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Article
Publication date: 14 January 2021

Amit Shankar

The aim of this study is to evaluate the impact of convenience on banking consumers' webrooming intention. To fulfil this objective, this study empirically investigates how…

2189

Abstract

Purpose

The aim of this study is to evaluate the impact of convenience on banking consumers' webrooming intention. To fulfil this objective, this study empirically investigates how convenience impacts consumers' webrooming intention, using a comprehensive moderated–mediation framework. The study investigates the mediating effects of perceived hedonic values and perceived utilitarian values and how these mediating effects are moderated by consumers' perceived security concerns.

Design/methodology/approach

Data were collected using a questionnaire-based offline survey from 534 banking users in India, using systematic sampling. The covariance-based structural equation modelling and PROCESS macro were used to examine the hypotheses.

Findings

The results indicated that access convenience, search convenience, benefit convenience and post-benefit convenience have a crucial impact on consumers' webrooming intention. The perceived hedonic values and perceived utilitarian values mediate the effects of convenience dimensions on webrooming intention, and mediation effects varied between high and low levels of consumers' perceived security concern.

Research limitations/implications

This study was conducted in India using cross-sectional data. The proposed model can be replicated in other countries using longitudinal data for generalising the findings.

Practical implications

The study's findings will help banks identify how to enhance convenience to manage channel-switching behaviour.

Originality/value

“Webrooming”, a key channel-switching concern in a multichannel banking context is investigated by examining the impact of convenience dimensions.

Details

International Journal of Bank Marketing, vol. 39 no. 2
Type: Research Article
ISSN: 0265-2323

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Book part
Publication date: 2 September 2014

Venkatesh Shankar

Shopper marketing describes the planning and execution of all marketing activities that influence a shopper along – and beyond – the path-to-purchase, from shopping trigger to…

Abstract

Shopper marketing describes the planning and execution of all marketing activities that influence a shopper along – and beyond – the path-to-purchase, from shopping trigger to purchase, consumption, repurchase, and recommendation stages. Shopper marketing practices at manufacturers and retailers are growing at a tremendous pace and a rising portion of marketing budgets are now devoted to shopper marketing. The first phase of shopper marketing research and practice, Shopper Marketing 1.0, addressed interesting issues, primarily relating to in-store marketing. In the next phase, Shopper Marketing 2.0, will significantly extend to out-of-store marketing, including online and mobile marketing, resulting in an integrated practice. In this new environment, to formulate and execute effective shopper marketing strategies, managers need to better understand the complete picture of how online, offline, mobile and in-store marketing influence shoppers in the path-to-purchase-and-beyond cycle. In this chapter, we present the evolution of shopper marketing, summarize key learnings, outline important issues, and discuss the opportunities and challenges of Shopper Marketing 2.0.

Details

Shopper Marketing and the Role of In-Store Marketing
Type: Book
ISBN: 978-1-78441-001-8

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Case study
Publication date: 20 March 2024

Satyanandini Arjunan, Minu Zachariah and Prathima K. Bhat

Alpha Design Technologies Private Limited (ADTL) was started in 2004 by Colonel H.S. Shankar after his retirement from services in the Indian Army and Bharat Electronics Limited…

Abstract

Learning outcomes

Alpha Design Technologies Private Limited (ADTL) was started in 2004 by Colonel H.S. Shankar after his retirement from services in the Indian Army and Bharat Electronics Limited (BEL). Aggressively growing the company from US$0.04m in 2004 to US$100m in 2022, he proved that age was not a barrier to success in entrepreneurship. His aspirations were to gain a greater presence in foreign markets through higher exports. After reading this case study, the students will be able to understand how the defence sector evolved in India and the role of private-sector enterprises; recognise the risks and opportunities in the changing dynamics of defence sector in India; believe that the ideas and capabilities of an entrepreneur increase with relevant previous experiences; appreciate the ambition and managerial capabilities of an entrepreneur even at the age of 60; apply Ajzen’s theory of planned behaviour on the entrepreneurial journey of Shankar and formulate strategies for growth.

