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Sensory experiences and subjective perception serve as unique sources of tacit information that subconsciously influence people's cognition, emotions and behaviour. This chapter begins with an overview of key themes of sensation and perception in cognitive psychology, including tracing the history of perceptual processes, introducing different types of senses and perceptual processes and cognitivism-informed theories in this area. Following this, the discussion focuses on the application of sensation and perception within tourism field, discussing implications for research on sensescapes. This chapter concludes with an agenda for future research which delves into the role of multi-sensory and interaction of senses in touristscapes.

This article examines customer satisfaction in using banking services through Artificial Intelligence (AI) in India. It addresses two questions: first, will customers perceive AI technology as a reliable and efficient alternative to traditional banking practices; second, will AI save customers’ time.

The quantitative research method based on regression analysis models was adopted for hypothesis testing, with data collected from a survey of 189 banking customers from four banks, i.e., State Bank of India, Axis Bank, Punjab National Bank, and HDFC Bank in India.

AI improves banking customers’ experiences by making banking more accessible and enjoyable. Satisfied customers are quick to use cutting-edge AI tools. However, human service is more satisfying than digital service. AI has great potential but works alongside humans rather than replacing them. Even though AI’s novel architecture is helpful, human bank tellers are still needed in enhancing customer satisfaction.

AI’s integration in Indian banking, propelled by customer satisfaction, foresees a transformative landscape. This study uncovers AI’s role in saving time and improving customer satisfaction. While AI revolutionizes financial processes, its harmonious coexistence with human expertise emphasizes personalized and efficient services. This study provides insights for optimal AI utilization in shaping the future of banking.

The design of Japanese gardens is a naturalistic style, and previous studies have shown the relaxation effects by viewing a Japanese garden. The purpose of this study is to find a trend of eye movement in viewing a Japanese garden and elucidate the relationship between eye movements and relaxation effects compared to a geometric garden.

A Japanese-style garden and a geometrically designed herbal garden were selected for the experiment. Participants' eye movement and heart rate were measured during their 5-min observation of the garden to assess their physiological responses. Additionally, POMS-SF was used to assess their psychological responses.

Pearson correlation analysis revealed a stronger significant correlation between eye movement data and relaxation mechanisms in the Japanese garden. Compared to the herbal garden, the Japanese garden had more fixations and faster eye movement speed, and better relaxation effects.

This study suggests that exploring the relationship between design, eye movement, and relaxation mechanisms from different perspectives of landscape design is feasible. For example, our results demonstrate that the layout of landscape elements, texture, details, and maintenance in the Japanese garden hold participants' longer attention, resulting in a better relaxation effect.

This study clarified how a garden design can manipulate eye movements to induce relaxing effects.

This case study delves into the evolving landscape of equity, inclusion and diversity (EID) initiatives within the health-care sector, with a specific focus on the “EverybodyIN” program implemented at the Mayo Clinic, a large academic Medical Center in the USA. Against the backdrop of growing awareness catalyzed by societal events, this case study aims to explore the multifaceted aspects of workplace conversations aimed at addressing racial disparities and fostering a more inclusive environment.

The case study relies on the application of critical race theory and a social constructionist approach to investigate the impact of a subset of voluntary educational conversations that were centered on the Black/African-American experience, on staff members’ racial understanding and allyship within the health-care organization. Through thematic analysis of postevent surveys and participant sentiments, three overarching themes emerged: appreciation, education and validation.

Through thematic analysis of postevent surveys and participant sentiments, three overarching themes emerged: appreciation, education and validation. The findings underscore the pivotal role of leadership buy-in, evidence-based practices, health equity and an ongoing commitment to “the journey” in successful EID efforts. The results highlight the significance of integrating EID into health-care organizations as a continuous endeavor that aligns with organizational values and mission.

The findings underscore the pivotal role that theory and practice play through a newly described framework that includes leadership buy-in, evidence-based practices, health equity and an ongoing commitment to “the journey” for successful EID efforts.

The results highlight the significance of integrating EID into health-care organizations as a continuous endeavor that aligns with organizational values and mission.

