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Article
Publication date: 14 March 2023

Suman Kumar Deb, Ruchi Jain, Sridhar Manohar and Sanjiv Marwah

Usage of updated technology is continuously empowering customer relationship management (CRM) to be convenient and user friendly, where customers are kept engaged with knowledge…

319

Abstract

Purpose

Usage of updated technology is continuously empowering customer relationship management (CRM) to be convenient and user friendly, where customers are kept engaged with knowledge and information. This enables them on decision-making and managing their portfolio, especially in mutual fund investments. To improve toward a positive decision, certain quality related variables needed to be considered. Thus, this study aims to estimate the mediation effect of relationship quality and outcome (RQO) between CRM and investment decision-making in mutual funds (MFD).

Design/methodology/approach

The descriptive study adopted the constructs from existing empirical literatures to conceptualize the model with three higher order constructs with 12 dimensions. Survey method is used, and with a structured questionnaire, a total of 323 mutual fund investors were approached using nonprobability criterion sampling technique, of which 262 relevant responses were considered for estimating the structural model. Smart PLS was used to establish the relationship of the constructs.

Findings

The result emphasizes a significant direct and indirect relationship indicating that investors are more inclined to MFD through technology-enabled CRM and RQO plays a vital role in explaining the direct relationship between CRM and MFD. The results of the study are in-line with the existing literature.

Practical implications

The study highlights that financial institutions must focus not only on technological diffusion but also needs to ensure quality service by providing knowledge and information during every access of transactions by customers, making them independent and confident during investments.

Originality/value

This study indicates how capacity efficiency, which is a part of service productivity, can be managed without affecting the outcome efficiency by incorporating technology in the place of human interaction during relationship acquiring and retaining process.

Details

Global Knowledge, Memory and Communication, vol. 74 no. 1/2
Type: Research Article
ISSN: 2514-9342

Keywords

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Article
Publication date: 19 July 2024

Ajith Tom James

The purpose of this paper is to develop a framework for the assessment of service quality of bus fleet services based on the service quality influencing factors. The paper also…

80

Abstract

Purpose

The purpose of this paper is to develop a framework for the assessment of service quality of bus fleet services based on the service quality influencing factors. The paper also tries to evolve a quantitative measure for fleet service quality in the form of a fleet service quality index.

Design/methodology/approach

A graph theoretical approach is employed in this paper for bus fleet service quality assessment. Modelling of fleet service quality factors and their interrelations with due attention towards their structure is achieved through graph theory. A directed graph (digraph) of the service quality is developed, where its nodes represent factors influencing the quality while its edges show the degree of interrelationships. A matrix, which is equivalent to the digraph, is established that will generate a service quality function that will result in the development of a fleet service quality index (FSQI).

Findings

Attaining customer satisfaction through assurance of quality is the cornerstone of the existence and survival of any business organization, and bus fleet services are no exception to this. Several influential factors are there for the bus fleet service quality. This research paper has identified factors such as fleet management practices, operational characteristics, safety and reliability features, travel comfort, bus maintenance and environmental concerns that affect fleet service quality. Every factor is composed of distinct sub-factors. Furthermore, these factors are linked with one another. A higher value of the fleet service quality index indicates the adequate performance of the bus fleet service organization.

Practical implications

The methodology is useful for not only evaluating but also for comparison of service quality of different fleet agencies or organizations. The perceptions would be useful to the fleet service managers to create procedures and arrangements for improving the service quality.

Originality/value

The paper identifies various service quality factors of the bus fleet and an evaluation scheme for those factors has been developed. Based on these, a framework had been developed for the assessment of the service quality of different fleet service providers.

Details

Journal of Advances in Management Research, vol. 21 no. 5
Type: Research Article
ISSN: 0972-7981

Keywords

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Article
Publication date: 17 February 2025

Kemal Gokhan Nalbant and Sevgi Aydin

This research aims to examine the dynamic relationship between digital marketing and AI. This study used bibliometric analysis to investigate the significance of artificial…

73

Abstract

Purpose

This research aims to examine the dynamic relationship between digital marketing and AI. This study used bibliometric analysis to investigate the significance of artificial intelligence in digital marketing research. The study was conducted using the WOS database, which includes word cloud analysis, keyword analysis, citation analysis, and publication analysis.

Design/methodology/approach

The present inquiry utilized the Web of Science database to gather scholarly publications that were published between 2000 and 2023. A search was performed using the Boolean operator “AND” to retrieve pertinent publications that contain both the terms “artificial intelligence” and “digital marketing” in the first query. A total of 96 publications were found during the search. The search terms were expanded, and the content analysis was enhanced to include studies from 1993 to 2023, resulting in 521 studies for in-depth analysis in the second query. The acquired papers were subjected to bibliometric analysis using VOSviewer software (version 1.6.20).

Findings

The phrase “digital marketing” had the highest frequency, with a cumulative link strength of 94. This keyword exhibited a strong association with the phrase “artificial intelligence”. The WOS database shows a steady increase in publications on digital marketing and AI since 2017 for the first query. In 2017, there were about two publications, which grew to around 26 by 2021. For the second query, the number of publications on digital marketing and AI also increased steadily. In 1993, there was one publication, rising to about 102 by 2022.

Originality/value

The study conducts a comprehensive bibliometric analysis by examining publications that were released in the Web of Science database from 2000 to 2023 for the first query and from 1993 to 2023 for the second query. This research analyzes the progress and current status of corporate management and marketing techniques during the past twenty-four years. In addition, this approach enhances the originality of the second inquiry by providing a comprehensive analysis of studies spanning nearly 3 decades, offering unique insights into the evolution of the field. The research centers on the impact that AI has exerted on these sectors. Moreover, the results of this study emphasize the significance of the increasing number of scientific studies that intersect AI and digital marketing.

Details

International Marketing Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-1335

Keywords

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