Tulsi Jayakumar and Vineeta Dwivedi
The learning outcomes of this study are as follows:▪ to analyze service attributes that influence customers’ decisions to purchase services;▪ to identify the factors that…
Abstract
Learning outcomes
The learning outcomes of this study are as follows:▪ to analyze service attributes that influence customers’ decisions to purchase services;▪ to identify the factors that influence customers’ perceptions of service quality;▪ to identify the “moments of truth” that the service provider (IndiGo) would need to monitor and manage through the service encounter; and▪ to use the Servuction model to analyze the various elements of the service process.
Case overview/synopsis
In May 2022, the chief executive officer of IndiGo Airlines - India’s largest passenger airline by market share, Ronojoy Dutta, faced flak over the airline staff's handling of a specially abled child travelling with his parents on IndiGo Airlines. The staff member, reacting to the tantrums of the disturbed child, had refused to allow the boy and his parents to board the flight. He had cited the “risk to other passengers” from the boy as the reason for such a refusal (Biswas, 2022). In spite of the boy’s parents being supported by their fellow passengers, the IndiGo staff member refused to relent, and the flight took off without the trio (Firstpost, 2022). The incident goes viral when a fellow flyer shares a Facebook post describing it first-hand and provokes widespread condemnation of the nation's “preferred airline” (IndiGo, 2023) by citizens and politicians on various social media platforms besides Facebook (Gupta, 2022). Dutta initially supports his employee even as he issues a statement expressing his regret at the “unfortunate incident” (Business Standard, 2022a). The regulatory body for aviation in India, the Directorate General of Civil Aviation, imposes a fine of INR 5 lakh on IndiGo for denying boarding to a specially abled child (Indian Express, 2022). How could an incident like this impact the perception of IndiGo’s service quality? How could Dutta better ensure that IndiGo managed the various touch points with the customer over the entire service encounter – the “moments of truth”? How could he prevent such a fiasco in the future, ensuring that IndiGo remains India’s “preferred airline”?
Complexity academic level
This case is intended to be taught in an undergraduate or MBA marketing course in a module on service marketing. The case can also form a 90-min module in a service marketing course within an advanced management or executive education program.
Supplementary materials
Teaching Notes are available for educators only.
Subject code
CCS 8: Marketing.
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Vineeta Dwivedi, Malay Krishna and Sunny Vijay Arora
This case is intended to help students of business communication and public relations to trace the effects of communication by public figures and understand essential elements of…
Abstract
Learning outcomes
This case is intended to help students of business communication and public relations to trace the effects of communication by public figures and understand essential elements of designing effective communication. After working through the case and assignment questions, the students will be able to:understand the drivers of vaccine hesitancy;analyze the effects of mass communication on public sentiment, in a fast-changing public health situation; anddesign interventions to influence public awareness and action, using a simple model (5W) for mass communication.
Case overview/synopsis
As the vaccines first arrived after the devastating first wave of the Covid-19 pandemic, Indians hesitated to take the shot. Vaccine hesitancy, a worldwide phenomenon, hampered the uptake of the first Covid vaccines despite the dark clouds of the lethal disease. The case looks at the massive problem of vaccine hesitancy and how an integrated communication strategy could overcome and mitigate the challenge. The case protagonist, the leader of a communications agency, looks at the messaging, medium and platforms needed for strategic communication pitch to combat this vaccine hesitancy.
Complexity academic level
The case was designed for use in a graduate-level course in business communication. This case may be positioned toward the middle or end of the course to illustrate mass communication strategy for pressing and sensitive challenges. The case may also be used in a course on public relations, both at graduate and undergraduate levels.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing.
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Vanita Bhoola, Vineeta Dwivedi and Ayalur Vedpuriswar
Project Management, Entrepreneurship, Risk Management, Communication.
Abstract
Subject area
Project Management, Entrepreneurship, Risk Management, Communication.
Study level/applicability
Study level: MBA and Executive Education.
Applicability: This case can be taught in the project management course. It will cover the project-planning phase, which is an iterative or progressive elaboration for the entire project lifecycle. The case will help in discussing how project management is an important discipline to manage projects and stakeholders effectively.