By fostering a safe and informed space for dialogue, organizations can empower staff to engage authentically and acquire cultural competence that may contribute to advancing health equity.

This paper aims to examine how visual elements used in packaging design relate to diasporic consumer identity and influence aesthetic appreciation.

Drawing on social identity theory, research on aesthetic principles and using a mixed methods approach, two studies are conducted. Study 1 involves a qualitative exploration of the nature of diasporic consumer identity and its relation with visual design in packaging. Study 2 involves quantitative testing and calibration of this relationship and its subsequent influence on aesthetic appreciation.

Diasporic consumers from the Middle East appreciate hybrid visual designs and prefer packaging that strikes an optimum balance of visual elements (colour, shapes, patterns) from the heritage aspects of their ancestral homeland and more contemporary aspects from their culture of living. Preference for balance elicits an overall positive diasporic identity feeling that mediates the relationship with aesthetic appreciation of visual design in packaging.

These findings offer new knowledge about the role of visual design in packaging in delivering symbolic value to diasporic consumers, evidencing how diasporic consumers’ dual identities shape aesthetic appreciation and preferences for hybrid visual designs.

Provides marketing practitioners and packaging designers with a concise and contextual directive for creating visual designs that appeal to a growing segment of diasporic consumers.

This research draws on social identity theory to uncover an aesthetic cultural precept – heritage, yet contemporary – that can inform the development of packaging designs targeting diasporic consumers.

This study aims to explore the interplay of ambicultural sensitivity and relational embeddedness in the quality of B2B relationships. Specifically, it examines how these factors contribute to enhancing the adaptability, collaboration and competitive advantage of multinational corporations and institutions operating within diverse cultural landscapes.

Using an abductive qualitative case study methodology, this study engaged professionals from three diverse multinational corporations in Indonesia − an energy services provider, a logistics services company and a not-for-profit institution. The objective was to explore the integration and implications of ambicultural sensitivity across varied cultural and industry settings.

This study demonstrates that ambicultural sensitivity − the ability to understand, appreciate and integrate diverse cultural values − enhances B2B relationships through its manifestation in individual and organizational practices. It facilitates a dynamic merging of cultural perspectives and management approaches within intercultural interactions. Furthermore, relational embeddedness is identified as crucial for successful cross-cultural collaboration and innovation. These insights highlight the strategic value of cultural integration and sensitivity in maintaining a competitive edge in the global marketplace.

This study adds to the B2B marketing literature by providing a nuanced understanding of how ambicultural sensitivity and relational embeddedness operate in the context of B2B relationships.

This case study exposes students to the process of decision-making given the market uncertainty, evolving shareholder expectations and other variables that executives and managers must consider ensuring business continuity and growth and helps students develop an appreciation of the impact emerging technologies are having on organizational digital transformation. This case study evaluates the strategic considerations for whitespace digital solutions into existing organizational operations, balancing innovation with core operating principles; exposes the students to the drivers of fostering a culture of innovation and employee buy-in during strategic digital transformation initiatives; and evaluates and appreciates the role of key stakeholders, such as customers, employees and executive management, in shaping a successful digital transformation strategy and promoting sustained business growth.

Vidhii Partners, a leading Indian law firm, grapples with the burgeoning demand for legal services in a rapidly evolving market. Traditional methods may struggle to keep pace, prompting Vikram Wadehra, a partner, to champion the adoption of Generative artificial intelligence (GenAI) technology. Vidhii Partners embarks on the development of two GenAI tools: VidAI, an AI-powered chatbot designed to democratize access to legal information, and VidAI Pro, a business-to-business offering aimed at streamlining legal research and drafting. Wadehra envisions these tools not only enhancing efficiency but also fostering a culture of legal awareness and generating new business opportunities. However, crucial decisions remain. Can Vidhii Partners bridge the potential gap between innovation and the firm’s established practices? How can they effectively integrate GenAI into their operations while ensuring user trust and employee buy-in? This case study presents a rich opportunity to explore the challenges and opportunities associated with digital transformation in the legal sector. Students will grapple with themes such as navigating market uncertainty, fostering a culture of innovation within a traditional organization and developing effective strategies for stakeholder management during change initiatives. Through the lens of Vidhii Partners’ GenAI journey, students gain valuable insights into the complexities of embracing disruptive technologies within a dynamic business landscape.

