Current Issue's Features (Volume 15 Number 2, October 2015 - March 2016)
Exploring the Dimensions of Customer Experience and Its Impact .........
The purpose of the study is two-fold: firstly, to examine the dimensionality of customer experience (CE) in context to credit card industry and secondly, to assess the impact of credit cardholders' experience on their word-of-mouth (WOM) communication. The data were collected from 220 credit cardholders working in the various business and service units operating in Gandhi Nagar area of Jammu District. The findings of the study reveal that process experience, confidence benefits, social benefits, moments-of-truth and brand experience significantly predict CE. It also confirms strong and positive impact of CE on WOM communication. The findings further the understanding about CE dimensions that influence the experience of credit cardholders in India, which can be of immense help to credit card issuers. The study is based on single financial service only, i.e., credit card and confined to Gandhinagar locality of Jammu city. To generalise the conceptualisation of CE in financial and allied sectors, such as banking, retail or travel, where credit card usage is highly prevalent, the approach needs to be extended to future research. Further, role of moderating and mediating variables like perceived risk in influencing CE and WOM communication can be considered.
Factors Affecting Bank Section in Rural India: Insights from Gujarat ..........
Banking services have been termed as the lifelines of a modern economy. The entry of foreign as well as private sector banks has made the banking sector more competitive than ever before. The focus among the banks is now on improving the service quality, making operations efficient and reducing the costs. In this scenario, getting new customers and retaining them assumes great importance for the banks. This paper, on the basis of a study in the Anand district of Gujarat, seeks to look at the factors which the rural customers consider before they finally zero down upon a bank for availing services. Using exploratory factor analysis in a survey conducted among 105 bank customers in rural Gujarat, the authors seek to gain insights into the factors which lead to a long term relationship between the bank and the customer. The paper adds to the literature on bank selection, primarily confined to the urban customers, by bringing in the aspect of bank selection in the rural areas. It should also be of help for bank managers and marketers to devise appropriate product and service strategies for the rural customers.
Investigating Personal and Socal Behavior Styles that Derive Happiness ............
The leisure behaviour of the people depends on various constraints and factors. The place, environment, ethnic background and interest plays vital role in leisure behaviour. The gender also has considerable impacts on these leisure behaviours. The leisure activities of the individuals depend on socio – cultural impact on the gender. In this paper, we have discussed the various leisure activities that provide happiness for women in Middle East countries, in particular, in Sultanate of Oman. This study aims to identify and define various leisure activities that Omani women carry out during their personal and leisure time. The focus group included 212 Muslim women of all ages living in various Omani locations. The study revealed their personal and social leisure activities with an emphasis on those that provided the greatest amount of happiness for the participants. The results of the investigation indicate that traditional and family oriented activities ranked the highest for pleasure. Active or sports oriented activities received the lowest ranking. The Personal leisure activities have received the highest happiness ranking from the participants than the social leisure activities considered for this study.
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