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Article
Publication date: 9 April 2018

Rakhi Thakur

The purpose of this paper is to develop and empirically test a model that examines the relationship between post-adoption self-efficacy, satisfaction, and loyalty in the usage of…

4788

Abstract

Purpose

The purpose of this paper is to develop and empirically test a model that examines the relationship between post-adoption self-efficacy, satisfaction, and loyalty in the usage of mobile shopping applications.

Design/methodology/approach

A structured questionnaire was used to collect data from respondents who had used mobile shopping applications to make purchases. Data analysis was done using partial least square structural equation modelling.

Findings

The results show that self-efficacy and satisfaction have a positive impact on continuance intention; however, the same may not lead to advocacy. The results also show that some antecedents of self-efficacy and satisfaction at the post-adoption stage differ from the pre-adoption intention stage.

Practical implications

The findings of the study provide a better understanding of the factors likely to influence loyalty among customers using mobile shopping applications. The findings also provide valuable insights into the factors that e-retailers need to focus to build self-efficacy among their customers using mobile interface.

Originality/value

The contribution of the paper lies in eliciting the differences between customer choice model at the pre-adoption and post-adoption stage for mobile shopping. Furthermore, the study demonstrated the role of a cognitive factor of self-efficacy in loyalty at the post-adoption stage that is pre-dominantly researched with affective factor of satisfaction.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 3
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 3 April 2019

Rakhi Thakur

This study aims to examine the moderating role of customer engagement experiences in satisfaction–loyalty relationship in the digital business environment. This paper looks at…

8921

Abstract

Purpose

This study aims to examine the moderating role of customer engagement experiences in satisfaction–loyalty relationship in the digital business environment. This paper looks at mobile apps for shopping and travel planning to understand these relationships.

Design/methodology/approach

This paper includes the conceptualization and validation of the proposed relationship through multiple studies. An exploratory qualitative study was conducted to identify the relevant engagement experiences. Subsequently, multiple quantitative studies were conducted to examine the proposed relationships.

Findings

The effect of satisfaction on continuance intention is stronger among customers with higher levels of engagement. Further, the propensity to provide electronic word of mouth is non-linear in customers with higher levels of engagement and may not vary directly with satisfaction levels.

Research limitations/implications

The findings of this study contribute to the emerging literature on customer engagement and mobile app-usage domains. Future studies may examine such a relationship in different businesses and on varied digital platforms.

Practical implications

The findings of this paper may provide actionable insights to marketers, giving them a mechanism to segment customers based on engagement levels and using discretion while focusing on satisfaction levels among different segments.

Originality/value

This study validates the proposed moderating role of customer engagement in the satisfaction–loyalty relationship. The non-linear relationship between satisfaction and loyalty is also demonstrated.

Details

European Journal of Marketing, vol. 53 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 27 May 2014

Rakhi Thakur and Mala Srivastava

The purpose of this paper is to accomplish two objectives – to test the functional relationship between adoption readiness (AR), perceived risk (PR) and usage intention for mobile…

12633

Abstract

Purpose

The purpose of this paper is to accomplish two objectives – to test the functional relationship between adoption readiness (AR), perceived risk (PR) and usage intention for mobile payments in India and to investigate the stability of proposed structural relationships across different customer groups.

Design/methodology/approach

The literature concerning major attributes of technology acceptance were systematically reviewed to develop construct of AR. Post that a comprehensive model consisting of AR, personal innovativeness and PR was put together. The model was then empirically tested using structural equation modelling.

Findings

On appraising the proposed model, five out of six hypotheses were fully supported while one hypothesis was partially supported. Test of invariance showed significant variance among users and non-users.

Research limitations/implications

The results of the study may vary with national context, service offerings, regulatory framework and other customer personal variables (i.e. lifestyle) suggesting future research opportunities.

Practical implications

The results facilitate the comprehension of the role of different factors on the mobile payments usage intention among customers. In addition, the results expand the knowledge on consumer behaviour towards financial technological innovations.

Originality/value

The results expand one's knowledge on this relationship, propounding interesting empirical evidence of the model invariance among different consumer groups.

