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Article
Publication date: 14 April 2020

Kaushik Mukerjee

The purpose of this research is to study the influence of self-service technologies (SST) on cross-buying and word-of-mouth. This study tests the direct impact of perceived…

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Abstract

Purpose

The purpose of this research is to study the influence of self-service technologies (SST) on cross-buying and word-of-mouth. This study tests the direct impact of perceived usefulness and perceived ease of use on cross-buying and word-of-mouth. Further, this study also tests the mediating role of e-service quality for the aforementioned relationships. The study has been undertaken in the context of retail banking in an emerging market, India.

Design/methodology/approach

A cross-sectional survey research design was used to collect data from 235 customers of retail banks in India. The data were analysed using IBM AMOS 23.0 taking structural equation modelling (SEM) approach to test the hypothesised relationships.

Findings

The findings of the study suggest that both perceived usefulness and perceived ease of use influence cross-buying and word-of-mouth. E-service quality partially mediates the relationship between perceived usefulness on cross-buying and word-of-mouth. E-service quality partially mediates the relationship between perceived ease of use and cross-buying but does not mediate the relationship between perceived ease of use and word-of-mouth.

Practical implications

This study shows that managers need to focus on perceived usefulness and perceived ease of use in order to ensure cross-buying and promote word-of-mouth recommendations by customers. Also, managers will be able to enhance cross-buying and promote word-of-mouth recommendations if e-service quality delivered by the bank is perceived to be good by customers.

Originality/value

This study contributes to the literature on SST and offers empirical evidence to show that perceived usefulness and perceived ease of use can influence cross-buying as well as word-of-mouth. Previous studies have shown that SST usage can foster loyalty, and the present study offers new evidence on the outcomes of behavioural loyalty. The study has been undertaken through responses taken from retail bank customers in an emerging market. This study also contributes to the literature on SST by testing the mediating effect of e-service quality for the above-mentioned relationships.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 5
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 7 September 2018

Kaushik Mukerjee and Ateeque Shaikh

The purpose of this paper is to examine the direct impact of proactive customer orientation (PCO) and responsive customer orientation (RCO) on word-of-mouth (WoM) and cross-buying…

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Abstract

Purpose

The purpose of this paper is to examine the direct impact of proactive customer orientation (PCO) and responsive customer orientation (RCO) on word-of-mouth (WoM) and cross-buying (CB). Further, this study tests the mediating role of perceived value (PV) in the relationship between customer orientation (CO) (PCO and RCO) and WoM as well as CB in the context of retail banking in an emerging market, India.

Design/methodology/approach

The authors used cross sectional survey research design to collect data from 443 customers of retail banks in India. The authors analyzed the data using IBM AMOS 23.0 taking structural equation modeling approach to test the hypothesized relationships.

Findings

The findings of the study suggest that PCO positively influences CB but there is no significant relationship between PCO and WoM. RCO positively influences WoM and CB. PV partially mediates the relationship between RCO and WoM as well as CB. PV does not mediate the relationship between PCO and WoM or the relationship between PCO and CB.

Practical implications

This study shows that managers need to focus on proactive as well as RCO. Further, managers need to adopt RCO in order to ensure cross-buying and promote WoM recommendations by customers. By practicing PCO managers can promote CB. Also, managers will be able to enhance CB and promote WoM recommendations if the value delivered by the bank is perceived to be adequate by customers.

Originality/value

This study contributes to current knowledge in retail banking by testing the relationship between CO and CB as well as WoM through data obtained from customers in an emerging economy. This study also tests the mediating role of PV for the above-mentioned relationships.

Details

Marketing Intelligence & Planning, vol. 37 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 17 November 2023

Kaushik Mukerjee

The purpose of this study is to examine the transformation expectations and well-being of lenders as a consequence of participation in peer-to-peer (p2p) lending in India. The…

327

Abstract

Purpose

The purpose of this study is to examine the transformation expectations and well-being of lenders as a consequence of participation in peer-to-peer (p2p) lending in India. The study tested the influence of transformation expectations on well-being, social connectedness on transformation expectations and the influence of customer participation on financial empowerment of borrowers.

Design/methodology/approach

A cross-sectional survey research design was adopted to collect data from 434 customers in India. Structural equation modelling procedure was performed to test the hypothesized relationships.

Findings

The findings show that relational transformation expectations leads to well-being, while social connectedness influences self and relational transformation expectations. Further, customer participation has a positive influence on financial empowerment of borrowers.