Case overview
The case depicts the dilemma of a passionate entrepreneur who is setting up an ambitious dairy business but project execution goes awry. The case discusses the challenges related to project planning and execution.
It captures the essence of proactive risk management, measures that can mitigate risks and create opportunities. The case also discusses the entire project lifecycle from project initiation to closure and the challenges a manager has to face in terms of stakeholder engagement, risk management, stakeholder communication and scope change.
Expected learning outcomes
To understand the alignment of the project with the organisation strategy; to learn to create a project plan and monitor and control the scope, schedule, resources and costs; to accurately estimate project costs, timelines, and quality and schedule, using tools like MS Project; to learn the risk management techniques for managing projects, teams and stakeholders; and to manage stakeholder communication effectively.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 2: Built Environment.
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Vineeta Dwivedi and Kakoli Sen
Fake News, a disruptive force in the information world, has been extensively researched across various academic domains. This study, however, takes a unique approach by using…
Abstract
Purpose
Fake News, a disruptive force in the information world, has been extensively researched across various academic domains. This study, however, takes a unique approach by using bibliometric analysis to explore the specific link between fake news and the erosion of media trust. The purpsose of this study is to introduce novel and unexplored research questions that have not been thoroughly investigated, opening up exciting avenues for future research.
Design/methodology/approach
A thorough bibliometric analysis was conducted on 480 papers published between 2015 and 2023, using VOSviewer and Biblioshiny software packages. These papers were sourced from the well-known electronic research database, Scopus. The study included cluster analysis, bibliographic coupling, citation analysis, content analysis, keyword analysis and a three-field plot, providing a robust examination of the research landscape.
Findings
The bibliometric content analysis gave eight research clusters in the area. Future research guidelines are proposed, followed by conclusions, limitations and research and management implications. (1) Distrust in media and populism; (2) Social media, conspiracy theories and COVID-19; (3) Fact-checking, misinformation and media dynamics; (4) Fake news, trust and political bias; (5) Polarisation, echo chambers and information bubbles; (6) Political communication and media trust; (7) Media literacy and mass communication; and (8) Disinformation, trust and political consequences.
Research limitations/implications
The analysis reveals gaps in existing literature, highlighting the need for comprehensive studies that explore the nuanced relationships between fake news and media credibility by using interdisciplinary approaches, combining insights from communication theory, psychology and sociology. This analysis can guide scholars in identifying new research directions.
Practical implications
Media organisations can use this knowledge to develop strategies that enhance their credibility and counteract the effects of fake news. Policymakers can design informed regulations to combat misinformation and protect public trust. Educators can integrate these insights into curricula to prepare future journalists and media professionals for the evolving landscape. Tech companies can leverage these findings to mitigate fake news and build media trust.
Social implications
Public trust in media is foundational to democratic societies. Understanding the dynamic of fake news helps recognise broader societal consequences, such as increased polarisation and decreased civic engagement. By addressing the issues, society can work towards restoring faith in the institution of media.
Originality/value
There is a lack of comprehensive research using bibliometric analysis to understand how the rise of fake news has affected the reputation of traditional media. This study makes a significant contribution, using a bibliographic lens to highlight key themes and pave the way for future research.
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Dandub Palzor Negi and E.P. Abdul Azeez
This paper critically examines the state of tribal health in India by analyzing the accessibility and availability of traditional medicine and modern healthcare.
Abstract
Purpose
This paper critically examines the state of tribal health in India by analyzing the accessibility and availability of traditional medicine and modern healthcare.
Design/methodology/approach
This essay is the product of an extensive review of the literature and authors' personal experience in working with the tribal communities.
Findings
The traditional medicinal practices once very prevalent among the tribal communities are diminishing due to various socio-economic, environmental and political factors. Modern healthcare in India's tribal region is characterized by a lack of availability, accessibility and affordability. As a result of the diminishing traditional practices and inaccessible modern healthcare provisions, tribal communities depend on quacks and magico-religious practices.
Originality/value
This essay advocates for urgent policy interventions to integrate traditional medicine and modern healthcare practices to address critical tribal health issues. Preservation of traditional medicinal knowledge-base and improving research in the field have the potential to address the health of tribal communities and of others. The accessibility and availability of modern healthcare facilities in tribal regions should be improved to ensure better health outcomes.