Data-driven marketing for growth and profitability

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Balakrishna Grandhi ◽  
Nitin Patwa ◽  
Kashaf Saleem
Keyword(s):  
Big Data ◽  
Online Survey ◽  
Shareholder Value ◽  
Business Environment ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Data Driven ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Customer Centricity

PurposeIn the current business environment, more uncertain than ever before, understanding consumer behavior is an integral part of an organization's strategic planning and execution process. It is the key driver for becoming a market leader. Therefore, it is important that all processes in business are customer centric. Marketers need to harness big data by engaging in data driven-marketing (DDM) to help organizations choose the “right” customers, to “keep” and “grow” them and to sustain “growth” and “profitability”. This research examines DDM adoption practices and how companies can aim to enhance shareholder value by bringing about “customer centricity”.Design/methodology/approachAn online survey conducted in 2016 received 180 responses from junior, middle and senior executives. Of the total responses, 26% were from senior management, 39% from middle management and the remaining 35% from junior management. Industries represented in the survey included retail, BFSI, healthcare and government, automobile, telecommunication, transport and logistics and IT. Other industries represented were aviation, marketing research and consulting, hospitality, advertising and media and human resource.FindingsSuccess of DDM depends upon how well an organization embraces the practice. The first and foremost indicator of an organization's commitment is the extent of resources invested for DDM. Respondents were divided into four categories; Laggards, Dabblers, Contenders and Leaders based on their “current level of investments” and “willingness to enhance investments” soon.Research limitations/implicationsWith storming digital age and the development of analytics, the process of decision-making has gained significant importance. Judgment and intuition too are critical to the process. Choosing an appropriate action cannot be done strictly on a rational basis.Practical implicationsThe results of the study offer interesting implications for managing the growing sea of data. An iterative and incremental approach is the need of the hour, even if it has to start with baby steps, to invest in and reap the fruits of DDM. The intention to use any system is always dependent on two primary belief factors: perceived usefulness and perceived ease of use; however, attitudes and social factors are equally important.Originality/valueThere is a dearth of knowledge with regards to who is and is not adopting DDM, and how best big data can be harnessed for enhancing effectiveness and efficiency of marketing budget. It is, therefore, imperative to build a knowledge base on DDM practices, challenges and opportunities. Better use of data can help companies enhance shareholder value by bringing about “customer centricity”.

Digital commerce in emerging economies

2015 ◽  
Vol 10 (4) ◽  
pp. 634-647 ◽  
Author(s):  
Ather Akhlaq ◽  
Ejaz Ahmed
Keyword(s):  
Technology Acceptance ◽  
Emerging Economies ◽  
Online Survey ◽  
Online Shopping ◽  
Emerging Market ◽  
Business Environment ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Convenience Sample ◽  
Content Type

Purpose – More research is needed to understand the online shopping behaviors and intentions of consumers in emerging economies. The purpose of this paper is to examine the extent to which key variables from the Technology Acceptance Model (perceived usefulness (PU) and ease of use (PEOU)), and others theoretically associated with digital engagement (distrust, perceived risk (PR), perceived enjoyment (PE) and legal framework (LF)), accounted for variation in online shopping intentions in Pakistan, focussing on affiliates of a large metropolitan university. Design/methodology/approach – Online survey using a convenience sample of university staff, students and alumni recruited through the university’s online network. A questionnaire capturing the above constructs was tested for content validity and reliability prior to dissemination. The survey results were factor analyzed to determine the degree to which the constructs were independent, and regression was used to examine their ability to predict online purchasing intentions. User characteristics were analyzed descriptively. Findings – All six independent factors, PU, PEOU, PR, PE, distrust and LF, in the model were independently predictive of intention to shop online and supported the theoretical model by demonstrating the predicted direction of the relationship. Research limitations/implications – There are limitations in the generalizability of the findings. Most of the data being collected were only from Karachi, the biggest metropolitan city and the business hub of Pakistan. Practical implications – This research may help retailers in becoming e-tailers. The model would also help existing e-tailers to streamline their business according to the research findings. In addition, government may work on policies to provide a better online business environment to the people of Pakistan. Originality/value – A new online shopping model has been discovered for an emerging market, Pakistan. Developing countries could take advantage of this model to get real insights of their e-tailing industry.

scholarly journals Factors influencing consumers' rejection to smartphone transactions in the lodging industry

2020 ◽  
Vol 34 (1) ◽  
pp. 29-40
Author(s):  
Stephanie Bae ◽  
Jun Mo Kwon ◽  
Alyssa Bosley
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Lodging Industry ◽  
Equation Modeling ◽  
Smartphone Apps ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Hotel Room

