Although technology evolves over the year, people take it longer to accept it. The invention of touch screen mobiles or smart phones has now become a need of the hour, simultaneously lowering the demand for keypad mobiles. Our research investigates these switching intentions among people due to the adoption of the new technology. Customer defection is happens when people give up one service provider for another in order to get equipped with the latest gadgets. Survey research method was employed. Questionnaires were distributed among cellular phone users in Bahawalpur. Valid questionnaires (n=170) were filled and returned. Regression analysis was used to analyze the data. PEOU and PU are directly related ISSN 2161-7104 2014 www.macrothink.org/jpag 115 which has a positive relationship with switching intentions. Also, switching costs and customer loyalty are positively associated. Overall, this research explains that perceived usefulness play a major role in determining customer's switching intentions and that the companies should increase their switching costs to enhance customer loyalty. Journal of Public Administration and Governance
The higher education sector in developing counties has undergone through dynamic changes in recent era due to highly innovative and competitive environment. The phenomenon of innovation behaviour has gained intensive importance due to its long-lasting impact on performance of industry. The growth of knowledge-based economy is linked with innovative initiatives of employees of higher education sector. The proposed research contributes to the body of knowledge by explaining the relationship between exogenous constructs and innovative behaviour based on the theories of social exchange and social cognition as both theories explains the innovative behaviour of employees. The proposed research intends to bridge the research gap and inconclusive results between constructs to explain the innovative behaviour of academic employees of higher education sector. Moreover, the mediation role of affective commitment is incorporated for deeper insight of innovative behaviour. The data was obtained from academic employees of the public sector universities of Punjab, Pakistan through simple random sampling and was analysed on Smart-PLS. The authentic leadership considered as one of the crucially important factors at workplace that influence the affective commitment and innovative behaviour. The study reported significant results for hypothesis H1 that affective commitment influences the innovative behaviour, the hypothesis H2 reported that creative self-efficacy influences the innovative behaviour, they hypothesis H3 reports that authentic leadership influence the innovative behaviour. The hypothesis H4 depicts that creative self-efficacy influences the affective commitment, the hypothesis H5 found that authentic leadership influences the affective commitment. Similarly, the mediation role of affective commitment reported as significant between authentic leadership and innovative behaviour, however no mediation role of affective commitment was reported between creative self-efficacy and innovative behaviour. The findings of the study assist universities management to ensure the appropriate and supportive workplace initiatives for inclined innovative behaviours among employees. The future study may be conducted on comparison of highly innovative universities and less innovative educational institutes.
This study aims at finding the effect of “Traditional Media Marketing”, “Social Media marketing”, and “Word of Mouth” on the customers’ “Intention to Purchase” (ITP) through their Commitment to specific Mobile phone brand Samsung mobile in Pakistan. The data was collected by using quantitative approach specifically from those professional accountants who were using Samsung mobile brand through simple random sampling technique. Total 450 questionnaires were distributed while 390 were returned as entirely filled generating a response rate of 86%. Data was analyzed using software SPSS 24 and AMOS 25, by performing structural equation modelling, confirmatory factor analysis, correlation, and regression and mediation tests. Barron and Kenny test was applied to analyze that whether the mediation is full or partial. Results explain that Traditional Media Marketing, Social Media Marketing, and Word of Mouth has a significant positive impact on Intention to Purchase. Similarly results demonstrate that Customer Commitment has a significant positive impact on Intention to Purchase. Finally, Customer Commitment (CC) mediates the relationship among the Traditional Media Marketing (TMM), Social Media Marketing (SMM), Word of Mouth (WOM) and Intention to Purchase (ITP). It is also concluded that there exists a partial mediation between the SMM, TMM and ITP. Further it is analyzed that there is no mediation among the WOM and ITP. This study focused on Pakistan due to some limitations while there were budgetary limitation and time constraints.
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