- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Vol.20 No.6
Abstract
Purpose: This research proposes a new modified Recency-Frequency-Monetary (RFM) model by extending the model with spatial analysis for supporting decision-makers in discovering the promotional target market. Research design, data and methodology: This quantitative research utilizes data-mining techniques and the RFM model to cluster a university's provider schools. The RFM model was modified by adapting its variables to the university's marketing context and adding a district's potential (D) variable based on heatmap analysis using Geographic Information System (GIS) and K-means clustering. The K-prototype algorithm and the Elbow method were applied to find provider school clusters using the proposed RFM-D model. After profiling the clusters, the target segment was assigned. The model was validated using empirical data from an Indonesian university, and its performance was compared to the Customer Lifetime Value (CLV)-based RFM utilizing accuracy, precision, recall, and F1-score metrics. Results: This research identified five clusters. The target segment was chosen from the highest-value and high-value clusters that comprised 17.80% of provider schools but can contribute 75.77% of students. Conclusions: The proposed model recommended more targeted schools in higher-potential districts and predicted the target segment with 0.99 accuracies, outperforming the CLV-based model. The empirical findings help university management determine the promotion location and allocate resources for promotional information distribution and student recruitment.
Abstract
Purpose: This study aims at exploring and understanding the effect of four independent variables related to dairy retail marketing and distribution (deep freezers, promotions, company support and distributor-retailer relationship) and one moderating variable Covid-19 lockdown on sales of dairy product during the Covid 19 pandemic situation. Research design and methodology: Personal interviews and door-to-door surveys and promotional tools were designed to publicise and collect data from the retailers. The sale data before, during and after promotion activity were all recorded and evaluated to draw an inferential conclusion. Factor analysis and multiple regression methods were adopted to analyses the data collected. Results: The research shows that four out of the five factors studied was found having significant impact on dairy retail sales. The highest impact on sales was contributed by promotions, secondly by the deep freezer impact followed by distributor-retailer relationship during the study period and lastly but not the least due to influence of Covid-19 lockdown. Conclusions: The study contributes to the body of knowledge in cold chain distribution process through utilization of right mix of tools and tactics for effective marketing and distribution of dairy products in developing countries especially during a pandemic situation.
Abstract
Purpose: This study aims to test the influence of brand relationship, price, content, brand awareness, and electronic Word-Of-Mouth (eWOM) on willingness to pay for the subscription fee of Disney+ Hotstar. As the latest streaming service provider in Indonesia, Disney + Hotstar under Disney Media and Entertainment Distribution has actively conducted strategies to strengthen the brand and attract consumers. Research design, data and methodology: Structural Equation Modelling with WarpPLS approach was used to assess the proposed model gathering data from 316 people who have ever known about Disney+ Hotstar through an online survey using measurement items from previous literature. Results: Most responses were obtained from millennial generations. Findings demonstrated that brand relationships, price, content, and brand awareness positively influenced willingness to pay for the subscription fee whereas eWOM showed a negative and insignificant influence on the willingness to pay for the subscription fee. Conclusions: The most significant factor towards willingness to pay a for subscription fee is price, followed by brand awareness, brand relationship, and content. The result of this study may be used as a guide for professionals in the streaming service industry to better implement their strategies in influencing people to have the willingness to subscribe.
Abstract
Purpose: This article presents the relationship among the perceived risk of the COVID-19 pandemic, burnout, job insecurity, and employees' job performance in Vietnam. Research design, data, and methodology: The dataset included 310 samples from Vietnamese employees through the internet (Gmail, Facebook, Google form). PLS-SEM is used on Smart-PLS software. Results: Research results show that the perceived risk of COVID-19 has a positive impact on job performance and burnout. At the same time, job insecurity positively impacts burnout and has a negative impact on job performance. The distribution of resources to many jobs (both working and worrying about losing jobs) will reduce job performance. Furthermore, the study shows that workers exposed to COVID-19 risks have higher job performance. At the same time, burnout is not a factor that reduces employees' job performance. Finally, the perceived risk of COVID-19 and job insecurity have nothing to do with each other (perceived risk of COVID-19 does not affect job insecurity). These are two factors that exist independently and in parallel. Conclusions: The authors also suggest some implications in theory and practice from these research results. The implications will reduce anxiety about risks due to COVID-19 and job security for employees.
Abstract
Purpose: This study aims to investigate the impact of investing into technology development on banking performance in an emerging country. Research design, data and methodology: Based on the data of 12 commercial banks listed in Vietnam from 2011 to 2019 and performing multivariable regression analyses as well as conducting a variety of robustness tests, we carry out the empirical investigation to discover this impact. Results: Our empirical evidence shows that these spending help to improve significantly performance of banks. Particularly, the technology expenditures have positive effect on the net interest margin and the non-interest income in which the level of influence on the latter is relatively remarkable in comparison with the former. At the same time, the result does not support the view that increasingly spending on technology may lead banks to face the risk of instability. Conclusions: Overall, our empirical analysis indicates that increasing investment into distribution information and communication technologies will help to enhance business strategies of banks and thus we advocate the bright side of technology development and digitalization in banking sector. We believe that the research is useful for both managers, regulators and policy makers in Vietnam as well as in countries having similar financial structure.
Abstract
Purpose: Business agility is an important key to survival for SMEs in Indonesia, especially during the COVID-19 pandemic. Indonesian local product distribution and service distribution are mostly served by SMEs. Agile businesses will be able to assist them in the proper distribution of products and services. This research examines how the direct and indirect influence of IT capabilities on business agility through organizational learning and business intelligence for small and medium enterprises in the distribution of Indonesian products and services. Research design, data and methodology: This research uses SEM method with SmartPLS tool. The sample of this research was conducted on small and medium enterprises in the distribution of Indonesian products and services. The sample obtained in this study was 202 SME owners or managers (strategic level). Results: Business intelligence plays a key role in improving business agility. The results of IT capability can directly and indirectly affect business agility through organizational learning. Conclusions: Business intelligence has the biggest role in increasing business agility in SMEs in Indonesia. IT capability has an indirect effect on business agility through organizational learning. The findings of this study prove that IT capabilities do not indirectly affect business agility through business intelligence.