Practical implications

Managers may use these findings to create suitable marketing strategies for increasing customer participation in p2p lending.

Originality/value

Previous studies on transformative services have shown that well-being can be achieved through participation in services that are transformative by design, while this study has established that lender participation in peer-to-peer lending can result in relational transformation expectations and lead to well-being. Also, the current study has shown that social connectedness is an antecedent of transformation expectations.

Details

Marketing Intelligence & Planning, vol. 42 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 8 March 2022

Ateeque Shaikh, Kaushik Mukerjee and Shubhomoy Banerjee

The study examines the role of attitude, perceived relative advantage and perceived risk on intention to participate in the sharing economy–based cab services in India. Further…

613

Abstract

Purpose

The study examines the role of attitude, perceived relative advantage and perceived risk on intention to participate in the sharing economy–based cab services in India. Further, it investigates the impact of intention to participate in the sharing economy on transformation expectations of consumers. Finally, the study tests the moderating role of materialism in the relationship between intention to participate in the sharing economy and transformation expectations of consumers.

Design/methodology/approach

This study used cross-sectional survey research design to collect data from 408 respondents through online questionnaire in India, an emerging market. The study analysed the data using structural equation modelling technique using IBM AMOS software.

Findings

The findings of the study suggest that perceived relative advantage and attitude influences the intention to participate in the sharing economy. Intention to participate in the sharing economy positively influences transformation expectations. Materialism moderates the relationship between intention to participate and transformation expectations of consumers.

Research limitations/implications

In a departure from previous studies, this study establishes that perceived risk may not be an important factor driving the intention to participate in the sharing economy. Further, it is among the first studies to establish the role of intention to participate in the sharing economy as a possible driver of transformation expectations.

Practical implications

The importance of transformation expectations can be communicated as an outcome to encourage participation in the sharing economy. Managers can highlight the relative advantages to promote participation in the sharing economy.

Originality/value

This study is probably the first attempt to understand the transformation expectations of consumers in the sharing economy. Further, the study tests the moderating role of materialism in the relationship between intention to participate and transformation expectation of consumers.

Details

Benchmarking: An International Journal, vol. 30 no. 1
Type: Research Article
ISSN: 1463-5771

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Article
Publication date: 2 September 2013

Kaushik Mukerjee

The high rate of CRM failures is a matter of concern for business managers. Although the benefits of CRM have been well acknowledged, the manner in which CRM's benefits can be…

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Abstract

Purpose

The high rate of CRM failures is a matter of concern for business managers. Although the benefits of CRM have been well acknowledged, the manner in which CRM's benefits can be leveraged is still not well understood. This paper seeks to offer an approach that can be used to strategize for CRM in order to leverage the benefits.

Design/methodology/approach

The paper is based on the findings of various authors and by studying the CRM strategy adopted by Tesco to develop a conceptual framework that can be used for strategizing for CRM.

Findings

The contribution of the author of this paper is a conceptual framework that can be used to strategize for CRM. The four stages of the framework are: Engage- Segment-Personalize-Track.

Research limitations/implications

Only one case study has been referred to.

Practical implications

The framework can be used by managers who desire to use CRM and leverage its benefits.

Originality/value

Since the failure rates of CRM are high, it seems that the existing frameworks and approaches are not capable of ensuring success with CRM. It is hoped that this new conceptual approach that basically focuses on four steps – Engage-Segment-Personalize-Track – will deliver on the promise of CRM.

Details

Business Strategy Series, vol. 14 no. 4
Type: Research Article
ISSN: 1751-5637

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Article
Publication date: 10 May 2013

Kaushik Mukerjee

The purpose of this paper is to acknowledge the importance of customer orientation in business organisations. The paper adopts a practical approach and delves into the relevant

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Abstract

Purpose

The purpose of this paper is to acknowledge the importance of customer orientation in business organisations. The paper adopts a practical approach and delves into the relevant issues to present a conceptual framework and the steps that organisations could use to become customer‐oriented.

Design/methodology/approach

The methodology for this paper involves studying the relevant literature on customer orientation and highlighting the noteworthy findings of other researchers. Thereafter, based on the practices of leading companies with regard to customer orientation, the conceptual framework is developed and explained using suitable illustrations.

Findings

The findings include the conceptual framework and the steps that lead to customer orientation for organisations.