PurposeThe main purpose of this study is to investigate what affects a customer's decision to use the hotel smartphone applications when he/she makes a room reservation.Design/methodology/approachA total of 266 usable data was collected through an online survey. The research model was tested using confirmatory factor analyses and structural equation modeling.FindingsThis study revealed that perceived usefulness, perceived credibility, perceived equipment risk, and perceived change risk affected customers' intention to book a hotel room using hotel smartphone apps. Perceived ease of use did not have a significant effect on behavioral intention.Originality/valueThis study extended TAM and the existing literature of mobile technology in the lodging industry. This article explored both existing variables and new variables in studying customers' intention to use hotel smartphone apps when booking a hotel room.

scholarly journals Experiencing e-assessment during COVID-19: an analysis of Indian students' perception

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Arnab Kundu ◽  
Tripti Bej
Keyword(s):  
Online Survey ◽  
Methodological Approach ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Primary Data ◽  
Full Potential ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
E Learning ◽  
Indian Students

PurposePresently the whole world has been experiencing a pandemic threat of coronavirus diesease 2019 (COVID-19) and at the same time facing unprecedented changes in everything including education. E-learning has evolved as the only alternative of knowledge transmission even in third world nations, and e-assessment has been playing an increasingly important role in this digital transformation of education. But how far and of what depth it has made its place among students' minds need to be studied to leverage its full potential to transform students' learning needs. This study reports an investigation made in this direction.Design/methodology/approachAn online survey consisting of 40 questions in Google Forms was conducted to collect primary data on students' perception of e-assessment among 200 Indian students pursuing higher education from several geographical locations. The quantitative methodological approach was followed. The data were analyzed descriptively and inferentially.FindingsThe results were analyzed based on the model of acceptance and usage of e-assessment (MAUE), and findings revealed that students' overall perception toward e-assessment was of moderate level and this perception varies depending on their gender, academic level, nature of the stream of study and their economic condition. Of the eight domains investigated, students showed better perception in the perceived usefulness, perceived ease of use, compatibility, subjective norms and self-efficacy domains, while they cut a sorry figure in domains like awareness, resource facilitation and information technology (IT) support. It became evident from their responses that COVID was instrumental in enhancing their interest in e-assessment.Social implicationsThe implication of this study lies in strengthening e-assessment by attending to the factors as noted in the MAUE in India and alike developing nations having huge space left for e-learning to reach a boom.Originality/valueThis is an empirical investigation conducted in India on the state of students' perception of the e-assessment in the backdrop of the COVID-19 outbreak. To do this work, the authors conducted online surveys, and the write-up of the findings focus on the survey data only.

Need for touch and two-way communication in e-commerce

2017 ◽  
Vol 11 (4) ◽  
pp. 341-360
Author(s):  
Yun Jung Lee ◽  
Sujin Yang ◽  
Zachary Johnson
Keyword(s):  
Technology Acceptance ◽  
Online Survey ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Synchronous Communication ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Loyalty Intention ◽  
Brick And Mortar ◽  
Loyalty Intentions

Purpose The inability to touch products online is the top reason consumers list for preferring to shop in traditional brick and mortar versus e-commerce stores (Havas Worldwide, 2013). Need for touch (NFT) comprises autotelic and instrumental motives, which, respectively, relate to enjoyment and utility. This study aimed to examine how consumers’ NFT motives affect loyalty intentions toward e-commerce websites, both directly and as mediated by consumers’ level of technology acceptance (ease of use, enjoyment and perceived usefulness [PU]). The moderating effect of synchronous versus asynchronous two-way communication with sellers on the relationships among consumers’ NFT, acceptance of technology and loyalty intention was also examined. Design/methodology/approach An online survey was conducted among consumers who had shopped from popular e-commerce websites chosen by this study within the 12 months prior to data collection. Findings Both types of NFT motives affected loyalty and technology acceptance. Specifically, autotelic NFT positively impacted perceived ease of use (PEOU) and perceived enjoyment (PE), whereas instrumental NFT negatively impacted PEOU, PE and loyalty intentions. Among the technology acceptance variables, PU had the strongest effect on loyalty intention. Tests of moderation revealed that high-quality, text-based synchronous communication (i.e. live chatting) with sellers can compensate for both autotelic and instrumental NFT. Originality/value This research shows how the inherent inability of e-commerce to meet consumers’ NFT stymies consumers’ e-commerce acceptance and affects their loyalty toward online retailers and examines strategies that e-commerce sites can use to compensate for this need.

scholarly journals Ease of use and usefulness as measures of student experience in a multi-platform e-textbook pilot

2015 ◽  
Vol 33 (1) ◽  
pp. 65-82 ◽  
Author(s):  
David James Johnston ◽  
Selinda Adelle Berg ◽  
Karen Pillon ◽  
Mita Williams
Keyword(s):  
Technology Acceptance ◽  
Online Survey ◽  
Student Experience ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
World Knowledge ◽  
Perceived Ease Of Use ◽  
Electronic Textbooks ◽  
Content Type ◽  
Acceptance Model

