Kapil Kaushik

Bio: Kapil Kaushik is an academic researcher from Indian Institute of Management Ahmedabad. The author has contributed to research in topics: Social media & Business. The author has an hindex of 4, co-authored 9 publications receiving 68 citations. Previous affiliations of Kapil Kaushik include Indian Institute of Management Indore.

Evaluating service quality in automobile maintenance and repair industry

Abstract: The purpose of this paper is to analyse service quality in the automobile maintenance and repair industry. A conceptual structural model is developed to investigate the impact of service quality, perceived service fairness and convenience on customer service satisfaction. The impact of service satisfaction and brand trust on word of mouth (WOM) is also explored, and the study assesses the mediating effect of customer service satisfaction on the relationship between service quality and WOM.,Data from a questionnaire-based survey of 259 users of automobile maintenance and repair centres were analysed using covariance-based structural equation modelling.,The findings indicate that service quality dimensions (reliability, responsiveness and empathy), perceived service fairness and convenience are positively associated with customer service satisfaction, and that service satisfaction and trust positively influence WOM. The findings support the mediating effect of service satisfaction on the relationship between reliability and responsiveness and WOM.,The study’s main limitation is the cross-sectional design, which limits the generalisability of the findings.,To ensure customer satisfaction and generate trust and WOM, automobile maintenance and repair service centres should improve reliability, responsiveness and empathy, as well as perceived service fairness and convenience.,The study demonstrates that the reliability and responsiveness dimensions of service quality are the most significant predictors of customer service satisfaction in the automobile maintenance and repair industry.

‘The tweeting sponsor’: effect of a sponsor’s SNS message articulation/interactivity on consumers’ online response

Abstract: Research Question: The study proposes that a sponsor’s social networking site (SNS) message has two components, articulation and interactivity, which are positively associated with a user’s sentime...

Sponsorship-linked marketing: The role of articulation in memory

Abstract: Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor‐event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued‐recall experiments, the effect of articulation of sponsorship fit on memory for sponsor‐event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor‐event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.

Leveraging sponsorships on the Internet: Activation, congruence, and articulation

Abstract: This paper considers how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the terms leverage and activation with respect to sponsorship-linked marketing; leveraging encompasses all marketing communications collateral to the sponsorship investment, whereas activation relates to those communications that encourage interaction with the sponsor. Although activation in many instances may be limited to the immediate event-based audience, leveraging sponsorships via sponsors' Web sites enables activation at the mass-media audience level. Results of a Web site navigation experiment demonstrate that activational sponsor Web sites promote more favorable attitudes than do nonactivational Web sites. It is also shown that sponsorsponsee congruence effects generalize to the online environment, and that the effects of sponsorship articulation on audience attitudes are moderated by the commerciality of the explanation for the sponsor-sponsee relationship. Importantly, the study reveals that attitudinal effects associated with variations in leveraging, congruence, and orientation of articulation may be sustained across time.

A meta-analysis based modified unified theory of acceptance and use of technology (meta-UTAUT): a review of emerging literature.

Abstract: Over the past more than four decades, several theoretical models have been developed to understand the acceptance and use of information systems. Realising the dilemma in selecting the appropriate theoretical model to assess the acceptance and use of technology and considering the pattern of using the Unified Theory of Acceptance and Use of Technology (UTAUT), a modified version (meta-UTAUT) has been developed based on the synthesis of results from 162 existing studies. The aim of this article is to review the emerging literature on meta-UTAUT and offer some future research recommendations. The analysis suggests that studies have started citing the relationships suggested by meta-UTAUT and researchers have reviewed it alongside other alternative models while analysing acceptance and use of technology.