Management of reverse logistics processes with Microsoft Dynamics NAV

Abstract Appropriate management of waste streams is a very important part of business operations as it is reflected in the reduction in the flow and use of materials. It also minimizes negative impact on the environment. The article discusses the capabilities of Microsoft Dynamics NAV in the management of reverse logistics processes. We also developed a system supporting reverse logistics as a module for Microsoft Dynamics NAV. It automatically counts waste dividing them into appropriate groups. At the time of writing there was no direct support for waste management in the Dynamics NAV system.

Introduction
Industrial production and sales are associated with generation of waste and returns. Waste management is the collection, processing, disposal of unwanted materials generated in production and consumption processes. It aims to reduce the negative impact of waste on health, environment and aesthetics. Returns management consists in minimizing the cost of doing business and maximizing satisfaction of customers and business partners. Problems associated with waste management are becoming more common for logistics processes, which contributed to the emergence of reverse logistics. Reverse logistics is significantly different from the logistics understood in the traditional way; different primarily in terms of the direction of flow of goods and their destination. Reverse logistics is often pushed into the background. However, more and more enterprises are highlighting the benefits of reverse logistics.
Initially, the term reverse logistics was used in relation to the role of logistics in the recovery, disposal and management of hazardous materials; broader view also recognizes all aspects of logistics activities carried out to reduce the consumption of resources, recovery, search for substitutes, re-using materials and recycling (STOCK J.R. 1992). Relying on the definition proposed by Szołtysek and Twaróg, reverse logistics is shaping the flows of waste and related information from the place of their origin to their place of management, involving the recovery of value (through re-use, recycling or reclaiming) or to the proper disposal or longterm storage to economizing the environment (SZOŁTYSEK J., TWARÓG S. 2017). Regardless of the used term for environmentally oriented logistics concept, it emphasizes the need to reduce the negative impact of economic activity on the environment. Objectives and tasks of reverse logistics are focused on waste, which, after appropriate processing may return to the logistics system as a valuable products or recyclable materials. The main objective is to reduce waste generation, in particular, those that end up in landfills. Increasingly, attention is being drawn to the limited capacity of the environment. The aim should be to maximize the amount of recyclable materials in production and consumption, which will reduce the amount of raw materials consumed (GRABARA J., ET AL. 2014). Owing to lengthening product life cycle, which is cost-effective and pro-environmental, reverse logistics promotes another usage of resources (GRABARA J. 2013). Moreover, the minimization of costs related to the acquisition of secondary raw materials have to be taken into account and they must be put back into the economic system. Sometimes the energy and material circulation is so large that the re-use of the product or part becomes unprofitable. Therefore, optimization of the reverse flow should include both pro-environmental goals, as well as economical. One way to control waste management is to monitor the flow of materials. It allows the detection of various irregularities in the creation and accumulation of waste.
For several years, the information revolution could be witnessed. The introduction of new information technologies and the effective use of human resources play a key role in the functioning of enterprises. One of them are ERP (Enterprise Resource Planning) systems, used for collecting, storing, managing and interpreting data from all areas of business operations with a set of subsystems integrated with each other. The data come from common sources, usually from relational database management systems (MESJASZ-LECH A. 2014). The key benefits of the ERP systems implementation is to improve the organization of the company's activities, information flow, facilitate the data entry and access, increase data security, effective management of sales and production planning, tracking and analysis of business processes and cash flows. The activities of all departments are synchronized with one another, and the data is stored in a single, integrated system. An important feature of ERP systems is the ability to flexibly adapt to the requirements and specific of companies. They may be extended with additional modules or new functions to existing modules. Therefore, the scale of the use of these systems is becoming wider.
In the context of reverse logistics it is worth to mention advantages such as easy control of inventory, monitoring purchases of materials, the ability to reduce the cost of storing inventory, production and operating costs, improve the timeliness of deliveries. In addition, the implementation of the ERP system clearly defines the division of power and responsibilities of employees. All of these factors significantly affect the profit maximization of the company. In 2014 twenty percent of companies implemented ERP or CRM systems on a regular bases (SROKA M. 2015). In 2015 the percentage of companies using ERP systems was 20.9%. Depending on the size of a business, these indicators are as follows: the highest percentage is found in large enterprises -83.2%, medium size -46.5% and in small ones -14.2% (GUS, 2017). In each of these classes there was an increased implementation of ERP systems in comparison with the previous year. However, the number of enterprises using ERP systems in Poland in comparison with other EU countries remains low.
The functions of reverse logistics are rarely implemented in computer systems. To effectively manage waste streams in the enterprise, they must be adequately controlled. One way to control waste management in the context of reverse logistics is to monitor the flow of materials. This allows the detection of various irregularities in the creation and accumulation of waste. In the absence of solutions in the field of reverse logistics, monitoring, and, thus, the management of waste streams, it is very difficult. This article is an attempt to create solutions to support reverse logistics. For this purpose, we implemented reverse logistics module to the existing ERP system to enable the monitoring of waste streams in the enterprise.
Microsoft Dynamics NAV (formerly known as Navision) is a product existing more than two decades. Microsoft Dynamics NAV has been implemented in more than 117 000 companies in over 42 countries (MICROSOFT DYNAMICS NAV, 2017). It allows to handle common ERP systems tasks. Moreover, it is customizable by authorized Microsoft partners to meet the needs of the company and the requirements of the industry. All modules of the system, associated with the different areas of business (financial management, sales and marketing, purchasing, warehouse, resource planning, manufacturing, service management, human resources, administration), use the common database, which forms the core of the system. Microsoft Dynamics NAV offers a complete service of production, but does not support all industries. It is estimated that the standard package provides about 80% of common needs of the industry, while the remaining 20% has to be developed by business application programmers. Some industries have close to 100% fit out of the box, while others require the creation of up to 80% of functionality (BRUMMEL M. 2010).
A certain functionality associated with returns and reverse logistics is already built into the Dynamics NAV system. It allows to increase customer satisfaction and optimize the flow of production sale streams by managing repairs, returns, inventory and receiving compensation. It includes the issuance of item replacement, control of returned goods, sending returns for repair, adjustment of balances, adjustment of the inventory and accounting costs associated with handling returns. Many employees of different departments may be involved in these activities. As the costs associated with returns are usually high, their optimization is important. It is supported in Dynamics NAV by quick response to return requests, flexibility to perform multiple actions at the same time, monitoring of documents related to the process of return, handling the entire flow of return, including the generation of documents. In the case of returns handled by customers, the system allows to record compensation arrangements, issue of substitute goods, price reduction, giving out repaired goods and to be repaired, answers to queries. In the case of returns to vendors, the system allows to determine the compensation issue inventory, create purchase orders relating to trade in goods.
One way to control waste management is to monitor the flow of materials. This allows to detect various irregularities in the creation and accumulation of waste. In addition, companies are obliged to monitor and report on waste in accordance with the classification (  As aforementioned, Microsoft Dynamics NAV does not support directly waste management, thus in the paper we propose in the next section a novel module for Dynamics NAV system that helps to manage waste streams and aggregates them in groups according to the regulations.

