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The purpose of this study, a current systematic literature review, is to synthesize the extant literature on consumers’ adoption of artificial intelligence and robotics (AIR) in the context of the hospitality and tourism sector (HATS) to gain a comprehensive understanding of it. This study also outlines insights for academia, practitioners, AI marketers, developers, designers and policymakers.

This study used a content analysis approach to conduct a systematic literature review for the period of 10 years (2011–2020) of the various published studies themed around consumer’s adoption of AIR in HATS.

The synthesis draws upon various factors affecting the adoption of AIR, such as individual factors, service factors, technical and performance factors, social and cultural factors and infrastructural factors. Additionally, the authors identified four major barriers, namely, psychological, social, financial, technical and functional that hinder the consumer’s adoption of artificial intelligence and robots in the hospitality and tourism industry.

To the best of the author’s/authors’ knowledge, this study is a first attempt to synthesize the factors that drive consumers’ adoption of artificial intelligence and robots in the hospitality and tourism industry. The present work also advances the tourism and consumer behavior literature by offering an integrated antecedent-outcome framework.

Figure 2 The objective of the current systematic literature review is to synthesize the extant literature on consumer’s adoption of artificial intelligence and robotics (AIR) in the context of the hospitality and tourism sector (HATS) to gain a comprehensive understanding of it. For that purpose, authors conducted content analysis of extant literature on consumer’s adoption of AIR in HATS from 2011 to 2020. Authors presented an integrated antecedent outcome framework of the factors that drive consumer’s adoption of artificial intelligence and robots in the hospitality and tourism industry.

这篇系统性文献综述的目的是综合现有关于消费者在酒店和旅游部门（HATS）中采用人工智能和机器人（AIR）的文献, 以便全面了解它。这项研究还概述了学术界、从业者、人工智能营销人员、开发人员、设计师和决策者的见解。

本研究使用内容分析方法对 10 年（2011–2020 年）期间的各种已发表研究进行系统的文献回顾, 主题围绕消费者在 HATS 中采用 AIR。

本研究揭示了四大服务：自动化、定制、信息传播、旅游移动性和导航服务。 此外, 作者确定了阻碍消费者在酒店和旅游业采用人工智能和机器人的四大障碍, 即心理、社会、财务、技术和功能

本研究首次尝试综合推动消费者在酒店和旅游业中采用人工智能和机器人的因素。本文还通过提供一个综合的前因结果框架, 推进了旅游和消费者行为文献。

El objetivo de la actual revisión sistemática literaria es sintetizar la literatura existente sobre la adopción de la inteligencia artificial y la robótica (IAR) por parte de los consumidores en el contexto del sector hotelero y turístico (SHT) para ganar un entendimiento comprensivo del mismo. Este estudio también traza visiones para los académicos, profesionales, comercializadores de AI, desarrolladores, diseñadores, y los elaboradores de las políticas a seguir.

El presente estudio siguió un enfoque de análisis de contenido para realizar una revisión sistemática de la literatura durante el período de 10 años (2011–2020) de los diversos estudios publicados y basados en la adopción de IAR en SHT, por parte de los consumidores.

Este estudio desvela cuatro grandes servicios: automatización, personalización, difusión de información, movilidad turística y servicios de navegación. Adicionalmente, los autores identificaron cuatro barreras principales, a saber; psicológicas, sociales, financieras, técnicas y funcionales, que impiden la adopción de la inteligenica artificial y la robótica por parte del consumidor, en la industria de la hospitalidad y el turismo.

Este estudio es un primer intento de sintetizar los factores que impulsan la adopción de la inteligencia artificial y la robótica por parte de los consumidores en la industria hotelera y turística. El presente trabajo también fomenta la literatura sobre el turismo y el comportamiento del consumidor, ofreciendo un marco integrado de resultados precedentes.

The purpose of this paper is to review the dimensions of service quality used in different countries across the world, especially in the higher education sector.

Content analysis is used to get a comprehensive insight of the studies accumulated from some of the selected databases such as Emerald Insight, Ebsco ABI/inform, etc. All these studies are related to the measuring of service quality in higher education.