Purpose – The purpose of this paper is to contribute to the understanding of how students accept and use e-textbooks in higher education by assessing their experiences with e-textbooks from Flat World Knowledge (FWK) and Nelson Education during a two year campus pilot. Design/methodology/approach – Students enrolled in one of 11 classes involved in the library’s e-textbook pilot were recruited to complete an online survey including questions related to the perceived usefulness and perceived ease of use of electronic textbooks, as well as their general habits with the textbook. This study uses the Technology Acceptance Model as a framework for analysis. Findings – Students experienced a drop in enthusiasm for e-textbooks from the beginning to the end of the pilot. While research suggests that students prefer for print over electronic in some contexts, students rarely acted on that preference by seeking out available alternative print options. Student experience with the open/affordable textbook (FWK) was very comparable to that of the high cost commercial text (Nelson). Originality/value – While previous research suggests that students have a general preference for textbooks in print rather than electronic, the study suggests that preference may not dictate the likelihood that students will use print options. Students appear to be willing and able to easily make use of the content and functions in their e-textbooks. Despite overall positive reviews for the e-textbooks, students experienced a drop in enthusiasm for e-textbooks from the beginning to the end of the pilot.

Users’ perception toward Bitcoin Green with big data analytics

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Emna Mnif ◽  
Isabelle Lacombe ◽  
Anis Jarboui
Keyword(s):  
Big Data ◽  
Perceived Control ◽  
Positive Emotions ◽  
Empirical Work ◽  
Big Data Analytics ◽  
Text Messages ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Content Type

Purpose Nowadays, Bitcoin is facing many environmental problems arising from the proof of work based on blockchain. For this reason, Bitcoin Green (BITG) has been created and would solve these issues. The purpose of this paper is to visualize the users’ perception toward BITG through Twitter text analysis. Design/methodology/approach The big data used in this study includes two sources. The first data were extracted from the “Google Trends” engine during the period between 20 September 2015 and 15 September 2020. The second data were extracted from the Twitter application. This research explores the perceived ease of use, the perceived usefulness, the social influence, the perceived control and the user attitudes toward BITG. Therefore, lexicon-based sentiment analysis techniques combined with different dictionaries are built to visualize the drivers of investor attitudes toward the BITG using Twitter text messages. Besides, this study has checked the validity of two main assumptions using the normality (Jarque-Bera) and Kruskal-Wallis rank sum tests capable to conclude whether users mostly perceive BITG as a sustainable technology. Findings This empirical work affords insights into users’ intentions by exploring the drivers of BITG perception. The results show that users positively perceive the use of BITG as a sustainable blockchain. Besides, its usefulness is more appreciated from its ethical and technological characteristics, and its perceived application is mainly based on investment and coin offering use. Similarly, users are mostly showing positive emotions toward BITG. Research limitations/implications Tweets related to “BITG” are not as voluminous as the other cryptocurrencies like Bitcoin and Ethereum, which make it difficult to extract all the characteristics and use cases. Originality/value To the best of the authors’ knowledge, this work is the first one that uses the theory of planned behavior and the theory of acceptance model to explore cognitive factors in understanding investor intentions in adopting BITG.

scholarly journals The Emergence of Service Robots at Restaurants: Integrating Trust, Perceived Risk, and Satisfaction

2021 ◽  
Vol 13 (8) ◽  
pp. 4431
Author(s):  
Kyung Hwa Seo ◽  
Jee Hye Lee
Keyword(s):  
Technology Acceptance ◽  
Perceived Risk ◽  
Online Survey ◽  
Business Environment ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Service Robots ◽  
Service Robot ◽  
Perceived Ease Of Use ◽  
Revisit Intention

As various types of robots increasingly influence consumers’ service experiences, companies need to consider how to be competitive in this new artificial intelligence and service automation business environment. However, only limited studies have investigated the factors involved in consumer behaviors toward robot restaurant visitors and their impacts. This study integrates trust, the perceived risk, and satisfaction with the well-known Technology Acceptance Model’s (TAM) original constructs (perceived usefulness, perceived ease of use, and acceptance) in the robot service restaurant setting. A scenario-based online survey was performed on 338 respondents. Structural equational modeling shows the direct impact of PU (perceived usefulness) and the indirect impact of PEOU (perceived ease of use) on consumers’ revisit intention to robot restaurants. Trust significantly increases PU and PEOU toward a service robot, and increased trust in robot service decreases the perceived risk as well as increases satisfaction. Further, perceived risk decreases satisfaction and revisit intention. The study provides useful information for hospitality marketers to acknowledge how consumers accept robot service and better understand the key drivers of robot restaurant revisit intention.

