Harshit Maurya

Bio: Harshit Maurya is an academic researcher from University of Lucknow. The author has contributed to research in topics: Emerging markets & Business. The author has an hindex of 2, co-authored 5 publications receiving 18 citations. Previous affiliations of Harshit Maurya include International Management Institute, New Delhi.

Adoption, completion and continuance of MOOCs: a longitudinal study of students’ behavioural intentions

Abstract: The purpose of this study is to investigate the factors underlying the adoption, completion and continuance of massive open online courses (MOOCs), using technology-user-environment (TUE) framework...

Exploring channel conflict in an emerging economy: the small retailer’s perspective

Abstract: Purpose The purpose of this paper is to explore channel conflict from the small retailer’s perspective in the context of emerging economies. The study investigates the factors and probable outcomes of perceived channel conflict. Design/methodology/approach A qualitative research design is adopted. This study involves semi-structured in-depth interviews with 14 small retailers, selected through the purposive sampling technique, in a capital city of North India. Findings This exploratory study reveals five key reasons for channel conflict in the context of small retailers: coercive sources of power, retailer dependence, competitive intensity, retailer characteristics, and distributors’ role performance. The findings also highlight channel exit and passive acceptance as two probable outcomes of perceived channel conflict. Conflict may also lead to changes in the channel structure, which may significantly affect the success of multinational firms in emerging economies. The paper concludes with a discussion and presents an agenda for further research. Originality/value Channel conflict is a well-researched area, but the context of most existing studies has been larger retailers in developed economies. The findings of this study provide the reasons for and outcomes of the channel conflict encountered by small retailers in emerging economies. This study should be of interest to marketing managers, especially of consumer packaged goods firms, who want to succeed in emerging economies. These managers can use insights from the study to manage channel conflict in the context of small retailers.

The role of access convenience of common service centres (CSCs) in the continued use of e-government

Abstract: This study aims to understand the role of access convenience of common service centres (CSCs) in determining the e-government continuance intention from the perspective of citizens who are dependent on these centres for using e-government services, in developing countries such as India. The study uses the DeLone and McLean’s information systems (IS) success model as a theoretical basis and analyses the effect of access convenience of CSCs (AC), on the three quality dimensions (namely, information quality [IQ], system quality [SyQ] and service quality [SQ]), and the e-government continuance intention. The effects of the three quality dimensions on continuance intention are also analysed.,The primary data were collected from the field surveys conducted at various CSCs in Uttar Pradesh state of India using convenience sampling technique. The study sample included 358 respondents who use e-government services through CSCs. Structural equation modelling was used to test the hypothesized relationships in the proposed model.,The findings of the study suggest that CSCs’ access convenience has a significant positive impact on the e-government continuance intention. The findings also confirm the significant positive impact on all the three quality dimensions of e-government i.e. IQ, SyQ and SQ. Though the findings do not provide support for the impact of IQ and SyQ on the e-government continuance intention but the impact of SQ on the e-government continuance intention is found to be significantly positive.,The explanatory power of the model indicates the scope of including more variables in determining the continued usage of e-government. Future studies may extend the present study by including concepts such as trust, satisfaction and security/privacy concerns of citizens. The present study has failed to support the impact of IQ and SyQ on the intention to continue using e-government services. Future studies may test the model in different contexts with different respondents to further examine these relationships. Future studies may also see the association between the continuance intention and actual use of e-government services.,The government should provide accessible CSCs to the citizens which are conveniently available to them. To diffuse the e-government services successfully among all citizens, the government needs to see that sufficient numbers of CSCs are available in the areas where people lack the required infrastructure for using the e-government services. The government also needs to ensure that the CSCs are fully functional and equipped with facilities for providing the best quality services.,The study combines the quality constructs from the IS success model with AC, for predicting the e-government continuance intention. The joint use of these constructs has provided a model with high explanatory power, which is able to explain 76.6% variation in the continued usage of e-government services. The study also contributes to the existing literature by presenting AC as a strong determinant of the e-government quality dimensions.

