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There is dearth of studies in the literature which have discussed the relevance of personal and social resources of employees to protect them from adverse impacts of emotional job demands. However, interaction effect of these two resources on wellbeing of the employees in context to emotional work is inadequate. The present study is aimed to address the existing gap and investigate the relevance of personal and social resources as moderators in the presence of each other between emotional work and employee wellbeing.

The research work has focused on employees working on frontline profiles of civil aviation industry of north India. The responses of 720 frontline employees have been collected through pretested questionnaire. To understand the moderation effect of two variables, model number 3 developed by Hayes (2012) has been applied.

The findings have revealed that moderator role of social support between emotional work and employee wellbeing. However, research has pointed out that at high level of social support personal resources of employees' start to decline which subsequently reduces the wellbeing of employees.

The present research work has analysed the moderated moderation effect of personal and social resources between emotional work and employee wellbeing. Besides, the relative significance of personal resources vis-a vis social resources empirically in context of employee wellbeing in case of emotional work has also been highlighted in the work.

The results of the study have suggested the employees to receive less social support from friends, family and other significant relationships to protect their personal resources in emotional work settings. Moreover, research work has implicated for employers to draw out the various interventions through which personal resources of employees can be enhanced in emotional work settings. Also, the research has assisted in designing the key competencies for different job domains of emotional work setups.

The present study is very substantial in offering various parameters over which wellbeing policies for individuals can be framed. Also, the study has outlined the consequences of receiving different levels of social support which is applicable for that set of population who wants to enhance their personal resources for attaining high wellbeing.

The study has empirically investigated interaction effect of social and personal resources of employees between emotional work and employee wellbeing which is scarce in the literature. Besides, a dark side of social support in emotional work context has also been highlighted which was scarcely discussed in emotional work settings previously.

Gender discrimination exists in various settings globally and harms women’s mental health. This study aims to understand the impact of gender discrimination on hopelessness and emotional vulnerability. Further, we attempted to determine whether benevolent childhood experiences (BCEs) moderate the relationships of gender discrimination with hopelessness and emotional vulnerability.

Data from 445 young women from India was gathered from a cross-sectional survey. Measures included gender discrimination inventory, Beck’s hopelessness inventory, emotional vulnerability scale and BCE scale.

Results yielded a significant positive association of gender discrimination with hopelessness and emotional vulnerability. BCEs were negatively related to hopelessness, emotional vulnerability and gender discrimination. Further, gender discrimination predicted increased feelings of hopelessness and emotional vulnerability. However, BCEs do not neutralize the effect of gender discrimination.

It is evident from this study that gender discrimination exists independent of socioeconomic class, domicile and educational qualification, taking a toll on women’s well-being and mental health. Incorporating attitudinal changes at the community and societal level in reducing gender norms responsible for negative outcomes will allow women to function to their full capacity and experience improved mental health.

The research on gender discrimination and its impact on women’s mental health is limited, especially exploring the role of BCEs. Previous studies have indicated that BCEs have protective roles in neutralizing adversities. However, the present study uniquely contributes to establishing the limited role of BCEs in the context of gender discrimination, though it contributes to mental health. The policy and psychosocial implications of the study are discussed.

The present study intends to shed light on behaviour of customers towards usage of social media for purchasing decisions. The study proposes an extension to technology acceptance model (TAM) to analyse the significance of monetary benefits and information reliability on customers' intention to use social media.

The sample was drawn from social media users of north-western region of India (n = 622). The proposed model was tested using exploratory factor analysis and structural equation modelling.

Results indicate that monetary benefits and perceived ease of use have significant influence on customers' intention to use social media, while information reliability and monetary benefits significantly influence only through perceived usefulness.

The findings are valuable to marketers to acknowledge the potential of social media to reach to masses by providing timely and reliable information. The study also reveals that website/app developers should implement a user-friendly interface and reliable content to influence customers' usage behaviour.

The study is a unique attempt to examine the effect of monetary benefits and information reliability with TAM's key constructs in the context of social media adoption. Studies undertaken aforementioned dimensions are mainly concerned with examining direct contribution of social media and its effect on purchase decisions.

The purpose of this study is to get an understanding regarding the clusters of middle management employees on the basis of their knowledge sharing behaviour. Designing knowledge sharing behaviors with a distinct focus for a specified group of employees can be an effective and productive one. As it is often argued that the cluster of employees labeled as “middle management” is the key player for knowledge sharing behaviors – a subject of this study that intends to contribute to management strategy to enhance organizational effectiveness and subsequently to its knowledge sharing phenomona.

Cluster analysis was adopted as key tool as a part of quantitative method to accumulate the data from 597 employees who are working within the middle management of service sector located in the union territory of India named Jammu and Kashmir.

