Volume 15, Number 2 (October 2015 - March 2016)

  Exploring the Dimensions of Customer Experience and Its Impact on Word-Of-Mouth: A Study of Credit Card
Hardeep Chahal, Gurjeet Kaur, Anu Rani
 


The purpose of the study is two-fold: firstly, to examine the dimensionality of customer experience (CE) in context to credit card industry and secondly, to assess the impact of credit cardholders' experience on their word-of-mouth (WOM) communication. The data were collected from 220 credit cardholders working in the various business and service units operating in Gandhi Nagar area of Jammu District. The findings of the study reveal that process experience, confidence benefits, social benefits, moments-of-truth and brand experience significantly predict CE. It also confirms strong and positive impact of CE on WOM communication. The findings further the understanding about CE dimensions that influence the experience of credit cardholders in India, which can be of immense help to credit card issuers. The study is based on single financial service only, i.e., credit card and confined to Gandhinagar locality of Jammu city. To generalise the conceptualisation of CE in financial and allied sectors, such as banking, retail or travel, where credit card usage is highly prevalent, the approach needs to be extended to future research. Further, role of moderating and mediating variables like perceived risk in influencing CE and WOM communication can be considered.
 

  Factors Affecting Bank Section in Rural India: Insights from Gujarat
Shubhomoy Banerjee, Soumi Chatterjee Banerjee
 


Banking services have been termed as the lifelines of a modern economy. The entry of foreign as well as private sector banks has made the banking sector more competitive than ever before. The focus among the banks is now on improving the service quality, making operations efficient and reducing the costs. In this scenario, getting new customers and retaining them assumes great importance for the banks. This paper, on the basis of a study in the Anand district of Gujarat, seeks to look at the factors which the rural customers consider before they finally zero down upon a bank for availing services. Using exploratory factor analysis in a survey conducted among 105 bank customers in rural Gujarat, the authors seek to gain insights into the factors which lead to a long term relationship between the bank and the customer. The paper adds to the literature on bank selection, primarily confined to the urban customers, by bringing in the aspect of bank selection in the rural areas. It should also be of help for bank managers and marketers to devise appropriate product and service strategies for the rural customers.

 

  Investigating Personal and Socal Behavior Styles that Derive Happiness - An Empirical Investightion on the Leisure Behavior of Women from Islamic Region
A. M. Sakkthivel, B. Sriram
 


The leisure behaviour of the people depends on various constraints and factors. The place, environment, ethnic background and interest plays vital role in leisure behaviour. The gender also has considerable impacts on these leisure behaviours. The leisure activities of the individuals depend on socio cultural impact on the gender. In this paper, we have discussed the various leisure activities that provide happiness for women in Middle East countries, in particular, in Sultanate of Oman. This study aims to identify and define various leisure activities that Omani women carry out during their personal and leisure time. The focus group included 212 Muslim women of all ages living in various Omani locations. The study revealed their personal and social leisure activities with an emphasis on those that provided the greatest amount of happiness for the participants. The results of the investigation indicate that traditional and family oriented activities ranked the highest for pleasure. Active or sports oriented activities received the lowest ranking. The Personal leisure activities have received the highest happiness ranking from the participants than the social leisure activities considered for this study.
 

  Transformational Leadership and Job Performance: A study of Higher Education
Jeevan Jyoti, Sonia Bhau
 


The present study focuses on exploring the role of relationship between transformational leadership and job performance. The model has been tested in the higher education sector. Information regarding transformational leadership, leader member exchange and satisfaction with leader has been procured from teachers and the job performance has been assessed by the head of department. The data has been duly validated with the help of Confirmatory factor analysis (CFA). Structural equation modeling (SEM) has been used for hypotheses testing. The results indicate that leader member exchange and satisfaction with leader mediates the relationship between transformational leadership and job performance. Managerial implications and scope for future research have also been discussed.
 

  A Typology of Service Organizations as a Function of Customer Participation, Intangibility and User Type
Banasree Dey, Jones Mathew, Anup K. Singh
 


Service classification schemes help in addressing the complexity and diversity of services by providing an organized structure that aids in the development of strategies by service managers. While several such frameworks abound in the literature, yet new schemes reflect fresh realities and stimulate newer perspectives. Recognizing the individual differences in services some of which are relatively more intangible or which require a greater customer role or that vary considering the buying situation or characteristics of the user, the present paper proposes a typology using three dimensions: intangibility, customer participation and type of user (business versus consumer). The study utilizes data from a sample of management professionals and management students who rate 50 services on the aforementioned dimensions using 10-point scales. Based on the results, eight service categories have been delineated: resourcebased, mechanistic consumer services; resource-based, mechanistic business services; knowledge-based, mechanistic consumer services; knowledge-based, mechanistic business services; resource-based, participative consumer services; resource-based, participative business services; knowledge-based, participative consumer services; and knowledge-based, participative business services. The managerial implications that arise due to the inherent characteristics of each type are discussed for a better understanding of services.
 

   
   
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