Waste Monitoring System
Dynamics NAV provides support for production with the ability to define bills of materials (BOMs), routings, to create production orders and forecasts, material requirements, subcontracting and workloads. Creating new features of Microsoft Dynamics NAV is carried out in a C/SIDE (Client/Server Integrated Development Environment) with the C/AL programming language. The most important object is BOM that defines the list of materials needed for manufacturing and materials management is done using the route. New functions are created by tables in the database, which is usually handled by Microsoft SQL Server. Next, the function code is created with the necessary forms.
While many issues related to the production are predefined in Dynamics NAV, monitoring of the waste had to be added to the system. For this purpose, a database table called "WasteTypes" was defined, containing a catalog of waste (DZ.U. 2001 NO. 112, ITEM. 1206).
In order to count the amount of waste of each type, WasteQuantity table was defined (Fig. 1) and the primary key was established.
It is a field which values cannot duplicate in a table. the primary key in the table WasteQuantity on the field Item No. and the foreign key field is WasteQuantity from the table WasteTypes were set.
Database is logically consistent set of related data (ELMASRI R., NAVATHE S. 2015). In the paper only relational databases are considered where data are stored in the form of two-dimensional relations (Tables). Records are stored in tables in any order, and are identified by one or more columns forming a unique primary key. In order to create alogical connections between tables, relationships are used.
If the records in one table have logical connections with in other tables realized by fields being their counterparts (e.g. the type of waste in the table "WasteTypes" and the type of waste in the table "WasteQuantity"), then by using primary and foreign keys create relationships between tables can be created. The primary key in the table "WasteTypes" is a foreign key in the table "WasteQuantity". Unique identification of records eliminates random errors. With relationships we can simultaneously process data from different tables. There are three types of relationships; one-to-one (each record in Table 1 can be matched to only one record in Table 2), one-to-many (a record in Table 1 can be matched to multiple records in Table 2, but a record in the Table 2 may have only one corresponding record in Table 1) and many-tomany (one record in Table 1 may have many matching records in Table 2 and vice versa). Tables "WasteTypes" and "WasteQuantity" were connected with each other by one-tomany relationship. One record from the table "WasteTypes" can have many matched records from the table "WasteQuantity" and record in the table "WasteQuantity" can have only one matched record in table "WasteTypes". When creating relationships, referential integrity is set to be observed when adding or deleting records in the tables. As a result, it is not allowed to enter other types of data than are defined for a field, or to leave blank space in the field with the primary key. (BEYNON-DAVIES P. 2000) To convert waste we defined functions in C/AL called CountWaste (Fig. 2). As a result, waste is automatically aggregated within this category. The procedure CountWaste is defined inside the Navision NAV table named WasteQuantity that stores information about waste in the company. The filter of the table for the relevant waste codes is set by using setRange function of the C/AL language. If the FindFirst function finds the record in a table of the searched type of waste, the amount of the current record is added to the variable. Loop retrieving waste at the table works until it reaches the last record in a filtered set of records. The flexibility of Microsoft Dynamics NAV is one of the main advantages of this system. Almost always there is the possibility of adding functionality to meet the demands of the enterprise. In this article, features supporting business processes of reverse logistics were added. By implementing the appropriate code and creating new tables, users can perform operations associated with production waste. The newly added functions of the system enable accurate monitoring of generated waste. These waste amounts are immediately assigned to a group, in accordance with Regulation of the Minister of the Environment, Natural Resources and Forestry, which enables rapid and efficient reporting.

Summary and conclusion
Companies are constantly looking for ways to increase profits, customer satisfaction, and gain advantage in the environment. Profit maximization requires the management of the flow of the product and the logistics of feedback from the very beginning. Waste management in medium and large enterprises is usually a very complex process consisting of personnel, storage, containers, vehicles, etc. ERP systems can provide a good basis for logistics management feedback, but achieving the maximum of their capabilities requires to design a system specifically for the given supply and production chain. Microsoft Dynamics NAV is a very efficient and flexible solution to handle every aspect of reverse logistics by adding appropriate functionality. The system is based on mutually related modules whose scope intermingle. An important element of the system is its integration with other business applications. The article describes the use of a system to manage the elements of reverse logistics and is an example of the creation of a new function counting categories of waste for the purposes of statutory reporting.
Application of the developed module that supports an area of reverse logistics provides many benefits to a company. By implementing the appropriate code, creating new tables and functions users can perform operations associated with production waste. By defining the types of waste in the manufacturing BOM, we achieve automatic identification of data concerning waste generated in the production process. Data related to waste management is updated in real time. This allows full monitoring of waste, which greatly facilitates their control. Since the presented module automatically generates the waste database, managers can perform analyses to properly manage waste produced in the enterprise. These analyses can be performed on both the current data and the historical data stored in the database. The required statutory reporting is also performed automatically, because the same system classifies waste belonging to a group defined in the Regulation of the Minister of the Environment of 9 December 2014. on waste list. This allows to save time and avoid errors in the report. To date, usually obligatory reports of waste were created by hand, which takes time and is prone to errors.


The Impact of the Service Innovativeness on Perceived Overall Service Quality, Customer Loyalty and Perceived Customer Value in Shopping Sites

Associated with the change of life style, due to reasons such as time constraints, information access, and alternatives comparison easiness, consumers prefer directed shopping on the internet. Shopping is done along with the initiation by the internet, in the scope of study such as web site service innovativeness, perceived overall service quality, customer loyalty, and perceived customer value. What are the effects of service innovativeness on perceived overall service quality, customer loyalty and perceived customer value? In order to answer this question, theoretical and empirical research is structured. From a holistic point of view the results suggest the positive effect of service innovativeness on perceived overall service quality, customer loyalty, and perceived customer value. Website service innovativeness influences behavioural intentions such as perceived overall service quality, customer loyalty, and perceived customer value. Following the examination of the results, the present article discussed the implications for practice and future research.

Introduction
There has been a remarkable growth in business to consumer electronic commerce since the commercialization of the Internet in early 1990s (Ranganathan & Ganapathy, 2002). Purchasing activities on the internet have an important effect on the purchasing behavior of the customers due to changes in the internet technology. Yoo & Donthu (2001) defined shopping sites used on the Internet as places where consumers can spend time, evaluate goods and services, place orders, and buy goods or services. Shopping from shopping sites is classified as a service. Recently, as the service-based economy has become dominant, the service delivery process is also becoming important (McDonald, De Chernatony, & Harris, 2001). In this sense, in services, innovation is essential to the survival of firms, especially in competitive environments (Agarwal, Erramili, & Dev, 2003).
There are limited study about service innovativeness in the literature (Carmona-Lavado, Cuevas-Rodríguez, & Cabello-Medina, 2013;Lee, Ginn, Naylor, 2009;Liu, 2013;Zolfagharian & Paswan, 2009). Website innovativeness is a new concept to marketing discipline. There is only one study about website service innovativeness (O'Cass & Carlson, 2012). This study is aimed to contribute to the literature to examine the website service innovativeness. Following this, perceived overall service quality, customer loyalty, and perceived customer value are factors that are frequently examined in marketing literature. However, no empirical study to date has investigated these constructs in a single framework including the website service innovativeness. The purpose of this study is to measure the relationships between the website service innovativeness and perceived overall service quality, customer loyalty, and perceived customer value. The present study examined the website innovativeness in the context of shaping consumer behavior. Moreover, this study seeks to contribute to the internet marketing literature by examining the impact of website service innovativeness on perceived overall service quality, customer loyalty, and perceived customer value.

Service Innovativeness
The prevalent advantage of market-creating innovations includes saving customers' time and effort. For example, in product categories, regard and examine the microwave oven, the videocassette recorder and the cellular telephone; for services, the bank ATM, the online bookstore and the Internet search engine (Berry et al., 2006). Innovation is more of a strategic obligation than an option especially for service firms (Zolfagharian & Paswan, 2009). Service innovations differ from goods innovations in important ways and they are less tangible and testable. Therefore, perceived risks are more difficult to protect with patents; in addition, they are more difficult for firms to scale and store and hard for customers to return (Dotzel, Shankar, & Berrt, 2013).
The innovation procedure has been stated for fundamental, incremental, truly new, disconnected, and fake innovations, as well as for architectural, modular, improving, and historical innovations (Garcia & Calantone, 2002). Customers confront increased risk with innovations because they have to evaluate an unfamiliar core benefit and cannot control or observe when or how the benefit is produced (Berry et al., 2006). E-innovations are new services that provide customer benefits primarily through the Internet (Dotzel et al., 2013).
Innovativeness is domain specific; that is, consumers tend to be innovators for specific product categories. It is thought that innovators are not only opinion leaders, they are also well informed about the new products, more involved in product classification, are more open to media, and tend to be more important users of the product category (Goldsmith & Newell, 1997). Garcia & Calantone (2002) describe innovativeness as "a measure of the possible interruption that a product (process or service) can create in marketing and technological processes". From a macro viewpoint, "innovativeness" is a new idea capacity to form a paradigm shift in science, technology or market structure in an industry. From a micro viewpoint, "innovativeness" is a new innovation capacity to impact the company's existing marketing resources, technological resources, skills, knowledge or strategy. Garcia & Calantone (2002) separate product innovation from product innovativeness, indicating that product innovation shows a connection with the process through which an invention stands as a marketable product, whereas product innovativeness refers to the degree to which innovated, marketable products are new to the market. Service innovativeness has a positive effect on innovation success (Carmano-Lavoda et al., 2013). Garcia & Calantone (2002) emphasize that a research on innovativeness can be carried out from one of its three levels, namely world, industry-market or firm.
Service innovativeness is a concept that captures service innovation at a macro level with regards to the market, which is more suitable to explain innovation performance (Carmano-Lavoda et al., 2013). Service innovativeness noticeably affect customers' behaviours as well as behaviours of competing companies (Berry et al., 2006). Furthermore, service innovativeness has been seen as a major success factor in being able to differentiate a new service from its competing offerings (Cheng, Shiu, & Dawson, 2014). O'Cass & Carlson (2012) conceptualized website-service innovativeness in their study. Consumer perceptions of website-service innovativeness are not only relevant to aspects of uniqueness with its features, functionality, and usefulness (i.e., service processes), they are also reflections of the retailers brand and its meaning to consumers. The exogenous variable is the website service innovativeness in this study. It is also possible to describe it as the main variable. The impact of website service innovativeness on customers' behaviors has been investigated from customer perspective.

