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Article
Publication date: 11 January 2024

Asad Hassan Butt, Hassan Ahmad and Asif Muzaffar

Consumers are increasingly embracing innovative technologies for enhanced experiences. This study delves into the banking consumer brand experience through the lens of augmented…

1521

Abstract

Purpose

Consumers are increasingly embracing innovative technologies for enhanced experiences. This study delves into the banking consumer brand experience through the lens of augmented reality (AR). The focus is on mobile augmented reality applications within financial institutions, which contribute to a more enjoyable and immersive customer experience. Specifically, the research highlights the utilisation of mobile augmented reality applications by a Pakistani bank and examines its influence on consumer loyalty and sustained engagement, with a particular emphasis on the AR brand experience.

Design/methodology/approach

The authors conducted a comparative study between married and unmarried consumers with sample sizes of 178 and 172, respectively. The results were analysed through structural equation modelling using SmartPLS.

Findings

The study's outcomes show that AR brand experience for the unmarried sample category is positive and higher than a married one. This is an excellent opportunity for the banking sector in Pakistan to invest more in innovative technologies.

Originality/value

The current study investigates the brand experience in the banking sector from the perspective of AR technology which contributes to the AR literature.

Available. Open Access. Open Access
Article
Publication date: 28 May 2024

Asad Hassan Butt, Hassan Ahmad, Asif Muzaffar, Waseem Irshad, Muhammad Usman Mumtaz and Talha Zubair Ahmad Khan

This study aims to investigate how gamification, namely, WeChat’s cultural gifting function, improves emotional involvement among three generations (Y, X and silver) in mobile…

1615

Abstract

Purpose

This study aims to investigate how gamification, namely, WeChat’s cultural gifting function, improves emotional involvement among three generations (Y, X and silver) in mobile payments. It draws attention to the beneficial effects of cultural components and digital intimacy on gamified mobile payment systems.

Design/methodology/approach

The data were collected from Y, X and silver generation in Dalian, China. The users were well equipped with the WeChat pay features and had experience. The PLS-SEM software was used to assess the data.

Findings

The findings show that consumer word of mouth and loyalty are positively impacted by perceived utility, fun, and enjoyment. Besides, gamification components like fun and playfulness have a favourable effect on how useful mobile payments are judged to be. It demonstrates how delighted and ecstatic users are with WeChat Hongbao. In addition, the positive moderation effect of intimacy on the hypothesised connections shows that all three generations are likely to accept gamified money features. These results provide a substantial contribution to our comprehension of gamification in the context of mobile payment services for all three generations.

Originality/value

The study is distinctive because it focuses on how China’s three generations use WeChat Pay for routine transactions. The framework confirms that the gamification elements improve user performance and encourage continued usage of mobile payment systems.

Objetivo

Este estudio investiga cómo la gamificación, específicamente la función de regalos culturales de WeChat, mejora la participación emocional entre tres generaciones (Y, X y plata) en los pagos móviles. Se presta atención a los efectos beneficiosos de los componentes culturales y la intimidad digital en los sistemas de pago móvil gamificados.

Diseño/metodología/enfoque/Metodología/Enfoque

Los datos fueron recopilados de las generaciones Y, X y plata en Dalian, China. Los usuarios estaban familiarizados con las características de pago de WeChat y tenían experiencia. Se utilizó el software PLS-SEM para evaluar los datos.

Resultados

Los resultados muestran que la reputación y la lealtad del consumidor son positivamente influenciadas por la utilidad percibida, la diversión y el disfrute. Los componentes de gamificación, como la diversión y la jugabilidad, tienen un efecto favorable en cómo se juzga la utilidad de los pagos móviles. Se demuestra cuán encantados están los usuarios con WeChat Hongbao. Además, la moderación positiva de la intimidad en las relaciones supuestas muestra que las tres generaciones tienen probabilidades de aceptar las características de dinero gamificado. Estos resultados contribuyen sustancialmente a nuestra comprensión de la gamificación en el contexto de los servicios de pago móvil para las tres generaciones.

