Purushartha Journal Contact us School of Management Sciences, Varanasi (A+ Rated B-School)
Vedio clips on You Tube
Abstracts in Purushartha Journal  
Purushartha Journal
Value Co-creation for Innovation Process in Small Business Community

Handyanto Widjojo, Universitas Indonesia, Faculty of Economics and Business, Jawa Barat, Indonesia
Avanti Fontana, Universitas Indonesia, Faculty of Economics and Business, Jawa Barat, Indonesia
Gita Gayatri, Universitas Indonesia, Faculty of Economics and Business, Jawa Barat, Indonesia
Agus W. Soehadi, Universitas Prasetiya Mulya, School of Business and Economics, Banten, Indonesia

Purpose –This paper explores the interaction of multi-actors to co-create value and its influence toward innovation process in small business community. This study offers a research model that is derived from a fundamental premise of Service-Dominant Logic (SDL) concept and supported by Consumer Culture Theory (CCT).

Design/methodology/approach – Quantitative approach was applied through self-administered survey using purposive sampling method. The research model and hypothesis was analyzed by using Structural Equation Modeling.

Findings - Educating among members in the small business community shows significant influences to dynamic interaction and value co-creation. Enriching negatively influences value co-creation. Dynamic interaction did not influence value co-creation, but dynamic interaction and value co-creation drives innovation process significantly.

Practical implication – Small business should educate each other to develop positive connectivity with other members to exchange and integrate collective resources. This situation could be beneficial to build synergy that drives innovation process as a survival and development strategy in challenging business environment.

Originality/value – The previous study on value co-creation is dominantly performed in established companies using qualitative approach. This research offers a new perspective from small business community in emerging market by applying quantitative approach.

This article gives contribution to the collaboration of service-dominant logic and consumer culture theory. The research model will be beneficial to developan alternative marketing and business model as well as to drive the growth and the contribution of micro, small, and medium entreprises on society, environment, and economy.

Keywords: Consumer Culture Theory, Service-Dominant Logic, value co-creation, small business community, innovation process.

Full Paper Request

Spirituality Measurement Scale: An Empirical Study

Shikha Makkar, Assistant Professor, Shri Ram College of Commerce, Maurice Nagar, University of Delhi, Delhi, India
Ajay Kumar Singh, Professor, Faculty of Commerce and Business, Delhi School of Economics, University of Delhi, Delhi


The purpose of this investigation is scientific study, and validation of Spirituality Measurement Scale (SMS) developed by Makkar & Singh (2018). This study is an extension and in continuation of SMS which was developed using exploratory factor analysis (EFA). To achieve this purpose a sample of 123 teachers from various colleges of University of Delhi, were selected using quota sampling along with snowball sampling technique. This was measured on a five-point Likert's scale commencing from strongly disagree to strongly agree. To confirm about the validity, confirmatory factor analysis (CFA) was used, on the basis of which the number of measurement items, for each of the five dimensions was reduced and only those items were included whose standardized residual covariances were greater than 0.5 as a result of which five items out of forty four were removed. Discussion and recommendations for future research have been provided at the end of the paper.

Keywords: Spirituality measurement scale; Confirmatory factor analysis; Transcendence; Self engagement;Self –awareness; Self-efficacy; and Service towards others.

Full Paper Request

An Empirical Investigation of Factors Affecting Consumer Buying Behaviour for Green Personal Care Products in India
Hansini Premi, Research Scholar, Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India.
Monica Sharma, Associate Professor, Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India.
G. S. Dangayach, Professor, Department of Mechanical Engineering, Malaviya National Institute of Technology, Jaipur, India.