The result of this paper reveals that SERVQUAL is the most widely accepted scale which has its dominance in the higher education setting. The paper focuses on revealing the dimensions which are used in the past studies. The paper notices a huge variation in the items as well as constructs while exploring the dimensions. Further, it is observed that many of the studies considered in this paper picked dimensions from other studies, expert opinions and factor analysis. In addition to this, it is found that different scales are proposed and checked for their reliability and validity through the confirmatory factor analysis. Few studies confirm the validity using average variance extracted (AVE), model fit values and correlations.

The study will help other researchers to get a summarised form of different dimensions used in the higher education setting. It also points out the essential and common dimensions of similar studies. Further, with different samples and geographical location, it can help us to identify how the dimension varies as we move from one part to another around the globe with different samples. Further, it formulates directions to pick correct combination of scale, administration and methods that are useful in collecting the data and getting the inference out of it under correct settings.

The summarisation of different studies will help the researchers to have a holistic view of the important studies that took place in the higher education setting.

This paper aims to investigate the use of Industry 4.0 (I4.0) technology and its barriers in human resourcemanagement (HRM) for Smart HR 4.0 and its impact on HR performance.

The research has been conducted using the grounded theory approach. Semi-structured interviews were conducted with 122 senior HR officers of national and multi-national companies in India after the extensive literature review. NVivo 8.0 software was used for the analysis of the interview data.

I4.0 technology is used for HRM functions by HR professionals. It is revealed that Smart HR 4.0 that emerged from the I4.0 technology has leveraged the HR performance. It is also found that usage barriers, traditional barriers and risk barriers affect the use of I4.0 technology in HRM.

A model is developed using the grounded theory approach for HR managers to understand the impact of I4.0 on HRM. This study reveals the barriers affecting the use of I4.0 technology in HRM. It also provides the model for HR performance that emerged through the use of I4.0 technology in HR and Smart HR 4.0. The research delivered key insights for the HR professionals, marketers of HR technology and technology developers.

The purpose of this paper is to examine the components of individual creativity which are commonly unrecognized and untapped by managers and organizations. A framework is suggested to leverage these components of creativity for organizational innovation through organizational learning and support.

This paper makes use of grounded theory based on three levels of feedback received from employees of six information technology (IT) companies in India. The paper makes use of qualitative responses (and narratives) received from software engineers, their respective project managers, and HR representatives on various components of individual creativity. Deliberation on the role of respective organizations is also included to tap and leverage the unrecognized components of creativity

The paper provides a framework for practitioners working in IT industries on how to leverage the untapped individual creativity to achieve greater process innovation.

This paper is written from the perspective of the Indian IT industry.

The framework proposed in the study will help organizations to identify and use components to achieve organizational innovation.

In the context of the Indian IT industry, there has been little effort put into identifying and examining the untapped components of individual creativity to build sustainable innovative organizations. Moreover, the findings of the study will help IT companies to build robust models by using various learning interventions.

In the postpandemic era, organizations have planned a combination of on-site and virtual work to portray the “New Normal”. The authors aim to analyze the effect of virtual team (VT)-building strategies on virtual team performance and HR performance in the “New Normal” context. This study aims to explore the drivers and barriers to VT performance and its contribution to HR performance.

The study utilized the grounded theory approach. Semistructured interviews with 114 VT leaders of national and multinational companies in India were conducted and NVivo 8.0 software was used to analyze data.

VT-building strategies contribute to VT collaboration and subsequently to VT performance. It was found that VT-building strategies catalyze VT collaboration which is impacted by the drivers and barriers of VTs, affecting VT performance and HR performance.

The primary contribution of this work is the development of a framework that delivers important insights to VT leaders, talent managers, HR professionals and academicians.

