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Digital transformation has made enormous changes in the banking domain, where FinTech is the salient driving force inside it. Especially in the banking industry, Artificial Intelligence (AI) and Blockchain technology act as the most innovative technologies. Similarly, Chatbots in commercial banking and Robo-advisors in investment banking has shifted banks into the entire virtual environment. In this context, the main objectives of this chapter are: to determine the current application of AI and blockchain in the banking industry, to identify the challenges faced by banks in adapting AI and blockchain technology, and to provide new insights on future banking in the industry 5.0 in this digital era. This chapter discusses the application of two robotic platforms widely used in banking, chatbots, and Robo-advisors. Chatbots are more like frontline employees of banks who are commonly engaged in customer relationship management, sales, and marketing. In contrast, Robo-advisors are a relatively advanced AI tool involved in investment and portfolio management. Blockchain will accelerate digital transformation where a decentralized digital ledger system is used for banking transactions. However, this is entirely the opposite of conventional centralized digital banking, and the adoption of these technologies is still in its infancy. Employment, performance, security, privacy and trust, cost, ethical and regulatory challenges are the most common challenges. To avoid the challenges, banks should concern with strategies like collaboration with robots, increasing the platforms’ performance, etc. Finally, the chapter provides insights on banking at industry 5.0. In the future, banking customers can experience completely virtual and customer-oriented banking services. In this regard, the fusion of all technologies and collaborative human effort is essential.

With the emergence of COVID-19 and increased infections, organizations urged their employees to work from home. Furthermore, with the on-going pandemic, employees take measures to ensure individual safety and their families. Hence, work from home culture can result in long-term employee satisfaction. However, no study addresses the development of work from the home culture in an integrated framework. Therefore, the current research explores the role of safety during the pandemic, organizational commitment and employee motivation on work from home culture, which may influence employee satisfaction. Furthermore, job demands and home demands were also evaluated for employee satisfaction.

The study used existing scales of the factors to develop the measures and collect perceptual responses from employees working from home, supported with a pre-test. The study executed a survey with effective responses from 132 individuals spread across different sectors to validate the hypotheses. The responses were analysed using partial least squares in ADANCO 2.2.

Findings suggest safety concerns along with organization commitment enhances work from home culture. Such work from home culture enhances employee motivation and employee satisfaction. Furthermore, job demands and home demands also influence employee satisfaction.

To the best of the authors knowledge, the study is the foremost to develop an integrated empirical framework for work from home culture and its antecedents and consequences. The study has several important implications for managers.

The purpose of this paper is to demonstrate cause-related marketing (CRM) promotions as a brand-oriented international market entry strategy that can leverage an unfamiliar brand in a new international market. One of the challenges CRM promotions face is skepticism toward the campaign and for that reason, many brands form alliances with well-known charities familiar to the consumer, hoping that the trust and goodwill generated by the charity will be transferred to the brand. The authors manipulate price and donation presentation formats to show an alternative means for overcoming skepticism.

The research is undertaken in two studies. Study 1 uses a sample collected on Amazon’s MTurk, whereas study 2 is undertaken in the real world with participants from Norway. Analysis of variance and partial least square are, respectively, used to test the hypotheses.

The first study shows that presenting the donation explicitly vis-à-vis the price makes a less familiar charity produce the same trustworthy effects as that a well-known one does. Moreover, the second study shows that it strengthens utility from the transaction and weakens skepticism of CRM promotions to impact brand evaluations.

The primary focus of the research was consumers’ familiarity with the charity but other variables could have a significant impact in judgments. For instance, the importance consumers attach to the cause that the charity supports, spatial distance of the brand and charity, brand familiarity. Manipulating these in future studies would not only contribute to the CRM literature but also to that of international marketing.

Firms in international markets can derive competitive advantages with the help of CRM campaigns. Moreover, alliances with familiar charities that are local can help combat nationalistic feelings prevalent in many markets. The separated presentation format can also help overcome some of the additional skepticism found in international markets.

The findings support the Better Business Bureau’s Standards for Charity Accountability that seek transparency in communicating CRM promotions. The explicit presentation of price and donation, in addition to providing this transparency, also gives consumers a clear understanding of the CRM promotions’ details, which will increase their self-efficacy in making more informed decisions.

This research contributes to strengthening knowledge on donation-price formats, offers brands entering international markets a singular way of gaining credibility and competitive advantage, and empirically confirms the proposed outcomes of a theoretical model for promotions.

