2016

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https://escholar.umt.edu.pk/handle/123456789/4644

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    Determinants of Consumer Information Adoption in Electronic Word-Of-Mouth (EWOM), A study on social media based consumer review groups
    (UMT.Lahore, 2016-09) Nida Fatima
    Increasing penetration of social media into marketing mix has triggered the investigation of Determinants that Impact EWOM of consumers in social networking sites. A conceptual model has been designed and tested in this study to investigate the factors that lead to the acceptance and adoption of online opinions by customers posted in online communities (groups) created by consumers for consumers on social networking sites. The results confirms that the factors of Connection of Message with User, Latest Information, Reliability of Message and comprehensiveness of Message are constructs of Argument Quality that leads to perceived Information Usefulness and Information Adoption of Electronic word of Mouth posted in online communities (groups) created by consumers for consumers on social networking sites.
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    Effect of Emotional Labor on Customer Satisfaction- The Study of Moderators in Hotel Industry of Pakistan
    (UMT, Lahore, 2016-09-23) Kamran Ghaffar
    Emotional Labor is the foremost focus for both academician and practitioner from the last two decades. It has become mandatory job for service workers to create, sustain and construct progressive emotional state with customer throughout service encounter process. Different emotional labor strategies execute by service worker capitulate diverse outcomes, since customer may perceive them as fake, robotic or sincere. This study is discussing the relationship between emotional labor and customer satisfaction in the context of hotel industry in Pakistan. The contemporary research portrays the effect of emotional labor on customer satisfaction by the role of three key moderators which are self- monitoring, co-worker support and customer satisfaction.
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    Measuring Consumer Based Retailer Equity (CBRE) and its’ Effect on Retail Patronage Behavior
    (UMT.Lahore, 2016) BUSHRA BAIG
    In highly value loaded environment, where retailers are facing cut-throat competition, high retail equity is extremely important in helping influence consumer perceptions along with driving store choicesand patronage to ensure competitive advantage. In this regard, the tremendous evolution in retailing environment, leads to changing shopper’s expectations and preferences, as well as posesa big challenge on retailers to earn customer’s loyalty and patronage. The study therefore,was proposed to develop a model of retail patronage and to empirically investigate the relationship proposed in the model in upscale lifestyle store context.However,the basic premise was to investigate the importance of retailer equity in building consumer patronage behavior.The current study addresses the effect of consumer based retailer equity on fostering retail patronage behavior.In addition to this, the study proposed a conceptual model which incorporates retailer equity dimensions to explore consumer’s retail patronage behavior.Furthermore, the model underpinsthemoderatingeffects of shopping situation and consumer involvement. A mall-intercept survey was undertaken using a systematic sampling of luxury store shoppers of age 18 years and above in Lahore and Multan, metropolitan cities in Pakistan. A survey questionnaire was designedto collect data from various retail stores of ChenOne, Nishat Linen and Ideas. The impact of CBRE on retail patronage behavior was explored using regression analysis. However, the results revealed a significant effect of retailer equity on patronage behavior and proved shopping purpose as a boundary condition in equity – patronage relationship.Finally, the study is aimed to explore CBRE and retail patronagerelationship. In addition to this, it also aims toempirically prove the moderating effects of shopping situation in retailer equity - patronage relationship.
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    Quantifying Value Co-Creation:
    (UMT.Lahore, 2016-04-02) Muhammad Zeeshan
    Service Dominant Logic of Marketing has changed the way Marketing discipline is being understood today. Value co-creation has become central, and one of the most researched topics among marketing scholars worldwide. Value is believed to be realized by the customers. This study is discussing the relationship between value realization facets and customer experience that emerges from a value co-creation process. With assumptions of a positivist paradigm, this study is responding to the call for quantification of value co-creation concept. This research is answering the question: “What is the relationship between realized value facets (monetary-value, relationship value, and functional-value) and customer experience (experience value) in a B2B context? The chosen context of this study is systems development and implementation in Information and Communication Technology (ICT) industry. Responses are collected from the team members of client organizations (customers) of different ICT Vendors while implementing services by Microsoft, Oracle, and SAP etc. Seven-point likert scale survey instrument was used to record the responses. Sample size is comprised of 212 respondents, who completed the survey. Multivariate data analysis techniques like exploratory factor analysis (EFA), cronbach’s alpha, and linear regressions have been used to analyze the data.
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    The effect of customer behavior on frontline employee’s engagement:
    (UMT.Lahore, 2016) Ayesha ATTA
    This research study increases our knowledge about customer behavior and how frontline employees perceive customer behavior and its effect on engagement at work. Service quality positively related employee engagement. The core purpose of this research study is to measure the relationship between frontline employee engagement and customer behavior (four types of behavior customer participation, complaint behavior, citizenship behavior and misbehavior) in sample of Lahore banking sector. Two hundred and fifty seven customer-facing frontline employees in Lahore completed the survey. Finding shows that some customer behaviors has effect on frontline employee engagement and some behaviors has no effect on customer behavior. Customer participation and customer citizenship has positive and significant effect on frontline employee engagement. Customer misbehavior and customer complaint has no effect on frontline employee engagement. This research study shows customer behavior involvement in frontline employee engagement. So managers should focus on customer’s behavior which effect on employee engagement and which increase employee engagement and try to increase and promote customer those behavior which increase employee engagement Findings highlighted the need for customer behavior intervention to encourage their participation. Implications for practice are also discussed in the manager/supervisor development such as sensitivity training and workplace culture improvement to create the right environment for engagement.
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    Value Co-Creation:
    (UMT.Lahore, 2016) Amna Tariq
    The concept of service dominant logic has been changed the way in which marketing is understood. Value creation has now transformed and has evolved by shifting its focus towards the customers at their free will by means of different platforms. The study aimed towards looking at what extend does customer resource integration (which can be stated as either operant or operand resources) impacts the customer experiences in a B2C context. However, there are limited service researches which are conducted quantitatively. Consequently, this research will be looking at the travel packages given by travel agents to customers and how the operant resources (co-creation operator and co-creation firm) and operand resources (co-creation space and co-creation tools) impacts customer experiences. The study took data from 215 respondents who had used the services of travel agents and factor analysis was performed to see the validity of operant and operand resources with customer experience and later on reliability was checked to see the consistency of data. Through face analysis score, summated scale was used in multiple regressions. The results indicated that the relative importance of operand resources on customer experience is more than operant resources. The literature explained that both operant and operand resources have an impact on customer experience but in this research operand resources still has more importance on customer experiences and cannot be left behind.