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Indian Journal of Marketing最新文献

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Marketing Strategies in Entrepreneurship – A Case Study of WhiteHat Jr 创业中的营销策略——以白帽公司为例
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-10-01 DOI: 10.17010/ijom/2022/v52/i10/172345
R. Saini
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引用次数: 0
Does Social Media use Impact Small Agribusiness Exploitation and Exploration Capability? Perspectives and Recommendations from the UT of J&K 社交媒体的使用是否会影响小型农业企业的开发和探索能力?查谟克什米尔大学的观点和建议
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-10-01 DOI: 10.17010/ijom/2022/v52/i10/172344
Avantika Bakshi, V. Chauhan
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引用次数: 0
Streaming Apps - A Study on Consumer Satisfaction Toward the Usage of These Platforms During COVID-19 in Kolkata, West Bengal 流媒体应用程序-西孟加拉邦加尔各答COVID-19期间消费者对这些平台使用满意度的研究
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-10-01 DOI: 10.17010/ijom/2022/v52/i10/172346
Udit Chawla, Jyoti Shaw, Sonam Choudhary
In today’s world, virtual streaming platforms are the primary source of entertainment. People gradually shift from traditional entertainment channels to online streaming platforms as they offer more improvised services. During the COVID-19 period, the streaming sector saw massive growth in the number of users. As a result, streaming platforms are now widely seen as the entertainment industry’s future. From offering high-quality material to connecting individuals through various streaming platforms, OTT platforms have gained prominence recently, particularly during the pandemic. Purpose: To identify the factors influencing users’ satisfaction with a streaming platform in Kolkata, West Bengal, and to establish how these attributes and different streaming platforms are related. Methodology: Kolkata, West Bengal, was selected for the survey, and it was undertaken with the help of a structured questionnaire and casual interaction with the users. Findings: This study discovered that consumer satisfaction was primarily determined by two critical factors: “Fringe Benefits” and “Refreshment.” The factor “Fringe Benefits” was found to be substantially influential. In addition, users’ satisfaction could also correlate to the quality of services provided to the streaming platforms using correspondence analysis. Various online streaming platforms were discovered to be popular, delivering high-quality material with a wide range of alternatives, limited advertisements, and high-quality and extensive features at a reasonable price. Furthermore, we used cluster analysis to discover three clusters that influenced consumers of various ages when watching online on various streaming sites. These clusters were “Gen Z Socializing,” “Gen Y Entertaining,” and “Gen X Quality Essence.”. © 2022, Associated Management Consultants Pvt. Ltd.. All rights reserved.
在当今世界，虚拟流媒体平台是娱乐的主要来源。随着人们提供更多即兴服务，他们逐渐从传统娱乐频道转向在线流媒体平台。在新冠肺炎期间，流媒体行业的用户数量大幅增长。因此，流媒体平台现在被广泛视为娱乐业的未来。从提供高质量的材料到通过各种流媒体平台连接个人，OTT平台最近变得突出，尤其是在疫情期间。目的：确定影响西孟加拉邦加尔各答用户对流媒体平台满意度的因素，并确定这些属性与不同流媒体平台之间的关系。方法：选择西孟加拉邦的加尔各答进行调查，并借助结构化问卷和与用户的随意互动进行调查。研究结果：这项研究发现，消费者满意度主要由两个关键因素决定：“附加福利”和“提神醒脑”。此外，使用对应分析，用户的满意度还可以与提供给流媒体平台的服务质量相关。各种在线流媒体平台被发现很受欢迎，以合理的价格提供具有广泛替代品、有限广告以及高质量和广泛功能的高质量材料。此外，我们使用聚类分析发现，在各种流媒体网站上在线观看时，影响不同年龄段消费者的三个聚类。这些集群分别是“Z世代社交”、“Y世代娱乐”和“X世代品质本质”。©2022，Associated Management Consultants Pvt.有限公司。保留所有权利。
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引用次数: 0
Acceptance of Mobile Apps among Bottom of Pyramid Customers of Urban Areas 城市底层金字塔客户对移动应用的接受度
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-09-01 DOI: 10.17010/ijom/2022/v52/i9/171984
Pooja Sehgal Tabeck, A. Singh
