Online purchase behavior is a well- established phenomenon. In this era of technology advancement, e-commerce becomes the new trend and the need of the day, which has motivated scholars to explore and examine factors related to the engagement of the consumers for online purchases (Buhalis & Law, 2008 Pappas, Kourouthanassis, Giannakos, & Lekakos, 2017 Turban et al., 2018). Interestingly, though India is adopting internet at a significant pace, a mammoth chunk of its population (i.e., 90 percent of its population) is not connected and there is a scope of adopting the internet by the majority of its population (Dart Consulting, 2014 Gnanasambandam et al., 2012). Thus, we want to enrich this body of literature by incorporating unique characteristics of one of the emerging markets, i.e., India, which will provide guidance related to the country-industry-specific research.įurther, it is seen that about 120 million people use internet in India, which is a striking example of the growth potential of internet usage, and thereby making it the third largest internet user base in the world (Dart Consulting, 2014). Therefore, they exhibit different consumption pattern and consequently the motives behind their purchase decision varies. The reason behind it is that these markets comprise of prosperous middle-class consumers who are different from the consumers of the developing market with regard to factors like socio-economic demographics (Biswas & Roy, 2015). The marketers are still struggling for effective marketing strategies to reap benefits from this market (Ramamurti 2008). Emerging economies have been defined as those economies that comprise of the fast-growing developing markets (Gnanasambandam et al., 2012 Khanna, Palepu & Sinha, 2005). India is characterized by significant economic potential, social, and cultural diversity. The influence of internet on the developing countries has also been reported, and it has been observed that nearly 50 percent of the internet users thrive beyond the advanced economies such as India, which is developing quickly and is one of the emerging economies. The impact of internet on the global economy is immense with its contribution of around three percent to the global GDP as stated in a report by McKinsey Global Institute (Manyika & Roxburgh, 2011). The growth of the internet and e-commerce has brought revolution by connecting more than two billion people worldwide (Buhalis & Law, 2008). The current study is one of the pioneers in conceptualization of customer engagement as a third-order construct by uncovering the sub-dimensions of the second order factors-utilitarian and hedonic experiential values.Ĭonsumer buying behavior has changed drastically with the advancement of technology. The findings bring forth the importance of hedonic experiential values along with utilitarian experiential values toward the engagement of customers during the online air-ticket booking process. The responses recorded in the diaries were analyzed on the basis of their content from which eight themes were derived. In total, 60 frequent air travellers were approached to participate in the study and the self-completion diary method was incorporated to record their ticket booking experiences. To understand the dynamics behind the process of customer engagement, the purpose of this paper is to gain insights into the lived experience of consumers about their online air-ticket bookings experiences. AbstractIn the hyper-competitive Indian airline industry, the low-cost carriers as well as full-service airlines are in dire need of innovative marketing strategies to engage their customers.
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |