hatice KIRCIOÄžLU, Azmiye YINAL
Abstract:
This study was designed within the framework of the relational survey model, one of the quantitative research methods. The research population consisted of all users receiving services from the National Library of the Turkish Republic of Northern Cyprus (TRNC). Since it was not feasible to reach the entire population, data were collected from a random sample of 300 participants. A structured questionnaire was used as the data collection tool to assess user satisfaction levels, and the data collection process was conducted between January and February 2025. Statistical analyses were performed using SPSS 28, incorporating both descriptive statistics and advanced analyses to identify relationships and differences between variables. The findings revealed that overall user satisfaction with the TRNC National Library was at a moderate-to-high level. Users reported particularly high satisfaction with library services and staff support. While the physical environment was generally evaluated positively, greater variation in user perceptions was noted in this dimension. The lowest satisfaction levels were reported regarding the library’s technological infrastructure, highlighting the need for improvement in this area. No significant differences in satisfaction were found based on gender, while age differences were significant only for perceptions of the physical environment. In terms of educational level, significant differences emerged in satisfaction with the physical environment, library resources, staff, and overall satisfaction. Notably, users with postgraduate education reported lower satisfaction levels, suggesting that their expectations were not fully met. Correlation analysis revealed statistically significant and positive relationships between all service dimensions and overall user satisfaction. Staff performance and service quality emerged as the strongest predictors of satisfaction, whereas technological services and resource diversity were identified as areas falling short of user expectations.
DEVELOPMENT OF SOME OF THE SCIENCE CONCEPTS AND VOCABULARIES TO PRESCHOOLERS USING SCIENCE MAGIC ACTIVITIES Shaymaa Shawkey ELKEEY
Abstract:
This research aimed to develop selected science concepts and vocabulary among preschool children through the use of science magic activities. To achieve this purpose, the researcher began by reviewing the educational literature and previous studies related to science concepts, science vocabulary, science magic activities, and their interrelationships. The study was guided by six research questions and six hypotheses, which were tested at levels of significance of p ≤ 0.01 and α ≤ 0.05. A one-group pretest–posttest experimental design was employed. The sample consisted of 23 preschool children randomly selected from Smart Baby Kindergarten in the Kafer El Zayat district. The experimental group was taught targeted science concepts and vocabulary using a program based on science magic activities. Data were collected using three validated instruments: a test of science concepts, a test of science vocabulary, and note cards for science concepts. The findings revealed that science magic activities had a positive impact on developing certain scientific concepts and vocabulary among preschool children. Overall, the results suggest that integrating science magic activities into early childhood education can effectively support young children’s understanding and acquisition of basic science concepts and related vocabulary.
EVALUATION OF GLASS CEILING PERCEPTION IN TERMS OF DIFFERENT GENERATIONS: GENERATIONS X, Y AND Z Erkan BAÅžTAÅž, RuhÅŸen BAÅžTAÅž, Azmiye YINAL
Abstract:
This study aims to examine the glass ceiling perceptions of individuals from different generations in relation to socio-demographic variables. The research was conducted using a quantitative method and a relational survey model with a sample of 356 employees working in the public and private sectors in the Turkish Republic of Northern Cyprus (TRNC). Data were collected using a 56-item questionnaire adapted from three validated sources and culturally tailored for the study. The questionnaire included demographic questions and sub-dimensions related to glass ceiling perceptions. Data were analyzed using SPSS 26.0. The findings show that participants’ overall glass ceiling perception is moderate but pronounced in certain areas. While the perception of gender equality is generally positive, perceptions of discrimination against women in leadership positions remain significant. Female employees emphasized individual effort and performance as key to advancement. Gender differences were significant only in perceptions related to women’s perceived inadequacy, while single individuals exhibited more egalitarian attitudes compared to married participants. Higher education levels were associated with stronger perceptions of equality and lower perceptions of discrimination. Although no significant differences were found between generations overall, Generation Y showed greater sensitivity to discrimination issues. The strong correlations among sub-dimensions indicate that the glass ceiling is perceived as a multidimensional but interrelated phenomenon. Overall, the results highlight the continuing need for policies that promote gender equality in the workplace.