Direct and Indirect Associations of Personality With Audiovisual Technology Acceptance Through General Self-Efficacy

2021 ◽  
pp. 003329412199778
Author(s):  
Maria Manolika ◽  
Rigas Kotsakis ◽  
Maria Matsiola ◽  
George Kalliris
Keyword(s):  
Technology Acceptance ◽  
Student Perceptions ◽  
Technology Use ◽  
Self Efficacy ◽  
Online Survey ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Beliefs About Technology ◽  
General Self Efficacy

Increasing consensus among information systems researchers suggests that personality accounts for the effective use of several technologies, yet less is known about the process through which personality affects user perceptions of technology acceptance. This study, therefore, examined whether personality is associated with student perceptions of audiovisual technology acceptance, and whether general self-efficacy mediates this association. In total, 244 students completed an online survey including measures of personality, general self-efficacy, and perceptions of audiovisual technology acceptance. Canonical correlation uncovered significant associations between personality and student beliefs about technology use. Results further revealed that general self-efficacy fully mediated the effects of openness to experience and neuroticism on Perceived Ease of Use, whereas the association between agreeableness and Perceived Usefulness was partially mediated by self-efficacy beliefs. The fact that personality influences students’ perceptions of technology acceptance both directly and indirectly should not remain unnoticed, especially when designing intervention programs to enhance their academic performance.

Examining the intentions of a Ghanaian technical university students to use e-library

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Eugene Okyere-Kwakye ◽  
Khalil Md Nor
Keyword(s):  
University Students ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Library Resources ◽  
Technical University

Purpose Electronic library (E-library) is a form of computer mediated system that uses electronic media, such as Web/internet devices and distributes resources to improve on the quality of teaching and learning. Students’ use of e-library for learning is essential and as such the government has invested hugely into its subscription for several university libraries in Ghana. However, most university students feel reluctant to use the e-library resources for their studies. The purpose of this paper is therefore to examine the factors that influence students’ intention to use e-library resources for their studies. Design/methodology/approach Questionnaire was used to collect data from 200 students from one Technical University in Ghana. Structural equation modeling (SmartPLS) was used to analyze the data. Findings The study found that accessibility, attitude, perceived ease of use, perceived usefulness and relevance to studies have positive significant effect on students’ attitude to use e-library. In addition, self-efficacy, subjective norm and attitude have positive significant influence on students’ intention to use e-library. Research limitations/implications Although the sample frame used for this study may be unique, but the total amount of data collected was limited to providing the general representative of the Ghanaian students in one particular university. Other researchers may consider collecting data from other universities to extend the sample frame for a larger sample size of students. Practical implications Academic administrators need to organize training and workshops on how to use the e-library portal for their search and other didactic assignments. Most importantly, students should be given IT or internet tutorials as foundation for the use of the e-library portal. Social implications Universities have to provide internet access such as hotspot and network routers at the labs, classrooms and other vantage points. It is believed that with these in place, adequate access to the internet would promote students’ engagement on the e-library facility. Originality/value The study examines the factors that influence students’ intention to use e-library resources for their studies in Ghana.

An empirical investigation of tourist’s choice of service delivery options

2017 ◽  
Vol 29 (7) ◽  
pp. 1892-1913 ◽  
Author(s):  
Arun Kumar Kaushik ◽  
Zillur Rahman
Keyword(s):  
Service Delivery ◽  
Service Providers ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Technology Readiness ◽  
Extensive Literature ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Service Employees ◽  
Delivery Options

Purpose This paper aims to offer and examine a conceptual model of tourist innovativeness toward self-service technologies (SSTs) to confirm whether tourists prefer service delivery by SSTs over employees in an offline hospitality environment. Design/methodology/approach Tourists’ perceived usefulness (PU) of SSTs and need for interaction (NI) with service employees have been taken as crucial mediating variables to examine the effects of perceived ease of use and technology readiness index personality dimensions toward SST and employee-based service adoption. Findings Findings reveal that both “NI” and “PU” play significant roles in Technology Readiness and Acceptance Model (TRAM) when tourists select one of two service delivery options – SSTs and service employees. Research limitations/implications The foremost limitation of the study is its dependence on domestic tourist samples. However, such samples were chosen because tourists comprising these samples tend to use similar service delivery options more, in turn increasing their use of SSTs available in sample hotels. Practical implications The study gives a deeper understanding of TRAM with an extremely crucial mediating variable (NI) in an offline service context. It also provides useful insights to service providers and policy makers for developing new strategies and policies to enhance user experience. Social implications This study recommends the usage of numerous SSTs by tourists. Originality/value During extensive literature review carried out in this research, no study was found that proposed such an effective framework in an offline service context.

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