Jaipuria International Journal of Management Research

Vinita Srivastava ¹, Banasree Dey ¹

Affiliations
1 Jaipuria Institute of Management, Noida, IN

Abstract

India is on the brink of a digital revolution with favourable demographic dividend, growth in earning population and increase in digital literacy initiatives by the government. A digital world empowered by internet offers tremendous opportunities for the youth. This would have an impact on the way they consume media, their buying habits and their social behaviour. However, the digital landscape has not only emerged as a communication platform but also as an addictive entity amongst the youth. The present study is a preliminary attempt to understand the extent of digital addiction amongst students in colleges. The paper reports the results of a pilot study conducted with 44 respondents from B-schools as a part of a larger ongoing study in Delhi-NCR. The pilot study helped in developing a more robust, reliable and relevant data collection tool. The data was collected through a self-administered questionnaire based on Kimberley Young’s Internet Addiction Test (IAT). The impact of digital addiction on society’s well-being as well as its implications is also discussed in the study.

Keywords

Sports, India’s Olympic Performance, Management and Sports, Strategy and Players Performance Enhancement.

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Banasree Dey ¹

Affiliations
1 Jaipuria Institute of Management, Noida, A-32A, Sector 62, Noida – 201309, IN

Abstract

In the highly complex omnichannel marketing environment of today, marketers are faced with the challenge of providing a satisfying consumer experience. Understanding the increasingly complicated customer journeys as they go through the process of decisionmaking, consumption and post-purchase experience becomes a key imperative for marketers. One approach that has gained the attention of academicians and practitioners alike for enhancing the consumer experience is Customer Journey Mapping. This refers to the process of visually documenting a customer journey from the customer’s perspective for improved experience. Even in the context of travel and tourism, due to greater complexity of interactions between the travel service providers and the customers and diverse holiday preferences of customers, this approach appears relevant. Thus, the objective of this paper is to assess the application of the concept of customer journey mapping in the context of travel and tourism. A conceptual framework for customer journey mapping in tourism has been proposed. It is believed that there a need for more empirical studies from the perspective of travel service providers to achieve better clarity about how to create customer journey maps that incorporate the tourist perspective.

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