Originalidad

El estudio es novedoso ya que se centra en cómo las tres generaciones de China utilizan WeChat Pay para transacciones rutinarias. El marco confirma que los elementos de gamificación mejoran el rendimiento del usuario y fomentan el uso continuado de los sistemas de pago móvil.

目的

本研究探讨了游戏化, 即微信的文化赠送功能, 如何提高三代人(Y、X和银发族)在移动支付中的情感投入。它引起了人们对文化成分和数字亲密关系对游戏化移动支付系统的有益影响的注意。

设计/方法/途径

数据来自中国大连市的Y、X和银发族用户。用户对微信支付功能非常熟悉, 并具有使用经验。采用PLS-SEM软件对数据进行评估。

研究结果

结果表明, 消费者的口碑和忠诚度受到了感知效用、乐趣和享受的积极影响。乐趣和趣味等游戏化组件对移动支付的有用性评估产生了积极影响, 展示了用户对微信红包的喜悦和兴奋程度。此外, 亲密关系对假设连接的正向调节效应表明, 三代人都可能接受游戏化货币功能。这些结果为我们理解移动支付服务背景下游戏化对三代人的贡献提供了实质性的帮助。

创新性

该研究独特之处在于它着眼于中国三代人如何将微信支付用于日常交易。该框架证实了游戏化元素如何提高用户绩效并鼓励继续使用移动支付系统。

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Article
Publication date: 7 March 2023

Asad Butt, Hassan Ahmad, Fayaz Ali, Asif Muzaffar and Muhammad Noman Shafique

This study aims to understand customer equity and loyalty using augmented reality (AR) and employee services in a physical retail environment. The current study investigated how…

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Abstract

Purpose

This study aims to understand customer equity and loyalty using augmented reality (AR) and employee services in a physical retail environment. The current study investigated how customers’ experiences with AR-based and employee service affect their satisfaction, equity and loyalty.

Design/methodology/approach

A conceptual framework was developed by reviewing AR and employee services literature. The Smart PLS-SEM technique was used to test the responses of 620 Chinese respondents empirically.

Findings

The findings provided valuable insights into AR and employee services in a physical retail environment. Customers are more inclined to use AR services in the current business climate.

Research limitations/implications

This study’s sample was drawn from a single city, with a total of 620 respondents, which may not be a complete representation of China as a whole. As a result, the results may not be generalizable to a single city.

Practical implications

Retail brand managers should emphasize implementing innovative technologies in the physical retail environment to retain and attract customers. Pandemic consumers are opting for innovative technologies as part of their shopping experience due to changes in business models.

Originality/value

The researchers recognized AR and employee services as innovative domains in physical retail stores because they can increase sales, customer equity and loyalty. As a result, the framework results are precious to practitioners interested in implementing such innovative technologies for retail stores.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 5
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 29 November 2021

Asad Butt, Hassan Ahmad, Asif Muzaffar, Fayaz Ali and Nouman Shafique

Consumers today actively participate in online purchasing experiences. As a result, it is critical to comprehend the behavioral aspects of novel technology usage, such as…

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Abstract

Purpose

Consumers today actively participate in online purchasing experiences. As a result, it is critical to comprehend the behavioral aspects of novel technology usage, such as augmented reality (AR). AR apps enable beauty companies to create and design more immersive experience services. This study aims to highlight consumers’ perspectives on their continued desire to use AR app services.

Design/methodology/approach

A comparative study between China and South Korea was conducted with sample sizes of 458 and 315, respectively. Smart PLS was used for analysis.

Findings

The findings suggest that AR apps influence innovative consumers in China and South Korea to be satisfied with and continue to use such services. Previous research on technology acceptance model, information system success, AR and artificial intelligence (AI)-context-specific variables supported the findings.

Practical implications

This study contributes to the development of AR apps for beauty brands, as such technology revolutionizes how beauty brands work and grow. As a result, AR apps can pave the way for brands to provide an immersive experience to their customers.

Originality/value

The current study contributes to AR and AI drivers in the context of beauty brands by using novel technologies such as AR. AR integration with AI-context-specific variables indicates that consumers in China and South Korea are innovative and accept such technologies when purchasing beauty products online.

