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The IUP Journal of Marketing Management
ISSN: 0972-6845
A ‘peer reviewed’ journal indexed on Cabell’s Directory,
and also distributed by EBSCO and Proquest Database

Nov'16

Previous Issues

The IUP Journal of Marketing Management is a quarterly journal focusing on marketing strategy, marketing research and techniques, brand management, advertising, consumer behavior and other emerging and interdisciplinary issues.

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  • Marketing Strategy
  • Marketing Research and Techniques
  • Brand Management
  • Advertising
  • Consumer Behavior
  • Emerging and Interdisciplinary
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Prediction of Buying Intention for Online Shopping: An Empirical Study
Predicting the Consumers’ Brand Switching Behavior for Cellphones: Application of Markov Chain Models
Influence of Attitude Towards Advertisement on Purchase Intention: Exploring the Mediating Role of Attitude Towards Brand Using SEM Approach
The Relationship Between Service Quality and Customer Satisfaction and Retention in Ghana’s Luxury Hotels
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Contents
(November 2016)

Prediction of Buying Intention for Online Shopping: An Empirical Study

-- Bharti Motwani

Online shopping is a recent phenomenon in the field of e-business and is definitely going to be the future of shopping in the world. Most of the companies are running their online portals to sell their products/services online. The present study attempts to analyze the factors and hypothesized relationships relating to online shopping and develop a conceptual framework to represent the online shopping mechanism. A self-structured questionnaire was used to collect the relevant data from different individuals. The questionnaire included 26 questions for collecting the information describing the different characteristics of the online shopping. On the basis of data collected from 248 respondents, seven factors emerged contributing to online shopping. Discriminant analysis then was applied taking these seven factors as dependent variables, and independent variable was buying intention related to online shopping. The study showed that all the seven factors were good predictors of buying intention related to online shopping.

Article Price : Rs.50

Predicting the Consumers’ Brand Switching Behavior for Cellphones: Application of Markov Chain Models

-- Vinod Sharma, Manohar Kapse and Jayant Sonwalkar

The purpose of this paper is to predict the switching behavior of the students with respect to mobile brands. This paper uses first-order Markov Chain model for predicting the switching behavior and also analyzes the future market scenario of the mobile brands. Data collected from 320 college-going students show very high probability of brand switching behavior among the students and they intend to switch their mobile brands. The findings reveal that in the long run, it is the technology that will lead than any single brand. It has been observed that there will be high retention in the brand Apple.

Article Price : Rs.50

Influence of Attitude Towards Advertisement on Purchase Intention: Exploring the Mediating Role of Attitude Towards Brand Using SEM Approach

-- S K Kaushal and Rakesh Kumar

Advertising, in the present era, has become important for the marketers to reach consumers and to persuade them to buy their products. The present study tries to investigate the relationship between consumer’s attitude towards advertisement and purchase intention which is mediated by consumer’s attitude towards brand. Consumers were exposed to real print advertisement of a well-known brand of smartphone which is endorsed by a famous Bollywood actress and they were asked to respond on a 7-point Likert scale. A sample of total 93 respondents was selected from the city of Lucknow using convenience sampling. Structural Equation Modeling (SEM) was used to analyze the data. The results of the study show that the relationship between attitude towards advertisement and purchase intention is fully mediated by attitude towards brand.

Article Price : Rs.50

The Relationship Between Service Quality and Customer Satisfaction and Retention in Ghana’s Luxury Hotels

-- Michael Mba Allan

This study investigates the effect of service quality on customer satisfaction and retention among selected luxury hotels in Ghana. The population involved customers of four selected luxury hotels in Accra. A structured questionnaire was used to collect data from 486 participants. Pearson’s correlation test and linear regression analysis were used to test the hypotheses. Service quality made a significantly high positive effect on customer satisfaction and customer retention. Customer satisfaction also made a significantly high positive effect on customer retention. Service quality and customer satisfaction significantly predict customer retention at 5% significance level. In this respect, service quality accounts for a variation of 65.1%, while customer satisfaction accounts for a total variation of 92.1%. Yet, customer satisfaction is driven by service quality with a variation of 66.1% of the total variation. Therefore, for luxury hotels to enhance their customer satisfaction and retention, they need to enhance and maximize service quality, especially in terms of the responsiveness dimension of service quality.

Article Price : Rs.50


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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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