This study uniquely examines the VT-building strategies and VT performance through the “New Normal” paradigm lens. This study proposes a conceptual model for VT performance and HR performance. It also provides the team-building strategies, drivers and barriers for VT performance. This work offers the roadmap to achieve VT performance and HR performance. This research also contributes to the human resource management literature by discussing the VT performance and HR performance in the “New Normal” paradigm. It provides insights to VT leaders, talent managers, HR professionals and academicians.

The purpose of this paper is to investigate students' adoption intention (ADI) and actual usage (ATU) of artificial intelligence (AI)-based teacher bots (T-bots) for learning using technology adoption model (TAM) and context-specific variables.

A mixed-method design is used wherein the quantitative and qualitative approaches were used to explore the adoption of T-bots for learning. Overall, 45 principals/directors/deans/professors were interviewed and NVivo 8.0 was used for interview data analysis. Overall, 1,380 students of higher education institutes were surveyed, and the collected data was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique.

The T-bot's ADI’s antecedents found were perceived ease of use, perceived usefulness, personalization, interactivity, perceived trust, anthropomorphism and perceived intelligence. The ADI influences the ATU of T-bots, and its relationship is negatively moderated by stickiness to learn from human teachers in the classroom. It comprehends the insights of senior authorities of the higher education institutions in India toward the adoption of T-bots.

The research provides distinctive insights for principals, directors and professors in higher education institutes to understand the factors affecting the students' behavioral intention and use of T-bots. The developers and designers of T-bots need to ensure that T-bots are more interactive, provide personalized information to students and ensure the anthropomorphic characteristics of T-bots. The education policymakers can also comprehend the factors of T-bot adoption for developing the policies related to T-bots and their implications in education.

T-bot is a new disruptive technology in the education sector, and this is the first step in exploring the adoption factors. The TAM model is extended with context-specific factors related to T-bot technology to offer a comprehensive explanatory power to the proposed model. The research outcome provides the unique antecedents of the adoption of T-bots.

In developing countries like India, changing economic and social condition necessitated working of women irrespective of their religion, class or social status. But at the same time, it raised number of related issues like managing for family adjustment, working environment, etc. The purpose of this paper is to study gender issues like gender stereotype, gender discrimination and sexual harassment in the context of Indian environment.

A structured questionnaire was developed to collect primary data from 500 firms in India. The data collected through questionnaire was coded and tabulated keeping in context with the objective of the study and was analysed by calculating frequencies, factor analysis and one way analysis of variance.

Results elucidate seven job-related factors (infrastructure, HR functions, organisational climate, legal pursuit, empowerment, training and development and ethical concerns) and two individual factors (interpersonal and mindset) that are considered essential for women employees in Indian organisations. Analysis indicates that though age and level of management has no significant effect on these factors but male and female respondents differ significantly on their opinion regarding these issues.

The respondents in present study have been taken mainly from service sector, manufacturing sector and education sector, thus the study looks at only organised sector. The research work suffers from the usual limitations of survey research method.

With women becoming an integral part of the workforce, managers must examine their reliance on stereotypical views concerning women. Gender is a socio-cultural phenomenon and organisations are a key aspect of a given culture. Organisational analysis needs to take into account the relationship between gender, gender stereotypes and organisational life.

The paper studies gender issues of gender stereotype, gender discrimination and sexual harassment on a pan India basis covering various sectors and contribute to the subject from Indian perspective.

There is a need to promote socially responsible consumption which would accelerate the efforts of economic upliftment and sustainable development initiated by the government and corporates through corporate social responsibility initiatives. This study aims to explore the factors that contribute to socially responsible consumption across demographic factors.

The socially responsible consumption behaviour (SRCB) scale developed by Antil and Bennet was used to gather responses on a five-point Likert scale along with information on demographic profile from the residents of Delhi National Capital Region.

The factor analysis revealed a striking finding that personal contribution is the most important factor that governs socially responsible consumption, and this factor also emerges across demographic variables to have significant contribution for the consumption. Gender wise, there is no significant difference, while education bears an inverse relationship with SRCB. People in the middle-income group with lower incomes and younger in age are more likely to exhibit SRCB.