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引用次数: 0
Perceiving the Consumer’s Desire and Transforming it into a Business Model : A Case Study of Morning Fresh, India’s No. 1 Hangover Cure & Detox Drink 感知消费者的欲望并将其转化为商业模式——以印度头号宿醉排毒饮料Morning Fresh为例
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-09-01 DOI: 10.17010/ijom/2022/v52/i9/171983
Akshatha Jain
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引用次数: 0
Exploring the Nexus among Internet Banking Service Quality, Customer Satisfaction, Age, and Gender : A Developing Country Perspective during COVID-19 探索互联网金融服务质量、客户满意度、年龄和性别之间的关系:新冠肺炎期间发展中国家的视角
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-09-01 DOI: 10.17010/ijom/2022/v52/i9/171982
Meha Joshi, Richa Dabas
During COVID-19, the banking industry saw a paradigm shift of customers from "traditional” to "online” platforms. This research explored the moderation effect of age and gender in the relationship between online banking service quality and customer satisfaction during COVID-19. The study used explanatory and accurate novel methods to study the relationship between online banking service quality and customer satisfaction in the Indian banking industry. Structural equation modeling was used for testing the relationship. Multi-group moderation technique was employed to explain the moderation effect. The study highlighted that age significantly moderated the relationship between responsiveness, competence, and customer satisfaction. Gender significantly moderated the relationship between competence and customer satisfaction. The study's novelty lies in finding the critical determinant of customer satisfaction in online banking during COVID-19 and explaining the moderation effect of age and gender. Moreover, this study addressed feedback and complaint management, which has not been studied widely in the context of quality and satisfaction. © 2022, Associated Management Consultants Pvt. Ltd.. All rights reserved.
在新冠肺炎期间，银行业见证了客户从“传统”平台向“在线”平台的范式转变。本研究探讨了新冠肺炎期间年龄和性别在网上银行服务质量与客户满意度关系中的调节作用。该研究使用了解释性和准确的新方法来研究印度银行业网上银行服务质量与客户满意度之间的关系。结构方程模型用于检验这种关系。采用多组调节技术来解释调节效应。该研究强调，年龄显著调节了反应能力、能力和客户满意度之间的关系。性别显著调节了能力与客户满意度之间的关系。该研究的新颖之处在于发现了新冠肺炎期间网上银行客户满意度的关键决定因素，并解释了年龄和性别的调节效应。此外，这项研究涉及反馈和投诉管理，尚未在质量和满意度方面进行广泛研究。©2022，Associated Management Consultants Pvt.有限公司。保留所有权利。
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引用次数: 0
Demystifying the Antecedents of Brand Advocacy : Mediating the Role of Brand Love and Brand Passion 揭开品牌倡导的前因：品牌爱与品牌激情的中介作用
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-08-01 DOI: 10.17010/ijom/2022/v52/i8/171222
S. Goswami, N. Balasubramanian
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引用次数: 0
Influence of Consumers’ Self Perception on Devaluation of Ugly Produce – Marketing Strategies to Reduce Food Waste in the Indian Context 消费者自我认知对丑产品贬值的影响——印度环境下减少食物浪费的营销策略
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-08-01 DOI: 10.17010/ijom/2022/v52/i8/171223
A. Saldanha, R. Aranha
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引用次数: 0
The Nexus of Corporate Social Responsibility and Consumer Perception : Systematic Review of the Evidence 企业社会责任与消费者感知的关系：证据的系统考察
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-07-01 DOI: 10.17010/ijom/2022/v52/i7/170537
Swapna Shetty, M. Chaudhuri, A. Shetty
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引用次数: 0
Identification of the Customers’ Preferred Attributes while Selecting an OTA (Online Travel Agency) Platform 在选择OTA(在线旅行社)平台时，识别客户的首选属性
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-07-01 DOI: 10.17010/ijom/2022/v52/i7/170538
Animesh Kumar Sharma, Rahul Sharma
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引用次数: 0
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