Originality/value

Although customer orientation is a desirable characteristic for organisations, it is also not easy for organisations to determine the precise issues and the approach that needs to be adopted for achieving customer orientation. This paper presents the framework and the steps pertaining to customer orientation that can be adopted by organisations.

Details

Journal of Business Strategy, vol. 34 no. 3
Type: Research Article
ISSN: 0275-6668

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Case study
Publication date: 12 December 2024

Bhoopendra Singh and Sonu Goyal

The authors used a secondary research methodology, using news articles, research reports and media interviews as significant sources of information. Renowned business news…

Abstract

Research methodology

The authors used a secondary research methodology, using news articles, research reports and media interviews as significant sources of information. Renowned business news websites like Economic Times, Money Control and Bloomberg were referred to, along with relevant sections of Times of India, Business Standard, India Today and The Hindu. The SUGAR Cosmetics official company website provided valuable insights. Social media videos and industry reports were considered for diverse perspectives. Articles were accessed from May 1, 2024, to May 15, 2024. Throughout the case, various data sources, including financial reports and funding information, were used to support arguments and draw conclusions.

Case overview/synopsis

The case depicts the entrepreneurship journey of Vineeta Singh, the Co-founder and CEO of SUGAR Cosmetics and the protagonist in this narrative. It commences with a brief overview of Vineeta’s entrepreneurial spirit evident since her childhood. It also explores her academic accomplishments and alternative career paths, illustrating her entrepreneurial determination and decisiveness. Subsequently, the case outlines Vineeta’s challenges in establishing SUGAR Cosmetics from scratch with her husband Kaushik Mukherjee, now the company’s COO, and their journey to achieving a revenue of ₹500 crore in FY24 over 12 years. It then delves into SUGAR Cosmetics’ innovative strategies to overcome various challenges. In addition, the case emphasizes Vineeta’s principles and focus in managing and scaling the business toward profitability, showcasing her leadership amidst adversity. Expanding from D2C to offline retail, SUGAR strategically grew to 200 stores by June 2023, with a significant presence in the southern region. With US$87.5m in funding, a predominantly female workforce, and an annualized revenue of ₹500 crore, Vineeta led SUGAR into a prosperous era, highlighted by her role as a beloved judge on Shark Tank India. However, amidst ambitious expansion plans, questions emerged regarding sustainability, competition differentiation, global expansion and commitment to women empowerment practices. These challenges illuminated the path ahead for SUGAR Cosmetics as Vineeta endeavored to navigate toward sustained success and innovation in the face of formidable competitors.

Complexity academic level

This case is structured for undergraduate, postgraduate, MBA and management development programs, aiming to enhance learning in the Strategy field through real-world insights and challenges encountered in a dynamic business environment.

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Article
Publication date: 27 July 2020

Deepika Sharma, Rashi Taggar, Sunali Bindra and Sanjay Dhir

This paper aims to epistemologically extend and explore the present theories from prior research conducted in the area of responsiveness. Furthermore, it determines to benchmark…

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Abstract

Purpose

This paper aims to epistemologically extend and explore the present theories from prior research conducted in the area of responsiveness. Furthermore, it determines to benchmark the prominent theories, characteristics, context and methodologies (TCCM) used in the domain since its inception to advance the science and practice of marketing and logistics discipline.

Design/methodology/approach

A seven-step methodology (SSM) has been introduced to create a comprehensive dataset. Based upon the selection criteria of high-ranked journals and language, the research studies have been retrieved from Scopus, Web of Science, Business Source Complete and journal homepage to avoid the error of exclusion. Moreover, the dataset has been compiled using manual and electronic searches without any limitation of time.

Findings

The search for a suitable dataset retrieved 642 documents by identifying “1969” as the beginning year of research in the subject domain. The analysis found that responsiveness has been prominently studied in the manufacturing industry. The results also advocate responsiveness as the vital antecedent to performance and satisfaction. Frameworks have been proposed with significant propositions for future empirical testing and theory inventiveness by researchers.

Originality/value

The study pioneers its utility for retailers to recognize the firms' inherent abilities and strengths, which can be promoted to create responsiveness more than ever. The analysis results can act as the compelling force to understand the driving power of various factors influencing responsiveness.

Details

Benchmarking: An International Journal, vol. 27 no. 9
Type: Research Article
ISSN: 1463-5771

Keywords

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