The implications for marketers is to use the results of this study in their promotion for targeting consumers by focusing on the joy/pride of personal contribution in being socially responsible while they fulfil their product purchase needs that could create a loyal segment of consumers who would buy such products and further spread a positive word of mouth to convert non-consumers into buyers, leading to sustainable economic development. Policymakers and the Government need to promote SRCB by subsidizing goods that are generated from such sources to enhance their usage. Younger Indians, in the early years of their career and people in middle-income groups, are promising customers with higher inclination to be socially responsible in their purchase behaviour. This paper presents a practical dimension of personal contribution that could be used to develop promotion strategies to motivate consumers towards socially responsible consumption.

These incorporate usage of the results of this study to promote cause-related marketing, wherein a company donates a portion of each purchase made by its customers during a specific period to a socially responsible cause. Marketers can enhance the purchase of socially responsible products by creating awareness among their target consumers about the consequences of their purchase and their personal contribution in community development. Creating confidence among customers and goodwill by providing awareness of the contribution made by firms in the social development of the country will encourage customers to patronize products of such firms, as they would feel a sense of personal contribution in nation development by supporting buying from such firms.

The adoption of socially responsible consumption by the vast majority of population shall uplift the economically backward sections of society, thereby creating employment opportunities and incomes at the bottom of the pyramid, ultimately, leading to sustainable economic development and attainment of millennium development goals.

This is a maiden attempt to gain an insight into the Indian SCRB. This can be a base for further studies in the area of socially responsible consumption which is relatively unexplored in the Indian context.

The present era, in its pursuits for economic development, has equated development with affluence. The balance between economic development and using natural resources for the purpose needs to be solved. The previous civilisations became extinct less because of foreign invasions and more due to neglecting the ecological environment. In the same way, this civilisation is also digging its own grave.

After reviewing the available literature, it is proposed to study in the context of the Punjab state of India. The pattern of receipts and expenditures of funds utilised for ecological upgradation emphasises evaluating the performance of the funds utilised for ecological improvement. Furthermore, most of the study has concentrated on the experiences of developed economies. In contrast, there have been minimal studies explicitly addressing the circumstances of emerging countries.

The study is confined to Punjab and is based on secondary data. The Punjab government collected the annual data on expenditures and receipts from the last 10 years. The nature of the receipts and expenditures for the entire 11 sectors is determined through descriptive statistics. Moreover, the regression model and compound annual growth rate with the help of semi log model have been used to examine the extent of government funds. A line chart shows the pattern of government funding.

The government can implement changes or create new environmental protection policies based on the results. As a whole, the research contributes to better environmental protection policy. The study concludes that a thorough examination of money flow in and out is essential.

Marketing, Pricing, Strategic marketing.

The case is developed for an MBA-level program.

In May 2017, the telecom industry in India witnessed an intense price war over 4G (fourth generation) data prices. Gopal Vittal, CEO of Bharti Airtel was exploring various options on how best to respond to the situation. He had to take a final call regarding Bharti Airtel’s marketing team’s counter move to tackle this price war by Jio – should Bharti Airtel ignore it, accommodate it or retaliate with even lower prices? Bharti Airtel strongly believed that Jio pricing structure had violated “fair pricing” norms, and its pricing was anti-competitive. It had filed a case with the Telecom Regulatory Authority of India (TRAI) and the Competition Commission of India (CCI) to restrain Jio from further giving “free” promotional offers and penalize it for it. Could the legal recourse by Bharti Airtel dampen Jio’s consistent subscriber growth rate?

The case provides the students with an insight into how the competition focused on pricing happens in the telecom industry. The pricing war affects the profit margin of all competing companies. It changes the customer reference point for evaluating the competing products and services. The students would also learn practical applications of positive-sum pricing, pricing war, fair pricing and legal aspects of pricing. This case provides the students with an opportunity to understand the pricing war and how to respond to it in a particular situation; understand positive-sum pricing and negative-sum pricing in telecom industry context; understand legal aspects of pricing; and how to leverage data for gaining newer customer insights.

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CSS 8: Marketing.