India has a big pool of internet savvy population that is not only accessing the internet but also buying online. Online shopping could be defined as the concept of buying and selling of goods over the internet. From the perspective of the seller, it is the attempt on the seller's part to attract and persuade the prospect to conduct the purchase decision-making process, and ensure satisfaction and loyalty. From the perspective of the buyer, online purchase behavior is the degree to which consumers access, browse, shop and transact and repeat the behavior. With a revolution in the very basics of transaction from a physical store format to a non-store one, the retail industry has begun to understand the indispensability of the internet as a medium of transaction. However, the rate of diffusion and adoption of the new phenomenon among consumers is still relatively low. With the internet advancing new opportunities, it is important to understand the factors that could motivate Indian consumers to indulge in online buying. This paper is a theoretical attempt at conceptualizing “motivation” as a construct, in the context of online buying and testing it empirically. The objective of the study is to explore the critical motivational factors that influence the online buying decision of people, and to establish their causal impact, if any, through developing an integrated model.

The study, descriptive, diagnostic, and causal in nature, has been conducted in the context of online buying of railway tickets in India. In the first phase, a pilot survey was conducted on a sample of 100 users of the online railway reservation. After having tested the survey instrument for validity and reliability, the second phase of the study was conducted on a sample of 327 users of online railway reservation facilities. A series of multiple regressions analyses was conducted to determine the causal impacts of critical motivational parameters on online reservation of railway ticket by users in the Indian context. The analysis of demographics based on gender and age groups were also made to capture the cross-comparisons of critical motivational attributes.

The results were in expected direction and fulfilled the research aims of the current study. The factor analysis had grouped the items into nine constructs with 38 items. For analytical purposes, descriptive statistics were used through measures of central tendency and dispersion. The item total correlations to each construct were found significant. All the critical motivational constructs were found to have a significant impact on the intention of buyers of booking/purchasing railway tickets online in India. The analyses of demographics established that as far as gender is concerned, all the critical motivational attributes to online buying intention have no significant differences between men and women; however, for age groups it was observed that some of the attributes were found significant and others were not.

Through identifying and empirically establishing critical motivational parameters in online reservation of railway tickets in Indian context across demographics, this study helps to understand what consumers expect from the online reservation facilities from the railways for their convenience and satisfaction. By examining the various dimensions explored and established in this study, the concerned authority can develop a better understanding of consumer needs and expectations. Academicians and researchers can use this study for assessing consumer motivation towards online reservation of railway tickets in Indian context, and identifying such attributes that would lead to favourable motivational disposition towards online reservation of railway tickets. The policy decision makers of railway authority may also use the findings of this study as a resource, while constructing, managing, and evaluating their marketing strategies in the Indian context.

Educational institutions must provide quality of services so as to be to able to delight the customers and be able to compete and achieve a leading position in the long run. This paper is a continuation to an earlier study and aims to present the results of an empirical study conducted on management institutes in India with a customer orientation to the quality paradigm through a focus on the students' perspective. While multiple methodologies were applied, SERVQUAL has already been discussed as the first part of the paper. This part of the series presents a prioritization for improvement of service design of an educational system through incorporation of the Voice of the Customer. The study is an attempt towards the integration of multiple methodologies so as to be able to identify customer requirements and evaluate service quality with the application of SERVQUAL; prioritize improvement of service through the Kano model; and, guide and develop educational services by incorporating the Voice of the Customer through the QFD.

After having derived the findings from the application of the SERVQUAL, the Kano model and the Quality Function Deployment was used to guide and develop an educational system through the Voice of the Customer.

The Kano model provided a guide to prioritize improvement and enhancement of attributes and thus, proposed the improvement and enhancement of delivery of educational service. The QFD helped develop educational services by incorporating the Voice of Customers.

The paper could be useful to policy makers, educational planners and administrators in developing a system that could lead to customer satisfaction and delight.

The integration of the multiple tools and their application to the field of management education in India, has not yet been made available in the literature.

This study, conducted in Norway, aims to investigate whether increasing consumers' familiarity by repeating cause related marketing (CRM) claims helps in reducing their skepticism towards CRM campaigns. It also seeks to test whether the relationship between familiarity and skepticism may be moderated by skepticism towards advertising in general.

A single factor experimental design with four levels of claim repetition was utilized to test the hypothesized effects between claim repetition, familiarity, skepticism towards advertising and skepticism towards CRM claim.

The findings support the hypothesized effects. Repeating claims helps in overcoming skepticism towards CRM claims and also reduces the adverse effects of skepticism towards advertising.

The paper does not measure the kind of thoughts that result from the repetitions nor does it account for the effect of using a variety of sources for providing the information instead of just one.

The study demonstrates that marketers can overcome skepticism towards CRM with repetitions of claims, that awareness and credibility can be created by familiarizing the market with the campaign. This is especially beneficial for a lesser known company that can use repeated CRM claims to gain familiarity and create positive attitudes.

This paper draws a parallel between general advertising and CRM communications to show that important findings from advertising are not only applicable to CRM campaigns but also critical to its success.