Three distinct segments namely – “knowledge sharing adepts (KSA),” “knowledge sharing scrupulous (KSC)” and “knowledge sharing servitudes (KSE)” as the prime domains of knowledge sharing behavior are identified.

To draw a narrow focus, the study was limited to the service sector of a union territory in India, hence the findings may not be generalized. Furthermore, as knowledge sharing behavior of individuals is always evolved out of social and historical practices, findings of this cross-sectional study should ideally be needed to be updated time to time through further research.

Cluster dynamicism of knowledge sharing behavior based on the differentiated and specified group of employee functions distinctly which in turn increases the organizational productivity with a particular focus on the mid-management of the service sector – a key managerial implication of this study.

To the best of the authors’ knowledge, this research paper is the first of its kind in Jammu and Kashmir adding value to the international literature in the area of knowledge sharing behaviors of service sector.

Sharing of knowledge has always been accredited as the indispensable segment of knowledge management. As knowledge management practices are growing within the organizations, it is important that correspondingly, valid and reliable knowledge sharing behavior scales are developed to avoid validation issues. Therefore, this composition describes the development and validation of multi-dimensional tacit knowledge sharing behavior scale.

Herein, two analytical techniques, namely, exploratory and confirmatory factor analysis have been used to derive the composition of the constructs.

The study proposes four-dimensional tacit knowledge sharing behavior scale for services which include voluntarily tacit knowledge donation, involuntary tacit knowledge collection, involuntarily tacit knowledge collection and voluntary tacit knowledge collection.

A more holistic approach to the tacit knowledge sharing behavior construct has been proposed, which is helpful in contributing to the literature of tacit knowledge sharing behavior of employees. Additionally, it has made an attempt to eliminate the gap as voiced by most of the literature related to tacit knowledge sharing in service industries which has focused upon western service sectors and limited research is available in the Asian context.

The ingenuity of the scale lies in the fact that it measures voluntary and involuntary aspects of tacit knowledge sharing behavior of employees which can be used by the organization to develop knowledge management plans and knowledge sharing practices based on the identified strategies.

The study is one of its kind that has considered various aspects namely, knowledge donation, knowledge collection, voluntary knowledge sharing and involuntary knowledge sharing together.

Organizations try to appoint individuals who fit in with their values and goals. Employees who do not fit in with the organization's core values and goals prefer not to stay on for a longer period of time. The present study is an attempt to explore the impact of person–job (P–J) fit on organizational commitment through job involvement and career commitment with an application of a serial multiple mediation model.

Data have been collected through a structured questionnaire. The population comprised the teachers, working in the higher education sector. The different constructs used have been duly validated with the help of exploratory and confirmatory factor analyses. Further data reliability and scale validity have been checked too. In order to test the serial multiple mediation model, the authors adopted a regression-based approach and bootstrapping method suggested by Hayes (2012; 2013). Accordingly, PROCESS developed by Hayes (2012) has been used.

The results revealed that job involvement and career commitment mediate the relationship between P–J fit and organizational commitment individually as well as together.

The present study is confined to government degree colleges only. The element of subjectivity might not have been checked completely as teachers have responded on the basis of their own experience and perceptions regarding the items in the questionnaire. The study is cross sectional in nature.

The paper addresses the interest of wide spectrum of stakeholders including the management, organizations and employees. So, the authors have extended general implications, which are for all those organizations that want to improve person–organization (P–O) fit and commitment of their employees. These implications will help organizations to take specific initiatives to improve the P–J fit of their employees, which will subsequently enhance their commitment level.

The findings of the present study will help the stakeholders in the higher education sector to identify best employees and undertake the initiatives to generate better job involvement and commitment, which will be a win–win strategy for both (employees as well as the organizations).

The learning outcome is that it will help to sustain your startups in the ever-changing business environment especially in the context of emerging markets.

The present case is about Dilkhush Kumar from village Bangaon, India who developed a cab booking platform “AryaGo”, an innovative platform completely dedicated for rural road transport connectivity. AryaGo is the service line of Aryan Cabs and Rural Trans-solution Pvt. Ltd., a Startup founded in the year 2016 under Startup Bihar, a seed capital support scheme of State Government. The idea was to provide comfort, convenience, safety and affordability to all the commuters travelling from or within far-off villages. The biggest challenge during implementation in villages includes availability of updated geo-mapped images for app development and vehicle tracking. Company was foremost in providing the kiosk-based booking facility for its customers. It took the decision based on the profiling of customers and their preferred booking methods. When a customer booked a cab using IVR, they did not had access to app-based customer panel and hence they could not avail services such as, location tracking, SoS, real time tracking of vehicle. However, heavy invest in IT has put the company in financial stress and Kumar is wondering whether to expand fast or penetrate in the given target market. Should he re-design his business model so as it can really make a difference in terms of service delivery?