The impetus of this paper is to conduct an empirical investigation of factors affecting consumer buying behaviour for green personal care products in India. In this paper an empirical investigation is being carried out to test the reliability and validity of the proposed framework. In the beginning a brief introduction of the problem statement that is “Attitude- Behavioural” Gap has been explained. Further the methodology adopted for the formulation of the proposed framework with explanation of each initiative of (GBB) Green buying behaviour and the Hypothesis formulation has been described. After the hypothesis formulation, data analysis of the proposed framework is being done with the help of techniques like reliability analysis, factor analysis, bivariate correlation and multiple linear regressions. Though all the 7 initiatives were found to have positive and significant relationship with GBB, Green Environmental Attitude (GEA) emerged as the strongest predictor followed by Green Brand Preference (GBP) and Green Functional Attribute (GFA). The framework showed high level of reliability. The model was found to be significant and together the 7 initiatives explained 70% of the variance. The study is pioneering in sense that all the factors identified have not been tested before together in any of the previous identified frameworks. This makes the framework unique and dynamic in its approach. Secondly a new and different working relationship among the initiatives and GBB was being identified like mostly in literature Intension to Pay has been studied as a mediating variable but in our study researchers have explored its relationship with GBB as an Independent Variable. In conclusion, this paper informs about main predictors of GBB and how they work together too positively or negatively influence GBB. These initiatives would help policy makers and managers in formulating and implementing marketing strategies to encourage GBB. It will also help them to understand the importance and relevance of each identified initiative.

Keywords: Attitude-Behavioural Gap, Green Buying Behaviour (GBB), Marketing Strategies, Green Environmental Attitude (GEA), Green Brand Preference (GBP), Green Functional Attribute (GFA).

Full Paper Request

Revisiting the Inter-relations of Service Quality & Customer Loyalty: An Empirical Examination of Effects on Two Dimensional Model of Loyalty
Medha Srivastava, Assistant Professor, Indian Institute of Management, Bodh Gaya, Bodh Gaya (INDIA)
Saurabh Kumar Srivastava, Assistant Professor, School of Management Sciences, Varanasi (INDIA), (Part-Time) Research Scholar, IIT(ISM) Dhanbad

The extensively researched and refined relationship between service quality and customer loyalty has found recognition under a wide variety of colloquiums and contexts. Service quality is conspicuous for its eminence in customer loyalty formulation in marketing literature rich with both relevant theoretical and empirical evidences (Boulding et al., 1993; Parasuraman et al., 1991; Zeithaml et al., 1996). Studies have primarily investigated and established its impact over various dimensions of loyalty manifesting into repurchases, revisits, recommendations, etc. However, investigations into the association of service quality with individual dimensions of customer loyalty and the probable interaction effects affecting the shape or strength of such associations are clearly sparse. The present paper aims at exploring and establishing the link between service quality and a two dimensional model of customer loyalty with reference to the life insurance industry in India. Further, it intends to review the relationship of customer loyalty with its prominent precursors - trust and customer satisfaction with a new perspective. A conceptual research proposition encompassing the effect of service quality on attitudinal and behavioral dimensions of customer loyalty along with the potential interaction effects of trust and customer satisfaction in these relationships has been tested and presented by the study with intent to bring in fresh propositions and perspectives. The findings support the presence of these effects and call for approaching the goal of customer loyalty development with due consideration to the desired outcomes and the conditions required for cultivating them.


Keywords: service quality, customer satisfaction, trust, attitudinal loyalty, behavioral loyalty

Full Paper Request

Automated Win-Win Negotiation in B2C E-Commerce: A Research Review
Deepak, Research Scholar, Uttarakhand Technical University, Dehradun, Uttarakhand., India
Bireshwar Dass Mazumdar, Associate Professor, Institute of Engineering & Rural Technology, Allahabad, U.P., India
Kuldeep Yadav, Associate Professor, College of Engineering, Roorkee, Uttarakhand., India

Win-Win negotiation is the emergent ethical functionality of automated E-Commerce win-win negotiation can be achieved through co-operative negotiation mechanism. There are several approach deployed by various researcher in there co-operative negotiation based automated E-Commerce. In this research review paper we provide a review on various co-operative negotiation mechanisms which are deployed in various E-Commerce models.

Keywords: Negotiation, Agent, multi-agent trust, Data mining, Co-operation.

