Inder Singh, P. Sabita and V.A. Altekar
Silver has been known to mankind from time immemorial. It was one of the prized possessions of kings and nobles. From earliest times, it has been known for its intimate…
Abstract
Silver has been known to mankind from time immemorial. It was one of the prized possessions of kings and nobles. From earliest times, it has been known for its intimate association with (i) monetary system, (ii) use as a silverware for household purposes and (iii) beauty and elegance when shaped into ornaments. Now, an increased understanding of the properties of silver results in its application in the rapidly developing technologies, namely communications, electronics, space explorations, etc.
Sabita Mahapatra and Shivendra Kumar Pandey
The COVID-19 pandemic compelled educational institutions to shift from classroom interactions to electronic learning (e-learning). This study uses eTAM with usability dimensions…
Abstract
Purpose
The COVID-19 pandemic compelled educational institutions to shift from classroom interactions to electronic learning (e-learning). This study uses eTAM with usability dimensions to examine the use of e-learning for core academic activities during the COVID-19 pandemic. Leveraging the switching value framework, it investigates students’ preference for extending the use of e-learning to extracurricular activities post-pandemic. The study also integrates eTAM and the switching value framework to conceptualize students’ e-learning usage behavior in a synchronous learning environment.
Design/methodology/approach
Structural equation modeling was used to test the proposed research framework using a cross-sectional design. Data were collected through a survey conducted at two premier management institutes with broad national representation in India.
Findings
The result revealed that emotional cost had a more significant impact on perceived switching value compared to learning, sunk and reduced performance costs. Also, perceived switching value had a stronger influence on e-learning than the eTAM factors. Interestingly, learning support negatively influenced perceived ease of use and usefulness.
Originality/value
The study provides evidence that while eTAM largely explains e-learning usage during the pandemic, perceived switching value significantly influences its extended use post-pandemic. Our study challenges the belief that eTAM factors influence the continuous use of e-learning post-pandemic. The study insights can guide educational institutions, educators and policymakers in expanding the application of e-learning beyond the pandemic.
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The purpose of this paper is to examine the effect of patient participation on patient satisfaction and the subsequent effect on patient behavior outcomes
Abstract
Purpose
The purpose of this paper is to examine the effect of patient participation on patient satisfaction and the subsequent effect on patient behavior outcomes
Design/methodology/approach
The research employs self-administered survey method to test hypotheses. The convenience sampling approach is used to collected data from 410 patients in metropolitan cities of India. The data are analyzed using SmartPLS to test the proposed model.
Findings
The results shows patient participation is positively related to behaviour outcomes and patient confidence and satisfaction mediate the effect of patient participation on adherence.
Research limitations/implications
The study was limited to a small sample which may somewhat limit generalization of the findings. However, the findings, based on primary data, are insightful. Second, the current study was cross-sectional in nature, whereas a longitudinal study could had measured changes in perceptions over an extended time period.
Practical implications
The results provide interesting insights about the significance of patient participation in positive behavior outcome. These insights will enable health care professionals and government to formulate a suitable policy through which to encourage patient participation in health treatment regimes.
Originality/value
The paper demonstrates the influence of patient participation on behavior. There has been little research on this aspect in the Indian context to date, so this study offers an important guideline to the health care industry in relation to introducing customer empowerment into health care regimes.
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Sabita Mahapatra and Abhishek Mishra
The purpose of this paper is to examine the influence of source credibility, message credibility and tie strength, on acceptance and subsequent forwarding of electronic word of…
Abstract
Purpose
The purpose of this paper is to examine the influence of source credibility, message credibility and tie strength, on acceptance and subsequent forwarding of electronic word of mouth (EWOM). Forwarding EWOM (FEWOM) also depends on personality traits, which this work investigates in form of moderation effect of individual regulatory focus.
Design/methodology/approach
Hypotheses are developed using social exchange theory and the elaboration likelihood model and tested using structural equation modelling. Data were collected online, using a random sample of 324 respondents in India.
Findings
Findings indicate that source credibility and tie strength are instrumental in influencing acceptance of EWOM. A strong mediation role of acceptance of EWOM, confirms that people tend to forward information online only if they accept it.
Research limitations/implications
This study represents a unique effort to focus on the combined effects of message credibility, source credibility and tie strength on acceptance and subsequent forwarding of EWOM.