This case study is designed for masters level (MBA).

Teaching notes are available for educators only.

CSS 11: Strategy.

Anchored in the theories of brand gestalt and stakeholder perspectives, this study aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing its multidimensional nature and the process of co-creation.

Focused within the context of the Wonderful Indonesia brand, the research draws upon a rich qualitative data set derived from in-depth interviews conducted with 18 international tourists, supplemented by netnography (or internet ethnography) of websites, social media and online articles related to Wonderful Indonesia. Using grounded theory methodology, the qualitative data undergo rigorous analysis to identify emergent themes and patterns.

The research elucidates the four dimensions (4S) comprising brand gestalt: storyscapes, sensescapes, servicescapes and stakeholderscapes. Each dimension is further delineated into essential categories, providing a comprehensive understanding of brand gestalt. This study highlights the collaborative nature of brand gestalt, emphasizing the involvement of multiple stakeholders in shaping the brand's identity and perception. Consumer perceptions of co-creation are identified as significant contributors to brand gestalt, enhancing the brand's value proposition.

Destination management and practitioners can use the insights from the research to refine their brand management and marketing strategies by leveraging the dimensions of brand gestalt. Recognizing the collaborative construct of brand gestalt can guide businesses in fostering meaningful relationships with stakeholders and aligning branding efforts with collective visions. Understanding the role of consumer co-creation in brand development can inform strategies aimed at enhancing brand equity and fostering consumer loyalty.

This study extends existing literature on brand gestalt by providing a comprehensive examination of its four dimensions and essential categories. By emphasizing the collaborative nature of brand gestalt, this study contributes to advancing the understanding of brand co-creation paradigms. The identification of consumer perceptions of co-creation as a significant factor in brand gestalt adds novel insights to the literature, offering valuable implications for brand management and marketing strategies.

To explore the interplay between human translators and AI tools, focusing on tertiary students' perceptions in the context of Portuguese-Chinese translations in Macao.

This research employed a mixed-methods approach. Quantitative surveys were complemented by qualitative responses. Qualitative class observations (participant and non-participant) and autoethnography further enriched the insights. Participants included undergraduate and postgraduate students in translation studies from the Macao Polytechnic University.

The data revealed a dual perspective: appreciation for AI’s efficiency contrasted with concerns about its potential to overshadow human touch in translations, especially in cultural nuances. Views on integrating AI into curricula were diverse, but a balanced, synergistic approach between human expertise and AI efficiency emerged as a common theme.

This study offers a fresh perspective by integrating various methodologies, capturing both statistical and experiential insights on the evolving relationship between AI and human translation efforts in academia.

This paper aims to examine the impacts of financial and nonfinancial incentives on the development of employee work motivation and knowledge sharing in the postpandemic environment. The paper further investigates the role of transformational leadership as a moderator in enhancing the relationship between work motivation and knowledge sharing.

Adopting a quantitative approach, the study uses data collected from multiple informants, specifically senior managers, in Nepalese manufacturing and service business-to-business (B2B) firms.

Contrary to prior research, the results reveal that nonfinancial incentives have a stronger impact on work motivation in the postpandemic era. This enhanced work motivation, in turn, contributes to knowledge sharing, with transformational leadership further strengthening the relationship.

The findings suggest that B2B firms should consider moving toward leveraging nonfinancial incentives to motivate employees to develop knowledge sharing initiatives, especially in challenging circumstances such as those experienced in the postpandemic era. In addition, it is recommended that chief executive officers adopt a transformational leadership style to facilitate effective knowledge sharing within their firms.

In a developing economy and amid the challenges of the global pandemic, there has been limited research exploring the possible effects that financial and nonfinancial incentives could have on work motivation and knowledge sharing. This research bridges this gap by providing a fresh perspective on work motivation and knowledge management in B2B firms, contributing novel insights to the literature.