Anirban Dasgupta ¹, Bibhas Chandra ¹

Affiliations
1 Department of Management Studies, Indian School of Mines, Dhanbad - 828127, Jharkhand, IN

Abstract

Background/Objectives: This study attempts to segment Indian handicraft consumers on the basis of three cultural dispositions stimulated by globalization, viz. consumer ethnocentrism, materialism, and world-mindedness. Methods/Statistical analysis: An exploratory factor analysis was run for a dataset of 202 responses collected from a sample prepared by judgmental sampling technique and using a self-administered 33 item questionnaire. A combination of hierarchical and non-hierarchical cluster analysis was performed based on the regression factor scores. A two-step cluster analysis was finally performed to explore the demographic as well as psychographic profiles of respondents. Findings: Five clusters were obtained namely culturally oriented, non-materialistic, non-generous, materialistic and envious. Descriptive profiles of those clusters were developed along with their market targeting implications. Comparing the clusters, two very distinguished clusters emerged namely “materialistic” and “non-materialistic” which have diametrically opposite properties. One of the findings is in consensus with the existing finding i.e. ethnocentrism and materialism do not contradict each other. The findings were developed from a combined study of three cultural dispositions which points to the complex consequences of globalization and shows that consumer preferences in contemporary society are not based on compartmentalized values and hence calls for richer exploration. The results add value to the existing reports by delving into the complex interplay of homogeneity and heterogeneity in consumer preferences which have been developing due to contemporary social change in India. Improvements: Handicraft marketers can get further insights for segmenting Indian consumers on the studied dimensions. The artisan communities can become more competitive by such segmentation.

Keywords

Ethnocentrism, Globalization, Handicraft, Materialism, Profiling, World-Mindedness

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Abhisek Jana ¹, Bibhas Chandra ²

Affiliations
1 Department of Hotel Management and Catering Technology, Birla Institute of Technology, Mesra, Ranchi, IN
2 Indian School of Mines, Dhanbad - 826004, Jharkhand, IN

Abstract

Objectives: The present study attempts to investigate the impact of quality-value proposition on loyalty outcomes (i.e. exclusivity, strength of preference, share of hospitality and willingness to recommend) mediated by customer satisfaction in mid-market hotel sector. Statistical Analysis: The survey instrument was first developed and pre-tested. The results of the pre-test were used to refine the instrument to improve its clarity and depth. A survey was conducted among customers of 24 mid-market hotels of Jharkhand, India. The perceptions of the respondents were measured using a Likert scale of 5 points. Data obtained from 372 respondents were analysed using Structural Equation Modelling (SEM) technique. Findings: The results of the study reveal that the impact of perceived value is more on customer satisfaction and customer loyalty outcomes than service quality in mid-market space, hence contradicting in toto the postulation prevalent in luxury hotel segment. In addition, the customer satisfaction has a positive significant effect on loyalty outcomes viz. exclusivity, customers’ strength of preference and customers’ willingness to recommend except share of hospitality in the mid-market hotel sector of Jharkhand. Moreover, customer satisfaction plays a strong and positive mediation role in the relationship between perceived value and customers’ strength of preference. It also mediates the relationship between service quality and exclusivity, service quality and willingness to recommend and as well as service quality and strength of preference in mid-market hotel sector. The outcomes of the study are significant, as it questions the presuppositions and enlightens new insights in the mid-market hotel sector. Application: Apart from emphasising on the service quality, the hospitality practitioners should pay further attention on creating and delivering more value to the customers to achieve greater level of customer satisfaction. This may lead to enhanced customer loyalty in the mid-market hotel sector. The business firms or entrepreneurs who seek to venture into mid-market hotel sector must design their marketing mix to deliver better value to the customers.

Keywords

Customer Satisfaction, Loyalty Outcomes, Mediating Role, Mid-Market Hotel Sector, Perceived Value, Service Quality

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Vivek Kumar Verma ¹, Bibhas Chandra ¹

Affiliations
1 Department of Management Studies, Indian School of Mines, Dhanbad-826004, Jharkhand, IN

Abstract

Background/Objectives: The overall purpose of this study is to determine what influences hotel guests' intentions to stay at green hotels and engage in green programs while staying at the hotel. Methods/Statistical analysis: Data was collected from 168 respondents staying in selected Indian hotels using judgmental sampling by employing both qualitative (word association test) and quantitative (questionnaire survey) methods. Analysis was performed by descriptive statistics and multivariate analysis of variance in Statistical data analysis tool (SPSS, Version 20.0). Findings: The results reveal that green attributes such as energy efficient light bulbs in guest rooms, recycle bins in the room as well as hotel lobby, green certification were received favorably. However, some of them like towel reuse program, refillable shampoo dispensers and sheets changed upon request raises some doubt in the consumers mind, were not received favorably. Further a new possible definition of green hotel is developed to contribute in the present literature. Applications/Improvements: The results will provide hoteliers with indication about which attributes they could or should encourage in order to attract travelers that are concerned about the environment. As the movement of greening the hotels will continues to grow, the attributes need to be updated cordially

Keywords

Environmentally Friendly, Green Attributes, Green Hotel, Hotel Selection, Word Association

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