Case overview/synopsis

Started in the year 2004, ADTL specialises in manufacturing defence-related products. ADTL was cofounded by Shankar, at the age of 60. His experience of working with the Indian Army and BEL in various capacities gave him the proficiency to start a venture on his own after his retirement. The ecosystem in India was favourable for ADTL as the Government opened up the defence sector for private players. Nevertheless, age was not a barrier for this senior citizen to tap the opportunity and work aggressively to grow his venture from US$0.04m in 2004 to US$100m in 2022. By 2023, ADTL had an employee strength of 1,200 including 650 engineers, and they emerged as a market leader in Software Defined Radio space. They manufactured around 200 different products for defence and space. ADTL exported 60% of the defence products to countries such as Israel, the USA and Germany. Moving forward, the dream for Shankar was to make a mark in the defence geography of the world through ADTL, by improving its export volumes and also through strategic alliances.

Complexity academic level

This case study can be taught to Master of Business Administration/postgraduate degree in management students as a part of the introductory course on entrepreneurship and strategy. This case study can be used specifically to make the students understand the role of private sector in the manufacturing of defence products after the liberalisation policy of the Government of India. The intention was not only to protect the nation from the threat posed by neighbouring countries but also to promote exports of defence products to other countries to improve foreign exchange earnings.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 3: Entrepreneurship.

Details

Emerald Emerging Markets Case Studies, vol. 14 no. 1
Type: Case Study
ISSN: 2045-0621

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Article
Publication date: 26 October 2021

Amit Shankar

Mobile human resource management application (mHRM app) has emerged as an innovative solution to manage human resources. However, the performance of the application is…

581

Abstract

Purpose

Mobile human resource management application (mHRM app) has emerged as an innovative solution to manage human resources. However, the performance of the application is questionable, and hence, it is crucial to know employees' perception towards it. This study aims to explore employees' perceived service quality towards mHRM app using the moderated-mediation framework.

Design/methodology/approach

Data were collected from 265 Indian HR professionals using online questionnaire. The proposed hypotheses were examined using structural equation modelling and PROCESS Macro.

Findings

Results indicate that navigation and contact significantly affect employees' mHRM usage behaviour. Results also indicate that perceived values significantly mediates the association between perceived service quality and mHRM usage behaviour.

Practical implications

The findings of the study will help organisations in enhancing their employees' perceived service quality towards mHRM app.

Originality/value

This study contributes to the literature on human resource management, total quality management and cognitive-motivational-relational (CMR) theory.

Details

The TQM Journal, vol. 34 no. 1
Type: Research Article
ISSN: 1754-2731

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Article
Publication date: 13 September 2023

Amit Shankar

This study aims to explore the factors influencing the bottom of the pyramid (BOP) consumers’ adoption and usage intention towards mobile payment (m-payment) to achieve financial…

258

Abstract

Purpose

This study aims to explore the factors influencing the bottom of the pyramid (BOP) consumers’ adoption and usage intention towards mobile payment (m-payment) to achieve financial inclusion and sustainable development goals.

Design/methodology/approach

A qualitative research design is used to explore the enablers and inhibitors that influence BOP consumers’ m-payment adoption and usage intention. To collect the qualitative responses, semi-structured in-depth interviews with BOP respondents were conducted. The thematic analysis using the text mining technique will be used to analyse qualitative data for exploring the predominant factors affecting m-payment adoption intention and usage.

Findings

The results suggested awareness, social influences and self-efficacy as crucial enablers and privacy and security risks and vulnerability concerns as crucial inhibitors towards m-payment adoption and usage.

Originality/value

As a novel contribution to the BOP, financial inclusion, sustainable development goals and m-payment literature, this study unfolds several unknown perceived benefits and perceived sacrifices that influence the BOP consumers’ m-payment adoption intention and usage. The study’s findings help the government and banks formulate and implement strategies to achieve financial inclusion among BOP consumers.

