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Article
Publication date: 29 July 2021

Arvind Chhabra, Mehak Munjal, Prabhu Chandra Mishra, Kritika Singh, Debjanee Das, Neha Kuhar and Monika Vats

The novel coronavirus has not only caused significant illness and loss of life, it has caused major disruption at local, national and global levels. While the healthcare industry…

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Abstract

Purpose

The novel coronavirus has not only caused significant illness and loss of life, it has caused major disruption at local, national and global levels. While the healthcare industry is experiencing growth during the pandemic, disruption to travel has affected medical tourism. This article considers the short-term factors affecting medical tourism and how they could be mitigated by incorporating technological advances to secure long-term growth.

Design/methodology/approach

The study examines data provided by the Indian government as well as from non-government sources available in the public domain to review the impact of coronavirus disease 2019 (COVID-19) on medical tourism. The authors also examine data on technological advances in the healthcare industry that could help to reduce the impact of the pandemic.

Findings

This study’s findings show that while in-person services have been seriously impacted in the short term, technological adaptation of medical services to facilitate remote medical consultation has significantly increased. This has enlarged the business opportunities available to hospitals and general practitioners, and it could be leveraged to enhance medical tourism.

Originality/value

The article provides an analysis of the impact of the pandemic on medical tourism and how technology could be used to overcome short-term negative impacts and support longer-term development.

Details

Worldwide Hospitality and Tourism Themes, vol. 13 no. 5
Type: Research Article
ISSN: 1755-4217

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Article
Publication date: 6 November 2024

Kritika Khanna, Jagwinder Singh and Sarbjit Singh Bedi

This study aims to build a comprehensive model for developing higher education institutes (HEIs) brand equity by examining the impact of HEIs intangible resources, brand…

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Abstract

Purpose

This study aims to build a comprehensive model for developing higher education institutes (HEIs) brand equity by examining the impact of HEIs intangible resources, brand management aspects, attachment strength and student’s contemporary citizenship behavior (CCB).

Design/methodology/approach

Data were gathered through a self-administered questionnaire from Indian students and alumni (n = 703). The study examines the proposed comprehensive model through serial and multiple mediation analysis.

Findings

The study unfolded “service quality? brand image? attachment strength? word-of-mouth? brand equity” as the most significant path to develop HEI’s brand equity.

Research limitations/implications

This study pioneers an empirically validated mechanism for developing brand equity in HEIs, addressing gaps identified by previous studies and offering a theoretical framework that elucidates how HEIs can leverage intangible resources through strategic brand management to foster attachment and influence positive student behaviors, thereby contributing to the development of HEI brand equity.

Practical implications

HEIs need to understand that relying solely on tangible aspects leads to short-lived effects. To maintain a lasting competitive advantage, HEIs should focus on crafting a rich historical narrative, retaining talented faculty and staff and earning respect from the public to build a lasting reputation.

Originality/value

This study develops the mechanism for developing brand equity of HEIs using its valuable, rare and inimitable intangible resources. Along with the introduction of novel constructs like competence, heritage and word-of-mouth to existing study, the proposed conceptual model is premised on the theory of self-congruence, social-exchange theory and CCB.

Details

Marketing Intelligence & Planning, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 25 September 2019

Kritika Nagdev, Anupama Rajesh and Richa Misra

The purpose of this paper is to explore the mediating role of demonetisation in the usage of IT-enabled banking services (ITeBS). The study extends the theory of technology…

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Abstract

Purpose

The purpose of this paper is to explore the mediating role of demonetisation in the usage of IT-enabled banking services (ITeBS). The study extends the theory of technology readiness (TR) (Parasuraman and Colby, 2015) by incorporating the behavioural intention and actual usage of ITeBS.

Design/methodology/approach

Based on the theory of TR and encompassing the impact of demonetisation, the study examines the functional relationship of TR, behavioural intention and actual usage. Structural equation modelling and mediation analysis are applied on a data set of 474 usable responses.

Findings

The study confirms that TR is a significant factor in customer’s intention to use ITeBS. The demonetisation variable fully mediates the relationship model, which implies a significant finding in the consumer acceptance literature.

Practical implications

The result of this study proposes three major implications. Primarily, the banks should focus on providing simple and user-friendly ITeBS interface and its uninterrupted access. It is necessary to educate the customers by giving them a trial of the service. Furthermore, social media platforms may be utilised as an effective and efficient tool to resolve customer complaints.

Originality/value

This study is first of the attempts to investigate government’s digital push in the technology adoption literature. The results indicate significant influence of demonetisation on the usage of ITeBS.

Details

International Journal of Emerging Markets, vol. 16 no. 1
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 21 August 2023

Shavneet Sharma, Kritika Devi, Samantha Naidu, Tuma Greig, Gurmeet Singh and Neale Slack

This study explores consumers' intentions to utilize online food delivery services (OFDS) in a shared economy beyond the COVID-19 pandemic, employing the protection motivation…

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Abstract

Purpose

This study explores consumers' intentions to utilize online food delivery services (OFDS) in a shared economy beyond the COVID-19 pandemic, employing the protection motivation theory (PMT) as the underlying framework.