Originality/value
This study provides original insights about antecedents of FEWOM as well as the role of individual regulatory focus as a moderator in the process.
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Superior functionality of smartphones makes them a potential retailing channel, despite their slow adoption. The purpose of this paper is to identify convenience factors that…
Abstract
Purpose
Superior functionality of smartphones makes them a potential retailing channel, despite their slow adoption. The purpose of this paper is to identify convenience factors that influence consumption experience and intention to continue shopping on a mobile phone.
Design/methodology/approach
This study was carried out on students using a survey method. This study was conducted in the National Capital Region of India due to its large and diverse population. A purposive sampling technique was used to contact 380 respondents.
Findings
The data were analysed using a structural equation model. The results indicate search and possession convenience to be positively related to consumption experience while search, evaluation and post-purchase convenience are positively related to continuance usage intention. The findings of this study provide evidence that mobile phone is an effective channel for shopping due to search, evaluation, possession and post-purchase convenience.
Research limitations/implications
This study used student population between the age group of 20 and 30 years, thereby limiting the generality of the results.
Practical implications
This study provides insights to retailers and brand managers for crafting their mobile marketing strategies.
Originality/value
This study explores and uncovers, for the first time, convenience dimensions of a mobile shopping channel across various stages of consumers’ purchase cycle.
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Sangeeta Sahney, Devinder Kumar Banwet and Sabita Karunes
Education is a service industry. It needs to adopt the techniques of other industries in measuring the quality of its services and the satisfaction of its customers. This paper…
Abstract
Education is a service industry. It needs to adopt the techniques of other industries in measuring the quality of its services and the satisfaction of its customers. This paper reports on a study of educational institutes in India in terms of how well they meet the needs of local industrial customers. It involves the use of quality function deployment, and a range of statistical techniques, to design and analyze a questionnaire which results in a clear demonstration of a lack of satisfaction. The analysis also identifies those factors which should be specifically addressed to improve quality and customer satisfaction.
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Sabita Mahapatra and Shubhadeep Basak
The learning outcomes are as follows: introduce the concept of the decision-making process, decision-making unit and hierarchy of effects and marketing strategy; identify the…
Abstract
Learning outcomes
The learning outcomes are as follows: introduce the concept of the decision-making process, decision-making unit and hierarchy of effects and marketing strategy; identify the critical aspect of segmentation, targeting and positioning; and highlight the critical element of pricing and communication media.
Case overview/synopsis
In early January 2017, Mr Ashish and Mr Rahul, co-founders of Biziga, a company engaged in training through simulation for management education, was at crossroads. Keeping in view the challenges of the emerging Indian market, Biziga envisioned creating participant-centric business learning simulations. The initial responses and feedback received from several top B-schools were promising. However, the euphoria did not last long. Biziga retained only a few of its initial clients from the Tier-1 B-schools who had adopted the product. But the response received from other categories of B-schools was not very encouraging. Acquiring new clients from these institutes was the major challenge. The founders of Biziga had differences in their thought about the strategic path they should pursue to achieve future growth. There were several options to achieve the goal of a target revenue of INR 1bn in the next five years and be known as a virtual gamification company with a complete bundle of business simulation products. They had to finalize for the financial year 2017-18 the most feasible and promising option/s that would have a long-term impact on the company’s future growth and success in the upcoming meeting scheduled in the last week of February 2017.
Complexity academic level
Postgraduate students and executive students.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing.
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Sabita Mahapatra, ATP Ramani and Avinash D. Kulkarni
This paper aims to provide an opportunity to study organization buying behavior, specifically buying and selling in the B2B context. The case demonstrates the need to understand…
Abstract
Purpose
This paper aims to provide an opportunity to study organization buying behavior, specifically buying and selling in the B2B context. The case demonstrates the need to understand the expectations of the buyer’s decision-making unit and the challenges involved in acquiring and retaining customers based on the articulated value proposition of the product. The case also provides an opportunity to explore the critical issues related to an organization’s buying process, while emphasizing on the importance of customer relationship management and the challenges involved in sales conversion.
Design/methodology/approach
The case is a filed-based study that aims to provide insight on differences between buying and selling in B2B & B2C and an understanding on customer value proposition in B2B buying context.
