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Article

Preety Awasthi and Purnima S. Sangle

The aim of the paper is to identify interactions existing among the identified factors and understanding how they impact adoption intention so that better CRM strategies…

Abstract

Purpose

The aim of the paper is to identify interactions existing among the identified factors and understanding how they impact adoption intention so that better CRM strategies for mobile channel can be orchestrated.

Design/methodology/approach

The paper empirically explores the underlying factors by the application of confirmatory factor analysis and structural equation modeling. The study sample consists of 523 respondents with a response rate of 63.9 percent (usable response rate).

Findings

The empirical findings reveal that from the perspective of benefits, perceptions value, perceived usefulness and context were the three critical components significantly influencing adoption intention. On the apprehension side, the effects of perceived security assurance, perceived trust, perceived cost and perceived risk on perceived value as well as perceived usefulness were significant.

Research limitations/implications

The study had a few limitations such as selection of the sample from a limited number of places, and the model was cross-sectional measuring perceptions and intentions at a single point of time.

Practical implications

Based on the findings, banks should focus on increasing the value perceptions of the customers by considering the perceptions of usefulness in various service contexts. The structural assurances and risk mitigation strategies also need attention.

Originality/value

The findings provided insight into the factors that contribute to the acceptance of mobile CRM services in India from new consumers' perspective. This study demonstrated that in the case of mobile CRM, the factors related to service aspect dominate over the technical aspect.

Details

Business Process Management Journal, vol. 19 no. 6
Type: Research Article
ISSN: 1463-7154

Keywords

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Article

Purnima S. Sangle and Preety Awasthi

The purpose of this paper is to develop an understanding of the primary concerns of a customer when they use mobile banking services and identify factors that can be used…

Abstract

Purpose

The purpose of this paper is to develop an understanding of the primary concerns of a customer when they use mobile banking services and identify factors that can be used for making better mobile customer relationship management (mobile CRM) services in banking.

Design/methodology/approach

The paper empirically explores the underlying factors by the application of exploratory factor analysis. The study sample consists of 272 respondents, with a usable response rate of 68 per cent.

Findings

The empirical findings reveal that perceived utility value is regarded as the most important factor for mobile CRM services. The other factors which emerged were ease of use, context, compatibility, cost, risk, and personal innovativeness. In addition, negative attitude towards technology also emerged as a factor, which needs further investigation.

Research limitations/implications

The study had a few limitations, such as selection of the sample from a limited number of places, which may induct some bias due a particular geographical and economic advantage of the place.

Practical implications

Based on the findings, banks should focus on increasing the value perceptions of the customers by considering easy design of the services, service context and compatibility of the services offered. The service cost reduction and risk mitigation strategies also need attention.

Originality/value

The findings provided insight into the factors that contribute to the acceptance of mobile CRM practices in banking from the consumers' perspective. This study demonstrated that in the case of mobile CRM the factors related to the service aspect dominate over the technical aspect.

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Article

Preety Awasthi and Purnima S. Sangle

The purpose of this paper is to review state‐of‐art literature on adoption of CRM technology, including the CRM in multichannel environment and provide a comprehensive…

Abstract

Purpose

The purpose of this paper is to review state‐of‐art literature on adoption of CRM technology, including the CRM in multichannel environment and provide a comprehensive view of insights gained in this area of research through the bibliography.

Design/methodology/approach

All together, nine databases were searched on the basis of four main descriptors which provided identification of 812 articles. A close review of the abstracts of these articles led to selection of 123 articles which were found relevant. Each of these articles was further reviewed and classified based on the main channel of CRM implementation. The articles were further classified in sub‐categories under each main channel theme.

Findings

The selected articles were categorized under four main themes based on the channel – CRM, multichannel CRM, eCRM, mCRM. The articles in the CRM category were mainly focused on the strategic alignment along with research on increasing customer loyalty and use of data mining in CRM. Under the multichannel CRM theme the articles were further classified under eight categories – CRM (articles focusing on overall CRM implementation on multiple channels and related issues), eCRM (articles related to CRM implementation on online channel and its impact in multichannel environment), IT, Marketing, Sales, Service, Strategy, and Mixed (articles addressing two issues simultaneously: Marketing and IT).

Originality/value

The bibliography provides a comprehensive academic literature published between 2006 and 2010 covering all the channels of CRM implementation – traditional, electronic and mobile – along with studies specifically focused on issues dealing with multichannel environment.

