Ni Zeng, Daniella Ryding, Gianpaolo Vignali and Eleonora Pantano
Few studies have examined technology-enhanced atmospheres for strengthening customer experience and brand engagement in physical store settings. This study builds on the social…
Abstract
Purpose
Few studies have examined technology-enhanced atmospheres for strengthening customer experience and brand engagement in physical store settings. This study builds on the social presence theory to test for the first time the moderating effects of virtual social presence on customer responses, through AR adoption in-store. Our study aims to understand the impact of technology-enhanced in-store atmospherics (TEISAs) with emphasis on AR elements and virtual social presence on customer experience and engagement behaviours (CEBs) in luxury settings.
Design/methodology/approach
Hypotheses are developed and a survey using 566 responses were collected using Qualtrics. T-tests, two-way ANOVA and structural equation modelling were used for analysis of CEBs. Moreover, using PLS-SEM, we test whether virtual social presence moderates this relationship in a cross-country context; Britain and China, two of the largest economies for luxury growth.
Findings
The findings demonstrate that TEISAs have a positive impact on emotion and perceived value, with virtual social presence moderating this relationship. The cross-cultural comparison results show that the impact of TEISAs on emotion and perceived value is stronger for British than for Chinese millennials.
Originality/value
Our model is the first to incorporate technology into various store atmospherics, to employ virtual social presence as a new moderator, and to provide empirical evidence on the effects of AR on customer experience and CEBs in the real-time luxury retail environment. This study is also the first to consider virtual social presence on social media as a moderating variable.
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Aayushi Pandey, Shivani Dhand, Mahender Singh Kaswan, Priyanka Chhibber, Jose Arturo Garza-Reyes and Mehnaz Manzoor
To investigate the transformative impact of soft skills on the career pathways of experts and students in the engineering domain.
Abstract
Purpose
To investigate the transformative impact of soft skills on the career pathways of experts and students in the engineering domain.
Design/methodology/approach
The study adopts a comprehensive approach, combining a review of existing literature with primary data to analyse quantitative and qualitative empirical investigations. Data from 40 participants, who are engineering students and professionals, is analysed using descriptive statistics and advanced software tools like ATLAS.ti and Jamovi.
Findings
The findings underscore the indispensable nature of soft skills in elevating employability, emphasising the urgent need for mandatory soft skills education for engineering students and professionals. The research identifies the top five soft skills engineers need: communication, teamwork, time management, leadership and problem-solving.
Practical implications
The research contributes to understanding soft skills’ pivotal role in engineering professions, providing valuable insights for professionals and organisations aiming to enhance performance and competitiveness in the industry. The study advocates for a holistic approach that recognises the symbiotic relationship between technical proficiency and soft skills in shaping the success of engineering graduates in the 21st-century workforce.
Originality/value
The study recognises the current job market demands and asserts that engineers must combine technical expertise with soft skills to succeed in the technology-driven yet people-centric engineering profession.
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Abror Abror, Dina Patrisia, Yunita Engriani, Muhammad Al Hafizh, Vanessa Gaffar, Qoriah Qoriah, Nurman Achmad, Urwatul Wusqa and Muhammad Syukri Abdullah
This study aims to examine the antecedents of tourist citizenship behavior (TCB). It also investigates the role of digital halal literacy (DHL) and religiosity in enhancing TCB.
Abstract
Purpose
This study aims to examine the antecedents of tourist citizenship behavior (TCB). It also investigates the role of digital halal literacy (DHL) and religiosity in enhancing TCB.
Design/methodology/approach
This quantitative research used survey with questionnaire as the data collection methods. The samples of this study were 400 tourists who visited tourist destinations in five cities/municipals in West Sumatra Indonesia. This research used partial least square structural equation model as the data analysis tools.
Findings
This study found that satisfaction, trust and DHL are significant antecedents of TCB. In addition, satisfaction had a direct impact on TCB and influenced TCB through trust as a mediator. This study also found that religiosity had a direct influence on DHL, satisfaction and trust.
Practical implications
The findings will provide insights to tourist destination managers as well as the government on how to motivate tourists to participate in the development of Halal tourism in Indonesia. The tourists should gain sufficient knowledge or literacy about Halal, and especially in the digital context. Therefore, this will lead to their satisfaction, trust and willingness to participate in tourism development such as providing assistance to other tourists in the destinations.
Originality/value
This research has identified a new variable, DHL, which has not been addressed previously. This research has extended social exchange theory by establishing a relationship between TCB and DHL that has also not been previously explored. In addition, this study has investigated several relationships between DHL, satisfaction, trust and TCB and has shed new insights in the context of Halal tourism. This study has also provided a more comprehensive model of the relationship between DHL, satisfaction, trust and citizenship behavior specifically in Halal tourism research.