Management Studies - Publications

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    The impact of social cues on passengers’ travel experience
    ( 2019-03-12) Ittamalla, Rajesh ; Srinivas Kumar, Daruri Venkata
    Despite the importance of social cues in service experience environments, little is known about the role of other customer perceptions (OCP) in the formation of passengers’ travel experience (PTE) and loyalty in public transportation. This study examines the impact of OCP on PTE and loyalty in public transportation and also investigates the moderating role of face-consciousness between OCP and PTE. Results revealed that all three dimensions of OCP have a positive effect on PTE, which consequently influences loyalty. More importantly, face-consciousness moderated the relationship between suitable behavior and PTE. Transport managers can benefit from these findings by considering the social environment as they design their services.
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    Examining the use of YouTube as a Learning Resource in higher education: Scale development and validation of TAM model
    ( 2017-09-01) Chintalapati, Nagapavan ; Daruri, Venkata Srinivas Kumar
    The teaching–learning activity was a perishable service which was to be consumed as it was being delivered. It was also constrained previously by geographical location – teacher and learner being at the same place. The advent of technology has allowed some leeway for these time and space constraints. The printed books, recorded lectures, specific learning aids, etc. allow learner's the freedom to determine the learning speed. YouTube is a content community with provision for individuals to post their own User Generated Content (UGC) for use by other users. Though, popular as an entertainment medium, it has become a valuable learning resource and is being considered as an alternative to written text hosted by different websites and blogs. However, there is no scale to measure the behavioral intentions of the users to use YouTube as a Learning Resource and no model to understand the factors influencing this behavioral intention. This paper aims at two objectives: scale development, and validating the basic Technology Acceptance Model (TAM). It defined constructs and developed scales to measure the factors explaining the behavioral intention and established the significance of relationship between different variables and the behavioral intention validating the TAM.
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    Multiple Imputation of Missing Data in Marketing
    ( 2020-10-26) Anand, V. ; Mamidi, Varsha
    Observations containing missing values are handled during data preprocessing phase. Marketing researchers have been handling the missing values in data mainly using statistical methods. Machine learning methods are infrequently used to handle missing data in the marketing domain. A systematic evaluation of treating missing data in marketing is required to verify if the current practices are indeed the best practices. We evaluate mean imputation, multiple imputation, sequential regression tree imputation and sequential random forest imputation on twenty real-world marketing datasets. Our results establish that multiple imputation and sequential random forest imputation perform better than the other methods under consideration.
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    Determinants of holistic passenger experience in public transportation: Scale development and validation
    ( 2021-07-01) Ittamalla, Rajesh ; Srinivas Kumar, Daruri Venkata
    Transportation literature is shifting its focus from passengers’ perception of transit quality to understanding passenger experience from a holistic perspective. Few studies have investigated passenger experience factors from a holistic perspective; however, they are explored independently. A holistic approach can help the transport service providers to understand the complete journey of the passenger. This study proposes the concept of holistic passenger experience (HPX) and identifies the determinants of HPX in the context of public transportation with specific reference to Indian Railways. The study develops a comprehensive scale that measures the influence of these determinants on HPX to address this gap. Following a systematic scale development process, this study identified and validated (content, construct, convergent, and discriminant validity) a seven factor structure scale that determines HPX. Of these seven factors, four factors (vehicle maintenance, comfort & security, off board service, and travel information) constitute the core services offered by the transport service provider. Interestingly these four factors can be effectively managed by the service provider. The other three factors (social environment, supporting services, and accessibility) cannot be entirely managed by the transport service provider effectively, as these factors fall beyond the scope of the service provider. Nomological validity results are explained by constructing a matrix (holistic passenger experience Matrix) which reveals that most of the constructs that are can be managed by the transport service provider can be mapped to the cognitive component of customer experience, whereas most of the factors which go beyond the scope of the transport service provider could be mapped to the emotional component of customer experience. The findings can assist the transport sector executives to identify the key determinants to deliver superior passenger experiences throughout the journey.
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    Role of Service Experience on Vivid Memory and Loyalty
    ( 2021-01-01) Ittamalla, Rajesh ; Srinivas Kumar, Daruri Venkata
    Creating memorable experiences has become one of the key success factors for the theme park business. However, few studies focused on ‘visitors’ memorable experiences’ in the context of theme park service settings. Further research is required to understand the factors that make certain experiences as special and memorable, specifically in the context of theme parks. This study examines the role of theme park visitors’ subjective experiences on their vivid memory and loyalty. Results revealed that theme park visitors’ service experience impacts visitor loyalty through vivid memory. Each dimension (hedonics, peace of mind, involvement, and recognition) of service experience significantly influences vivid memory and loyalty. The study‘s conclusions provide valuable implications for theme park managers in terms of designing and creating memorable experiences for visitors.