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Sumi, Razia Sultana; Ahmed, Mahjabeen
2022 IIM Ranchi journal of management studies
doi: 10.1108/irjms-09-2021-0127
The purpose of this study is to explore the changing buying behavior of young Bangladeshi consumers in this pandemic situation toward online orientation. The major determinants of the technology acceptance model (TAM) and consumer value theory are used to explore their impact on buying attitudes toward behavior.Design/methodology/approachIn this study, a model has been conceptualized to examine the influence of hedonic and utilitarian motivational values along with perceived usefulness and perceived ease of use on actual buying behavior under pandemic conditions. A structured questionnaire has been prepared for an online survey, and data have been collected from 395 online shoppers. The structural equation modeling technique has been applied to analyze the data using SPSS and SmartPLS 3 software.FindingsThe results of this study support that perceived enjoyment and utilitarian attributes (price, convenience and health aspects) positively affect online buying attitudes along with perceived usefulness and perceived ease of use. Finally, online buying behavior is significantly influenced by the positive attitude of consumers.Research limitations/implicationsThe findings of this study may contribute to developing marketing strategies that may attract buyers toward a new business orientation with prosperous supreme features in the future. The emergence of the COVID-19 pandemic has changed the existing behavioral patterns of consumers and opened a new opportunity for marketers.Practical implicationsYoung consumers are a larger section, and deep knowledge about youngsters may direct marketers toward appropriate use of marketing tools and strategies in the future.Originality/valueThis study integrated the TAM with hedonic and utilitarian motivational predictors to measure their impact on consumers' online buying behavior.
Arachchi, H.A. Dimuthu Maduranga
2022 IIM Ranchi journal of management studies
doi: 10.1108/irjms-10-2021-0136
This paper is to examine the direct relationship between perceived corporate citizenship (CC) and purchase intention (PI). This study also tests the mediating role of brand trust (BT), consumer–brand identification (CBI) and the moderating effect of personal norms by a contribution of social exchange theory, brand relationship theory and social cognitive theory (SCT).Design/methodology/approachQuantitative research was carried out by means of a survey with a sample of 411 regular consumers who work for national retail brands, where the unit of analysis was an individual. The study analysed the data to test the research hypotheses using SPSS and Smart PLS.FindingsThis study found a significant positive impact of perceived CC on purchase intention (direct path), and furthermore, a partial mediation was shown for the indirect path. In addition, personal norms have a significant impact on the relationships between perceived CC on purchase intention, brand trust on purchase intention and CBI on purchase intention.Practical implicationsThis study provides useful insights for managers to implement CC strategies to enhance consumer purchase intention and brand relationship in the retail sector within the coronavirus disease 2019 (COVID-19) pandemic.Originality/valueThe current study is perhaps the first to investigate the impact of perceived CC on purchase intention across the BT, CBI and personal norms in the retail industry, period of COVID-19 pandemic. The study also makes some important theoretical contributions and previously not shed light on customer behaviour in this context.
2022 IIM Ranchi journal of management studies
doi: 10.1108/irjms-09-2021-0129
Nurses need to display organizational citizenship behavior (OCB) for taking care of patients; uninterrupted care to coronavirus disease 2019 (COVID-19) patients in a stressful situation may result in emotional exhaustion and it hinders nurses' exercise of OCB. One perceives support when positive exchanges with team leaders and members (LMX) and team and members (TMX) take place for the benefit of self and the unit and lead to a feeling of commitment to the work team; the exchange facilitates the discharge of OCB. The study aims to explore the mediation effect of team commitments on the relationship between these factors with OCB of nurses in handling COVID patients.Design/methodology/approachThe cross-sectional exercise attempts to find the impact of emotional exhaustion, LMX and TMX on the OCB of the nurses and mediating effects of team commitments on OCB; correlation analysis and multiple regressions are in use for examining the relationships. The use of Sobel test and bootstrapping exercise confirm the mediation and consistency of mediation results on a larger sample.FindingsThe paper finds that LMX, TMX and team commitments significantly relate to OCB; emotional exhaustion negatively impacts OCB and team commitments fully mediate the relationship between emotional exhaustion and OCB and partially mediate the relation between LMX and TMX with OCB.Originality/valueTests demonstrate that team commitments can neutralize the effects of emotional exhaustion resulting from handling COVID-19 patients on OCB of the nurses and is an addition to organizational behavior literature. The study also presents a model that shows how positive LMX, TMX and resultant team commitments support generating OCB and offset the impact of emotional exhaustion. Theoretical and managerial implications, limitations and scope for further research discussed in the paper.
