Rupa Rathee

Bio: Rupa Rathee is an academic researcher from Deenbandhu Chhotu Ram University of Science and Technology. The author has contributed to research in topics: Workplace spirituality & Value chain. The author has an hindex of 4, co-authored 11 publications receiving 39 citations.

Workplace Spirituality: A Comparative Study of Various Models:

Abstract: It is difficult to define the term “workplace spirituality” precisely as it means different things to different people. The confusion arises due to the use of the word spirituality and religion syn...

Online shopping environments and consumer’s Need for Touch

Abstract: Online shopping has become a commonplace thing nowadays as people can buy products from the comfort of their home. But such environments do not offer a complete sensory interaction as consumers are unable to touch products which is quite important for certain categories of products such as apparels. Therefore, in order to find whether every individual seeks touch equally, the purpose of this paper is to deal with the differences in an individual’s preferences for touch. The study also evaluates customer responses towards the introduction of touch-enabling technology which can, to some extent, compensate for the lack of touch. Lastly, the study includes customers’ views regarding showrooming and webrooming.,A total of 203 responses were received through online and offline questionnaires. The data were analysed using ANOVA, correlation and regression analysis through SPSS version 23.,The results revealed that gender influenced the Need for Touch (NFT) with women having higher NFT. The people who were high in NFT preferred to buy in-store, whereas their low NFT counterparts were comfortable with both online and in-store options. Lastly, it was found that there was a significant impact of NFT on online buying behaviour. The new technology when used by online retailers would break the barriers that exist between real touch and virtual touch.,Although previous authors have given several options like mental representations, verbal details and brand image as alternatives to touch but the use of touch-enabling technology can revolutionise the way online products are perceived. The study adds value by relating NFT with online preferences, showrooming and webrooming.

Role Colour Plays in Influencing Consumer Behaviour

Abstract: The ability of colours to attract attention has been used for a long time by marketers to gain customer’s attention. It has been found in several studies that if there is a mismatch in representation of colour associations the colour becomes an eyesore. Therefore, the present study was conducted to understand the role colour plays in influencing consumer behaviour. For this an online survey form was circulated among respondents to study their colour preferences. It was found that yellow colour was preferred the least and blue the most. There were significant differences in choices made by the two genders. The results indicated that colour influenced customer’s decision and brand recall while making purchases. It was also found that there was significant difference among respondents regarding purchase of warm and cool colours as well as warm and neutral colours. Keywords : Colour, Meaning, Associations, Sensory Marketing, Consumer Behaviour * Department of Management Studies, Deenbandhu Chhotu Ram University of Science and Technology, 50th K.M. Stone, N.H. 1, Murthal, Haryana 131039, India https://doi.org/10.21632/irjbs.12.3.209-222

Challenges For Supply Chain Management In Today's Global Competitive Environment

Abstract: Supply chain management- The means by which firms engaged in creating, distributing, and selling products, can join forces to establish a supply network with an unbeatable competitive advantage- has emerged as one of the most powerful business- improvement tools around. Companies all over the world are pursuing supply chain as the latest methodology to reduce costs, increase customer satisfaction, better utilize assets, and build new revenues. In this fiercely competitive environment, the gap between firms that are succeeding and those that aren’t is rapidly expanding. Companies are being impacted right now by Supply Chain Management and if any company thinks that supply chain will not affect it, then it is wrong. The concept is appearing in various industries and is moving into smaller companies. Start to understand what it is and what it means to you. Supply Chain Management is a dynamic paradigm driving through companies. Add in the global impact of customers, competitors and suppliers; and the magnitude of the supply chain is very significant.Supply Chain Management is a reverse of prior practices where manufacturers supplied product to customers. Now customers tell suppliers how and when they want their inventory delivered. The driver behind Supply Chain Management is to remove inefficiencies, excess costs and excess inventories from the supply pipeline which extends from the customer back through his suppliers’ supplier and so on back. By having the program driven by the customer, it is hoped that inventories, caused by uncertainties and slow response, will be significantly eliminated. While there are sales incentives to major suppliers with the carrot of category management or similar programs, the success of Supply Chain Management rests with logistics. The present paper is aimed to understand the Supply Chain Management and its relation to logistics, to discuss the challenges of SCM, how to achieve maximum level of customer satisfaction through Supply Chain Management, to recognize the key issues responsible for effective Supply Chain Management.

The Routledge Companion to Media and Tourism

Abstract: The Routledge Companion to Media and Tourism provides a comprehensive overview of the research into the convergence of media and tourism and specifically investigates the concept of mediatized tourism.This companion offers a holistic look at the relationship between media and tourism by drawing from a global range of contributions by scholars from disciplines across the humanities and social sciences. The book is divided into five parts, covering diverse aspects of mediatization of tourism including place and space, representation, cultural production, and transmedia. It features a comprehensive theoretical introduction and an afterword by leading scholars in this emerging field, delving into the ways in which different forms of media content and consumption converge, and the consequential effects on tourism and tourists.The collection is an invaluable resource for students and scholars of tourism studies, cultural studies, and media and communication, as well as those with a particular interest in mediatization, convergence culture, and contemporary culture. (Less)

The Impact of Product's Packaging Color on Customers’ Buying Preferences Under Time Pressure

Abstract: This research aims to test whether product’s packaging color influences customers’ purchasing preferences or not and does time pressure moderates this relationship? It studied the importance of color in determining customers’ buying preferences when they have limited time to do shopping. This study revealed that buying preference of a customer is relatively more dependent on the color scheme than on time constraint. However, time pressure was an important moderating factor which influenced the effect of packaging colors on customers’ purchasing preferences. This study emphasized that companies cannot afford to ignore the significance of time constraints and color scheme of the products on customers’ buying behavior.

The Gamification of Branded Content: A Meta-Analysis of Advergame Effects

Abstract: Advergames are generally believed to be an effective advertising format due to their gamified and engaging nature. The empirical evidence for this, however, is inconclusive, with several studies re...

Does workplace spirituality lead to raising employee performance? The role of citizenship behavior and emotional intelligence

Abstract: For businesses today, employee performance is most important. Therefore, this paper aims to the greater purpose of ‘ideal workplace’; focusing on determining the effect of workplace spirituality on employee performance because organizations tend to neglect employees’ spiritual and/or mental wellness but well-maintain the output. This paper also shines light on the mediating role of organizational citizenship behavior and the moderating nature of employee’s emotional intelligence.,The study was conducted with a cross-sectional descriptive and analytical approach. Data were collected in two rounds. In total, 761 responses (416 offline and 345 online) were analyzed for all four hypotheses using statistical data package for social sciences and analysis of moments structure; imploring correlation, regression and mediation and moderation analysis.,The study found that workplace spirituality is indeed positively linked with employees’ performance. Organizational citizenship behavior is positively associated with workplace spirituality and employee performance. Mediation analysis indicated that organizational citizenship behavior significantly enhances the relationship of workplace spirituality and employee performance. Moderation analysis suggested that employee’s emotional intelligence significantly boosts employee performance.,This research offers deep and critical insights for curating future research and managerial practices, strengthening the concept of workplace spirituality as a promising area in the fields of human resource management and organizational psychology. The study uses a unique approach and provides exclusive findings regarding Indian service and manufacturing professionals.