Details

Internet Research, vol. 24 no. 3
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 20 July 2015

Rakhi Thakur

The purpose of this paper is to acknowledge the importance of community networks in distribution of services and to present a conceptual framework outlining the antecedents and…

1646

Abstract

Purpose

The purpose of this paper is to acknowledge the importance of community networks in distribution of services and to present a conceptual framework outlining the antecedents and consequences of community marketing. Developing countries represent large untapped markets at the bottom of economic pyramid which is not serviced by conventional products using traditional marketing channels. Organisations are increasing looking at involving local community and broad range of partners called “Community Marketing” in this paper as a viable channel to expand their market by reaching out to this segment.

Design/methodology/approach

The methodology for this paper involves in-depth study of the relevant literature on role of community networks and highlighting the noteworthy findings of other researchers. Although role of community networks has been widely studied in consumer goods, little has been researched on services. The study draws from cases of mobile financial services in India to develop a framework.

Findings

The findings include the conceptual framework and the pre-requisites for adoption of community marketing for achieving business sustainability.

Originality/value

This paper presents the framework and the steps pertaining to community marketing that can be adopted by organisations to reach out to a large under-served market at the base of economic pyramid. This paper synthesises extant knowledge on the subject and provides a foundation for future research by building a discussion on construct’s domain and developing research propositions.

Details

Journal of Business Strategy, vol. 36 no. 4
Type: Research Article
ISSN: 0275-6668

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Article
Publication date: 9 February 2015

Rakhi Thakur and Mala Srivastava

The purpose of this paper is to develop and empirically test a conceptual model to establish how consumer innovativeness can be used as a variable to positively influence online…

7044

Abstract

Purpose

The purpose of this paper is to develop and empirically test a conceptual model to establish how consumer innovativeness can be used as a variable to positively influence online retailing adoption intention both directly and reducing consumer perceived risk (PR).

Design/methodology/approach

The literature concerning personal innovativeness toward information technology and major components of PR have been systematically reviewed to develop a conceptual model. The impact of innovativeness and PR on online shopping adoption intention has been empirically validated by structural equation modeling using a sample of 433 internet users in India.

Findings

Results reveals consumer innovativeness as a key construct to improve online retail adoption intention both directly and by its effective role in reducing consumer risk perception of using internet channel for making purchase of physical goods.

Originality/value

There is a lack of studies which connect consumer innovativeness and PR in the online retailing context especially in Indian scenario. The results expand one’s knowledge on this relationship, propounding interesting empirical evidence of the model among current and potential online shoppers.

Details

International Journal of Retail & Distribution Management, vol. 43 no. 2
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 15 March 2013

Rakhi Thakur and Mala Srivastava

Mobile commerce is a broad term used for mobile banking, mobile ticketing, mobile coupons, purchasing of goods and services using mobile phones. Considering mobile penetration and…

4398

Abstract

Purpose

Mobile commerce is a broad term used for mobile banking, mobile ticketing, mobile coupons, purchasing of goods and services using mobile phones. Considering mobile penetration and changing lifestyles of the Indian population, it has huge potential. The purpose of this paper is to investigate the factors influencing the adoption intention of mobile commerce.

Design/methodology/approach

For the study, a research model was developed based on constructs from the technology acceptance model and innovation resistance theory and a literature review on research related to usage intention of similar technologies which was then empirically tested using second generation statistical technique of SEM.

Findings

Perceived usefulness, perceived ease of use and social influence are found to be significant dimensions of technology adoption readiness to use mobile commerce while facilitating conditions were not found to be significant. The results also indicate perceived credibility risk defined by security risk and privacy risk is significantly associated with behavioural intention in negative relation, which indicates that security and privacy concerns are important in deterring customers from using mobile commerce.

Research limitations/implications

This study proposed and validated a new construct – technology adoption readiness. The study developed an integrated model for behavioural intention towards financial innovations.

Practical implications

Knowing the factors affecting customers' behaviour towards mobile commerce and the relationship between these factors, various banks, merchants and mobile service providers can develop their marketing strategies to ensure that people use this new service. This in turn will influence the behavioural intention and change these intentions to actual adoption of this new technology.