Perceived Overall Service Quality
Perceived quality can be defined as the consumers' judgment about a products' overall excellence or superiority (Zeithaml, 1988). According to Parasuraman, Zeithaml, and Malhotra (2005), perceived service quality is defined as the experience gained from the interactions between companies and customers. According to Zeithaml, Parasuraman, and Malhotra (2002), services continue both during the purchase and after the sale.
The basis of service quality is the need to the maintenance of service objectives in connection with customer expectations (Hernon & Nitecki, 2001). In this respect, quality perception of customers is the critical determinant of shopping behavior and product choice (Zeithaml, 1988). If the perceived service quality is favorable to the user, overall satisfaction of the users, the willingness to suggest the system to others, and the tendency to buy or repurchase will trigger (Zeithaml, 2000). Likewise, the high quality of service as perceived by customers often leads to favorable behavioral intentions while low quality of service cause negative behavioral intentions (Udo, Bagchi, & Kirs, 2010). Indeed, the perceived service quality directly effects the buying and selling tendencies of the customers (Boulding, Kalra, Staelin, & Zeithaml, 1993).
Website facilitates efficient and effective shopping, purchasing, and delivery of goods and services (Zeithaml et al. 2002). If customers can not access the requested information from website, can not perform the requested transactions, can not deliver product or service on time Electronic copy available at: https://ssrn.com/abstract=3345481 or feel lack of communication between parties, they reduce the perceived quality of the website (Parasuraman et al., 2005). In this study, perceived overall service quality is considered as one of the endogenous variables. Dick & Basu (1994) stated that customer loyalty can be viewed as the relationship between an individual's relative attitude and repeat patronage. Besides, companies need to maintain customer loyalty in order to survive (Reichheld & Schefter, 2000). In other words, ensuring customer loyalty is significantly a factor toward long-term survival (Dick & Basu, 1994) and it affects the existence and development of the companies (Fornell, 1992).

Customer Loyalty
Due to the importance of loyalty in the electronic commerce, there is a growing interest in the business forums and in the academic community (Casalo´, Flavián, & Guinalíu, 2008). According to Anderson & Srinivasan (2003), e-loyalty is described as the positive attitude of the customer towards an electronic business and thus, re-buying behavior is achieved. For Cyr (2008), e-loyalty intends to consider purchasing from a website in the future and with the intention of visiting or using a website in the future.
Toufaily, Ricard and Perrien (2013) argue that the concept of online loyalty expands the traditional loyalty notion to the consumer's online behavior. Customer loyalty is one of the most important basis assets of a company. The company develops a mutual benefit relationship with its customers by creating and maintaining customer loyalty (Pan, Sheng, & Xie, 2012). In the consumer marketing community, customer loyalty has long been considered as a notable object (Reichheld & Schefter, 2000). Likewise, customer loyalty is considered as one of the endogenous variables in this study. Zeithaml (1988) defined that perceived value generally assesses consumers' use of a product based on the perception of what is received and what is given. In marketing, value is often defined from the perspective of the consumer. Similarly, the most common definition of value in the marketing literature is as a ratio of total benefits, received to total sacrifices (Patterson, Johnson, & Spreng, 1997). In other words, Sirdeshmukh, Simgh and Sabol (2002) explain value as the customer's understanding of the benefits substracting the value of preserving an ongoing relationship with a service provider.

Perceived Customer Value
According to Woodruff (1997), customer value refers to assessing the customer's perceived preference and ranking the product characteristics, feature performances, and the consequences of the outcomes that lead to the attainment of customer goals. Huang & Zhang (2008) define customer value as the functionality and replaceability of a particular product brand.
A customer will choose the competing product that offers the best value, meaning the best combination of benefits and price (Keeney, 1999). In this respect, perceived value is important in shaping the behavior of the customers. Perceived customer value is considered as one of the endogenous variables in this study.

The Study
This paper focuses on the website service innovativeness, perceived overall site quality, customer loyalty, and perceived customer value. Moreover, the current study is a review of the structural model to test the hypotheses. Figure 1 summarizes the proposed model and the hypotheses that have been formulated.

Research Hypotheses
Service quality deals with the interaction between customers and service providers (Hernon & Nitecki, 2001). According to Agrawal, Shah, and Wadhwa (2007), the impact of the web site quality in the formation of the perceived overall service quality is very important in the trade made in the electronic media. Goldsmith (2002) expressed the results that global innovativeness, involvement with the Internet, and Internet innovativeness all play a role in explaining online shopping and shopping intentions. In this respect, O'Cass and Carlson (2012) stated that website service innovativeness is positively related to perceived overall site quality. Thus, the following hypothesis is proposed in the current study: H 1 : Website service innovativeness has a direct and positive influence on perceived overall site quality.
Customer loyalty is one major driver of success in e-commerce (Reichheld & Schefter, 2000). Following this, the growth and advent of Business to Consumer (B2C) e-commerce has increased the importance of creating a loyal visitor base to an e-commerce website (Gommans, Krishnan, & Scheffold, 2001). Goldsmith (2002) has found similar relationships between innovativeness and online customer behaviour. The positive perception of the innovation of the website service in the interaction process between the consumer and the retailer's website affects the re-viewing of the website, reduced probability of switching behavior, and the intention to buy (O'Cass & Carlson, 2012). These are tackled the context of loyalty in the marketing literature. Garcia & Calantone's (2002) define innovativeness as the tendency to develop new products. According to Berry et al. (2006) Electronic copy available at: https://ssrn.com/abstract=3345481 H 2 : Website service innovativeness has a direct and positive influence on customer loyalty. In recent years, providing impressive online experiences through websites has been a major issue in improving the response and results of positive consumer behaviour in the internet environment (O'Cass & Carlson, 2010). Customer value is considered fundamental for all marketing activities (Yang & Peterson, 2004); but, little research has addressed customer value construct. There hasn't been found study about impact of website service innovativeness on perceived customer value in the literature. However, it is thought that this effect exists. Thus, the following hypothesis is proposed in current study: H 3 : Website service innovativeness has a direct and positive influence on perceived customer value. These hypotheses focus on the interrelationships between website service innovativeness and perceived overall site quality, customer loyalty, and perceived customer value. Since there is no study in the marketing literature in this direction, this study was intended to be done.