Findings
The case provides a comprehensive overview on the key role of decision-making units and decision-making process in B2B context.
Originality/value
This is an India-specific field-based case study on B2B selling situation. The case provides a framework on salesperson B2B selling approach, techniques and skills in view of the changing business selling environment in the age of technologically advanced digital world.
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Sabita Dutta, Saumya Dixit and Arpita Khare
Understanding tourist experiences with virtual reality (VR) products is essential for firms using VR for tourism marketing, particularly in developing countries where customers do…
Abstract
Purpose
Understanding tourist experiences with virtual reality (VR) products is essential for firms using VR for tourism marketing, particularly in developing countries where customers do not have access to personal VR devices or gadgets. This study aims to provide insights into technology usage for tourism marketing India, which is a developing country. It explores 360° virtual tours as an upcoming strategy for tourism promotion by analysing tourists’ perspectives through a qualitative approach.
Design/methodology/approach
360° YouTube video launched by the Ministry of Tourism, Government of India, was shown to the participants as a marketing stimulus, followed by questions to understand tourists’ experiences and intentions. Responses were collected from 45 tourists who visited popular tourist destinations such as Shimla, Manali and Dharamshala districts of Himachal Pradesh, India.
Findings
The findings of the study indicate that several crucial elements play a pivotal role in creating the 360° VR experience. Based on interviews, it was found that 360° video experiences assist in visualising a destination through imaginative exploration, generating curiosity about the destination, forming a favourable image of the destination and facilitates ease of experience. A few participants mentioned experiencing discomforts, such as motion sickness and eye strain, while viewing 360° videos. Moreover, tourists provided valuable insights into various factors, including how 360° videos elicit arousal through entertainment and excitement, develop immersion and engagement in the virtual environment (VE), aid in assessing destination suitability, offers advantage over other media, serves as a substitutes for travel during constraints, generates assurance and influences intentions. These factors have emerged as significant considerations influencing their willingness to adopt such technology in the future.
Originality/value
In the contemporary market landscape, 360° VR technology is anticipated to enhance the experiential elements within VEs. While existing research has focused on the technical attributes of VR, there remains a crucial gap pertaining to the experiential and destination-related elements and their influence on usage, travel planning and intentions. Therefore, this study provides deeper insights into the unexplored concepts and dimensions of the virtual tourism experience, particularly concerning interaction with 360° videos. The study contributes novel insights to the existing body of tourism literature and provides practical implications for enhancing 360° virtual tour experiences.
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Sabita Mahapatra and Saumya Sharma
Marketing/Consumer behaviour.
Abstract
Subject area
Marketing/Consumer behaviour.
Study level/applicability
The case can be used for the postgraduate students and executives in a first-year Marketing Management class for an introductory session on understanding consumer decision in a business-to-consumer context. The case can be also used in a second-year elective course on Consumer Behaviour for the topic on consumer decision-making journey and managing customer experience through service excellence. This case would be most befitting to be used for the first introductory session of 75 minutes to give an overview on consumer behaviour.
Case overview
The dismal failure of Natasha’s desktop while preparing an important presentation due for submission compels Natasha (the protagonist) to make up her mind to buy a laptop. After consulting her friends and relatives, followed with intense search from different retail stores, Natasha finally decides to buy a Sony laptop from a multi-brand retail outlet with a price discount and freebies. Finally, when Natasha settled down to work on her new laptop on her pending presentation, she confronts some problem. Unable to identify the problem, she contacted the store sales representative to resolve the problem. However, the representative’s ineffectiveness in addressing the problem and promptly delivering the service leaves Natasha in a state of uncertainty and confusion. She seemed to be in a fix and undecided, wondering whether she should immediately rush to the repair centre with her desktop to fix the problem for the time being or she should leave the laptop and wait till the problem gets resolved.
Expected learning outcomes
The case aims to provide interesting inputs on various phases of consumer decision-making journey and appropriate marketing strategy for each phase. The objective is to make students appreciate how poor after-sales service results in post-purchase dissonance and conflict in the consumer's mind. The case provides an opportunity for students to come up with possible solutions to resolve the post-purchase dissonance and conflict and share their views or ideas of how a seller can create a lasting impression in the mind of the buyer.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 8: Marketing