Details

Journal of Global Responsibility, vol. 15 no. 2
Type: Research Article
ISSN: 2041-2568

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Article
Publication date: 13 December 2022

Levent Çallı

The primary purpose of this research is to analyze the online user reviews, where real customer experiences can be observed, with text mining and machine learning approaches…

1739

Abstract

Purpose

The primary purpose of this research is to analyze the online user reviews, where real customer experiences can be observed, with text mining and machine learning approaches, which are seen as a gap in the related literature. This study aims to compare the latent themes uncovered by the topic modeling approach with studies focused on both mobile banking (m-banking) adaptation and service quality features, suggest new aspects and examine the effect of latent topics on customer satisfaction.

Design/methodology/approach

This study analyzed 21,526 reviews posted by customers of private and state banks operating in Türkiye. An unsupervised machine learning method, Latent Dirichlet algorithm (LDA), was conducted to reveal topics, and the distribution of all reviews was visualized with the t-SNE algorithm. Random Forest, logistic regression, k-nearest neighbors (kNN) and Naive Bayes algorithms were utilized to predict user satisfaction through the given score.

Findings

In total, 11 topics were revealed by considering user reviews based on their experience. Among these topics, perceived usefulness and convenience and time-saving are much more important in the scoring given to m-banking apps. Furthermore, in more detail, seven topics have been identified related to technical and security problems related to m-banking apps.

Originality/value

This paper is a pioneer study regarding the method used and sample size reached in the m-banking literature. The findings also provide fresh insight into the post-Covid-19 era, both academically and practically, by providing new features for mobile bank adoption.

Details

International Journal of Bank Marketing, vol. 41 no. 2
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 25 November 2024

Aman Kumar, Amit Shankar, Rajesh Kumar and Ajith Kumar Vadakki Veetil

This study examines the effect of crucial factors (benefits and sacrifices) influencing employees' perceived values (hedonic and utilitarian) towards metaverse meeting platforms…

91

Abstract

Purpose

This study examines the effect of crucial factors (benefits and sacrifices) influencing employees' perceived values (hedonic and utilitarian) towards metaverse meeting platforms. Further, the study investigates the impact of employees' perceived values (hedonic and utilitarian values) on behavioral intention to use metaverse meeting platforms. The study also examines how behavioral intention to use metaverse meeting platforms influences organizational SDG achievement. Finally, the authors analyzed the moderating impact of employee creativity.

Design/methodology/approach

Data were collected from 228 participants through structured questionnaires, and the hypotheses were examined using the structural equation modeling approach.

Findings

Social presence and technostress are significantly associated with perceived hedonic value. Further, social presence, exhaustion and technostress are significantly associated with perceived utilitarian value. Similarly, perceived hedonic and utilitarian value is significantly associated with behavioral intention to use metaverse meeting platforms. Further, behavioral intention to use metaverse meeting platforms is also significantly associated with SDG achievement.

Originality/value

The study enriches the existing literature pertaining to the metaverse, strategic human resources, sustainability, employee creativity and technology adoption. The research also enriches the value-based adoption (VAM) and stimulus-organism-response (SOR) theories.

Details

International Journal of Manpower, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0143-7720

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Article
Publication date: 26 July 2024

Aman Kumar and Amit Shankar

The purpose of this research is to identify the most important attributes of metaverse influencers and examine their impact on customer engagement and social glue.

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Abstract

Purpose

The purpose of this research is to identify the most important attributes of metaverse influencers and examine their impact on customer engagement and social glue.

Design/methodology/approach

Three studies (one qualitative and two quantitative) were conducted to understand the phenomenon better. The qualitative study (Study 1) was conducted to identify the antecedents of the theoretical model, which was tested in Study 2 using the covariance-based structural equation modelling (CB-SEM) technique. Study 3 then divided the respondents based on the metaverse influencer attribute preferences.