EXAMINING THE VIEWS OF SCHOOL ADMINISTRATORS IN TRNC WORKING AT PRIMARY EDUCATION LEVEL ON THE USE OF ARTIFICIAL INTELLIGENCE Cansu AKAR, Sonay DERÄ°CÄ°OÄžLU, Meltem HAKSIZ
Abstract:
This study aims to investigate the views and perspectives of primary school administrators affiliated with the Ministry of National Education in North Cyprus regarding the use of artificial intelligence (AI) technology in education. A qualitative research approach was employed, utilizing a case study design. The study group consisted of primary school principals and assistant principals working under the Ministry of National Education. Data were collected using a semi-structured interview form, and the data were analyzed through descriptive and content analysis techniques.
The findings indicate that school administrators believe artificial intelligence should be used more effectively and efficiently in education. However, they also emphasized that the areas in which AI could be integrated in schools need to be expanded and supported by improving the physical and technological infrastructure. Consequently, it is suggested that the roles of school administrators in promoting the use of AI should be strengthened through in-service training programs, and that further studies are needed to encourage the broader adoption of AI by teachers.
Additional research could focus on enhancing the existing physical and technological infrastructure of public schools in North Cyprus. Moreover, further studies could be undertaken to design AI applications developed by the Ministry of National Education to support school administrators, teachers, and students in practice. Researchers are encouraged to replicate this study with a larger sample using mixed research methods and to compare the results with the findings of the present study. Finally, more comprehensive studies could be conducted to examine the opinions and attitudes of teachers and students regarding the use of artificial intelligence in education under the same research theme.
LEADERS’ PERCEPTION OF ARTIFICIAL INTELLIGENCE AND ITS EFFECT ON DIGITAL LEADERSHIP SKILLS Fuat ULUÇ, Azmiye YINAL
Abstract:
This study aims to examine the effect of leaders’ perceptions of artificial intelligence (AI) on their digital
leadership skills. The study was conducted using a quantitative research method, and a personal information form,
an artificial intelligence perception scale, and a digital leadership scale were employed as data collection tools.
The research population consisted of white-collar employees working in management and leadership positions
across various sectors in the Turkish Republic of Northern Cyprus. The data collected were analyzed using the
SPSS 26.0 statistical software. The findings reveal that leaders’ perceptions of artificial intelligence significantly
differ based on various demographic variables and are strongly associated with their digital leadership
competencies. Factors such as gender, age, education level, and sector were found to influence both AI perception
and digital leadership skills. Notably, male participants, those with higher age and education levels, and individuals
employed in knowledge-based sectors demonstrated higher levels of AI perception. Similarly, participants working
in sectors such as healthcare, education, and consultancy exhibited more advanced digital leadership capabilities.
A strong and positive correlation was identified between AI perception and digital leadership skills, and regression
analysis indicated that AI perception significantly predicts digital leadership competencies. These results suggest
that within the context of digital transformation, leaders need not only technical expertise but also a developed
awareness of and positive perception toward emerging technologies such as AI in order to effectively lead their
organizations.
ORGANIZATIONAL SUPPORT AND ORGANIZATIONAL JUSTICE PERCEPTIONS OF TEACHERS WORKING IN PRIVATE SCHOOLS Ahmet ARABULUCU, Azmiye YINAL
Abstract:
This study is a quantitative research project that aims to examine the perceptions of organizational support and organizational justice among teachers working in private education institutions in the Turkish Republic of Northern Cyprus (TRNC). The study was carried out with 310 teachers selected through a stratified sampling method from a total population of 1,535 teachers employed in 115 private schools, according to the 2024–2025 data provided by the TRNC Ministry of National Education. A data collection instrument consisting of three sections was used: a demographic information form, an organizational justice scale covering distributive, procedural, and interactional justice dimensions, and an organizational support scale addressing managerial and instructional support dimensions.
The findings indicate that overall, teachers reported high levels of perceived organizational support and organizational justice. Teachers provided positive evaluations regarding the managerial and instructional support they received, as well as in the areas of distributive, procedural, and interactional justice within their institutions. The demographic analyses revealed several notable patterns: female teachers reported significantly higher perceptions of organizational support and interactional justice than their male counterparts. Married teachers tended to have more positive perceptions of both support and justice compared to single teachers. While age did not produce a significant difference in perceptions of organizational support, older teachers showed higher levels of perceived interactional justice. The study further found that teachers with greater professional seniority demonstrated stronger perceptions of both organizational support and justice. This trend was particularly pronounced among teachers who had longer tenures within their institutions, suggesting that sustained working relationships with administrators contribute positively to these perceptions.
