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Case study

Sridhar Vaithianathan and Karthikeya P. Bolar

Business/technology strategy. The purpose of the case is to enable the students to understand the following: how technology implementation can change the face of business…

Abstract

Subject area

Business/technology strategy. The purpose of the case is to enable the students to understand the following: how technology implementation can change the face of business like cab service? How information technology deployment can influence competition? How investment in company's IT infrastructure affects the bottom line?

Study level/applicability

The case can be discussed at Master of Business Administration (MBA)/Post Graduate Diploma in Business Administration (PGDBA) level students as well as executive education program. It is aimed at graduate level and postgraduate level management courses such as management information systems, strategic information systems, and technology management.

Case overview

Meru Cabs, started in April 2007 at Mumbai, was one of the firsts to provide “radio taxi” service in India. Meru Cabs delivers a reliable taxi service by concentrating on three C's, namely customer, call centre and chauffeur. Much of its growth can be attributed to successful deployment of the technology. This case presents the growth of Meru Cabs and how it has differentiated itself by utilizing the technology to attain market leader position in the four cities – Mumbai, Delhi, Hyderabad and Bangalore, where it operates. Also the case discusses about the future of cab service in general and what it has in store for Meru Cabs. With the flurry of cabs service coming up in every city and the competition getting intense, the case put forth the opportunities and challenges existing for cab companies in general and Meru Cabs in particular.

Expected learning outcomes

To enable the students to understand that technology is a strategic tool: to enhance customer relationship, to manage business operations, to achieve sustained competitive advantage and that forms an integral part of company's growth and/or expansion strategy.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 3 no. 7
Type: Case Study
ISSN: 2045-0621

Keywords

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Article

Vishal Mishra and Sridhar Vaithianathan

The purpose of this paper is to examine the influence of customer personality and customer relationship proneness (CRP) on customer’s relationship satisfaction (CS) with…

Abstract

Purpose

The purpose of this paper is to examine the influence of customer personality and customer relationship proneness (CRP) on customer’s relationship satisfaction (CS) with the firm in emerging economies context. In the study, the authors state that the relationship proneness of the customer (CRP) would be influenced by personality trait of the customer. To examine the argument on personality trait, the authors have adopted Big Five personality trait theory in this study. The authors also argue that CRP would influence CS. Furthermore the authors put forth that customer’s perception of marketer’s relationship orientation (RMO) would mediate the relationship between CRP and CS.

Design/methodology/approach

Data for the study were collected through structured questionnaire. A sample of 428 respondents was obtained through questionnaire survey (response rate 41.19 percent) and the hypotheses depicting the aforementioned relationships were empirically tested in the context of banking services in India. Structural equation modeling (SEM) technique was used for data analysis.

Findings

The results confirm that personality traits influences CRP. Further, customer’s perception of RMO is found to have a mediating effect.

Research limitations/implications

The study utilizes cross-sectional data, so the results of the study might vary depending upon the context (country/sector).

Practical implications

The outcomes of the study can be utilized by the marketers, particularly in the emerging economies like India for formulating targeted strategies in accordance with the personality type of the customers.

Originality/value

The relationship between CRP, personality traits and CS of the customer using Big Five personality theory has been empirically analysed in the context of an emerging economy.

Details

International Journal of Bank Marketing, vol. 33 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

Content available
Article

Kent Eriksson and Hooman Estelami

Abstract

Details

International Journal of Bank Marketing, vol. 33 no. 2
Type: Research Article
ISSN: 0265-2323

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