Department of Marketing
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Item The effect of customer behavior on frontline employee’s engagement(University of Management and Technology, 2017) Ayesha AttaThis 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.Item Applying brand value co-creation framework to textile retail industry(University of Management and Technology Lahore, 2017) Faiz, AamerIn 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. The focus of this study is on exploring the factors that contribute towards brand value co-creation in textile retail industry. Due to scope of this study and limited time, it was decided to focus on one retail chain only, operating in Lahore known as Nishat Linen, a branded apparel retail chain. Lahore is the second largest city of Pakistan and capital of Punjab province. The sampling technique for the present study is purposive sampling. Interviews of 9 stakeholders comprising of Nishat Linen’s employees, specially marketing and sales staff, its suppliers and its customers were conducted using snowball or networking method. The data collection was conducted through personal face-to- face semi-structured interviews with all stakeholders related to Nishat Linen. Interviews were audio-recorded and transcribed for investigation and analysis. To analyze qualitative data, thematic networks were used, by employing Nvivo QSR software (Attride-Stirling 2001). In this process, data was coded to find and establish themes, and thematic networks were constructed and analyzed before interpretation of the patterns of findings. Interviewees were asked to advise their understanding of brand value co-creation with different stakeholders within their company as well as outside and to define the value creation activities wherever possible.Item Applying brand value co-creation framework to textile retail industry(University of Management and Technology Lahore, 2017) Faiz, AamerIn 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. The focus of this study is on exploring the factors that contribute towards brand value co-creation in textile retail industry. Due to scope of this study and limited time, it was decided to focus on one retail chain only, operating in Lahore known as Nishat Linen, a branded apparel retail chain. Lahore is the second largest city of Pakistan and capital of Punjab province. The sampling technique for the present study is purposive sampling. Interviews of 9 stakeholders comprising of Nishat Linen’s employees, specially marketing and sales staff, its suppliers and its customers were conducted using snowball or networking method. The data collection was conducted through personal face-to- face semi-structured interviews with all stakeholders related to Nishat Linen. Interviews were audio-recorded and transcribed for investigation and analysis. To analyze qualitative data, thematic networks were used, by employing Nvivo QSR software (Attride-Stirling 2001). In this process, data was coded to find and establish themes, and thematic networks were constructed and analyzed before interpretation of the patterns of findings. Interviewees were asked to advise their understanding of brand value co-creation with different stakeholders within their company as well as outside and to define the value creation activities wherever possible.Item High performance work system and work engagement(University of Management and Technology, 2016) Hussain, FreehaThe aim of the study was to investigate the relationship between high performance work system (HPWS), self-efficacy and work engagement. Based on job-demand resources theory, four hypotheses were proposed to examine the relationship between HPWS and work engagement, HPWS and self-efficacy, self-efficacy and work engagement and the mediating effect of self-efficacy in the relationship between HPWS and work engagement. In order to test these hypotheses, cross sectional research design was used and the data were collected through self-administered questionnaires using a sample of 268 employees of five business organisations located in Lahore, Pakistan. Results of the study confirmed hypothesized model and showed that self-efficacy partially mediated the relationship between HPWS and work engagement. The study concluded that HPWS acts as a job resource and helps in enhancing self-efficacy to further promote work engagement of employees. The theoretical and practical implications of the study are also discussed.Item Role of emotions in shopping behaviors for automobile industry(University of Management and Technology Lahore, 2016) Syed, SumeraMarketers have long been working on understanding consumer’s need and wants, their buying decision making process and their shopping behavior. The socio-economic factors along with demographic factors affect consumer’s buying behavior. Out of these factors, gender has a significant influence on consumer buying behavior. Men and women have different physiological needs. They need different products to satisfy these needs and have different ways of buying these products (Tanner et al., 2010). It is still questionable that whether these are biological differences or different interests of men and women, and the differences in their personalities that cause their different buying behaviors (Hoeger et al., 2006). Men and women make different decisions and so they do shopping differently (Lunt and Livingstone, 1992). Females are much more interested in activities than their male counterparts (Campbell 1997). Men buy things while women shop till they drop (Tanner et al., 2010). Additionally, it is evidently proven that stereo typed men usually influence the purchase of different types of beverages while stereotypical female buyers mostly influence the purchase of household items.Item Value co-creation: impact of operand and operant resources on actor experience(University of Management and Technology Lahore, 2016) Amna TariqThe 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.Item Quantifying value co-creation(University of Management and Technology Lahore, 2016) Zeeshan, MuhammadService 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. Data analysis is presenting a comprehensive and extensive set of findings. Experience value (EV) is significantly and positively influenced by monetary (MV), relationship (RV) and functional value (FV). Though all three value facets in value co-creation process significantly affect experience value but customer is more inclined toward relationship and functional value than that of monetary value to evaluate experience. However, relationship and functional value contributes equally for creating a good customer experience. This study is incomparably contributing to the current stream of value co-creation literature. Firstly, a statistically valid and reliable instrument to measure different value realization facets in the value co-creation process has been developed. Secondly, this study is measuring the impact of realized value facets on overall customer experience in the value co-creation process. Thirdly, the research is responding to the knowledge call for quantitative studies in the area of value co-creation. Through this study, we now are moving to create a more generalized understanding of value co-creation concept. The limitations and scope have also been discussed along with recommendations for future research.Item Measuring consumer based retailer equity (CBRE) and its’ effect on retail patronage behavior(University of Management and Technology Lahore, 2016) Bushra BaigIn 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. Furthe rmore, the model under pinsthe moderating effects 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 patronage relationship. In addition to this, it also aims to empirically prove the moderating effects of shopping situation in retailer equity - patronage relationship.Item Examining the impact of types of dialogues On customer experience(University of Management and Technology Lahore, 2017) Shafqat, HussainService dominant logic has played an important role in understanding the marketing line 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. A comprehensive set of results have emerged from data analysis. Customer experience is positively and significantly influenced by dialogue initiating (DI), dialogue building (DB), dialogue sharing (DS) and dialogue critiquing (DC). Though all four types of dialogue significantly affect customer experience in value co-creation but it is measured that customer is more persuaded toward dialogue initiating and dialogue sharing than that of dialogue building and dialogue critiquing to evaluate customer experience. However, dialogue initiating and dialogue sharing have almost equal contribution in the development of customer experience. This research study outstandingly contributes in the body of value co-creation. Firstly, a statistically reliable and valid instrument has been developed to measure dialogue’s types and customer experience in value co-creation process. Secondly, this research study statistically measures the impact of dialogue on customer experience. Thirdly, this research is contributing as quantitative study in the domain of value co-creation. This research study will enhance the generalized understanding of the concept of value co-creation. The scope, limitations and recommendations for future research have also been discussed in this study.