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Article
Publication date: 18 September 2019

Samir Yerpude and Tarun Kumar Singhal

The purpose of this paper is to build a customer engagement strategy for an emerging market using the Internet of Things (IoT) origin real-time data analytics for a classical…

1763

Abstract

Purpose

The purpose of this paper is to build a customer engagement strategy for an emerging market using the Internet of Things (IoT) origin real-time data analytics for a classical retail business to customer domain.

Design/methodology/approach

The study presented is twofold. First, it empirically tests a theoretical model where the impact of different parameters influencing customer engagement are validated, and its influence on the resultant parameters, i.e. brand loyalty and brand ambassador, is analyzed. Second, it emphasizes on the use of real-time IoT origin data in customer analytics to determine a customer engagement strategy.

Findings

Results indicate that the four parameters, i.e., value propositions basis the buying patterns, loyalty programs, personalized communication and involving the customer in the new development process are influencing customer engagement positively, whereas the parameter loyalty program scores the maximum regression weight. IoT plays a crucial role in generating the real-time data used for generating customer analytics that proves to be vital for the longevity of the organization.

Practical implications

The organizations need judicious blend of four parameters such as value proposition based on buying patterns, participation in new product development, personalized communication and loyalty program while designing the customer engagement strategy. Results drawn from the focused group interview highlight the power of IoT origin real-time data in the customer analytics further strengthening the need of customer centricity in an organization.

Originality/value

Identified need of building a customer engagement strategy for an emerging market with the help of IoT data is addressed in this paper that is identified as an unexplored area and a research gap.

Details

International Journal of Emerging Markets, vol. 16 no. 1
Type: Research Article
ISSN: 1746-8809

Keywords

Open Access
Article
Publication date: 30 June 2022

Norita Ahmad and Arief M. Zulkifli

This study aims to provide a systematic review about the Internet of Things (IoT) and its impacts on happiness. It intends to serve as a platform for further research as it is…

2305

Abstract

Purpose

This study aims to provide a systematic review about the Internet of Things (IoT) and its impacts on happiness. It intends to serve as a platform for further research as it is sparse in in-depth analysis.

Design/methodology/approach

This systematic review initially observed 2,501 literary articles through the ScienceDirect and WorldCat search engines before narrowing it down to 72 articles based on subject matter relevance in the abstract and keywords. Accounting for duplicates between search engines, the count was reduced to 66 articles. To finally narrow down all the literature used in this systematic review, 66 articles were given a critical readthrough. The count was finally reduced to 53 total articles used in this systematic review.

Findings

This paper necessitates the claim that IoT will likely impact many aspects of our everyday lives. Through the literature observed, it was found that IoT will have some significant and positive impacts on people's welfare and lives. The unprecedented nature of IoTs impacts on society should warrant further research moving forward.

Research limitations/implications

While the literature presented in this systematic review shows that IoT can positively impact the perceived or explicit happiness of people, the amount of literature found to supplement this argument is still on the lower end. They also necessitate the need for both greater depth and variety in this field of research.

Practical implications

Since technology is already a pervasive element of most people’s contemporary lives, it stands to reason that the most important factors to consider will be in how we might benefit from IoT or, more notably, how IoT can enhance our levels of happiness. A significant implication is its ability to reduce the gap in happiness levels between urban and rural areas.

Originality/value

Currently, the literature directly tackling the quantification of IoTs perceived influence on happiness has yet to be truly discussed broadly. This systematic review serves as a starting point for further discussion in the subject matter. In addition, this paper may lead to a better understanding of the IoT technology and how we can best advance and adapt it to the benefits of the society.

Details

Digital Transformation and Society, vol. 1 no. 1
Type: Research Article
ISSN: 2755-0761

Keywords

Article
Publication date: 3 July 2023

Sachin Kashyap, Sanjeev Gupta and Tarun Chugh

The present work has proposed and employed an innovative hybrid method based on the combination of factor analysis and an artificial neural network (ANN) model to forecast…

Abstract

Purpose

The present work has proposed and employed an innovative hybrid method based on the combination of factor analysis and an artificial neural network (ANN) model to forecast customer satisfaction from the identified dimensions of service quality in India, a developing country.

Design/methodology/approach

The qualitative study is conducted with Internet banking users to understand e-banking clients' perceptions. The data is collected with the help of a questionnaire from randomly selected 208 customers in India. Firstly, factor analysis was performed to determine the influential factors of customer satisfaction, and four factors i.e. efficiency, reliability, security and privacy, and issue and problem handling were extracted accordingly. The neural network model is then applied to the factor scores to validate the key elements. Lastly, the comparative analysis of the actual ANN and the regression predicted result is done.

Findings

The success ability of the linear regression model is challenged when approximated to nonlinear problems such as customer satisfaction. It is concluded that the ANN model is a better fit than the linear regression model, and it can recognise the complex connections between the exogenous and endogenous variables. The results also show that reliability, security and privacy are the most influencing factors; however, problem handling and efficiency have the slightest effect on bank client satisfaction.

Research limitations/implications

This research is conducted in India, and the sample is chosen from the urban area. The limitation of the purposeful sampling technique and the cross-sectional nature of the data may hamper the generalisation of the results.

Originality/value

The conclusions from the study will be helpful for policymakers, bankers and academicians. To our knowledge, few studies used ANN modelling to predict customer satisfaction in the service sector

Details

International Journal of Quality & Reliability Management, vol. 41 no. 1
Type: Research Article
ISSN: 0265-671X

Keywords

Case study
Publication date: 11 October 2022

Kishore Thomas John

The learning outcomes of this case are in understanding core concepts of brand management and brand dilution. Assessment of macro-economic risks and proper positioning strategies…

Abstract

Learning outcomes

The learning outcomes of this case are in understanding core concepts of brand management and brand dilution. Assessment of macro-economic risks and proper positioning strategies are the key take-away from this case. The case gives an understanding of how brands are built and positioned, and the pitfalls of poor brand planning and assessment that could lead to brand dilution. The case is useful for highlighting the importance of brand management and the challenges of re-positioning. The discussions would shed light on why it is important to plan and manage spending on marketing for brand building activities, and why brands would suffer when spending is reduced. This case is a teaching case and not a research case. It will help participants assimilate available information in combination with existing academic theories and publications to help develop an accurate assessment and prognosis of the events leading until the point of slicing the case.

Case overview/synopsis

Reid & Taylor in 2015 had been reduced to a discounter brand offering extended end-of-season sales when most other competitors have ended their promotions. In the 17 years since its big-budget launch in the Indian market in one of the most memorable brand introductions, Reid & Taylor changed its ambassador twice and repositioned itself thrice. The case would allow participants to delve deeper into aspects of marketing spending, brand management, positioning and advertising effectiveness. The case brings to the fore discussions on marketing, specifically on branding, positioning and its related advertising in the textile sector for a brand that has not been studied in academic literature until the present time. The discussion allows for novelty, involving both forward- and backward-looking assessments and evaluations to help participants better imbibe learnings in brand management and positioning.

Complexity academic level

The case is suitable for a graduate-level (Master’s level) course in marketing and brand management. This case is suitable for elective courses that discuss positioning and brands.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing

Details

Emerald Emerging Markets Case Studies, vol. 12 no. 3
Type: Case Study
ISSN:

Keywords

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