ORIGINAL RESEARCH ARTICLE | March 10, 2021
Impact of Social Media on Consumer Buying Behavior
Mr. Sony Varghese, Ms. Mansi Agrawal
Page no 51-55
This research is about the study of the Buying process of consumer’s complex purchases, that keeps a special emphasis on how the process is being influenced by the use of social media. Here, the complex buying behavior refers to the infrequent purchases by the consumer with their high involvement that makes a significant brand difference. Social media is becoming a new trend. Over the last decade, the World Wide Web has seen a burgeoning in user generated web technologies like blogs, social networks and social media websites. All in all, that is known as social media and these technologies are the actual reason in the enablement of expansion in the user generated content, a community that is worldwide. Social media has given rise to the online platforms like Facebook, Instagram, YouTube, Twitter, where people can connect with each other, share thoughts and the content. This revolution of social media has given new way of gaining the information on the products as well as on services. One consumer’s opinion and feedback on products and services can be dominated by strangers on Social media, which subsequently influence the opinions in the offline world also. But undoubtedly Social media has given the power to the consumer where content is generated by them only through online conversations so consumers are the one who play an important role in making or breaking the brand. The marketers try to understand the utilization of Social media by the consumers and their deciding pattern on the basis of the content showed there that can change their decision process. The research also explores that how the abundance of the content and the user generated information can change the buying pattern of the consumers. The six phases of customer decision process, also known as EBM model has been used. The research has also been done to know the relevance of the model in the context of Social media usage. A quantitative survey has been done to explore the aspects of the customer decision process.
In the realm of beings, human beings by their nature, are never satisfied with one kind of product and are always on the lookout for difference and innovation. When the world of animals is observed, for example, it can be seen that they are beings who never tire of eating grass or doing the same thing for life. Besides, they do not have multiple options. When the plants are observed, the situation looks similar; they consume soil for life and perform photosynthesis. Thanks to their mind and consciousness, people are equipped with the ability to compare, decide if they like or dislike, and want to pick or not pick the things they encounter. However, when these abilities face limited options, it's easy to get stuck in a difficult situation; They may also choose an option such as not preferring anything. It is also possible that they will search for an alternative. It is thought that the ability of people to prefer this or similar way may have a negative impact on customer loyalty to the brand and product. On the one hand, while producers want to increase their market shares by keeping the product range suitable for each consumer profile in terms of marketing, the consumer who faces the situation of choosing one among the diversity may have difficulty in choosing. For instance, which one of the cell phones, which of the televisions, which of the computers, which of the cars, etc. In fact, what is in question is how a product's design appeals to different consumer profiles in different ways. The customer buys a product whether he/she knows it and it fulfills his/her needs and aspirations, in other words, whether he/she likes it. Even if he/she does not purchase the product, he/she can preserve consumer loyalty by comparing the design innovations produced in the one he/she bought to the current version. However, when the customer cannot decide between different product designs that appeal to various customer profiles, he/she may lose his/her loyalty to the brand and switch to another product. This will have a detrimental effect on the product's marketing plan, and sales may decrease as a result. In this study, in terms of customer loyalty, the questions of: "Does a customer have the patience and time to choose without getting tired in the face of the variety of designs that appeal to different customer profiles in the same product?", "Will the customer still remain loyal?", "What solutions are there for the continuation of loyalty?" have been analyzed and researched. In other words, it was discussed what kind of relationship might exist between design and product diversity and customer loyalty. At the same time, the effect of low or no free time, unwillingness to collect information to evaluate products and to assess them for a long time on brand and product loyalty has been examined.
ORIGINAL RESEARCH ARTICLE | March 25, 2021
Employee Recognition Programs and Employee Output as Moderated by Workers’ union Activities: Evidence from Kenyatta National Hospital (KNH), Kenya
Ruth Kanini Bosire, Dr. James Muya, Daisy Matula
Page no 61-70
This study sought to determine the influence of recognition benefits on medical employees output at Kenyatta National Hospital (KNH) as moderated by workers ‘union activities. The study was guided by Reinforcement theory. The study employed both descriptive and explanatory research design and pragmatism philosophy. The target population of the study comprised of 2175 employees drawn from Kenyatta National Hospital. Stratified and purposive sampling techniques were used to select a representative sample of 328 respondents. The primary data for the study was collected using closed ended questionnaires and structured interview schedule. Quantitative data was analyzed using both descriptive statistics (frequencies, percentages, means, standard deviation) and inferential statistics (Regression, Correlation and ANOVA). The findings indicated that recognition programs had a positive and significant relationship with employee output at KNH. It was also established that workers’ union activities significantly moderate the relationship between recognition programs and employee output among medical employees at KNH. The study concludes that recognition programs enhance employee output in hospitals. In addition, under high level of worker union activities, recognition programs had a positive and significant relationship with employee output at KNH. The study recommends that organizations need to work towards recognizing their staff appropriately so that they can exhibit improved employee output.