Factors influencing technology adoption amongst small retailers: insights from thematic analysis

Abstract: PurposeThe present study aims to understand small retailers' current use of various low-cost technologies and the factors responsible for small retailers' adoption. Furthermore, these factors of adoption were mapped back to beliefs within the theory of planned behaviour (TPB), and an attempt was made to understand if some of the beliefs dominated over the others and their implications.Design/methodology/approachThe study takes a qualitative approach comprising in-depth semi-structured interviews and direct observation. The qualitative data were analysed through a thematic analysis to identify technology adoption factors.FindingsAmongst the various technologies (mobile apps), payment and procurement apps were the most widely used. The authors identified eight factors influencing technology adoption: the top being customer demand for payment apps and convenience and cost-saving for procurement apps. The study also highlights the role of the dominant beliefs in technology adoption, which managers could use to improve adoption rates.Research limitations/implicationsThe current study is a cross-sectional study and the sample was predominantly of grocery retailers, limiting the generalisability of the results.Social implicationsSmall retailers face stiff competition from organised retail and e-commerce platforms which threatens small retailers' existence. Small retailers' survival is vital as many people depend on the small retail sector for livelihood. Increased use of technology seems the only way for them to stay competitive and increase profitability. The study's outcome could help increase technology adoption amongst small retailers and increase small retailers' competitiveness.Originality/valueDespite the widespread presence of small retailers in emerging economies, few studies have examined technology adoption amongst them. This study is also the first to use the TPB theory in the small retailer technology adoption context.

Distribution Challenges in Emerging Markets: Evaluating Alternate Distribution Strategies for FMCG Firms in Rural India

Abstract: This chapter explores the distribution challenges in Indian rural market and evaluates the various strategies to approach rural markets. Reaching out to rural markets has been acknowledged as the biggest challenge. This chapter discusses various strategies used by firms to reach out to rural India. A set of six strategies of distribution in rural India has been identified. Major fast-moving consumer goods (FMCG) firms which have serious interests in rural markets have been using these strategies. The pros and cons of each distribution strategy have been elaborated. The critical discussion of these six distribution strategies and future recommendations is expected to enhance the understanding of marketers so that they can plan better for reaching to rural India.

Improving distribution and business performance through lean warehousing

Abstract: Recent literature recognizes the role of warehouses in enhancing the overall logistics performance. Thus, lean thinking has recently found its way in supporting warehouse and distribution centre operations. The purpose of this paper is to examine the relationships among warehouse waste reduction practices, warehouse operational performance, distribution performance and business performance.,A two-stage study was conducted. First, a Delphi technique was adopted to develop a relevant questionnaire. Second, this questionnaire was used to measure the degree of waste reduction in the different warehouse activities and to test the developed research hypotheses. The authors test the hypotheses with a sample of Middle Eastern warehouse operators.,There exists a positive relationship between warehouse waste reduction level and both warehouse operational performance and distribution performance. There was no direct relationship between warehouse waste reduction level and business performance. However, results revealed that the relationship between warehouse waste reduction level and business performance was mediated by warehouse operational performance and distribution performance.,The developed instrument provides a guide for logistics managers as to understand how to reduce waste in each warehousing activity. The results also inform logistics managers of how distribution performance can be improved through lean warehousing. The resulting performance improvements in the distribution operations will ultimately be reflected in the logistics performance of downstream retailers.,The study develops an original instrument for measuring waste reduction in warehouses, and provides insights into the evolving lean warehousing research area. This is the first scholarly work to uncover the relationships among warehouse waste reduction practices, warehouse operational performance, distribution performance and business performance.

