International Journal of Business Competition and Growth (4 papers in press)
The path from brand communities through word of mouth to the intentions to adopt video streaming services: A two-stage framework
by Karla Barajas-Portas, Pavel Reyes-Mercado
Abstract: Word of mouth has been praised as a marketing tool that fosters business growth. This paper analyzes the links between brand communities, word of mouth, and intention to adopt online services. We first model word of mouth as a consequence of users interaction into brand communities, that is, the WOM senders perspective. Afterwards, we analyze the influence of word of mouth on consumer attitudes and further behavioral intention to adopt an interactive service, i.e., the WOM receivers perspective. Through the use of two samples and structural equations, we test the two-stage framework for the product category online video streaming platform. Results show that word of mouth is explained by the brand community commitment on the sender
Keywords: Brand communities; Word of mouth; Behavioral intentions; Interactive services; Consumer Attitudes; Adoption; PLS; Partial Least Squares; Video streaming; Path Modelling.
THE INFLUENCE OF MARKETING MIX ON DECISIONS TO BE A ISLAMIC BANKING CUSTOMER IN CIANJUR DISTRICT
by Uus Ahamad Husaeni
Abstract: The peoples decision to choose sharia banking in Cianjur regency is very low. Currently, sharia banking customers in Kabupaten Cianjur are only about 5-8% of the total population of 2,335 million people. In fact, 98% of the population in Cianjur regency is Muslim, and this city is also known as santri city. Therefore, it is necessary to test whether the marketing mix that includes product, price, place, and promotion can affect the decision to become a customer of Islamic banking. This study aims to examine the effect of product, price, place, and promotion on the decision to become a customer of Islamic banking. Analysis tool used in this research is multiple linear regression analysis. The result of the research, simultaneously shows that product, price, place, and promotion have significant effect to the decision to become Islamic banking customer, while the rest is explained by other factors not included in this research.
Keywords: Marketing Mix; Customer; Multiple Linear Regression and Sharia Banking.
A STUDY ON THE IMPACT OF CSR PERFORMANCE ON THE FINANCIAL PERFORMANCE OF INDIAN SERVICE SECTOR
by Sukhpreet Kaur
Abstract: Corporate Social Responsibility (CSR) initiatives performed and the impact of Corporate Social Responsibility Scores on the financial performance of the Indian service sector i.e. IT, Banking and Telecom is found through Content Analysis, Regression Analysis and ANOVA techniques. It is found that Promotion of Education is the maximum performed (CSR score 71) and Contribution to Prime Ministers Relief Fund is the least performed CSR activity (CSR score 24) of Indian Service Sector. Significant positive relationship is found between the CSR score and the net worth of companies. CSR is found to be true reflector of net worth of Indian Service Sector. There is no significant difference in the CSR performance of all the three areas but more inconsistency in the performance is found in Indian Banking Sector. The study gives an implication that CSR can be considered as a major area of concern to improve the financial performance of Indian Service Sector.
Keywords: Keywords: CSR initiatives; CSR scores; Service Sector; Financial Performance; Annual Report.
Stress level of Male and Female Bank officials in Public Banks: A Comparative Study
by Sourabh Sharma, Megha Sharma
Abstract: Work is central to the modern lifestyle and most people spend long hours at work. Bank employees face tough times today, as they need to work round the clock in order to deal with the demand of customers and top management. In this process, they might feel miserable and dejected which leads to stress and which in turn paves way for poor performance. Therefore, it is important for employees to overpower stress, which has become a routine for the employees in banking and financial organizations.rnThis study addresses specific workplace issues of bank employees related to their levels of stress and discusses pathogenesis of various problems related to levels of stress. The study will be helpful to draw future policies on the employee stress and work related perspectives and would serve as a data pool for future research.rn
Keywords: Dimensions of stress; Bank employees; Comparison of stress in male and female bank employees; Stress management techniques.