Design/methodology/approach

Utilizing a random sampling technique, a quantitative approach was employed to gather responses from 347 Australian consumers. The proposed model was tested through covariance-based structural equation modelling.

Findings

The findings of this study demonstrate significant positive relationships between restaurant credibility, food quality, e-service quality, price, online food delivery applications, consumer e-satisfaction and e-loyalty. It reveals that consumers satisfied with OFDS may continue exhibiting e-loyalty intentions in a shared economy beyond COVID-19. The relationship between consumer e-satisfaction and e-loyalty intention is moderated by consumer-perceived COVID-19 risk.

Practical implications

This study offers practical implications for online food delivery providers, restaurants, regulators, application developers and policymakers. These implications aim to enhance the e-service quality, price value, usefulness and security of OFDS, along with strategies to improve the online food delivery application.

Originality/value

This study contributes to the existing body of knowledge by examining a unique selection of antecedents, including the OFDS app, to determine consumer e-satisfaction and e-loyalty in the context of a shared economy beyond COVID-19. The utilization of the OFDS app as a second-order construct adds a meaningful contribution to the OFDS literature. Furthermore, this study investigates and contributes to the limited understanding of the moderation effect of consumer-perceived COVID-19 risk on consumer e-satisfaction and their intended continued use of OFDS.

Details

British Food Journal, vol. 125 no. 11
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 22 May 2023

Kritika Khanna, Jagwinder Singh Pandher and Sarbjit Singh Bedi

The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in…

358

Abstract

Purpose

The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact of what branding driver on attachment strength in most effective manner.

Design/methodology/approach

The study analysed combined mediating effects as well as specific mediating effects to test the mediating role of brand management aspects.

Findings

The study reveals that brand image plays highest mediating role among all aspects of brand management. HEIs need to enhance service quality because brand image carries the highest influence of service quality on attachment strength. Similarly, brand identity carries the highest influence of heritage on attachment strength. Brand meaning carries the highest influence of competence and reputation on attachment strength.

Research limitations/implications

The present study, based on empirical research, has built the framework and mechanism for creating attachment strength utilising the intangible resources of HEIs through brand management. The present study examines how specific intangible resources exhibit varying influences on attachment strength via distinct brand management mediation effects.

Practical implications

The present study provides framework for designing branding strategies to build and channelise necessary intangible resources of branding for nourishing and nurturing attachment strength.

Originality/value

The present study contributes to scarce branding literature in context of HEIs. The study proposes role of HEI branding in developing students' attachment strength with their HEIs.

Details

Higher Education, Skills and Work-Based Learning, vol. 13 no. 3
Type: Research Article
ISSN: 2042-3896

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Article
Publication date: 22 August 2023

Kritika Devi, Gurmeet Singh, Sanjit K. Roy and Juraj Cúg

The purpose of this study is to understand the effects of self-risk perception and health consciousness on the intention to purchase organic food. The study also explored external…

1073

Abstract

Purpose

The purpose of this study is to understand the effects of self-risk perception and health consciousness on the intention to purchase organic food. The study also explored external factors, such as social networking, culture and their impact on attitude, self-risk perception and purchasing organic food.

Design/methodology/approach

This study uses a quantitative research method to collect data from New Zealand and Fiji (N = 701). The data analysis used the partial least squares path modeling technique (PLS-PM) to test the proposed model.

Findings

The empirical results revealed that self-risk perception positively influenced organic food intention. The results show that the health consciousness level strengthens the relationship between self-risk perception, beliefs, values and purchase intention. The health consciousness level dampens the relationship between social networking and purchase intention.

Research limitations/implications

The findings of this study provide valuable insights into the guidance and promotion of Fijian and New Zealand's organic food industry. This study enables marketers to develop health-related promotional tactics to stimulate organic food sales. It gauges organic food promoters to use social media-oriented consumer networking to spread health awareness swiftly.

Originality/value

This comprehensive study extends the literature by scrutinizing the profundity of self-risk perception and health consciousness in influencing and explaining consumers' purchase intentions. Aside from ample growth in the study of organic food purchase intention, which commonly replicates simple relationships, this study ascertains deeper meaning and new relationships to understand the moderating role of health consciousness levels in organic food studies, expanding the theory of planned behavior.

Details

British Food Journal, vol. 125 no. 11
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 29 June 2022

Navjit Singh, Kritika Gupta and Bharti Kapur

The purpose of this study is to examine the role of greenwashed word of mouth (GWWOM) originating from trickery and misleading green marketing practices on customer behavior. The…

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Abstract

Purpose

The purpose of this study is to examine the role of greenwashed word of mouth (GWWOM) originating from trickery and misleading green marketing practices on customer behavior. The outcomes of this study are expected to contribute in the domain of responsible green marketing. The significance of this study lies in its ability to provide useful recommendations to marketers, policymakers and customers toward accomplishment of sustainable development goals through usage and adoption of environment-friendly products.

