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Item Examining the Impact of Types of Dialogues on Customer Experience(UMT,Lahore, 2017) Shafqat HussainService dominant logic has played an important role in understanding the marketing discipline today. Value co-creation of S-D logic has become central and most important research topic among marketing research scholar worldwide. It is believed that value is only realized by the customers. The relationship between types of dialogues and customer experience has been discussed in this study that has emerged from value co-creation. Through positivist paradigm, the concept of value co-creation will be quantifiably checked. In this study, answers the question that “what is the relationship between dialogue (dialogue initiating, dialogue building, dialogue sharing, and dialogue critiquing) and Customer experience in the B2C context?” The context of this study is dialogue between doctors and medical reps of pharmaceutical industry. Responses are gathered from the practitioner doctors (customers) of public and private hospitals. Survey instrument has used five point Likert scale to record the responses. Sample size has 276 respondents who participated in the survey. Data has been analyzed by using multivariate data techniques such as exploratory factor analysis (EFA), Cronbach’s Alpha and multiple regression.Item Applying Brand Value Co-Creation Framework to Textile Retail Industry(UMT,Lahore, 2017) Aamer FaizIn this study, brand value co-creation framework proposed by Ramaswamy and Ozcan (2015) is applied in textile retail sector to explore how different dimensions of this framework work in this sector. Further, this study has explored these factors and situations in context of single brand apparel (SBA) outlet. Different dimensions of brand value co-creation like experiencial co-creators, co-creational enterprises, brand capability ecosystems, brand engagement platforms and brand experience domains etc have been discussed in detail to explore how these dimensions collectively play their role towards overall co-creation and development of brand value in textile retail sector. The above discussion emphasizes the idea that brand value co-creation in textile retail sector is dependent on several factors and these factors need to be explored in detail for the understanding of brand value co-creation concept in textile retail industry. Due to limited empirical findings about how brand value is co-created in textile retail industry from a perspective of value co-creation, this study is based on a qualitative, exploratory research strategy. A case study research is used to observe various processes being followed in the firm.