Method
This study was conducted in Turkey and face to face survey method was used to collect the data which was gathered from 450 undergraduate students. They were selected via a convenience sampling method. Student consumers are an appropriate sample for study because of being the young consumers who are predominantly engaged in online purchasing and also discovering market opportunities. The questionnaire consists of two parts. The first section of the questionnaire contained demographic questions asking respondents to report their sex. In the second section, there were statements about the factors to be measured. This section measured the respondent's perception of each construct in the proposed model within the study.
The questionnaire used in this study was designed according to related literatures. The variables in the study were measured using established scales from literature and these were adapted to the context of the study. Initially, website service innovativeness was measured by O'Cass and Carlson (2012) which included three items. Perceived overall site quality was measured by four items scale adapted from Yoo & Donthu (2001). Customer loyalty was measured by O'Cass and Carlson (2012) which included three items. Lastly, perceived customer value was measured using three items adapted from Kim & Niehm (2009). All items were measured on five-point Likert-type scales indicating (5) strongly disagree to (1) strongly agree.
In order to test the proposed model, firstly, Explanatory Factor Analysis (EFA) was conducted to investigate factor structures of the items, and the Kaiser-Meyer-Olkin (KMO) sample sufficiency and the Bartlett's Test of Sphericity was performed. Then, the reliability of each factor was estimated by computing its Cronbach's Alpha Coefficient. After EFA, Confirmatory Factor Analysis (CFA) was performed. Moreover, convergent validity, discriminant validity for construct validity, and composite reliability were calculated. Subsequently, hypotheses were tested by structural equation modeling within the research model proposed in the study. AMOS was used to create the covariance-based structural equation model (SEM). IBM SPSS 21.0 and AMOS 21.0 statistical package programs were used in the analyzes.

Results
According to the gender analysis, 49.6% of the participants were female and 54.4% were male. Then, factor loadings of each item were determined within the factor analysis. Following this, the KMO test that measures the sample adequacy, the Bartlett's Test of Sphericity that measures the adequacy of the correlations in the correlation matrix, varimax rotation, and the variance ratios explained by each factor were analyzed. For EFA, eigenvalue greater than 1 was used (Kaiser, 1958). As shown in Table 1, eigenvalues above 1.0 were acquired in the analyses. Hair, Black, Babin, and Anderson (1998) claim that factor loadings of 0.50 or greater than that are considered practically significant. According to this rule, two observed variables, POSQ4 and CL1, were eliminated. Enough factors to meet a specified percentage of variance explained to be usually 60% or higher (Hair et al., 1998). As it is shown in Table 1, variances explained were found to be higher than 60% and they varied between 0.73 and 0.84. According to Hair et al. (1998), the data are valid if the value of KMO is 0.5 or greater. As presented in Table 1, since the value of KMO of the data in current study is between 0.500 and 0.683, it confirms that factor analysis is appropriate. As KMO, the Bartlett's Test of Sphericity was significant.
The Cronbach's Alpha indicator was used to assess the reliability of the scales considering a minimum value of 0.7 (Nunnally, 1978). All of the scales are extreme reliable (Cronbach's Alpha for website service innovativeness scale: 0.81; Cronbach's Alpha for overall site Quality scale: 0.80; Cronbach's Alpha for Customer loyalty scale: 0.81; and Cronbach's Alpha for perceived customer value scale: 0.82). All methods indicated further factor analysis as appropriate. The results that obtained from all these analyzes are significant. All these results are presented in Table 1.   *Correlations were showed between the constructs on the diagonal and correlation was significant at the 0.01 level (two-tailed). ** The bold scores showed the average variance extracted (AVE) of the individual constructs on the diagonal. *** Composite reliabilities (CR) were showed in bracket on the diagonal. Jöreskog (1971) claimed the need to use composite reliability (CR). Composite reliability should be 0.7 or higher to indicate adequate converge or internal consistency (Hair et al., 1998). As shown in Table 2, the composite reliabilities of all constructs were from 0.89 to 0.91 in this study. The results indicated composite reliability of all measures. Construct validity is assessed considering two types of standard including convergent validity and discriminatory validity. For convergent validity, the AVE-scores surpassed the recommended level of 0.50 (Hair et al., 1998). For discriminant validity, square root of each variable's AVE value is greater than the correlation of each dimension with other dimensions (Fornell & Larcker, 1981). The results indicated convergent validity and discriminant validity of all measures. In short, the results were satisfactory. After exploratory factor analysis (EFA), in the next step, confirmatory factor analysis (CFA) was conducted on the measurement model using AMOS software. AMOS software provides a number of model goodness fit indices. The results of the Confirmatory Factor Analysis (CFA) are given in Table 3. Results showed that the standardized regression coefficients for the observed variables, t values (t> 1.96), and p values (p <0.01) were significant. Table 4 shows the generally accepted goodness fit index values in the literature (Schermelleh-Engel et al., 2003) and values were obtained after analysis in this study. These results revealed that only x 2 /sd and RMSEA have acceptable level fit indexesand all the others excess good fit indexes; that is, the proposed measurement model demonstrated good measurement properties. On the basis of these collective findings, it is possible to express the acceptability of the structural model.
In addition, the path diagram of the research model is presented in Figure 2. Electronic copy available at: https://ssrn.com/abstract=3345481 The results of the path analysis indicated that website service innovativeness had significant and positive impact on perceived overall site quality, customer loyalty, and perceived customer value. Table 5 indicates the standardized path coefficients, coefficients of determination (R 2 ) of the latent variables, and hypothesis results. All of the hypotheses were supported at the 0.01 level. As a result, there were found a positive and significant effect of website service innovativeness on perceived overall site quality (β=0.80), customer loyalty (β=0.87), and perceived customer value (β=0.87). The results indicated that perceived overall site quality (R 2 =0.64); customer loyalty (R 2 =0.76), and perceived customer value (R 2 =0.75) could be clearly explained by website service innovativeness. To sum up, based on the above results, H 1 , H 2 , and H 3 were confirmed. Thus, taking all these results into account, it is possible to say that website service innovativeness had significant and positive impact on perceived overall site quality, customer loyalty, and perceived customer value.

Discussion and Conclusion
Services have became increasingly important in economic development. Over the last few years, increasing attention has been given by both researchers and practitioners to how organizations can become innovative. Therefore, innovativeness is an important dimension in the service sector. The current paper contributes to the literature of service innovativeness. The paper adds to the literature by investigating the relationship between service innovativeness and perceived overall service quality, customer loyalty, and perceived customer value from the consumer's viewpoint. The need for conducting the study has been considered due to the lack of empirical studies that analyze service innovativeness, perceived overall service quality, customer loyalty, perceived customer value development in the ecommerce context, and the increasing competitiveness in electronic business. This research provides a holistic and comprehensive approach by measuring the relationship between service innovativeness and perceived overall service quality, customer loyalty, and perceived customer value. Moreover, the current research contributes primarily to the theoretical viewpoints about service innovativeness, perceived overall service quality, customer loyalty, and perceived customer value.
The structural model was empirically tested. The use of structural equation modeling in this investigation suggests a linear relationship between the variables in proposed model. Path analysis exhibited that model fit the data well. Thus, the results showed that H 1 , H 2 , and H 3 are supported. The proposed model was strongly supported by the data collected in Turkey.
The results indicated that service innovativeness content have a significant and positive influence on customers overall service quality, customer loyalty, and value. To sum up, the findings presented that website service innovativeness is an important driver of behavioral intentions. Service innovativeness play a crucial role on perceived overall service quality, customer loyalty, and perceived customer value. To this end, the more managers place importance to website service innovativeness, the more perceived overall service quality, customer loyalty, and perceived customer value will increase. According to the results of this study regarding the context of shopping site, website innovativeness is very important on the formation of customer perceptions. Considering the results, both statistical evidence and theoretical evidence show that innovativeness is notable for sensations of customer in shopping site.
The findings will benefit both practitioners and researchers in developing an understanding of the factors. The findings of this study have several implications for researchers and marketing managers. Some limitations should be addressed: The main limitation of this study is sample and therefore, it may not be generalizable to other populations. In addition, it is possible to enrich the research model by including factors that are effective in service innovativeness.


Confucian Values in Public Organizations: Distinctive Efects of Two Interpersonal Norms on Public Employees’ Work Morale

Much effort has been invested in the research of work-related values in public organizations but little attention is paid to the importance of personal values. We investigate this underexplored domain through the lens of Confucianism and focus on two Confucian values: (i) submission to authority and (ii) male dominance. We expect submission to authority to be a positive predictor of work morale, because it is consistent with the command hierarchy and formal control in bureaucracies. In contrast, male dominance should be a negative predictor as it contradicts equality of opportunity in public organizations. This is noteworthy as personnel practices in public organizations are deemed a role model for business organizations. Statistical findings based on data collected in Taiwan support both hypotheses. We conclude that public personnel practices, especially the hiring process, can benefit from our findings.