Correlation and regression analyses confirmed a significant and positive relationship between organizational support and organizational justice perceptions. This indicates that higher levels of perceived fairness within an organization are associated with higher perceptions of support, and vice versa. These findings suggest that fostering a supportive and fair management approach in private education institutions can play a crucial role in enhancing teachers’ organizational commitment, job satisfaction, and overall well-being. Based on the results, it can be recommended that school administrators adopt policies and practices that prioritize transparent decision-making, equitable resource distribution, respectful and open communication, and consistent support for instructional needs. Strengthening these elements may contribute to creating a more positive working environment that empowers teachers, increases their motivation, and supports long-term staff retention. Future research could explore the longitudinal impact of perceived organizational support and justice on teacher performance, professional development, and student outcomes. Additionally, comparative studies could be conducted to examine whether similar patterns exist in public education institutions or in different cultural contexts, contributing further insights into the role of organizational climate in the education sector.
THE EFFECT OF INDIVIDUAL-ORGANISATION FIT ON JOB SATISFACTION : THE CASE OF PRIVATE SECTOR EMPLOYEES IN THE TURKISH REPUBLIC OF NORTHERN CYPRUS (KKTC) Serdar YÃœKSEL, Azmiye YINAL
Abstract:
The main purpose of this study is to examine the relationship between the level of individual–organisation fit and job satisfaction among employees working in the private sector in the Turkish Republic of Northern Cyprus (TRNC). The research was designed using a quantitative method and employed a relational survey model to identify and analyse relationships between variables. During the data collection process, 385 participants were reached through a convenience sampling method from among individuals employed in various private sector organisations across the TRNC. The Individual–Organisation Fit Scale and the Minnesota Job Satisfaction Scale were used as data collection instruments. The data gathered were analysed using SPSS 28 statistical software. The results revealed a significant and positive relationship between individual–organisation fit and overall job satisfaction. The findings indicate that employees who perceive a higher degree of alignment between their personal values, goals, and the organisational culture tend to report greater job satisfaction levels. Furthermore, the study examined the effects of various demographic variables and found that factors such as age, marital status, education level, and years of work experience create meaningful differences in both individual–organisation fit and job satisfaction. Specifically, the results showed that employees’ perceptions of fit and satisfaction increased with age and work experience, suggesting that mature and experienced employees are more likely to feel aligned with their organisations and satisfied in their roles.
It was also determined that female and married employees reported higher levels of individual–organisation fit and job satisfaction than their male and single counterparts. Additionally, an increase in educational attainment was found to be associated with higher levels of perceived organisational fit and satisfaction, underlining the influence of education on work attitudes and alignment. These findings highlight the critical role of individual–organisation fit in shaping employees’ job satisfaction and point to its broader influence on other organisational outcomes such as employee commitment, motivation, and performance. The results suggest that when employees feel that their values, beliefs, and work styles align with those of their organisation, they are more likely to experience both internal and external aspects of job satisfaction. In light of these insights, it is recommended that human resources policies and practices be designed to actively support and strengthen the alignment between individual characteristics and organisational culture. Recruitment, onboarding, and employee development practices should focus on selecting, integrating, and retaining employees whose personal attributes and goals resonate with the organisational environment. Doing so can foster a positive work climate, increase job satisfaction, and ultimately contribute to organisational success and sustainability.
THE EFFECT OF ORGANIZATIONAL ALIENATION ON ORGANIZATIONAL CLIMATE Müttalip FARUKCAN, Niyazi ERİŞKEN, Azmiye YINAL
Abstract:
This study examines the effect of employees’ levels of organizational alienation on their perceptions of organizational climate. The research was conducted using a quantitative method with a stratified sampling approach and included 362 participants working in various sectors in the Turkish Republic of Northern Cyprus. The data were collected through a three-part questionnaire comprising demographic information as well as Organizational Climate and Organizational Alienation scales. The results indicate that women perceive the organizational climate more positively than men. Perceptions of organizational climate also improve with increasing age and education level. Managers’ perceptions of the organizational climate are higher than those of non-managerial employees, and this perception becomes more positive as tenure within the organization increases. Regarding organizational alienation, men reported higher levels of alienation than women; however, alienation decreases with increasing age and education level. No significant differences were found in alienation levels with respect to position or length of service. A significant negative relationship was identified between organizational climate and organizational alienation. Regression analysis revealed that organizational alienation has a negative effect on climate perception, and the model explained 31% of the variance.