Findings

Results of Study 1 revealed the six most influential attributes of metaverse influencers: physical attractiveness, social attractiveness, perceived credibility, metaverse-influencer fit, intimacy and attitude homophily. Further, Study 2 validated that attractiveness and perceived credibility enhance engagement. Also, the results revealed that intimacy, perceived credibility and homophily enhance social glue. Moreover, parasocial relationships mediate the association between intimacy, attitude homophily, perceived credibility and (engagement and social glue). The conditional indirect effect of physical attractiveness, social attractiveness and metaverse–influencer fit on (engagement and social glue) via parasocial relationships at different high and low levels of self-discrepancy was significant. Finally, Study 3 used latent class analysis to reveal different clusters of metaverse users.

Originality/value

This research enriches our understanding of metaverse influencers, contributing to the influencer marketing literature. It offers actionable insights for marketers by elucidating key influencer attributes, aiding in enhancing engagement and social glue.

Details

Journal of Services Marketing, vol. 38 no. 7
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 28 July 2023

Vasanthi Mamidala, Pooja Kumari and Dakshita Singh

The purpose of this study is to examine the behaviour of retail investors while making an investment decision and how it gets affected by the behavioural biases of the investors…

1082

Abstract

Purpose

The purpose of this study is to examine the behaviour of retail investors while making an investment decision and how it gets affected by the behavioural biases of the investors using a moderated-mediation framework.

Design/methodology/approach

A mixed method approach has been used to fulfil the objectives of the study. In the first study, a qualitative analysis of the interviews with 15 retail investors was conducted. As part of the quantitative study, a total of 201 responses from Indian retail investors were collected using systematic sampling and analysed using structural equation modelling and Process Macro.

Findings

The results indicate that anchoring bias, availability bias, herding bias, switching cost, sunk cost, regret avoidance and perceived threat have a significant effect on retail investors’ investing intention. The attitude of the investors towards investing decisions mediates the effects of behavioural bias and the status quo on investment intention. The results of the moderated-mediation analysis indicate that mediating effect of attitude varied at the low and high-risk aversion of investors.

Practical implications

The findings of this study will help regulators and retail investors to understand the critical behavioural biases which affect the investors’ investing intention.

Originality/value

The paper contributes to the literature on investors’ behaviour, status quo bias theory (SQB) and behavioural bias. This study uniquely proposes a moderated-mediation framework to understand the effects of biases on retail investors’ investment intention.

Details

Qualitative Research in Financial Markets, vol. 16 no. 3
Type: Research Article
ISSN: 1755-4179

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Article
Publication date: 24 January 2022

Pooja Kumari and Bhumika Bhateja

The surge in coronavirus disease (COVID-19) cases in India raises the need to study the variables that affect product and category choices, consumer buying preferences and…

994

Abstract

Purpose

The surge in coronavirus disease (COVID-19) cases in India raises the need to study the variables that affect product and category choices, consumer buying preferences and consumrs' future spending. The purpose of the research is to analyse the purchasing behaviour of Indian consumers with regard to health and hygiene products, taking into consideration the impact of the current pandemic crisis.

Design/methodology/approach

Using purposive sampling criteria, a web-based questionnaire was circulated and a total of 411 responses were received.

Findings

The results assert that variables such as awareness of social distancing, brand-cause fit, word-of-mouth (WOM) publicity, altruist attribution, perceived usefulness and social norms have significant impact on trust and perceived values, which ultimately leads to consumer's purchase intention towards health and hygiene products. In addition, the model detects the moderating role of health consciousness.

Practical implications

The empirical findings will help marketers in designing their strategies to enhance consumer purchase intention with regard to health and hygiene products in the current pandemic situation.

Originality/value

The study enriches the emerging literature with regard to the impact of COVID-19 on health and hygiene products retailing.

Details

South Asian Journal of Business Studies, vol. 13 no. 1
Type: Research Article
ISSN: 2398-628X

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