INTRODUCTION
I n the literature of public administration, pertaining to the importance of values, much emphasis has been placed on work-related values such as intrinsic and extrinsic values (Lyons, Duxbury, & Higgins, 2006). Indeed, work values have a great impact on work attitude and motivation, but values may also originate from outside of the workplace. Values that individuals demonstrate in the workplace are often learned through socialization prior to entering the organization. However, public administration scholars have neglected this line of research. This study attempts to fill the gap by exploring values in Confucianism, an important system of moral value in East Asia (Frederickson, 2002). As we will address in the following paragraphs, Confucian values, as defined in this study, will interact with contextual factors in the public sector, especially public values and bureaucratic structures, and accordingly, influence public employees' work morale.
The influence of Confucian values on East Asians is profound. Under the influence of Confucianism, East Asians tend to be more obedient, compliant, and people-oriented compared to Westerners who are more autonomous, individualistic, and law-abiding ( Van der Wal & Yang, 2015). Concerning this phenomenon, business administration scholars have initiated research on Asian management (Hofstede, 2007) and Chinese management (Tsui, 2006). Some of them have further contended that the East Asian context is unique enough to hypothesize a distinct management theory (Barney & Zhang, 2009). However, it is only recently that Confucianism appears in public administration literature. For instance, an effort has been made to explore the compatibility of Confucian values and modern democracy (Chan, 2014). Some scholars investigate how various Confucian values (e.g., ren, yi, and li) are related to modern public values, and whether these values differ between the East and the West (L. Yang, 2016;L. Yang & van der Wal, 2014). Others are interested in how Confucian values affect organizational performance (Kim, Park, & Kim, 2016;Moon & Im, 2016). These recent studies signify a turning point in the study of modern public administration, which has been predominantly Anglosphere. The paucity of Confucianism research in modern public administration literature reveals a knowledge gap that urgently needs to be filled. There is a scarcity of research that directly measures the influence of Confucian values. Therefore, in this study, we ask whether public employees' Confucian values affect their work morale. While Confucianism is a concept that comprises multiple political, ethical, and educational values, we are especially interested in (i) submission to authority and (ii) male dominance, two values that concern interpersonal relationships. We acknowledge that other cultures, such as the Islamic culture, also highlight both submission to authority and male dominance, according to Hofstede (1993). In addition, (high) power distance and masculinity, two dimensions in Hofstede's theory of culture, quite resemble submission to authority and male dominance respectively. That is, the two values do not belong exclusively to Confucianism, and Confucianism should not be solely represented by the two values.
However, we argue that both submission to authority and male dominance can adequately convey the essence of Confucianism. First, the two interpersonal values frequently appear in Confucian classics, such as the Book of Rites (Liji), Mencius Selections (Mengzi), and Xunzi Selections (Xunzi). Second, in today's academic literature across disciplines (e.g., psychology, sociology, and generic management), in both Chinese and English, the two values have been selected by scholars as a major part of Chinese people's "traditionality" (Farh, Earley, & Lin, 1997;Lu & Ung, 2006;K.-S. Yang, Yu, & Yeh, 1991). Finally, the two values concern roles in an interpersonal relationship, and the interpersonal relationship is a core element in Confucianism. More precisely, Confucianism singles out three types of relationships that are fundamental to families and societies: the father-son relationship, the husband-wife relationship, and the emperor-minister relationship (i.e., "sangang" in Chinese, meaning the three bonds). These relationships form the basic structure of a society. To ensure social order, these relationships follow a master-follower hierarchy (Hamilton, 1990;Tu, 1998). Values of submission to authority and male dominance stem from such a belief.
Submission to authority and male dominance may share a similar origin, where the male in traditional East Asian families and clans represents authority. Nowadays, the distinction between the two becomes salient, because submission to authority seems to be much more carefully preserved and widely accepted than male dominance. For example, children are still asked to show salutatory respect to authoritative figures like parents and teachers (K.-T. Sung & Kim, 2001). Meanwhile, women rights have greatly improved and male dominance is increasingly seen as an obsolete and even discriminatory value given the emergence of female leaders, such as the current South Korean and Taiwanese presidents, in this region. Does our statistical analysis corroborate this trend (i.e. submission to authority being more carefully preserved than male dominance)? More importantly, how do the two Confucian values influence public employees' work morale? Should we expect different influences because one value is better preserved than the other?
To answer these questions, three outcome variables are chosen. First, like many studies of personnel management, we capture work morale and motivation using job involvement and organizational commitment, two crucial work attitudes (Robbins & Judge, 2017). In addition, we consider public service motivation (PSM), a variable that both measures public employees' motivation at work (Rainey, 2009) and signifies disciplinary identity of public administration (Perry & Hondeghem, 2008). In developing hypotheses, we link these outcome variables to the public sector context such as bureaucratic structures and public values. For example, submission to authority is quite compatible with the centralization of power and hierarchical control in bureaucracy (Olsen, 2006), whereas male dominance may contradict social equity, an important public value (Bozeman, 2007). They may thus lead to different consequences, as we will discuss in the following sections. To test the hypotheses, we examine data collected in Taiwan, a society that has long been under the influence of Confucianism. Theoretically, the findings advance the research on non-work values (more precisely, Confucian values) in public administration. Practically, answers to these questions can benefit public managers in improving personnel practices, especially hiring.

SUBMISSION TO AUTHORITY
Pioneered by Yang, Yu, and Yeh (1991), submission to authority as a traditional Confucian value is frequently addressed in management, psychology, and education when scholars research Chinese traditionalism (Farh, Hackett, & Liang, 2007;Wang, Chu, & Ni, 2010;Wen & Clément, 2003). Figures of authority in a Chinese society, according to Yang et al. (1991), include parents, older brothers in a family, seniors in a clan, organization or community leaders, and political leaders of a nation. Submission to authority, in fact, originates from a more well-known Confucian value: filial piety.
When Confucius first proposed filial piety, it was keenly associated with concepts of reciprocity between parents and children (Sung, 1999). Later, the meaning of filial piety began to change as it acquired authoritarian characteristics. Yeh (2003) indicated: "The authoritarian approach of filial piety was established by social and family organizations in the form of laws, public opinions, and family rules to make sure interaction between family members is smooth and harmonious" (p.75). Under this norm, children must suppress their own desires and comply with parents' wishes, simply to honor their parents' seniority.
In a patriarchal society, compliance to parents can be easily transferred to compliance to authoritative figures in the society such as clan leaders. Clan leaders in the Chinese society have full authoritarian control over all household members. When disagreements arise within a clan, in order to safeguard one another's reputation and protect harmonious "guanxi" (interpersonal relations), people tend to avoid conflicts and request third-party intervention from clan leaders. In social organizations, the mediator tends to be someone who is senior and occupies a higher position (Hwang, 1998). Today, many Chinese people continue to perceive submission to authority as an important virtue that fosters gratitude and stability (Kee, Tsai, & Chen, 2008). They see it as a valuable asset that should be inherited by future generations.

Hypothesis
We are interested in knowing whether submission to authority affects public employees' work morale in different dimensions, namely organizational commitment, job involvement, and PSM. We hypothesize that submission to authority has a direct and positive impact on the three aforementioned variables. This hypothesis is first grounded in the view of personenvironment fit (Spokane, Meir, & Catalano, 2000) or person-organization fit (De Cooman et al., 2009), both of which suggest that positive work attitudes arise when individuals perceive that the environment matches their personal values, needs, and abilities. As mentioned, submission to authority is not an obsolete virtue in East Asia. Children nowadays are expected to learn several forms of respect such as linguistic respect (using respectful language and words), presentational respect (maintaining courteous appearances), and salutatory respect (greeting, often with bows) when interacting with the elderly and figures of authority (K.-T. Sung & Kim, 2001). Paternalistic leadership, defined as a management style that combines strong discipline and authority with fatherly benevolence (Farh & Cheng, 2000, p. 91), is still an important feature in Chinese organizations today (Cheng, Chou, Wu, Huang, & Farh, 2004). Therefore, we have reason to expect that individuals who are submissive to authority, compared to those who have a strong desire for autonomy, should perceive a better personenvironment/organization fit and exhibit more positive work attitudes and motivations. Empirical evidence also shows that this traditional value is positively correlated with organizational commitment (Hui, Lee, & Rousseau, 2004;Zhang, Song, Tsui, & Fu, 2014).
One may also reach the same conclusion by considering the nature of public sector bureaucracy. External control from elected officials, upperlevel agencies, and formal rules, is pervasive in the public sector (Rainey, 2009). Evidence shows that public employees, in general, perceive themselves to experience more red tape and have more ambiguous goals and less autonomy than their business peers. Accordingly, they exhibit poorer organizational commitment and job involvement (Boyne, 2002;Rainey & Bozeman, 2000). Individuals tolerate bureaucratic control to varying extents, and those who are more submissive to authority should demonstrate a higher level of tolerance, perceive less control, and exhibit more positive work attitudes.