THE EFFECTS OF ARTIFICIAL INTELLIGENCE ON DIGITAL MARKETING AND SERVICE QUALITY: A STUDY ON THE AVIATION INDUSTRY Fatih AKKUÅž, Azmiye YINAL
Abstract:
This study was conducted with quantitative research method to examine the general attitudes of employees working in the aviation sector in the Turkish Republic of Northern Cyprus (TRNC) towards artificial intelligence in digital marketing activities and their perceptions regarding the use of artificial intelligence for service quality. While the population of the research consists of employees in the TRNC aviation sector, the sample size was determined as 311 people in line with the calculations made. A structured questionnaire form was used as a data collection tool and the form was composed of four main sections based on the study developed by Çakır and Nacar (2024).
The findings of the study reveal that digital marketing behaviors show significant differences according to demographic variables such as age, length of service and job title. Younger respondents use digital marketing tools more intensively, while experienced employees use these tools more consciously and strategically. In addition, individuals who have direct contact with customers or are in management positions are more likely to engage in digital marketing activities. Significant differences were found in terms of general attitude towards artificial intelligence based on gender and education level. While women have a more positive attitude towards artificial intelligence, individuals with master's and doctoral degrees exhibited higher attitude scores. However, no significant difference was found in terms of variables such as age, seniority and field of study. In the evaluations regarding the use of artificial intelligence within the scope of service quality, it was determined that the participants generally showed similar attitudes according to their demographic characteristics. Although the average scores of women were higher in the efficiency dimension, this difference was not statistically significant. Correlation and regression analyses show that positive attitudes towards AI strongly and significantly affect both digital marketing behaviors and perceptions of service quality. These results suggest that artificial intelligence should be considered not only as a technological but also as a strategic element in the digital transformation processes of organizations.
THE IMPACT OF MARKETING INFORMATION SYSTEMS ON MARKETING DECISIONS Cuma ÖNAY, Azmiye YINAL, Burak DEMİR
Abstract:
The purpose of this study is to determine the level of use of marketing information systems in TRNC enterprises and to examine their impact on marketing decisions. Relational survey model was used in the study conducted with quantitative research method. Data were collected from 323 business representatives who agreed to participate in the study. The measurement tool was developed based on Ä°nce's (2023) doctoral thesis and structured by the researcher. The data were analysed with SPSS 26.0 software and descriptive statistics, correlation and regression analyses were applied.
As a result of the analyses, it was seen that structural variables such as type of enterprise, number of employees and duration of activity created significant differences in the level of use of marketing information systems. Especially joint stock companies, enterprises with more employees and enterprises that have been operating for a long time have been found to use information systems more effectively and extensively. When analysed at the level of sub-dimensions, significant differences were observed in the use of business records, information systems, marketing research and decision support systems. In addition, significant and positive relationships were found between marketing information systems and marketing decisions, and it was understood that the systems support decision-making processes and contribute to information-based decision-making. Regression analysis also reinforces these findings and reveals that decision support systems provide strong and significant contributions to the decision-making process.
THE IMPACT OF ORGANIZATIONAL CHANGE ON ORGANIZATIONAL CREATIVITY Kerime ÖNCÜLER, Azmiye YINAL
Abstract:
This study aims to examine the relationship between organizational change and organizational creativity among employees working in the private sector in the Turkish Republic of Northern Cyprus (TRNC). The research was designed using a quantitative research method. The study population consisted of private sector employees across various industries operating in the TRNC. In line with the study’s objectives, data were collected from a total of 325 participants using an online survey form. The Organizational Change Perception Scale and the Organizational Creativity Scale were employed as data collection tools. The data obtained were analyzed using the SPSS statistical software package. The findings of the study revealed important insights into the relationship between employees’ perceptions of organizational change and their levels of creativity, as well as how these perceptions vary according to individual demographic factors. The results showed that female employees generally hold a more positive attitude toward change and demonstrate higher perceptions of change at cognitive, emotional, and behavioral levels compared to their male counterparts. Women were also found to score higher in organizational creativity.
Age was another significant factor: middle-aged employees reported higher engagement in organizational change processes, while younger employees demonstrated stronger perceptions of individual and social creativity. These findings suggest that age plays an influential role in both adaptability to change and creative potential within the workplace. Correlation analyses revealed that the cognitive dimension of organizational change perception significantly influences individual creativity, the affective dimension significantly impacts managerial creativity, and the behavioral dimension is strongly associated with social creativity. These results indicate that how employees perceive and respond to change at cognitive, emotional, and behavioral levels contributes directly to the development of creativity in different domains within organizations. Overall, this research highlights the critical role of effectively managing organizational change in fostering creativity at the individual, managerial, and social levels. The results emphasize the need for leaders and managers to develop change strategies that consider employees’ perceptions and support their creative potential.