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CSS 8: Marketing

The purpose of this paper is to explore the high performance work system through ability, motivation and opportunity model (Jiang et al., 2013) and its impact on organisational performance. Further, the mediating role of knowledge management between high performance work system and organisational performance has also been evaluated.

Questionnaire technique has been used to collect the data from managers (n=58) and employees (n=246) working in telecommunication organisations in Jammu and Kashmir (North India). Data collected have been validated using the exploratory factor analysis and confirmatory factor analysis. Hypotheses have been tested through structural equation modelling with the help of AMOS and SmartPLS3 softwares. Further, theoretical, managerial and socio-economic implications have also been discussed.

The study indicates that high performance work system positively affects organisational performance. Further, knowledge management act as a mediator between high performance work system and organisational performance.

The study has been conducted only in the private telecommunication sector (Airtel, Aircel, Tata Indicom, Idea, Reliance, Vodafone). Further, the study being limited to telecommunication sector can be extended in other sectors also.

In order to create superior work system, management should focus on ability-enhancing initiatives such as extensive job training, computer-based training, etc. on regular basis. Employees should be rewarded extrinsically as well as intrinsically to keep them motivated to achieve higher levels of performance. Further, management should empower the employees through decentralisation of authority, participative decision making, etc. Besides this, management should also instil the knowledge culture in the organisation in order to enhance the knowledge capability of the employees.

This study contributes to the literature by identifying the black box using knowledge management to understand the relationship between high performance work system and organisational performance in the telecommunication sector.

The purpose of this paper is to develop and validate a context-specific scale to assess faculty job satisfaction for Ecuadorian higher education institutions.

A draft questionnaire was developed after reviewing the literature. Then, following a pilot study the questionnaire was administered to a stratified random sample of 261 faculty members of an Ecuadorian University. An exploratory factor analysis based on a pairwise polychoric correlation matrix was carried out to validate the scale.

A 24-item faculty satisfaction questionnaire was developed. The scale showed high reliability and validity. Following an exploratory factor analysis five dimensions emerged: 1) rewards and benefits, 2) IT and facilities services, 3) administrative and other campus services, 4) teaching support and development and 5) working relationships.

Although our sample size is considered good, the ratio subjects to items of 6:1 was just above the recommended minimum. Due to the split questionnaire design for the research support and community services support sections and the fact that more than a half of the participants did not fill them we had to exclude the items from those sections from the analysis.

The scale can be used by higher education institutions to assess faculty satisfaction periodically.

To our knowledge this is the first study to develop a context-specific instrument to measure job satisfaction in Ecuadorian higher education institutions using exploratory factor analysis.

Higher Education Institutions (HEIs) require regular generation of information determining what employees want from their institution and their real feelings about their jobs. Internal marketing (IM) can be a significantly valuable source of generating such information for HEIs to assess perceptions about institutions’ initiatives pertinent to their staff members. However, there has been a significantly limited research to operationalize IM in HEIs. Hence, the purpose of this paper is to develop and validate a multi-dimensional instrument for measuring IM in the HEIs in China and to assess the impact of IM on university performance.

The research used methodological triangulation that involved both qualitative and quantitative methodologies. The qualitative technique was used to generate scale items to measure IM and the quantitative technique was utilized to test and validate the scale. The study sample included 576 academics and administration staff from universities in China.

The study found that IM has six dimensions, namely internal communications, training and development, interrelations, motivation, rewards and work support. The study also found a significant impact of IM on university performance.

The sample size used was taken from a single province, which can ultimately limit the generalizability of the results. The scale shall be tested in a different cultural setting to extend its generalizability. In comparison with previous studies, the results of the current study provide a more absolute coverage and understanding of various dimensions used in measuring IM in HEIs. Furthermore, this research can provide a context for the management to develop policies that could foster positive employee and organizational outcomes in HEIs.

This reliable and valid six-dimensional scale offers a practical way to measure staff perceptions of IM that are key for HEIs to be judged as staff-centered organization. Based on the knowledge, HEIs can use the information to identify the areas in which they are lacking and can further improve. IM scale can significantly help the HEIs to communicate to the staff members their service mindedness and staff orientation. IM can help foster knowledge management in organizations by utilizing IM, thereby contributing to the professional and organizational interaction.

Despite the focus on IM in existing literature, there is a significant lack of research on IM in the education sector. This study developed a simple and practical instrument to measure the IM construct in HEIs. Scholars have asked for context-specific measures of IM and with significantly limited research on IM in higher education, there is also a scarcity of research in the context of higher education in China. This is the first study to assess the multi-dimensionality of IM in HEIs and the impact of IM on organizational performance in Chinese higher education.