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Article
Publication date: 24 February 2022

Arne De Keyser and Werner H. Kunz

Service robots are now an integral part of people's living and working environment, making service robots one of the hot topics for service researchers today. Against that…

4613

Abstract

Purpose

Service robots are now an integral part of people's living and working environment, making service robots one of the hot topics for service researchers today. Against that background, the paper reviews the recent service robot literature following a Theory-Context-Characteristics-Methodology (TCCM) approach to capture the state of art of the field. In addition, building on qualitative input from researchers who are active in this field, the authors highlight where opportunities for further development and growth lie.

Design/methodology/approach

The paper identifies and analyzes 88 manuscripts (featuring 173 individual studies) published in academic journals featured on the SERVSIG literature alert. In addition, qualitative input gathered from 79 researchers who are active in the service field and doing research on service robots is infused throughout the manuscript.

Findings

The key research foci of the service robot literature to date include comparing service robots with humans, the role of service robots' look and feel, consumer attitudes toward service robots and the role of service robot conversational skills and behaviors. From a TCCM view, the authors discern dominant theories (anthropomorphism theory), contexts (retail/healthcare, USA samples, Business-to-Consumer (B2C) settings and customer focused), study characteristics (robot types: chatbots, not embodied and text/voice-based; outcome focus: customer intentions) and methodologies (experimental, picture-based scenarios).

Originality/value

The current paper is the first to analyze the service robot literature from a TCCM perspective. Doing so, the study gives (1) a comprehensive picture of the field to date and (2) highlights key pathways to inspire future work.

Details

Journal of Service Management, vol. 33 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

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Article
Publication date: 7 June 2021

Muhammad Mujtaba Asad, Fahad Sherwani, Razali Bin Hassan, Zafarullah Sahito and Najmonnisa Khan

Oil and gas industries play a major role for the growth of world economy, and drilling operation is considered as most important and hazardous procedure at the same time for oil…

353

Abstract

Purpose

Oil and gas industries play a major role for the growth of world economy, and drilling operation is considered as most important and hazardous procedure at the same time for oil and gas drilling crew because of the lack of effectual and user-friendly safety and health teaching and learning aids with updated knowledge and training capability. According to the previous studies, there is an urgent industrial need for user interactive technological aid for enhancing the teaching and learning of oil and gas drilling crew and safety officials at onshore and offshore drilling domains to fulfill the requirements of fourth industrial and educational revolutions. Therefore, this proposed virtual reality (VR)-based Hazard Free Operation (HAZFO Expert 2.0) teaching and learning aid to reduce the workplace risk and hazards to enhance the vestibule and experiential learning performance of oil and gas drilling process at Pakistani drilling industries.

Design/methodology/approach

In this proposed product based study for interactive teaching and learning application for industry, sequential explanatory research design will be adopted to prevent the accidents according to the modern technologies in this era of IR 4.0. Whereas, for the development of VR-based educational aid for Pakistani oil and gas industries, Autodesk 3ds Max, visual studio and MySQL software’s will be used.

Findings

This new concept of VR-based interactive educational aid (HAZFO Expert 2.0) for accident prevention at oil and gas drilling industries will be based on potential hazards and their suitable controlling measures for onshore and offshore drilling sites.

Practical implications

VR-based interactive educational aid for oil and gas workforce will facilitate the health and safety professionals for the elimination of potential hazards associated with oil and gas drilling activities to the next level of identification of hazards which has been identified in HAZFO Expert 1.0 at onshore and offshore drilling sites.

Originality/value

This proposed VR-based interactive educational aid for safe drilling process will be the first visual teaching and e-learning technology which covers all onshore and offshore drilling operations in Pakistani oil and gas industries and provides effective hazard controlling strategies to overcome challenging industrial hazards.

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Case study
Publication date: 26 May 2020

Abdul Rehman Shaikh and Asad Ali Qazi

The learning outcomes are as follows: to describe the possible problems in cross hierarchical and cross-functional coordination; to illustrate the month/year-end closing…

Abstract

Learning outcomes

The learning outcomes are as follows: to describe the possible problems in cross hierarchical and cross-functional coordination; to illustrate the month/year-end closing operations related issues at logistics and warehousing end; to analyze the importance of supply chain resilience/ contingency plan; and to compare the role of the tradeoff in decision-making: ethics (policies) vs operations.