Experience and attitude towards luxury brands consumption in an emerging market

Abstract: Conventionally, consumers perceive luxury products as a means of displaying their wealth and prosperity. Consumption of luxury products has usually been considered the prerogative of the Western world. Although there are a number of studies capturing the pre-purchase and purchase behaviour of consumers, there is a dearth of quality studies that have been conducted in this field to understand the post-purchase behaviour of consumers towards luxury brands, especially in the context of young shoppers in an emerging market context. Studying the post-purchase behaviour of shoppers is important to understand their experience with the brand. A negative experience could lead to a post-purchase dissonance, which in turn could lead to an unbalanced or distorted attitude towards the brand and other marketing stimuli. Keeping this in consideration, the purpose of this study is to explore the experiences and attitudes of young shoppers in India towards luxury consumption.,The study captured responses from young shoppers of Chandigarh and its satellite cities located in the relatively prosperous northwest region of India. The data were collected from 200 participants through a structured questionnaire that was based on an adapted “Attitude towards the concept of luxury” scale by Dubois and Laurent (1994) and “Brand Experience” Scale by Brakus et al. (2009). The structural equation modeling technique was applied to test the proposed model.,The empirical results indicate that sensory, intellectual, behavioural and affective experience play a significant role in building the attitude of consumers towards luxury brands.,The study selected university students from Chandigarh (India) Tricity region as target respondents, which may limit the generalisability of the results to other target respondents in different regions of India or other countries.,The study is useful for researchers, academicians, marketers and retailers of luxury brands, as it gives fresh insights into understanding the consumer behaviour of a young segment towards the consumption of luxury brands in the post-purchase scenario, especially in the context of an emerging market.,The uniqueness of the study lies in the fact that it examines the post-purchase behaviour of a segment consisting of young, educated and aspirational individuals in one of the world’s fastest-growing major economies.

The influence of logistics clustering on distribution capabilities: a qualitative study

Abstract: The purpose of this paper is to explore why and how firms with logistics-intensive operations such as fast-moving consumer good (FMCG) distributors benefit from residing in logistics clusters. In particular, this study seeks to fill a gap in the understanding of how logistics clustering may influence FMCG firms’ distribution capabilities.,Three case studies of FMCG distributors geographically agglomerated within Q Logistics Cluster in Jordan serve to elaborate the existing theory of clustering. Data were collected from 24 interviews as well as observational evidence of the FMCG distributors’ outbound logistics operations. The unit of analysis was the interaction between FMCG distributors and other agents in the logistics cluster.,FMCG distributors tend to gravitate to clusters where logistics service providers and other FMCG firms co-locate. FMCG distributors interact intensively and benefit greatly from building ties with non-competitor distributors in a cluster. Informal personal relations, collaborative activities and knowledge sharing, learning opportunities and resource availability were found to act as mechanisms for generating distribution capabilities within a logistics cluster.,This study provides practical implications for FMCG logistics and distribution managers who make distribution centre (DC) location decisions. The study provides such managers and their firms with a deeper understanding of the importance of co-locating DCs in logistics clusters, and may help them in designing their supply networks.,This is the first scholarly work to uncover the various ways in which FMCG distributors benefit from logistics clustering and explain why they may differ in performance, building on observations of their capabilities. The study provides insight from an emerging market and encourages future researchers to conduct further studies on logistics clustering in order to bring relevant theory forward.

The sequential mediation model of students’ willingness to continue online learning during the COVID-19 pandemic

Abstract: This study explored the factors influencing students' willingness to continue with the online learning system during the coronavirus disease 2019 (COVID-19) pandemic by adopting the stimulus-organism-response (SOR) theory. This study also incorporated e-learning readiness, performance, and satisfaction as mediators. The present study employed the purposive sampling method, whereby 2215 data of undergraduate students from a public university were gathered using an online survey and analysed using structural equation modelling (SEM) with Smart Partial Least Squares (SmartPLS). The results revealed that students' e-learning readiness, performance, and satisfaction positively influenced their willingness to continue online learning. Besides, students' e-learning readiness, performance, and satisfaction sequentially mediated the relationship between the online learning system quality and willingness to continue online learning. Significantly, this study provided new insights into the literature on students' willingness to continue online learning by providing empirical evidence on the factors that support their willingness to continue online learning during the COVID-19 pandemic.