Ravi Shekhar Kumar, Satyabhusan Dash and Naresh K. Malhotra
This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through…
Abstract
Purpose
This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing activities directly create CBBE.
Design/methodology/approach
Qualitative interviews with patients, followed by interaction with respondents using a structured questionnaire, were used to collect the data.
Findings
The results suggest that CE is the focal mediating variable for the relationship between marketing activities and CBBE. Out of 15 marketing activities, 8 positively impacted CBBE through CE and 2 negatively affected CBBE through CE. Among the remaining five, three had only a direct positive impact on CBBE and two neither directly nor indirectly impacted CBBE.
Research limitations/implications
The effects of only individual marketing activity, and not of the interaction among marketing activities, were assessed.
Practical implications
The study provides insights into the importance of CE in building CBBE for credence-dominant services (e.g. healthcare). This work will help managers in implementing experiential marketing by designing suitable activities for creating service CBBE.
Originality/value
The study outlines service CBBE creation through CE, offering specific insights for the healthcare market.
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Kasturi Shukla and Avadhut Patwardhan
Medical tourism demands tremendous responsiveness and accountability. The triple bottom line in medical tourism indicates that these organizations must emphasize on economic…
Abstract
Medical tourism demands tremendous responsiveness and accountability. The triple bottom line in medical tourism indicates that these organizations must emphasize on economic profits, environmental protection, and conservation of social resources. Developing a resilient medical tourism ecosystem is another critical necessity after the COVID-19 pandemic. The present study attempts to study the various aspects of medical tourism while synthesizing the relevant theories. This synthesis was used to propose a framework for developing a resilient medical tourism system. The outcomes of the chapter also propose the long, medium, and short-term goals. These goals focus on relevant stakeholders for developing highly integrated and resilient medical-tourism destinations.
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Deepa Jain, Manoj Kumar Dash and K. S. Thakur
This chapter focusses on the identification of sustainability factors. Out of the 77 variables used in the questionnaire for collection of the information, on sustainability of…
Abstract
This chapter focusses on the identification of sustainability factors. Out of the 77 variables used in the questionnaire for collection of the information, on sustainability of financial innovation in e-payment system (EPS), the important factors are identified and derived using exploratory factor analysis (EFA). This chapter further presents validation of the identified factors through confirmatory factor analysis (CFA). Based on the identified factors, a model for EPS is proposed. The chapter also presents a scale developed based on identified factors.
Deepa Jain, Manoj Kumar Dash and K.S. Thakur
This chapter highlights the research contribution, managerial implications followed by the strategy to be implemented to attain sustainability of financial innovation in e-payment…
Abstract
This chapter highlights the research contribution, managerial implications followed by the strategy to be implemented to attain sustainability of financial innovation in e-payment system (EPS). The chapter further addressed the future scope of research in the financial market, with brief concluding remarks.
Deepa Jain, Manoj Kumar Dash and K. S. Thakur
This chapter introduces the concept of financial market and highlights the role of e-payment systems in the financial market by focusing on the keywords of financial innovation…
Abstract
This chapter introduces the concept of financial market and highlights the role of e-payment systems in the financial market by focusing on the keywords of financial innovation, e-payment and sustainability.
Shweta Pandey and Deepak Chawla
The purpose of this paper is to explore the dimensions of online customer experience (OCE) and their impact on satisfaction and loyalty in the clothing e-retail context…
Abstract
Purpose
The purpose of this paper is to explore the dimensions of online customer experience (OCE) and their impact on satisfaction and loyalty in the clothing e-retail context. Furthermore, it explores the influence of gender on the OCE-satisfaction-loyalty chain.
Design/methodology/approach
OCE dimensions were drawn from the literature and then adapted and validated using two samples (217 – exploratory factor analysis, 651 – confirmatory factor analysis) of experienced online clothing shoppers in India. An analysis was done using structured equation modelling.
Findings
Six OCE psychological factors and four OCE functionality factors were revealed. Both OCE dimensions impact loyalty either directly or indirectly through satisfaction. Gender is observed to moderate the relationship among three OCE factors (e-distrust, e-negative beliefs and website interactivity) and satisfaction.
Research limitations/implications
The research results are limited to the factors related to each of the two OCE dimensions explored within the clothing e-retail context in India.
Practical implications
Clothing e-retailers need to focus on both the OCE dimensions to drive business sustenance. Furthermore, their OCE strategies should be in line with the gender-based differences highlighted by the study.
Originality/value
The study facilitates in the adaptation and validation of the OCE dimensions in the clothing e-retail category in an emerging market. While all factors associated with both OCE dimensions are important for driving satisfaction and loyalty, the study underscores the need for a higher focus on visual engagement by e-retailers in the given context. Gender moderates the OCE-satisfaction paths, but does not moderate the OCE-loyalty paths.
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Deepa Jain, Manoj Kumar Dash and K. S. Thakur
In this chapter customer opinion and perception towards e-payment system is disclosed with the help of descriptive analysis of the responses collected from the respondents using…
Abstract
In this chapter customer opinion and perception towards e-payment system is disclosed with the help of descriptive analysis of the responses collected from the respondents using questionnaire.
Mary Shelman, Damien McLoughlin and Mark Pagell
This chapter presents the case study of Origin Green, the Irish food industry’s national program that committed the entire supply chain to meet sustainability targets and…
Abstract
Purpose
This chapter presents the case study of Origin Green, the Irish food industry’s national program that committed the entire supply chain to meet sustainability targets and simultaneously branded the efforts and outcomes to increase demand for Irish food products. The brand creation is discussed under headings of building predictability, creating innovative capacity, and facilitating an intimate relationship.
Methodology/approach
The chapter describes supply chain risk mitigation, brand development, and the relationship between the two, proposing that they should be regarded as simultaneous rather than separate processes. This is followed by the case history of Origin Green.
Findings
The literatures on risk mitigation and brand equity development are extended by suggesting that the development of each should be regarded as simultaneous rather than consecutive activities.
Practical implications
The chapter outlines a program for national branding and sustainability and an insight on risk mitigation and branding that should be of interest to policymakers designing such programs and senior leaders considering involvement.
Originality/value
This chapter will be useful to policymakers considering national or industry-wide initiatives. Further, the chapter demonstrates the opportunity and challenges of systemic approaches to sustainability. The opportunity to brand nations and systems and the need to simultaneously build supply chain and brand for such is an original insight that is of value to strategy and planning. Similarly, at firm level, removing risk from the supply chain and building a brand would be of value.
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Deepa Jain, Manoj Kumar Dash and K. S. Thakur
This chapter elaborates the concept of Structural Equation Modelling (SEM) and further validates the model for the sustainability of financial innovation using factors of…
Abstract
This chapter elaborates the concept of Structural Equation Modelling (SEM) and further validates the model for the sustainability of financial innovation using factors of e-payment system, adoption intention, trust and sustainability, and finally derives a model for the sustainability of the financial innovation using SEM. The chapter also presents Sustainability of E-payment System on Customer Perspective (SEPSCP) through segmentation approach.
Deepa Jain, Manoj Kumar Dash and K. S. Thakur
This chapter comprehensively presents the step by step research methodology, used for the financial market research analysis.