Case overview/synopsis

Mr Azhar Ali working as a regional distribution manager was waiting for the finalization of sales orders, it was the last working day of the financial year. He had to fulfill all the orders to achieve his personal and organizational goals. He was excited as he was supposed to be promoted and transferred to Head Office on a national role, after a successful annual closing. It was not too late when his excitement turned into anxiety when he received a never expected direct call from Director Sales. Around 7:00 p.m., he was informed of some new orders for an important institutional customer, which was out of his own region. The orders were placed in Ali’s region because of stocks’ availability. Ali had no time to plan this huge order and there were no dispatch trucks available at that time. Should Ali take risk of organizational goals and his promotion and cancel those orders? Should Ali generate sales invoices to record sales and dispatch the stocks on next day compromising the organizational core values and policies?

Complexity academic level

BBA.

Supplementary materials

Teaching Notes are available for educators only.

Subject code

CSS 9: Operations and logistics.

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Article
Publication date: 13 May 2020

Rameen Butt, Hammad Siddiqui, Raheel Ahmed Soomro and Muhammad Mujtaba Asad

This era is the time for upskilling and producing workforce that is capable of effectively dealing with the day-by-day increasing demand of the industry. As the world is changing…

1414

Abstract

Purpose

This era is the time for upskilling and producing workforce that is capable of effectively dealing with the day-by-day increasing demand of the industry. As the world is changing, its needs are changing in the same way and at the same speed. The world has become more digitized now. Moreover, we have a dramatic shift from Education 1.0 to Education 4.0 these days. The world now is practicing the internet of things, cloud storage, cyber-physical system and artificial intelligence. The purpose of this study is to identify the factors that affect the level of motivation toward the integration and implication of Industrial Revolution (IR) 4.0 in the education system of Pakistan by considering the Government policies.

Design/methodology/approach

For analyzing these factors, 150 research articles were sought out, out of which 84 were chosen for reviewing purpose based on the authentication of and relevance to this study by considering the Pakistani context. All the research articles have been selected from reputed indexed journals from databases (Scopus and Web of Science).

Findings

The findings of this review suggest that many factors affect the motivation toward integration and implementation of IR 4.0. These factors mainly include human factors, intrinsic values and influencing factors. Moreover, there is no such framework that provides the base to Education 4.0 in Pakistan because the things exist but are not systematic. Educators are motivated, but there are no resources; policies are there, but there is no practice or implementation. Pakistan is lacking in the latest trends related to Education 4.0 and even has no experience because people are used to doing things manually, but technology is the need of this era. Furthermore, the findings of this study will be useful for developing a systematic plan or a framework of the integration and implication of IR 4.0 that ultimately gives rise to Education 4.0 in the education system of Pakistan.

Originality/value

To the authors’ knowledge, no other study has been conducted on this topic in Pakistan. Also, there is a very little work done on this topic anywhere else in the world. The world is still exploring the IR 4.0, and our topic is solemnly related to these resolutions. Thus, there is a very little amount of literature related to this study.

Details

Interactive Technology and Smart Education, vol. 17 no. 4
Type: Research Article
ISSN: 1741-5659

Keywords

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Article
Publication date: 10 June 2021

Muhammad Mujtaba Asad, Amjad Ali Rind and Amir A. Abdulmuhsin

The purpose of the current study is to explore the influence of knowledge management (KM) in education management organizations (EMOs) Schools of Pakistan. Knowledge plays a…

574

Abstract

Purpose

The purpose of the current study is to explore the influence of knowledge management (KM) in education management organizations (EMOs) Schools of Pakistan. Knowledge plays a pivotal role in the development of an organization due to sharing and managing of knowledge within an organization. In an era of competitiveness, KM has become a significant factor for the sustainable development of educational organizations. Knowledge and KM has become a key element in various fields of knowledge including health, technologies, engineering, social sciences, natural science, business and education. Organizations can adopt KM to improve effectiveness and gain advantage over other organizations. Also, it helps them to make well calculated decisions for the benefit of the organization. KM leads to increase in efficacy, more work, better performance, enhancing staff’s competency through quality decisions.

