Variety Seeking Behaviour as a Measure of Enduring Loyalty

AbstractPurposeThe following paper aims to study how the variety seeking behaviour impacts the value creation process and in turn has implications on customer loyalty. It also tries to measure the success of the coalition loyalty programmes which satisfy the variety seeking behaviour. Design/Methodology/Approach: A structured questionnaire was developed and various aspects of the loyalty programme were studied. The data analysis consisted of exploratory factor analysis, chi-square analysis and Fisher's exact analysis test. Findings: The study reveals the importance of acceptance of variety seeking behaviour as a value which the customer derives by joining the coalition based loyalty programmes. It also reveals how the ease and simplicity of joining the coalition programme has an impact on the loyalty levels. Practical implications: We believe that this research will benefit the managers in strategizing for particular segments of their loyalty programme members. It will enable their understanding of the fact the greater customer co-creation, higher are the loyalty levels. Originality/Value: There has been little research on the variety seeking behaviour and its impact on the loyalty levels of the customer. This research paper tries to fill in this gap. It also tries to link Co-creation of the consumption experience and its impact on the loyalty levels. Limitations/Future research: This research was done in India and therefore a wider geographic and demographic reach and study across comparative coalition loyalty programmes will help to establish the model proposed

How did Markets and Public Sentiment React During Demonetization? Study of a Significant Event in the Indian Economy

The present study aims to determine the impact of shock of demonetization which happened in November 2016 in India. It has been observed in literature that while the market moves due to unforeseen events, market movements are largely affected by news reports on such events. Considering these two threads and the association between them, the study follows mixed method research methodology and assesses the impact of demonetization on stock market movement through time series analysis and text analytics of news items generated during the period. This study examines, through time series analysis, the impact of demonetization as an unexpected event on stock market movement. Time series analysis evaluates the impact on overall stock market movements and on sectoral indices, liquidity shocks in the emerging Indian economy due to demonetization. This study integrates time series analysis with robustness tests and follows text analytics, news analytics and sentiment analytics to gauge public sentiment (influenced by media coverage) during the event. These evaluations validate negative movements in the market and most of the sectors due to the negative sentiment of people about demonetization

Gamifying the gig: transitioning the dark side to bright side of online engagement

Gig work has transformed the work culture, globally. It’s sprawl, and popularity has also attracted excellent talent to join the gig workforce, most of which are online. While it has unfolded new avenues to showcase talent, its management irregularities have resulted in more significant dropouts. The study addresses a key research gap investigating the dropouts of gig workers on digital earning platforms by the moderating impact of gamified interventions on online platforms. We have based our arguments and derived our hypotheses based on social exchange theory and self-determination theory. A total of 367 responses were collected from white-collar gig workers who have completed tasks on one or more gig platforms in the past two years. We test our hypotheses using partial least square structural equation modelling (PLS-SEM). Results confirm that gamifying the online platform would enhance job satisfaction and productivity of gig employees, reducing the chances of quitting gig work. It is further observed that in the case of gig workers, high-performance work systems have a non-significant effect on the intentions to quit. The results contribute to the redesigning of online gig platforms with a layer of gamified artifacts to increase gig workers' retention