MALE DOMINANCE
Generally speaking, attitudes toward gender roles are more conservative in Chinese culture compared to the West (Helgeson, 2012), and Confucianism is often deemed the main cause of male dominance over women (Guisso, 1981;Ko, Haboush, & Piggott, 2003;C. Li, 2000). In Chinese history, Confucianization was a civilizing process that promoted a harmonious social order by transforming morality (Ko et al., 2003). Yet, this Confucian view of civilization has infamously given power to the privileged few, that is, the ruling class dominated by men. Concerning male dominance, Confucian literature has never explicitly stated that women are inferior to men or that feminine roles are less important than masculine ones (Y.-N. Li, 1992). Instead, Confucianism suggests that there is an innate difference between men and women (Guisso, 1981, p. 48). Closely analogous to the distinction and interdependence between yin and yang, in order to achieve harmony in life, both men and women have specific roles to play and these roles complement each other (Lin, 1943). A typical example is that a husband acts as the provider, protector, and leader in the family, whereas the wife follows his instruction to take charge of household affairs and to continue the family line (M. H. Sung, 1981). When familial roles are fulfilled, women would then be praised and respected. Men, on the other hand, do not need such social respect as they are in power.
For centuries, the Confucian conviction of male dominance-as a result of the pursuit of social harmony-has ironically translated into oppressive practice towards women. In a traditional family, the husband could use this doctrine to "turn the wife into a virtual house slave" (C. Li, 2000, p. 5). In the society, there is also pressure for women to be virtuous; these women are known as lieh-nü (lienü) (M. H. Sung, 1981). It is believed that the tradition of liehnü (lienü), coupled with filial piety and other moral principles, builds the basis of the social life of Chinese people. This belief, however, leads to punishment for disobedience. This is particularly evident in ancient China where discriminatory practices like chaste widowhood were institutionalized. Legal and social restrictions were present to offer a model for female behavior. Those who did not fit into the prescribed model would be despised, humiliated, expelled, or even threatened with death.

Hypothesis
Through the process of self-cultivation, Confucianism aims to transform people into noble men and virtuous women, though ironically men rather than women defined the virtues that women ought to embody. For centuries, moral virtues have been cemented as unbreakable social norms that entrap Chinese women for the purpose of maintaining social harmony. Now, however, we are conscious of the influence of male dominance and no longer accept it as natural and unquestionable (Y.-N. Li, 1992). Male dominance is arguably universal but universality does not imply inevitability (Goldberg, 1993). In recent decades, traditional gender roles have been challenged as the world gradually rejects any form of gender inequality or discrimination against women. For instance, since 1995 the United Nations has been advocating the idea of "gender mainstreaming" among its member countries in the hope of promoting gender equality. Confucian teachings might have helped the Chinese establish a well-functioning society for over two millennia but some of those teachings are no longer compatible with values treasured by contemporary society. Thus, the concept of male dominance appears to contradict the value of social equity we all espouse.
In public administration, social equity has long been regarded as the "third pillar," joining economy and efficiency as general principles to which public servants should adhere (Frederickson, 1990). It is said that administrators should contribute to a fairer, more just, more equitable society through the making and implementation of public policy. Over the years, social equity has been applied to many aspects of public administration, such as employment, citizen participation, and service delivery, as well as to discriminatory practices against women. Yet more needs to be done. In order to incorporate gender considerations into public administration, gender equality remains one of the most urgent challenges faced by governments.
Considering the current emphasis on social equity in public administration, if public employees love the work they do, then they will help the government combat any form of injustice, including male dominance. If they are committed to their organizations, then they will strive to achieve gender equality at work because government practices are deemed models for business organizations. If PSM inheres in them (Vandenabeele, 2008), then their altruistic quality will lead them to resent unfair treatment of women, particularly in a male-dominated world. In short, male dominance should be a negative predictor of job involvement, organizational commitment, and PSM as it contradicts social equity, one of the core values of public administration.

Data
To test the hypotheses, we used variables from the Taiwan Government Bureaucratic Survey (TGBS) data. Often considered as a major part of Chinese culture but politically separated from Mainland China, Taiwan employs the system of separation of powers that resembles other democratic presidential systems in the world. The Taiwanese government uses a fourteen-grade public service system, in which Pay Grades 1-5 make up the lowest (Level 1), Pay Grades 6-9 make up the middle (Level 2), and Pay Grades 10-14 make up the highest (Level 3).
Collected in late 2011 and early 2012, the TGBS data was not officially released for public use until 2016. TGBS focused on all Taiwanese central government employees. The population list was provided by the Central Office of Personnel Administration. By definition, the central government does not include the police, army, state-owned enterprises, public hospitals, and public schools. In order to ensure the representativeness of the sample, stratified sampling technique was used to systematically cover (i) three different grade levels and (ii) 34 different central government agencies.
The survey team employed face-to-face interviews to collect data: the survey team phoned to confirm the interview date in advance, delivered the questionnaire to the respondent on the confirmed date, provided assistance when necessary, collected the questionnaire, and put it in a sealed envelope to ensure the anonymity. To ensure the quality of data, the survey team conducted a pilot study with a focus group of 51 public employees working in the Taiwanese central government. According to the result, the survey team revised the questionnaire, including wording. The survey team expected to reach the sample size of 2,000 (607 from Level 1, 1,147 from Level 2, and 246 from Level 3) but at the end of the survey, a sample size of 1273 was achieved, delivering a response rate of 61.85% (see Appendix B). We attribute this satisfactory response rate to the method of face-toface interview. In addition, an after-the-interview gift also partly contributed to respondents' willingness to accept the interview. TGBS determined failure cases to be as follow: (i) the respondent refused to accept interview in the invitation phone call; (ii) there was a change of grade of the respondent; (iii) the respondent was transferred to a new agency; (iv) the respondent was on long-term leave; (v) the research team failed to reach the respondent over the phone after eight attempts.

Variables
The main independent variables, submission to authority and male dominance, were first proposed by Yang (1991) as major components of the Chinese people's traditionality. In the initial design, both concepts were measured with 15 Likert-scale items. The present study adopted the shortened version of Chinese people's traditionality from two more recent studies (Lu, Kao, & Chen, 2006;Lu & Ung, 2006), in which both submission to authority and male dominance were each measured with three Likertscale items (1=strongly disagree; 6=strong agree). Cronbach's α values for the two constructs are .79 and .85 respectively.
There are three outcome variables in the present study: job involvement, organizational commitment, and PSM. First, job involvement captures the extent to which employees are engaged in their jobs (Paullay, Alliger, & Stone-Romero, 1994). Items used to measure job involvement are adopted from an earlier study by Hassan and Rohrbaugh (2011) (Cronbach's α = .81). A few recent studies used similar items (Boardman, Bozeman, & Ponomariov, 2010;Chen, 2012). Second, organizational commitment is the desire to maintain membership in an organization. In public organizations, the primary dimension of commitment is affective commitment (Liou & Nyhan, 1994); that is, people experience positive feelings of identification with the current organization. For this, we extracted three items of affective commitment from the affective commitment scale (Meyer & Allen, 1984;Nyhan, 2000) (Cronbach's α = .81). Finally, regarding the measurement of PSM, we employed the shortened five-item scale created by Alonso and Lewis (2001). It is worth noting that some items were slightly modified during translation so Chinese readers may be more comfortable with the expressions. Cronbach's α value reached .79 for the five items. Please refer to Appendix A for variable measurement.
Because all latent variables mentioned above have been established in literature, confirmative factor analysis (CFA) was performed to assess their construct validity. The result shows that none of the correlations between latent variables were extremely high (.65 the highest), suggesting discriminant validity among these factors. As for convergent validity, path coefficients of the CFA model all exceeded .45, meaning each question item explained over 20% of its corresponding latent variable. Fit indices, i.e., CFI = .950, TLI = .939, SRMR = .047, RMSEA = .053, also rendered support to the use of those variables. Due to the cross-sectional nature of the dataset, common methods variance is a possible concern. In the TGBS data, items of the study variables were placed in different sections of the questionnaire. Podsakoff and colleagues (2003) noted that the separation of the independent and dependent variables can effectively reduce problematic response styles. However, this procedural remedy was not sufficient. Thus, the severity of common method variance was further assessed by adding a common latent factor into the CFA model (Podsakoff, MacKenzie, & Podsakoff, 2012). As a result, all items were related to the common factor in addition to their corresponding factor. These newly added paths were constrained to be equal, because presumably the influence of common methods variance should be constant across the model. We also fixed the value of the common factor in order to estimate path coefficients. The unstandardized coefficient for paths from the common factor was .32, suggesting that the total variance explained by the common factor was only 10%. On the basis of this finding, we concluded that the threat of common method variance in the present research is minimal.
Finally, several variables, including demographics such as age, gender and education (1=high school and lower; 2=college or a professional degree; 3=bachelor's degree; 4=master's degree and higher) were controlled. We also considered a few jobrelated factors that may influence work attitudes and PSM (Boardman et al., 2010;Moynihan & Pandey, 2007): respondents' tenure in the current job, whether respondents had working experience in private and nonprofit organizations, how many times they had changed agencies, and whether they had a managerial position when they participated in the survey.

