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In this chapter, the authors aimed to analyze the existing sustainability curriculum being followed by higher education institutions (HEIs) in the emerging world, and call out the underlying inadequacies within it and provide solutions for the same, by drawing insights through interviews with key stakeholders in this area. The authors planned to talk to higher education policymakers, Educational Institutional heads, researchers and faculty members and corporates (who deal in sustainable products and who will benefit from this subject). The respondents’ sample consisted of both Indian and international interviewees to help us better understand and analyze the perspective and scenario globally in terms of north-south as well as understand multiple point of views. The interview analyses were carried out using the N Vivo software tool. The expected outcome includes a curriculum contour on sustainability for the HEIs.

The purpose of this paper is to investigate the impact of radio frequency identification (RFID) deployment at an airport baggage‐handling system (BHS).

The impact of number of RFID readers at different power levels with varying conveyor (i.e. baggage‐handling conveyors) speeds on timely delivery of baggage is studied via simulation. The layout of the BHS at the Hong Kong International Airport and data pertinent to its RFID deployment in 2005 are used to build the simulation model. The RFID read logic is based on the equations defined as a function of the number of tags and the time the tags spend in the interrogation zone for each reader in order to capture possible read‐rate issues realistically.

The identification capability of the BHS studied in this paper is a result of its combined ability to identify tags via RFID technology on straight and circulating conveyors, as well as at the manual recovery station for unidentified bags on circulating conveyors. Overall, timely delivery of bags to gates, as a performance metric, increases as the identification capability is improved. The controllable factors that affect the identification capability are the conveyor speed, which determines the time a tag stays in the interrogation zone; the reader antenna power level, which determines the size of the interrogation zone; and the number of reader antennas in the system that increases the likelihood of not missing tags. This paper shows that “the higher the number of reader antennas and the higher the power level on them, the better” approach is not correct.

Unlike typical simulation studies related to RFID deployment where read‐rate issues are considered to be non‐existent, this paper captures read rate in a realistic manner in the simulation model by incorporating the effect of number of RFID tags in the interrogation zone and time that RFID tags spend in the interrogation zone due to baggage conveyor speed. Such a simulation approach can be used as a system design tool in order to investigate the impact of RFID‐specific parameters on system‐level performance.

The online brand advocacy behaviors of omnichannel shoppers, who mainly rely on integrated brick-and-mortar stores (recognized as a vital channel for delivering a seamless shopping experience and meeting the dynamic needs of the shoppers), are still understudied. This study aims to investigate how integrated store service quality (ISSQ) may elicit both positive and negative emotions that contribute to a memorable omnichannel shopping experience and have an impact on shoppers' attachment to the store, leading to their exhibition of online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

The study is a cross-sectional, descriptive and quantitative investigation. The research participants were chosen using a purposive sampling technique. Using a validated self-administered questionnaire, data were gathered from 886 Indian omnichannel shoppers who often purchase at the integrated brick-and-mortar store. The proposed conceptual model was tested using Smart PLS software for partial least squares-structural equation modeling.

The results indicate that positive and negative emotions mediate the relationship between ISSQ and memorable omnichannel shopping experiences, subsequently impacting omnichannel shoppers' attachment to the store and leading to online brand advocacy behaviors. The relationship strength perceived by shoppers significantly positively moderated the relationship between store attachment and different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

The study relied upon single cross-sectional data from the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate the different emotions that arise while evaluating service quality in omnichannel retail purchase journeys leading to memorable shopping experiences. Emphasizing post-purchase behaviors like different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression), this study is the first to show that ISSQ might affect four different OBAs through memorable omnichannel shopping experience and the shopper's sense of attachment to the store. The moderating effect of relationship strength perceived by shoppers with the retailer on a few proposed hypotheses was also tested to give managerial recommendations.

Building on stimulus organism response theory, the current study examines the influence of channel integration quality dimensions (channel service configuration and integrated interactions) on the omnichannel retail store's shoppers' satisfaction, trust and commitment, subsequently leading to customer citizenship behavior (CCB). It examines the relationships proposed against boundary conditions, the number of channels used during the purchase and gender.

The research is descriptive, quantitative and cross-sectional investigation. It was conducted using data from 451 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM and PLS-MGA.