Originality/value

This study is one of the few empirical studies which have investigated the adoption of mobile commerce in India, which is considered one of the fastest growing countries in terms of mobile usage. The study relates to inclusion of both utilitarian and credibility aspect of adoption intention. It gives an empirical basis on which mobile and banking companies can base their mobile payments marketing strategy.

Details

Journal of Indian Business Research, vol. 5 no. 1
Type: Research Article
ISSN: 1755-4195

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Article
Publication date: 30 September 2014

Rakhi Thakur

Customer satisfaction and loyalty have been traditionally two main goals aimed at by managers. Focusing on the mobile banking (m-banking), the importance of these concepts is even…

6634

Abstract

Purpose

Customer satisfaction and loyalty have been traditionally two main goals aimed at by managers. Focusing on the mobile banking (m-banking), the importance of these concepts is even greater due to the increasing focus of banks on mobile phones in order to reach out to a larger set of customers. The purpose of this paper is to characterize both these concepts in the m-banking context.

Design/methodology/approach

The influence of satisfaction and trust and their antecedents in developing customer loyalty in the m-banking were measured. The proposed model was tested through PLS-SEM.

Findings

This research showed that satisfaction from m-banking based on previous interactions had a positive effect on customer loyalty. In addition, mobile interface usability and service were found to have a positive effect on customer satisfaction.

Practical implications

In order to develop customer loyalty in m-banking, banks should prioritize user friendly interface and provide services valued by m-banking customers.

Originality/value

Although the increasing competitiveness in m-banking is motivating banks to offer the same to customers, there is lack of studies that analyze the formation of satisfaction, trust and loyalty concepts in this context. This study therefore represents an initial contribution to the field of m-banking, which is gradually acquiring popularity in recent years especially in developing countries.

Details

International Journal of Bank Marketing, vol. 32 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Available. Content available
Article
Publication date: 15 March 2013

Anita Goyal and Moutusi Maity

159

Abstract

Details

Journal of Indian Business Research, vol. 5 no. 1
Type: Research Article
ISSN: 1755-4195

Available. Content available
Article
Publication date: 1 March 2013

289

Abstract

Details

South Asian Journal of Global Business Research, vol. 2 no. 1
Type: Research Article
ISSN: 2045-4457

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Article
Publication date: 10 October 2024

Pradeep K. Jha, Suvadip Ghorai, Rakhi Jha and Surya Prakash Singh

The main aim of this paper is to investigate key challenges that hinder sustainable and resilient green supply chain (GSC) building in small and medium-sized enterprises (SMEs…

61

Abstract

Purpose

The main aim of this paper is to investigate key challenges that hinder sustainable and resilient green supply chain (GSC) building in small and medium-sized enterprises (SMEs) with respect to how they interact after the COVID era.

Design/methodology/approach

Using a questionnaire, policymakers and industry managers from SMEs identify the main obstacles that will affect their resilience. These issues are then discussed with 50 experienced professionals from the top management field and further divided into sustainability and gresilience challenges. The Grey-DEMATEL (Grey sets and Decision-Making Trial and Evaluation Laboratory) has been employed to assess the significance of challenges to SMEs' development of green resilience. Overall, the paper aims to build up a novel decision-making technology for the interconnectedness of green and resilience in the post-pandemic supply chain world.

Findings

The 12 sustainability and gresilience challenges highlighted by experts in the sector were analyzed. Insufficient government assistance and the handling of resources are the most significant challenges to developing a sustainable and gresilient value chain system, according to the study. The study highlights supply chain restructuring, waste reduction management, shortages of skilled manpower and insufficient knowledge of digitalization as key challenges for SMEs to prioritize.

Practical implications

The outcomes of this research are crucial for SMEs building resilient supply networks through the green concept. Policymakers may utilize the data to pinpoint shortcomings in the supply chain for tactical as well as strategic development and improvement.

Originality/value

When it comes to building green resilience and sustainability in an unpredictable business climate, the outcomes of this research will be significant for SMEs.

Details

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

Keywords

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