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2017 - 20203
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Subject: Agricultural Business Management × End date: 2020 × Start date: 2010 × Type: Thesis × Thesis Type: Ph.D ×
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    ThesisItemOpen Access
    Loyalty creation through social media driven consumer brand engagement in Delhi
    (G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2020-07) Pandey, Shobha; Singh, Saurabh
    Social media acts as a medium to bridge the gap between brands and consumers. Brands are taking advantage of social media websites to empower information dissemination of the product or service. Social media provides ample opportunities to create connections with consumers. So, it becomes imperative for the marketers to tap these platforms. The digital presence can help in attaining better consumer engagement. The best suitable social media platform strategy leads to better consumer engagement. This research was focused on social media users of Delhi. The research was done in order to evaluate users’ perception, identify factors affecting social media communication and model development for social media brand engagement. The model started with seven exogenous factors, consumer brand engagement as mediator and brand loyalty as an endogenous factor. The results revealed that perceived interactivity, normative influence, informative quality and company responsiveness were affecting consumer brand mangagement which in turn affected loyalty. Consumer Brand Engagement fully mediated between perceived interactivity, information quality and brand loyalty. Partial mediation existed in the case of company responsiveness whereas no mediation was there for normative influence. This study shows relevance of social media in marketing communication and in building brand loyalty. Managers can maintain a powerful digital presence by leveraging the benefits of various social media sites and designing their social media strategy focused on the significant factors. Therefore, it becomes imperative for organizations to implement a suitable online strategy to create an impact on their customers.
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    ThesisItemOpen Access
    Level of financial literacy and financial inclusion among rural households in Tamil Nadu
    (G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2019-06) Krishnakumare, B.; Singh, Saurabh
    The present study was to assess the level of financial literacy and financial inclusion among rural households of Tamil Nadu during the year 2018. 8 districts, 16 taluks and 32 villages were selected using multistage sampling technique and 20 respondents from each selected village were chosen randomly. Both primary and secondary data utilized were analyzed using descriptive statistics, Multivariate Analysis of Variance (MANOVA), Chisquare test, multidimensional index of financial inclusion and binomial logistic regression with the help of SPSS and STATA software. The study revealed that major proportion of respondents was at medium level of financial literacy. Besides, the results of MANOVA revealed that the variables such as income, education, parent/spouse education, employment status and financial inclusion were found to be having a significant impact on financial literacy. Also, respondents having income above Rs. 10 Lakhs having their parent/spouse with post graduate degree and being financially included had shown a significant impact on financial behaviour, financial knowledge and overall financial literacy respectively. Pearson Chi-Square test indicated that there existed a statistically significant association between independent variables (gender, income and employment status) and awareness level of financial inclusion schemes. Of the eight selected districts, Coimbatore had high level of financial inclusion. Besides, Ariyalur, Dharmapuri, Dindigul, Kanniyakumari and Trichy were categorized under above average. Kancheepuram was considered to be at below average level and the extent of financial inclusion in the district Villupuram was very low. The results of binomial logistic regression revealed that respondents being employed, being self-employed, having LPG connection through Direct Benefit Transfer, frequency of bus from village to town and financial literacy had shown a significant positive impact on financial inclusion. Whereas, being unemployed and distance of village from banks turned out to be influencing negatively on financial inclusion.
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    ThesisItemOpen Access
    Evaluation of alternative banking services amongst farmers of district Udham Singh Nagar of Uttrakhand
    (G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2017-01) Singh, Nirdesh Kumar; Sharma, M.L.
    Udham Singh Nagar is using e –service to meet its growing customer satisfaction demand during last few years on preference base. This research work is carried to find out if gap exits somewhere in service functioning and delivery channels. One of the primary objectives of this research was to gain an understanding of how customers can feel more satisfaction at every stage of operation during use of these alternative banking services and to what extent there problems can be solved through these alternative banking channels which adversely affects customer satisfaction. According to available information it is realized that sent percent of private sector banks and Public sector bank were fully computerized .Today, core banking, ATM, EFT, NEFT, RTGS, MICR clearing, Electronic Clearing Service (ECS), Speed clearing, credit card, debit cards, internet banking and mobile banking are available to survive customer in India. Based on the survey, interviews and observations during the research, study made some recommendations which will focus on how to increase customer satisfaction. In order to enhance the customer satisfaction in alternative banking by offering high quality services study were intended to recommend the bankers and the service designers based on research experiences. This study reveals that there were a very few number of customers were strongly satisfied. This indicates that there is wider scope to enhance these services through providing better service quality. The findings of this study provide a foundation to pursue further research in alternative banking and concluded some meaningful results regarding customer satisfaction in alternative banking services and examined customer satisfaction level comparatively. As per study area concern, almost of banks providing ATM, EFT, NEFT, RTGS, MICR clearing, credit card, debit cards, internet banking and mobile banking. According to information collected by interview of farmers approximately 84 per cent customers were using ATM services, 80 per cent Using KCC (KISAN CREDIT CARD) , 38 percent of EFT/NEFT/RTGS facilities, and 100 percent of cheque book holder benefited by MICR services. However, very few customers were using credit card, 20 percent using internet banking and 14 percent using mobile banking services in Udham Singh Nagar. The present study indicates Customer Awareness, Perceived usefulness and Security Concern are the major factor which act as driving force in influencing people to adopt alternative banking .Inadequate knowledge about the usage of e-channels, Lack of confidence are the main problems faced by the customers which are considered as main obstacles and thus awareness through extension work is needed with urgent attention to curb this menace. ATM facility and KCC facility are highly satisfied the customer’s requirement and customer prefer public sector banks KCC. The present study indicates that there is significant difference in service quality of alternative banking services provided by public and private sector banks in Udham Singh Nagar. Customer satisfaction are the most important and focused area in the banking industries. All dimensions of service quality are positively affecting on customer satisfaction. Hence study finalized 13 dimensions of alternative banking services quality as determinants of customer satisfaction that will be further categorized in to four factor. So that in present study four major factor was identified. When study calculate overall customer satisfaction banker need more emphasis on service level, Trust level, usefulness of services and behavior of bank employee.