Design/methodology/approach

This study is primarily descriptive in nature, as it attempted to investigate the implications of customers' reactions toward greenwashed practices prevailing in the fast-moving consumer goods (FMCG) market. The information gathered through a self-administered online questionnaire was analyzed using Smart PLS software package to verify the proposed hypotheses. The consistency and validity of the measurement and structural models proposed were tested using inferential statistical procedures.

Findings

The results significantly confirmed the mediating role of GWWOM in shaping the relationship between green skepticism and shift in green behavior. It was verified from the results that customers’ futuristic behavioral patterns toward green products are negatively influenced by misleading and false claims of marketers through GWWOM communications.

Practical implications

The primary implications of this study are for marketers in understanding the role of GWWOM on organizations’ reputation. The policymakers may contribute by implementing appropriate changes in regulations to control greenwashed practices. Finally, customers may become more aware about the unethical marketing practices and act responsibly in the market place.

Originality/value

This study revealed an intriguing finding in the sense that customers, who feel cheated by erroneous and mislead green claims of the marketers, are expected to communicate their experiences through variety of channels. Therefore, it is very likely that they may influence others to change their behaviors while going for environmentally safe products and may have significant consequences on the sustainable consumer behavior.

Details

Journal of Global Responsibility, vol. 13 no. 4
Type: Research Article
ISSN: 2041-2568

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Article
Publication date: 6 October 2021

Gunjan M. Sanjeev and Shweta Tiwari

383

Abstract

Details

Worldwide Hospitality and Tourism Themes, vol. 13 no. 5
Type: Research Article
ISSN: 1755-4217

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Article
Publication date: 7 December 2021

Shavneet Sharma, Neale Slack, Kritika Devi, Tuma Greig and Samantha Naidu

With the increasing popularity of online games like Pokémon Go, a new wave of crowdsourcing communities have emerged, allowing gamers to collaborate, communicate and share useful…

399

Abstract

Purpose

With the increasing popularity of online games like Pokémon Go, a new wave of crowdsourcing communities have emerged, allowing gamers to collaborate, communicate and share useful game-related information. This paper aims to examine the factors that influence gamers' crowdsourcing behaviour.

Design/methodology/approach

A conceptual framework is developed that combines the DeLone & McLean model, self-determination theory, and different levels of engagement behaviour. The online survey collected 371 responses that were analysed using Covariance Based Structural Equation Modelling (CB-SEM).

Findings

The results show that extrinsic and intrinsic motivation positively influenced gamers' crowdsourcing engagement intention. System quality and information quality were also confirmed to be positively associated with gamers' crowdsourcing engagement intention. Furthermore, crowdsourcing engagement intention was found to be positively associated with crowdsourcing content consumption, contribution, and creation.

Practical implications

The findings of this study are useful for the owners of Pokémon Go and other gaming-related crowdsourcing platforms in devising tailored strategies to increase the crowdsourcing engagement of gamers.

Originality/value

This study provides the first empirical evidence of factors motivating online gamers' crowdsourcing intention. This study also presents novel insight into online gamers' crowdsourcing intention by combining diverse theories which offer different perspectives and a more comprehensive understanding of the phenomenon. Contribution to the research on the intention-behaviour gap by modelling three behavioural outcomes (content creation, contribution, and consumption behaviour) of crowdsourcing engagement intention, is another important contribution of this study.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

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Article
Publication date: 16 November 2023

Ram Shankar Uraon, Rashmi Bharati, Kritika Sahu and Anshu Chauhan

This study aims to examine the impact of two dimensions of agile work practices (i.e. agile taskwork and agile teamwork) on team efficacy and creativity. Further, it examines the…

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Abstract

Purpose

This study aims to examine the impact of two dimensions of agile work practices (i.e. agile taskwork and agile teamwork) on team efficacy and creativity. Further, it examines the mediating effect of team efficacy in the relationship between two dimensions of agile work practices and team creativity.

Design/methodology/approach

The data were collected from 563 professionals working in 290 information technology (IT) companies in India using a self-reporting structured questionnaire. Partial least squares-structural equation modeling (PLS-SEM) was used to test the hypothesized model.

Findings

The results demonstrate that agile taskwork and agile teamwork positively impact team creativity and team efficacy, and team efficacy positively impacts team creativity. Furthermore, team efficacy partially mediates the impact of agile taskwork and agile teamwork on team creativity.

Practical implications

This study shows the importance of agile work practices and team efficacy to enhance team creativity. The research offers managers strategies to boost team creativity.

Originality/value

There is a dearth of research examining the distinct effects of agile taskwork and agile teamwork on team efficacy and team creativity. Also, this study is one of its kind that examines the mediating mechanisms that explain the effect of agile taskwork and agile teamwork on team creativity.

Details

Journal of Organizational Effectiveness: People and Performance, vol. 11 no. 2
Type: Research Article
ISSN: 2051-6614

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