The results indicate that channel service configuration positively impact the dimensions of relationship quality of the omnichannel shoppers. However, integrated interactions influence trust and commitment directly but affect satisfaction indirectly through trust. Subsequently, relationship quality significantly explains CCB. The model results show r2 = 0.402 for CCB; that is, 40.2% of CCB is explained by channel integration and relationship quality. The moderating effect of the number of purchase channels used and gender on all proposed relationships were tested. PLS-MGA results revealed channel service configuration led to shopper commitment, subsequently impacting CCB. The effect was more among shoppers who used more than 2 channels. The impact of channel service configuration on commitment was seen more among female shoppers. Male and female shoppers exhibited satisfaction-driven and trust-driven citizenship behavior, respectively.

The study is carried out in the Indian population, where omnichannel retailing is still in the nascent stage.

This is the first study to demonstrate channel integration quality may influence customer citizenship behavior through relationship quality dimensions, tested against boundary conditions, the number of channels used during the purchase and gender. The findings from this research would help retail store managers design their omnichannel operations to encourage firm-beneficial value co-creation behaviors among omnichannel shoppers.

Building on stimulus organism response theory, the current study examines the influence of pickup service quality of buy online, pickup in-store (BOPIS) service on the BOPIS users' satisfaction, trust and commitment, subsequently leading to customer citizenship behavior (CCB). It examines the proposed relationships against boundary conditions, product categories and gender.

The research is descriptive, quantitative and cross-sectional investigation. It was conducted using data collected from 401 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Partial Least Squares-Multi-group analysis (PLS-MGA).

The results indicate that pickup service quality in BOPIS positively impacts all the dimensions of relationship quality of the BOPIS users. Satisfaction and commitment directly affect CCB. However, trust impacts CCB indirectly through commitment. The moderating effect of the product category purchased and gender on specified relationships was tested. Results revealed the impact of pickup service quality on BOPIS users' trust and commitment differed across product categories. More impact was seen among users who purchased shopping and specialty goods. The study also found that trust-driven citizenship behavior was seen more among female BOPIS users when compared to males.

The study is carried out on the Indian population, where omnichannel retailing is still nascent.

This study addresses the gap to investigate the value co-creation behavior (CCB) in the omnichannel retail context among BOPIS users. This study is the first to show that in-store pickup service quality in BOPIS might affect customer citizenship behavior through relationship quality dimensions, assessed against boundary conditions such as the product category and BOPIS user gender.

Robotic restaurants are very novel, and service robots in these restaurants are identified as offering unique advantages in terms of efficiency, tireless service and potentially lower operational costs. However, studying customer engagement with the robots can reveal aspects of robotic service that resonate with diners. Understanding how diners interact with robots can help create a more engaging and enjoyable atmosphere, bringing more business to restaurants. Building on the stimulus-organism-response (SOR) theory and place attachment theory, the purpose of this paper is to study the impact of the robotic service quality (RSQ) on the customer attachment to the robotic restaurant with the mediating role of the different dimensions of the customer engagement, like the Absorptive Attention, Enthusiastic Participation and Social Connection. Subsequently, the impact of the customer attachment to the robotic restaurant on different dimensions of customer engagement behaviors like augmenting, co-developing, influencing and mobilizing behaviors was also studied.

The cross-sectional data from 786 robotic restaurant diners in India who answered the self-administered structured questionnaires is utilized for this descriptive study. The study employed a purposive sampling strategy. The SMART-PLS 4.0 program was used to run structural equation modeling and analyze the data.

The results indicate that customer engagement dimensions like Absorptive Attention, Enthusiastic Participation and Social Connection differentially mediate the relationship between RSQ and customer attachment with the robotic restaurant. Customer attachment to the restaurant and the robotic services subsequently positively impact customer engagement behaviors.

The study relied upon cross-sectional data from the Indian population above 18 years to test the proposed model. Further studies could test the model across different populations to generalize the study results.

This study addresses the need to investigate robotic restaurant diners’ engagement behaviors. By testing place attachment theory and the SOR framework, this study is the first to show that RSQ will impact the customer attachment with the robotic restaurant and that different dimensions of customer engagement mediate the relationship. It also validates the previous research findings that customer engagement is not a single global construct, and different sub-dimensions are to be explored. This study is also the first to show customer attachment to the robotic restaurant will impact customer engagement behaviors differently.

