Behavior Dimensions: An Organizational StudyProceeding: 5th International Conference on Innovation Management, Entrepreneurship and Sustainability (IMES)
Publication Date: 2017-05-22
Authors : Zafar Ansari Yalman;
Page : 1166-1182
Keywords : Behaviour Dimensions; Transformation;
As the IT sector is flourishing in Pakistan with new entrants entering the market, the study focuses onthe impact of personal selling, customer relationship management and product quality on consumer behavior inthis sector. The results from the current study will provide a guideline for IT firms to get better growth, have anadvantage through better customer relationship and have value in their product, so that they can retain and increasecustomer loyalty. It identifies and argues that if certain behavioural tendencies are organizationally encouraged,they can play a significant role in bringing creative transformation to an organization.Design/methodology/approach: The present study has attempted to produce results and findings that will in turnanswer questions regarding the effectiveness of variables known as personal selling, product quality and customerrelationship management in the context of online shoping experience in Pakistan. The statistical part of analysisis based on descriptive statistic, correlation and regression analysis of the online shoppers including universitystudents in Rawalpindi and Islamabad. The data was collected from a sample size of 250 respondents out of 270in January 2017. Convenience sampling technique was used for data collection.Findings: Results indicate that customer perceived value, customer satisfaction and switching cost are majorfactors which can highly affect the customer loyalty in the nascent online Pakistani market.Research/practical implications: The present study offers a reality check to local IT companies of sophisticatedcustomer base despite the online business being in its very early stage. It gives them a framework of how toeffectuate their organizational effectiveness.Originality/value: This paper makes an attempt to reason why technology matters for linking behaviour andcreativity together to create new ways of doing business.
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