Full Paper Request

Impact of Transformational Leadership on Employees' Extra Effort and Leader's Effectiveness: Moderating Role of Organization Type
Debajani Sahoo, Associate Professor, IBS Hyderabad, IFHE University, India
Manish Gupta, Assistant Professor, IBS Hyderabad, IFHE University, India

Purpose: This paper is based primarily on the theory of transformational leadership. Transformational leaders encourage the employees to put-in extra efforts in their work and believe that their leadership is effective. Prior research also suggests that organization type (public vs. private) could have a key role in affecting these relationships. The objective of this paper is two-fold. One is to understand the moderating role of organization type between transformational leadership and employees' extra effort. The other objective is to examine the moderating role of organization type between transformational leadership and the employees' perception of their leader's effectiveness.

Design/methodology/approach: The target population was the public and private sector organizations from the power industry. A sample comprising of 610 employees were surveyed that resulted in a usable sample of 364 employees. Step-wise regression analysis was carried out to test the hypotheses.

Findings: Results suggested that transformational leadership has a positive relationship with both the employees' extra effort and the leader's effectiveness. Also, it was discovered that organization type moderated the relationship between transformational leadership and the employees' extra effort as well as between transformational leadership and the leader's effectiveness.

Research limitations/implications: Transformational leadership plays an important role in affecting both leader's effectiveness and extra efforts. Whether the organization is private or public affects these relationships. Therefore, scholars need to take organization type as an important variable while predicting the relationships.

Practical Implications: The managers of the power industry in the public sector are encouraged to employ transformational leaders and train the employees on transformational leadership. It would help employees perceive that their leader is effective and would motivate them to put-in extra efforts at work.

Originality/value: To the best of researchers' knowledge, this study is one of its kinds to understand the moderating role of organization type in the relationships between transformational leadership and extra effort as well as between transformational leadership and effectiveness.

Keywords: Transformational leadership, Organization type, Effectiveness, Employees' perception of leader

Full Paper Request

A Study on Selected Antecedents of Brand Preference
A R Mishra, Professor-Marketing, Jagan Institute of Management Studies (JIMS) Rohini, Delhi

The main objective of the paper is to examine the relationship of consumer personality, values and consumer susceptibility to the interpersonal influences with private label brand preferences in the food category. This study uses constructs which are taken from existing branding scales. The primary data was collected by administering the questionnaire on the respondents involving 550 consumers of private label brands as the study participants. Structural equation modeling technique is used for data analysis. The paper provides empirical insights about how personality, values and consumer susceptibility to the interpersonal influences affect the brand preferences. The research has been confronted with several limitations, since the self-report method was used for personality assessment, there may be bias in terms of the nature of respondents' personality as expressed in the questionnaire. The paper poses interesting insights and empirical evidence with regard to the predictive power of personality, values and consumer on brand preferences within private label contexts suggesting interesting implications for the development of a strong private label brand preference.

Keywords: : Brand Preference, Big Five Model, Consumer Values, SUSCEP, Private Label Brands

Full Paper Request

Role of Religion and Television in Sustainable Management
Sugandha Shanker, Post-Doc Fellow in Environmental Anthropology, Jesus College, Cambridge, United Kingdom.
Anupam Saxena, Associate Professor, Jaipuria Institute of Management, Lucknow, India
Anurag Saxena, Assistant Professor, Indian Institute of Public Health, Gandhinagar (IIPHG), India

The role of religion and television in sustainable management has not been the main focus of environmentalists, corporates as well as policy planners until few years ago. However, recently importance of religion and television in sustainable development has been felt. In order to assess the role of religion and television in sustainable management, an ethnography based research was conducted which focused on Hindu rituals around trees as an example to assess if there is any kind of impact on sustainable management of trees by the influence of television. The field research revealed that there is a considerable increase in the conservation of trees due to influence of astrological shows on television indicating that television is an effective tool in conserving trees. The research found that although there was conservation of trees but it was at inappropriate places causing problems related to transportation, logistics movement and traffic jamming thereby affecting businesses of the nearby area. Therefore the work concluded that propagation of information on television regarding rituals needs to be well balanced and suggested a balanced approach for improving tree cover loss and traffic management at the same time.

Key words- Television, Religion, Rituals, Trees Management, Ethnography

Full Paper Request


© Copyright, School of Management Sciences, Varanasi