Design/methodology/approach

The research study is descriptive type research by nature, and a qualitative approach was adopted for gathering data and within it the desk review was conducted. The data was analyzed through content analysis techniques. The secondary data was collected in this study. Therefore, the unit of analysis includes the government documents, published research articles and international agencies reports, journal articles, websites, e-books and internet resources, conference papers, case studies and the statistics available on KM in development of organizations in educational settings.

Findings

The findings of the study show that through KM the EMOs school can perform better and give outstanding results in terms of student’s achievements. Further, organizations can develop a system which helps them to take timely decisions for enhancing the image of school among all stakeholders including parents, community, teachers and society.

Practical implications

The present study can benefit educational organizations, stakeholders, policymakers, provincial and federal governments and society. This will contribute to the new body of knowledge in the domain of education for knowledge creation and sharing.

Originality/value

This study is conducted in the context of EMOs schools. So, this may be the first research study in this area. In this connection, the study has originality in the context of KM in educational organization in Pakistan.

Details

International Journal of Organizational Analysis, vol. 30 no. 5
Type: Research Article
ISSN: 1934-8835

Keywords

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Article
Publication date: 25 July 2020

Muhammad Mujtaba Asad, Nadia Hussain, Maria Wadho, Zahid Hussain Khand and Prathamesh P. Churi

The use of information and communication technologies (ICTs) has become a major driving force in transforming education worldwide. Similarly, in the last ten years, the usage of…

1188

Abstract

Purpose

The use of information and communication technologies (ICTs) has become a major driving force in transforming education worldwide. Similarly, in the last ten years, the usage of ICTs and e-learning in Pakistan has increased. Whereas the latest educational policy of the Government of Pakistan has focused on using ICTs and e-learning in schools and universities. The national professional standards for teachers have also suggested teachers to integrate ICTs in their classrooms and develop e-learning platforms for teaching and learning processes. However, in this study the effectiveness of information and communication and e-learning technologies integration in teaching and learning has been assessed. The context selected for this research study is a public university of Sindh, Pakistan. The research gap, which has been founded through the extensive literature review, indicated that most of the students are not able to utilize ICTs effectively. The first objective of this study is to enable students to gain wider range of knowledge and access Internet for developing a global outlook. Moreover, the second objective of this study is to develop students' capabilities of processing information more effectively and efficiently for teaching and learning.

Design/methodology/approach

By nature, this study is quantitative survey-based research study. For this purpose, data has been collected from students and teachers of English, Computer Science and Business Administration departments of targeted university, survey questionnaires have been adopted as a data collection tool. Whereas the random sampling technique is used for the collection of data by using Morgan table of sample size. Additionally, data has been collected from 100 participants, 80 of them were students and 20 were teachers, and data has been analyzed by using SPSS 22.0 software.

Findings

The findings of this study have indicated the student's level of interest toward the integration of ICTs and e-learning in science and social science courses. Similarly, the findings specify that through ICT and e-learning materials, students can learn more effectively, which can also facilitate teachers for their teaching process in this modern era of technology. Whereas the issue that has been specified through the findings is that the teachers are not encouraged by the management of the university to implement the ICT in their teaching and learning due to their concerns on the limited resources and lack of competencies.

Practical implications

For the practical implication, the findings of this study will facilitate the teachers and learners for integrating the ICTs and e-learning in their course curriculums and interactive teaching practices as per modern era of technology. Also, this study will help the provincial leader and policymakers by addressing the teachers’ concern to encourage the integration of ICT tools and develop capabilities for interactive classrooms for effective teaching and learning.

Originality/value

This is the first study of its nature that has been conducted in the Pakistani public university in rural setting, and the finding of this study will facilitate and help the institutional and government stakeholders to where and how they can effectively integrate ICTs and e-learning in classrooms for interactive teaching and learning processes in the rural Sindh.

Details

Journal of Applied Research in Higher Education, vol. 13 no. 3
Type: Research Article
ISSN: 2050-7003

Keywords

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