ORIGINAL RESEARCH ARTICLE | March 25, 2021
Does Financial Risks Has Effects on The Performance of Deposit Money Banks in Nigeria?
Isedu, Mustafa, Erhabor, Osaruyi Jeffrey
Page no 71-85
The core function of deposit money banks today is purely the efficient management of their risks portfolio investments in order to maximize shareholders’ wealth, by guaranteeing safety, returns on depositors’ funds and confidence in the system. The study empirically investigated the effects financial risks on the performance of deposit money banks in Nigeria. More specifically, changes in financial performance were examined on the basis of the relative effect of credit risk, liquidity risk, market risk, operational risk and bank size. The study specifically focused on 18 deposit money banks listed on the floor of the Nigerian Stock Market for a period of 19 years both statistical and econometric techniques were applied in the analysis of the data used in the study. Panel data analysis technique was used in the estimation of the specified model. The fixed effects being the best performing effect in the relationships was adopted in the empirical analysis. The findings of this study revealed that the combined effects of financial risks do not influence banks’ performance negatively. More specifically, the results from the empirical analysis revealed that financial risk proxy by Credit risk does not have any significant relationship with financial performance of deposit money banks in Nigeria. Liquidity risk is a significant determinant of deposit money banks’ performance in Nigeria in the period under investigation. The effect of market risk, interest rate risk and Operational risk did not in any way affect bank performance significantly in Nigeria.
ORIGINAL RESEARCH ARTICLE | March 26, 2021
The Effect of Technology and Competition on Business Development
Prasetyono Hendriarto, Bunga Aditi, Hafizah, Riandani Rezki Prana
Page no 86-90
The research analysis aims to determine whether technology and competition have an effect on the business development of SMEs in the Center for Integrated Business Services of the Cooperative for Micro, Small, and Medium Enterprises, North Sumatra. The data analysis technique used is the associative method with the help of the SPSS version 24.0 program. The population in this study were all UKM players who traded in the Center for Integrated Business Services of Cooperatives, Micro, Small and Medium Enterprises, North Sumatra, and a sample of 60 respondents. Primary data collection using a questionnaire. The results showed that technology partially had a positive and significant effect on the business development of SMEs in the Center for Integrated Business Services of Cooperatives for Micro, Small, and Medium Enterprises, North Sumatra. Partial competition does not have a positive and insignificant effect on the business development of SMEs in the Integrated Business Service Center for Cooperatives, Micro, Small, and Medium Enterprises, North Sumatra. Technology and competition simultaneously have a positive and significant effect on the business development of SMEs in the Integrated Business Service Center for Micro, Small, and Medium Enterprises, North Sumatra Cooperatives.
ORIGINAL RESEARCH ARTICLE | March 27, 2021
The Effect of Relationship Marketing and Service Quality on Customer Satisfaction and Customer Loyalty in the Mitra Bisnis Segment of Bank BTPN Kalimantan
Siangto Salimdra, Zainal Ilmi, Adi Wijaya
Page no 91-101
Relationship marketing, service quality, customer satisfaction, and customer loyalty are very important in the banking world. With the relationship marketing and high quality service quality will achieve customer satisfaction and make customers loyal to the company. To improve customer satisfaction and customer loyalty must first be known whether the services provided in accordance with customer expectations, in this study variables are used to see the expected service of customers using variable relationship marketing and service quality. If the service provided is in accordance with expectations then the satisfaction felt and customer loyalty also increases. On the contrary, if the service provided is not in accordance with the hope then the satisfaction and customer loyalty also decreases. The purpose of this study was to determine the effect of relationship marketing and service quality on customer satisfaction and customer loyalty in the Mitra Bisnis Segment of Bank BTPN Kalimantan. The study was conducted using 100 respondents. The analytical tool used is SPSS Version 24. Data analysis was performed by path analysis. The results of the F test in the study obtained a significance level of 0.000 in model 1 and model 2. Where the value is smaller than the alpha level 0.05. The coefficient of determination (R2) shows that customer satisfaction is influenced by relationship marketing and service quality by 49.1%, and customer loyalty is influenced by relationship marketing, service quality and customer satisfaction by 68.6%. The results showed that relationship marketing has a positive and significant effect on customer satisfaction, service quality has a positive and insignificant effect on customer satisfaction, relationship marketing has a positive and significant effect on customer loyalty, service quality has a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect significant towards customer loyalty, relationship marketing has a positive and significant effect on customer loyalty through customer satisfaction and service quality has a positive and insignificant effect on customer loyalty through customer satisfaction.