ANALYTICAL RESULTS
Before testing hypotheses, we present descriptive statistics in Table 1. Survey respondents were, on average,44.82 years old and had worked in the current job for about 5 years. Both male and female civil servants were well represented in the sample, though the proportion of females was slightly higher. The majority of respondents were non-managers and only 24% of them held a managerial position. With respect to work experience, approximately 40% of respondents reported that they had only worked in the public sector. As for our main variables, the sample demonstrated a high degree of job involvement, organizational commitment, and PSM. The level of   submission to authority was also noticeable. The mean for the male dominance scale, on the other hand, was low and below the middle point of the scale (3.5 in a 1-6 Likert scale), suggesting that the global movement for gender equality has transformed the Confucian view of gender roles in Taiwan.
We provide correlation matrix in Table 2. As we can see, submission to authority is positively correlated with male dominance, although the first one is still a dominant value whereas the second one is considered obsolete. In addition, submission to authority is positively correlated with age, but negatively 111 • Chinese Public Administration Review correlated with education. That is, youngsters, especially those who are well educated, are less submissive than their senior peers. Male dominance is positively correlated with older age and the male gender. Indeed, it should not be surprising that older generations who received more traditional education may not highly value gender equality. Men, who may benefit from gender inequality, may have more favorable view on male dominance. Finally, we also notice that age is positively correlated with both submission to authority and male dominance. It may imply that both Confucian values are diminishing, but the speed is faster for male dominance.
In addition, the results of OLS regression revealed that male dominance was significantly, negatively related to all three outcome variables-job involvement (β = -0.116, p = .00), organizational commitment (β = -0.133, p = .00), and PSM (β = -0.110, p = .00). All in all, the main effects showed in Table 3 confirmed our conjecture. As for control variables, age, gender, and a managerial position were statistically significant in all models. Those who were older were inclined to show stronger job involvement, organizational commitment, and PSM. Moreover, these positive work attitudes and motivation were more likely to be found in managers and women. Finally, education positively predicted PSM, but not the other two attitudes. Grade level positively predicted job involvement, but not the other two variables.

SUMMARY
In recent years, Asian scholars have emerged and exerted a growing influence over the development of generic administrative theory. However, a surge in the number of Asian scholars has not yet resulted in the rise of Asian public administration research. To foster meaningful dialogue between the East and the West, we bridge Western theorization with Asian values by testing whether public employees' Confucian values affect their job involvement, organizational commitment, and PSM. Two Confucian values that concern interpersonal relationships, submission to authority and male dominance, are considered in this study. We hypothesize that submission to authority has a direct and positive relationship with job involvement, organizational commitment, and PSM. Concerning the effect of male dominance, we expect this value to be detrimental to work attitudes and PSM because of its innate conflict with the common belief of social equity.
Regression results support these hypotheses. First, submission to authority is a positive predictor of work attitudes and PSM. It has a mean value of 4.05, which is slightly above the middle point. It implies that this Confucian value is still well accepted among Taiwanese, and people who are more submissive to authority are more likely to find a good fit in the public sector. Second, male dominance is a negative predictor with a mean value of 2.28, which is below the middle point. Although Taiwan  submissive to authority and subscribe to the tradition of male dominance. However, a submissive attitude may be accompanied by some side effects. A concept closely related to submission to authority, authoritarian filial piety (Yeh, 2003), can cause children's passive, uncritical, and uncreative orientation toward learning (Ho, 1996). Scholars argue that the "stress on creativity" in Asia can stem from submission to authority as well as authoritarian leadership (Ho & Ho, 2008). In cases where creative thinking is highly valued in organizations, hiring those who are highly submissive to authority may result in a misfit.

LIMITATIONS AND SUGGESTIONS FOR FUTURE RESEARCH
In interpreting the findings, we encourage readers to use caution as TGBS data are cross-sectional. As we addressed earlier, common method variance is an important limitation. Experimental design can be used in the future to improve the quality of research. In addition, the data were collected in 2011. Considering the quick change of Asian societies and traditional values, the newness of data is a potential threat. Scholars interested in Confucian values may consider collecting more recent data for new analysis. Despite these limitations, this study proposes a new approach that allows public administration scholars to understand Confucian values. With a focus on incumbent public employees' work attitudes and PSM in Taiwan, this study leaves many potential topics for future research.
As statistical results show that submission to authority is still prevalent nowadays whereas male dominance is not, the following suggested directions will center on submission to authority.
First, multi-angle dependent variables are desirable in order to obtain a more balanced view on submission to authority. Following the last point in the discussion section, for example, scholars can consider creativity and innovativeness, the measurement of which public management scholars have been trying to improve (Pandey, Pandey, & Miller, 2016). This permits more careful examination of possible tradeoff between high work morale and high creativity. In addition to innovativeness, another pertinent issue is ethical judgment in situations where public values conflict. Public service emphasizes different and sometimes contradictory public values, such as lawfulness, impartiality, obedience and social justice. The prioritization of these values often varies among individuals (Van der Wal, De Graaf, & Lasthuizen, 2008). In cases where administrative orders infringe upon social justice and lawfulness, do people who are highly submissive to authority dare to disobey the orders? The likelihood may not be high (L. Yang, 2016), but when they do, is it due to a personnel system that allows them to challenge the authority (e.g., supervisors not in full charge of performance appraisal)? Designing some vignette questions to solicit the answers is a possible alternative.
Second, instead of studying incumbent public employees, scholars may expand the target of research to include future public employees, especially university students. As we reviewed earlier, individuals who are submissive to authority, compared to others, are more likely to find a good match in government organizations where hierarchical control is more pronounced. Does it imply that submissive students are more inclined to choose government jobs? We have learned from the PSM literature that a prosocial propensity enhances the willingness to accept a public sector job or a public service-related job (Christensen & Wright, 2011;Liu, Hui, Hu, Yang, & Yu, 2011). Does submission to authority also drive students to seek a public service career? Compared to PSM, does submission to authority play a more crucial role in job selection?
Finally, while this study examines a single Asian country, future research can compare the effects of submission to authority across the borders, especially between the East and the West. Does submission to authority also exist without the presence of Confucianism as a societal culture? The answer seems positive. Submission to authority can be found in the Western society as well (Kemmelmeier et al., 2003), albeit to a smaller extent as compared to the East. It is because the root of compliance in the West is not societal culture such as Confucianism but instead religiousness (Van Cappellen, Corneille, Cols, & Saroglou, 2011). In this situation, should we expect the same level of submission to authority among public employees in the West? Should we expect the two forms of submission to authority, grounded in different philosophical thinking, to lead to similar consequences such as organizational commitment, job involvement, and PSM? To answer these questions, we would need another research journey.