Consumer-perceived review attitude determines consumer overall information adoption and is a core part of consumer’s online-shopping. This study aims to focus on factors that could influence consumer review attitude and can be used by marketers to shape individual information perception.

The study used the questionnaire method to collect data from online shoppers and the modelling of structural equations as an empirical approach to analyse the data.

The findings demonstrate that both systematic and heuristic cues impact the reviewer’s credibility and perceived website attitude differently, which, in turn, influence review attitude. Review characteristics, such as factuality, consistency and relevancy, have a positive relationship with reviewer credibility, while only review consistency and relevancy appears to have a relationship with review attitude. Website characteristics such as reputation, familiarity and social interactivity positively influence the website attitude, which positively influences review attitude. Apart from this, review skepticism has a significant negative relationship with review attitude.

This study could help to foster a positive attitude towards online reviews. Digital marketers need to motivate trusted reviewers to post consistent, fact-based reviews. Further improving the overall website reputation and interactivity could bring a positive attitude towards the reviews. Also, digital marketers must filter and avoid contradictory reviews or reviews that have a bipolar message and reviews expressing numerous emotions to enhance review relevance and consistency.

The current study addresses the need to understand the formation of consumer review attitude through both review and website characteristics using heuristic – systematic model. The paper captures the complex process undergone by the consumer to decipher review attitude and thereby extend the understanding of consumer information processing.

Analyses the magnitude and complexity of the challenge of diversity in managing people in the Indian workplace. Considers the challenges for human resource management in the 1990s, and highlights the major issues and opportunities in coping with these challenges. Aims to provide direction for future empirical studies.

Product category involvement and relationship proneness are crucial in explaining relationship outcomes. Nevertheless, the authors know little about their roles in the formation of loyalty, especially in the retail industry. Individual consumer traits and preferences are likely to play a critical role in the success of relationship marketing. Yet, relationship marketing studies have fallen short of considering such individual differences. The purpose of this paper is to examine the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction and loyalty in retail clothing stores.

Data were obtained using a survey of 220 consumers. Partial least squares structural equation modeling was employed to test the proposed theoretical model.

The results show that satisfaction significantly affects product category involvement and relationship proneness, which, in turn, significantly affect purchase intention and word-of-mouth (WOM). The results also show that product category involvement and relationship proneness partially mediate the impact of satisfaction on purchase intention and WOM.

Product category involvement and relationship proneness play a critical role in explaining the satisfaction–loyalty link. Future research could consider the role of potential moderating variables.

Retail managers should not only focus on improving customer satisfaction to achieve customer loyalty, but should also consider the importance of product category involvement and relationship proneness, and their role in the formation of customer loyalty both in traditional and online environments.

To the best of the authors’ knowledge, this study is the first to explore the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction, purchase intention and WOM in the retail industry.

Building on Stimulus Organism Response theory, the current study examines the influence of Integrated store service quality (ISSQ) on the omnichannel customer experience dimensions (Cognitive, Affective and Relational), subsequently leading to their psychological ownership of the store, which eventually explains their Augmenting, Co-developing, Influencing and Mobilizing behaviors. The moderating role of omnichannel shopper perceived relationship investment in a few proposed relationships was tested.

The research is a descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used. It was conducted using data collected from 554 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM.

The results indicate that ISSQ positively impacts all three dimensions of omnichannel customer experience (cognitive, affective and relational). All three dimensions directly affect psychological ownership, eventually impacting their (Augmenting, Co-developing, Influencing and Mobilizing) engagement behaviors. The moderating effect of the omnichannel shopper, perceived relationship investment, revealed that it had a significant positive impact on the relationship between dimensions of omnichannel customer experience and psychological ownership of shoppers towards the store, which eventually fosters the customer–retailer value co-creation like engagement behaviors.

The study is conducted in the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate other dimensions (apart from cognitive and affective) of the omnichannel customer experience that might eventually influence various service firms' customer engagement behaviors. This study is the first to show that integrated store service quality might stimulate (Augmenting, Co-developing, Influencing and Mobilizing) engagement behaviors through customer experience dimensions and the customer's sense of belongingness to the store. The moderating role of omnichannel shoppers' perceived relationship investment in a few proposed relationships was tested.