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Kansal, Purva
- The Effect of Perception of Complaint Management System on Purchase Intention:The Mediating Role of Perceived Value
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1 University Business School, Panjab University, Chandigarh, IN
1 University Business School, Panjab University, Chandigarh, IN
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Journal of Commerce and Accounting Research, Vol 7, No 2 (2018), Pagination: 68-75Abstract
Services have high level of heterogeneity where it is very difficult to standardize and control the quality of the services delivered. The performance of services is subject to high variability that makes it very difficult for the customer to choose among the variety of services available from a host of service providers. As a result, the customer before availing the service is highly skeptical and considers various parameters so that he does not have to repent later. One of the parameters is the effectiveness of the complaint management systems. The customer needs to be sure that in case of a default in the service offering, he gets an efficient redressal from the service provider that in turn will increase his value from the service. This perception of effective complaint management system will in turn affect the purchase intention of the customer. It is within this backdrop that the current research was undertaken to study the effect of perception of complaint management system on purchase intention. The study was undertaken for the telecommunications and online retail industry on a sample 300 taken from five cities.Keywords
Complaint Management System, Perceived Value, Purchase Intention, Services.
- Factors Influencing Technology Acceptance in the Banking Sector:A Binary Recursive Partitioning Approach
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Authors
Affiliations
1 Kumaraguru College of Liberal Arts and Sciences, KCLAS, KCT Campus, Chinnavedampatti, Coimbatore, Tamilnadu, IN
2 University Business School, Panjab University Chandigarh, IN
1 Kumaraguru College of Liberal Arts and Sciences, KCLAS, KCT Campus, Chinnavedampatti, Coimbatore, Tamilnadu, IN
2 University Business School, Panjab University Chandigarh, IN
Source
Journal of Commerce and Accounting Research, Vol 8, No 1 (2019), Pagination: 68-82Abstract
Public and private sector banks have both given up trying to resist technology-based systems. However, for four years, the conservatism school of thought exhibited by banks, has given rise to this conclusion and conservatism to experimentation by customers. These customers choose to side with resistance and skepticism for the management and their holdings.
However, as the banks are implementing more and more technology-based systems, the deadlock is no longer the managerial and marketing acumen required to implement these systems, but the consumer acceptance. The current paper is an attempt to review the paradigms of technology evaluation to drive a working definition of acceptance. The paper tries to make an attempt of understanding customer perception about self-service banking technologies using binary recursive partitioning methodology.
The results of this study indicate that the original technology acceptance model holds together for the sample studied at the bottom of the pyramid. Furthermore, based on experimental grouping by native place, whether urban or rural, only four out of nine sub-constructs held up to offer salient subgrouping of participants. Overall, the results indicated that, perceived usefulness was of vector variable to divide the participants.
The results of the study will help managers design marketing and managerial acumen which will help them gain higher technology acceptance from the consumers.
Keywords
Binary Recursive Partitioning, Technology Acceptance Model, Bottom of the Pyramid, Urban and Rural Markets in India.References
- Others
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