CONCLUSION
In this study, we investigate two predictors of work morale through the lens of Confucianism. It is postulated that submission to authority is a positive predictor of work morale because it is consistent with the command hierarchy and formal control in bureaucracies. In contrast, male dominance should be a negative predictor as it contradicts equality of opportunity in public organizations. Statistical findings based on data collected in Taiwan support both hypotheses. However, the findings are not universally applicable because a theory with wide generalizability cannot be isolated from cultural settings. Additionally, we acknowledge the concerns of using cross-sectional data, such as undetermined causal link and the presence of common method variance. We also note that Confucianism is a legacy shared by multiple nations, and the source of data from a single country implies the omission of others. These are limitations that should be addressed in the future. This study is just the beginning of many subsequent steps.


Research of the Evaluation Index System of Green Port Based on Analysis Approach of Attribute Coordinate

. With the coming of low-carbon era the concept of green port becomes more and more important due to the occurrence of abnormal global environmental change. Founded on the previous literatures, the Analysis Approach of Attribute Coordinate is used to analyze evaluation of green port. An index system including three attributes and ten factors is put forwarded. The quantification methods of different indicators are also proposed according to the different property and scoring methods of indicators. The green port evaluation index system can be used to evaluate the port's green operation performance. It is also a good instrument to construct a green port operation for decision makers of port organizations.

Introduction and Literature review
Port is an important infrastructure and strategic resource in the economic and social development. In the low-carbon economy era Green Port development has become the important field of sustainable development in the world transportation today. How to boost port service capabilities, as well as achieve green sustainable development, has important strategic significance for each port. During green port development, science evaluation and policy guidance is the key point.
In recent years, the domestic and foreign scholars have carried out a large number of research on green port evaluation. Stone(1975) [1] studies environmental pollution problems in port construction. Knight(1983) [2] , Brooke(1990) [3] and Peris-Moraa E. etc.(2005) [4] build the evaluation index system of port based on the concept of green and ecological.
Shao etc.(2009) [5] establishes ecological port evaluation index system based on Driver-Pressure-State-Impact-Response (DPSIR) model. Ge(2008) [6] builds a comprehensive evaluation index system of ecological port. Ling(2010) [7] introduces the evaluation index system of green port taking Shanghai port as an example. Essence(2014) [8] analyses factors and performance of green port and put forward an index system including five dimensions and thirteen factors based on Fuzzy AHP model.
Ouyang(2016) [9] discusses the connotation and features of green and low-carbon port and establishes an evaluation index system including four categories of indexes.
However existing studies somewhat have some difficulties in indicator scoring and do not take the experts' psychological preferences and evaluation process into account. The Analysis Approach of Attribute Coordinate can make up for this deficiency. Therefore, this article attempts to construct a green port evaluation index system based on the Analysis Approach of Attribute Coordinate in order to provide research ideas for related research.

Analysis Approach of Attribute Coordinate
According to the Attribute Theory, everything that exists objectively has two kinds of stipulation: quality and quantity. Therefore, the attributes of things also have two characteristic values of quantity and quality. The sensory feature extraction system is a converter that transforms the quantitative characteristics x of sensory attributes () ao into their corresponding quality characteristics ( , ) p x o .The Attribute Theory calls this process Qualitative Mapping(QM). Conversely, it is Converse Qualitative Mapping(CQM) (See as Fig.1). The definition of QM and CQM can be extended from 1 dimension to n dimension. For human assessment and decision making, different decision attributes have different decision weights (or preferences). An evaluation and decision model called Analysis Approach of Attribute Coordinate is proposed [11] . The Analysis Approach of Attribute Coordinate reflects the psychological standard of the decision-maker and the process of evaluating. It considers the evaluation criteria for nonlinear problems. The nonlinear change of judgment criterion is tracked dynamically by human-computer interaction in order to make appropriate evaluation decisions. It is more consistent with the nonlinear characteristics of human decision-making process.
Meanwhile the Analysis Approach of Attribute Coordinate defines a mental weight which is easier to express psychological preference of decision makers. The meaning of mental weight is the score of corresponding decision attributes when total score equals a certain value. The psychological weight is directly linked to the psychological preference of the decision maker, and the distribution is the most reasonable or satisfactory when corresponding to the mental weight of the decision maker.
In recent years the Analysis Approach of Attribute Coordinate is applied to the emergency decision-making evaluation system of college entrance examination [12] , the evaluation of third-party logistics enterprises [13] , the evaluation of Chinese Software Enterprises [14] and the evaluation of bullwhip effect in supply chain [15] .These applications have achieved very good results.

Attribute characteristics of Green Port
Green port means the organic combination of port development and ecological environment protection. Through rational utilization of resources, ports can achieve low energy consumption and low pollution, and achieve harmonious and unified development between people and ports and the environment.
On the one hand, ports need to the scientific integration of existing resources and to ensure the improvement of port development speed; on the other hand, ports also need to pay attention to the quality and efficiency of development, low resource consumption, less environmental pollution, growth advantages and scale effect of the road of sustainable development.
As a systematic concept, green port can deepen its understanding of the three attributes of economy, society and environment (See as Fig.2).

Fig. 2. Three attributes of Green Port
(1) Economic attribute: The economic attribute is the basic index in the evaluation index system of green port, which can fully reflect the economic development level of a port. Green ports also seek an increase in economic returns.The characteristics of port economic benefits can be drawn from the indexes of port GDP, profit and tax ratio, input output ratio, etc.
(2) Society attribute: On the premise of ensuring proper economic development social attribute of port is another important criterion for measuring green ports . The port should be able to play an important role in promoting regional social Economy Sociality Green Port Environment development , promoting the employment of the population in the port area and improving the quality of the population near the port area.
(3) Environment attribute: In essence, the development of green port is resourceefficient and environment-friendly. Resource-efficiency involves conservation of energy, land, coastline and materials, while the environment-friendliness involves objects such as atmosphere, water, sound and ecology.

Evaluation Index System of Green Port
According to the principles of the index system and the objectives of this study, we establish a recursive hierarchy evaluation index system of attribute coordinate. Evaluation index system of green port is set up including target layer, criterion layer and indicator level. At criterion layer we divide green port system into three dimensions which are economic benefit, social efficiency and ecological environment. Each dimension separately includes several specific indicators. In all there are 10 evaluation indicators.
The index system of green port is shown in Table1. Qualified rate of wastewater discharge(u31) Air quality qualification rate in harbor area(u32) Qualified rate of noise pollution in port area(u33) Green degree of port area(u34)

Indicator Quantification Method
In order to carry out the assessment, we must first quantify the 10 indicators of evaluation index system of green port, that means to convert each index value to a standard uniform score. According to Analysis Approach of Attribute Coordinate 100 point system is adopted.
Qualitative indicators are quantified by Converse Qualitative Mapping (CQM).
Let (0) a be an attribute of something (or object).
x is a quantity characteristic  ) is qualitative benchmark (or "degree") of (0) , ( , )) ( , ) ( ) Then some qualitative mappings that can be transformed to the Converse Qualitative Mapping (CQM) can be written.
If the evaluation results are "excellent", "good" and "general", Formula(1) is used to obtain the quantization results.
If the evaluation results are "Inferior", Formula (2) is used to obtain the quantization results.
The quantitative indicators that are percentage are quantified by linear interpolation. If the indicator are positive when the index value is bigger it is the better, Formula (3) is used to obtain the quantization results.
If the indicator are negative when the index value is smaller it is the better,, Formula (4) is used to obtain the quantization results.
The Indicator Property and Quantification Method are shown in Table 2.

Conclusion
Ports play an important role in economic development.The evaluation of green ports is of great significance to the development of the world ports. Based on the Analysis Approach of Attribute Coordinate, economic attributes, social attributes and environmental attributes of green port is deeply analyzed. The evaluation index system of the green port is constructed and the corresponding indicator properties and quantization method are put forward. The index system of green ports can be applied to the objective evaluation of the current situation of the development of green ports, so as to guide and promote the construction and development of green ports all over the world. In the follow-up research, the index system can be used in the evaluation of specific ports, and the practical research can also be improved on the basis of the characteristics of the development trend of green ports.