Soman, Sumesh; Mohanan, Dhanya
2022 IIM Ranchi journal of management studies
doi: 10.1108/irjms-07-2021-0034
The study has a twofold purpose. The first purpose is to understand the impact of the Covid-19 pandemic on women's work–home integration and stress from both a constructivist and positivist perspective. The other purpose is to emphasize the need for enterprises to understand the embedded considerations of occupational stress of women for strategy formulation.Design/methodology/approachThe study has used a convergent parallel design to obtain data. A total of 63 respondents (a survey with a sample of 53 and ten narratives) was identified using the snowball technique. The respondents were married and working professionals from Kerala. Perceived stress scale was used to procure data on their stress in the home-based work during the pandemic lockdown. Simultaneously narratives were taken from ten respondents from the same pool. The data were analyzed using R software version 4.0.2.FindingsThe findings reflect that home-based work was stressful for women, and they weighed home tasks over work needs. There was no age difference in perceived stress, while it significantly differed by profession and designation they hold. Also, a mother felt more stressed than a non-mother. Quantitative data heavily backed up the narratives. Of the sample, 76% experienced higher stress levels.Practical implicationsThis research will help users understand the stress distribution in women workers and how various sample characteristics influence stress. The enterprise could use this study to introduce a gender touch to their strategy. The study also adds value to the existing literature on home-based work during the pandemic.Originality/valueThe study systematically measures the stress felt by women during home-based work using a perceived stress scale. The mixed approach to the study helps to gain a deep understanding of the topic. This study is an original contribution by the authors to the collection of home-based work and stress literature.
2022 IIM Ranchi journal of management studies
doi: 10.1108/irjms-06-2021-0016
This study aims to investigate whether frontline retail banking employees’ proactive personality helps in ameliorating customer engagement. This study further aims to investigate the mediational role of work engagement and service recovery performance in the employee proactivity – customer engagement relationship.Design/methodology/approachThis study used a triadic approach for the collection of primary data. Each triad consisted of a customer, a frontline employee and an immediate colleague of the frontline employee. Structured questionnaires were used to solicit data from the respondents. Specifically, customers were asked to report their level of engagement with the bank and the recovery performance of the employee who redressed their grievances. Frontline employees responded to their level of work engagement while their colleagues reported about the proactive disposition of frontline employees at the workplace.FindingsEmpirical findings revealed under service scenario, Indian retail banking employees’ proactive disposition nurtures customer engagement. It was further observed that this relationship is sequentially mediated by work engagement and service recovery performance.Originality/valueThe role of frontline employees in enriching customer engagement has to date remained under-researched among marketing scholars. To the best of the authors’ knowledge, this study is the maiden attempt to relate frontline employee proactivity with customer engagement. Also, this study is one of the early research to investigate customer engagement under a service recovery context, thereby, opening pathways for further exploration.
Maharana, Narayana; Chaudhury, Suman Kalyan
2022 IIM Ranchi journal of management studies
doi: 10.1108/irjms-09-2021-0118
The purpose of this study is to explore the relationship between educational qualification and entrepreneurial intent (EI) of the students of private and government universities located in the state of Odisha, India.Design/methodology/approachThe study is based on the responses of 485 students of selected private and government universities in Odisha, India. A multistage random sampling approach has been adopted to collect the data and was tested for the role of different elements relating to education in explaining EI.FindingsThe findings suggest that the private universities are superior to the government universities in their Quality of Entrepreneurship Education (QEE), students' Exposure to Entrepreneurship Education (EEE) and their EI. Business Management and Commerce students have more inclination toward entrepreneurship compared to the students of professional streams like Law, Pharmacy, Engineering etc. Self-employed parents, EEE and Extra-Curricular Activities (ECA) are the significant determinants of EI among the university students; whereas, Academic Achievement (AA) and Socio-economic Status (SES) do not significantly explain their EI. Finally, gender also plays a vital role where male students show higher EI compared to their female counterparts.Practical implicationsThe research provides an understanding of the significance of entrepreneurship education along with ECA in developing EI among government and private university students.Originality/valueThe paper not only empirically presents the major differences between private and government-owned universities while dealing with entrepreneurship development at the university level but also highlights the impact of demographic and socio-economic characteristics of the students on their EI.
2022 IIM Ranchi journal of management studies
doi: 10.1108/irjms-01-2022-0003
This article examines the direct influence of employee’s perceived organisational support (POS) on student loyalty (LOY), exploring the indirect roles of total quality management (TQM) and information communication technology adoption (ADT) and moderating roles of government support (GOS) and co-worker support (COS).Design/methodology/approachThe article constructs a research model along with postulations by combining both empirical and theoretical literature in multidisciplinary fields.FindingsThis paper proposes that POS will be positively related to LOY, and this positive relationship will be positively mediated by TQM and ADT jointly and independently. Additionally, GOS and COS will positively moderate between POS and LOY.Research limitations/implicationsThis article offers suggestions for both academics and specialists in higher educational institutions for achieving LOY by applying POS, TQM and ADT as strategic tools. It also highpoints the crucial role of GOS and support from co-workers in achieving LOY. This paper lays the foundation for upcoming scholars to test this research model, empirically, in different higher educational institutions contexts worldwide.Practical implicationsBy valuing contributions, caring about well-being and fulfilling the socio-emotional needs of employees, higher educational institutions stand the chance of achieving LOY via TQM and ADT. Additionally, POS can foster LOY under massive GOS and COS.Originality/valueThe article provides unique understandings into how TQM and ADT connect POS to LOY and how POS relates to LOY under varied levels of GOS and COS. It also highlights the theoretical contributions of the underpinning theories.