Details

Business Process Management Journal, vol. 18 no. 3
Type: Research Article
ISSN: 1463-7154

Keywords

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Article

Kalpak K. Kulkarni, Arti D. Kalro and Dinesh Sharma

This study aims to investigate the influence of Big Five Personality traits (i.e. openness to experience, conscientiousness, extraversion, agreeableness and neuroticism…

Abstract

Purpose

This study aims to investigate the influence of Big Five Personality traits (i.e. openness to experience, conscientiousness, extraversion, agreeableness and neuroticism) on young consumers’ intentions to share branded viral video advertisements. Further, this study also demonstrates that the advertising appeal (informational versus emotional) used in the viral advertisement moderates the effects of specific personality traits on the sharing of viral ads.

Design/methodology/approach

A conceptual framework is proposed based on the Five-Factor Model of Personality (McCrae and John, 1992) and advertising effectiveness literature. Using experiments, responses from young consumers were collected and hypotheses were tested using hierarchical regression and ANOVA.

Findings

Results reveal that the two personality traits, extraversion and openness to experiences, are positively associated with consumers’ viral ad sharing intentions, whereas conscientiousness, agreeableness and neuroticism are not. Moreover, individuals scoring high on openness and extraversion prefer sharing branded viral ads containing informational appeal vis-ã-vis those containing emotional appeals.

Originality/value

Studies decoding the factors behind the success of viral advertisements have more often focussed on the ad content rather than on personality dimensions of the ad sharers. This study bridges this gap by investigating the influence of Big Five Personality traits on young consumers’ intention to forward viral ads, in interaction with ad appeal. Young consumers represent key audience segments consuming and sharing viral content online, and hence, it is important to have a deeper understanding of this market segment.

Details

Journal of Consumer Marketing, vol. 36 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

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Article

Anupriya Kaur and Preeti Thakur

The purpose of this paper is to validate the conceptual model that presents the determinants of Tier 2 consumer’s online shopping attitude and the interrelationships among…

Abstract

Purpose

The purpose of this paper is to validate the conceptual model that presents the determinants of Tier 2 consumer’s online shopping attitude and the interrelationships among the constructs across the three Tier 2 cities in India.

Design/methodology/approach

The paper uses survey-based data from three Tier 2 cities of North India – Kota, Agra and Jalandhar and uses a combination of statistical techniques to assess psychometric properties of the scales and conduct the measurement and structural invariance.

Findings

The findings of the paper reveals that technology readiness, consumer innovativeness, fondness for branded products and perceived brand unavailability act as determinants of online shopping attitude and there is a positive relationship between online shopping attitude and online purchase intention among Tier 2 consumers in India while perceived offline hedonic value do not have any significant impact.

Research limitations/implications

Future researchers can use this model with additional confidence given its cross-segment robustness.

Practical implications

Online marketers can use the antecedents identified in this study to develop and encourage positive online shopping attitude in small town India.

Originality/value

This research paper is the first one that investigated online shopping attitudes of Indian Tier 2 consumers. Importantly, it validated the determinants of online shopping attitude among Tier 2 consumers. National and international e-tailers aiming to develop and expand their operations to India now have the critical empirical verification concerned with the determinants of online shopping attitude and behaviour in India which would be meaningful to develop a sound marketing strategy.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

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Article

Arti D. Kalro, Bharadhwaj Sivakumaran and Rahul R. Marathe

Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand”…

Abstract

Purpose

Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand” comparisons are more prevalent (Kalro et al., 2010). Moreover, most research focuses on direct comparisons only. Hence, this research aims to investigate the interplay between comparison ad strategy (“market leader”/“multi-brand” comparisons) and comparison ad format (direct/indirect comparisons) on the effectiveness of comparative advertising.

Design/methodology/approach

This paper uses four 2 × 2 fully crossed factorial designs (comparison ad format: direct vs indirect and comparison ad strategy: market leader vs multi brand) with established and new brands in two categories: powdered detergents and smart phones. All studies were conducted in metropolitan cities of India.

Findings

By and large, the experiments indicated that direct (indirect) comparisons lowered (heightened) perceived manipulative intent and enhanced (reduced) attitude-toward-the-ad for multi-brand (market leader) comparisons.

Practical implications

Findings suggest that when advertisers use comparative advertising, they may use direct ads when using multi-brand comparisons and use indirect ones when using market leader comparisons. It could also be argued that when advertisers use multi-brand comparisons because of fragmentation in the marketplace, they may directly compare against these multiple brands. When advertisers need to compare against a market leader, they may do so indirectly.

Originality/value

This research is among the first to investigate multi-brand comparisons that are widely used in the industry and that too in the context of both direct and indirect comparison formats.

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