Abstract
Purpose: In the current era of rapid development of the information and communication technologies (ICT) sector, the formation of an effective regulatory approach is important. There are some methodological shortcomings and difficulties in the approach system of international organizations that assesses the level of application of ICT in various areas in terms of quantity and quality. The basic element of economic growth differs according to the economic conditions prevailing in the period and the country. While the agricultural sector plays an active role in economic growth or development in an underdeveloped country, in a developed country, capital-intensive and even technology-intensive production is the main element of economic growth. From this point of view, the contribution of information and communication technologies (ICT) to Azerbaijan's socio-economy for the period between 2010-2020 will be examined. Research design and methodology: The unit root test and Granger causality test were applied by taking the CDPPC per Capita, Employment, and Unemployment Rate from the social-o-economic data as the dependent variable, fixed and mobile phone usage and internet usage as the independent variables. The principal results: According to the results obtained; It has been determined that the use of ICT positively affects the socio-economic economic situation.
Abstract
Purpose: This research aims to provide empirical evidence on the impact of digital literacy on behavioural intention regarding using technology for distribution of higher education. Design, Methodology, and Approach: Quantitative analysis was carried out using Covariance-Based Structural Equation Model with data collected from 901 students who fully experienced 2-year study online at different universities in Vietnam. The structural model was built with digital literacy as the primary indicator and other variables were included based on modified version of Unified Theory of Acceptance and Use of Technology (UTAUT2) by adopting performance expectancy, effort expectancy, social influence, habit, and hedonic motivation variables specifically for education sector. Self-efficacy was added to eliminate possible bias in technology acceptance. Results: From the results of model estimation, digital literacy presented positive impact on the online distribution of higher education in Vietnam. The mediating effects of various indicators such as performance expectancy, effort expectancy, social influence, habit, hedonic motivation, and self-efficacy are significantly determined by research model. Conclusion: The higher level of digital literacy of the students, the more likely that they will use technology in higher education study, especially online learning. Additionally, the mediating effects of indicators from the UTAUT2 theoretical model were also evident to be positively significant.
Abstract
Purpose: In the last few decades, the ceramic industry has become an important industry for Indonesia. The resulting product must be handled properly, because if material & product handling is not carried out properly it will impact on the quality of product. Based on the logistics outsourcing research gaps in the ceramics industry to logistics service provider (LSP), this study aims to analyze the logistics service improvement of LSP in accordance with the needs of the ceramic industry to minimize logistics outsourcing risks. Research design, data and methodology: In the field study, observations, interviews and surveys related to production and logistics activities in the ceramic industry & LSP were carried out. The next step is to analyze logistics service of LSP needed by the ceramic industry. Results: The final findings obtained from this research are the LSP need to improve 1) knowledge; 2) technology capability; 3) relationships; 4) service quality; 5) innovation; 6) commitment in services. Conclusion: In order to reduce logistics outsourcing risks in the ceramic industry, LSP in Indonesia need to improve the logistics services required by the ceramic industry with a focus on six areas of improvement.
Abstract
Purpose: This study aims to provide a further research challenge in digital marketing distribution and co-creation from relevant literature. The concept of digital marketing and co-creation has been known to impact the business sector positively, but it has not been utilized much in the government sector. Therefore, further research is needed to identify the role of digital marketing distribution and co-creation in increasing non-tax state revenue services of government institutions in Indonesia. Research design, data, and methodology: This study is based on a systematic literature review. The stages are (1) research scope review, (2) article extraction from journals, (3) article quality assessment, (4) article analysis, and (5) comprehensive report. Fifty articles published from 2011 to 2021 were collected from the Google Scholar website. Result: This study provides a proposed model that depicts all of the potential connections between digital marketing, co-creation, and non-tax state revenue. In addition, we also identify that the customer experience influences non-tax state revenue. Conclusions: This study attributes the use of the digital marketing distribution and co-creation concept in the government sector and its benefits for state organizations, which have not been investigated in previous studies.
Abstract
Purpose: This research presents a practical tool aimed at increasing collaboration between designers and marketers for effective retail space branding. We present a design-related information processing model (DIP Model), which is a schematic map that includes cognitive theories which have design applications to retail space branding. Research design, data and methodology: Through literature review and practitioner opinion survey, 43 theories pertaining to the brand communication in retail spaces were selected, and design applications of the theories were analysed through field trips to stores of global brands. Results: The DIP Model consists of two axes: the information processing axis (i.e., encoding vsretrieval) and the regulatory focus axis(i.e., promotion vs prevention). Theories related to information processing axis are theories that facilitate the encoding and retrieval of information as intended by the company. Theories related to regulatory focus axis are theories that reinforce positive cognition and prevent negative cognition regarding the brand. Conclusions: The DIP Model is developed as a tool to categorise cognitive theories that are applicable to the design of brand communication in retail spaces. As such, the model can provide a better understanding of the role of behavioural design, with the aim of building stronger brands in retail spaces.
Abstract
Purpose: The revenue sharing contract has been used in various industries and it is expected to coordinate the individual companies' operations in a way to improve the whole supply chain performance. This study evaluates the performance of the revenue sharing contract to find out whether this contract achieves its original goal, the supply chain coordination. Research design, data, and methodology: The profit optimization models are developed to represent two stage supply chain system with a supplier and a buyer. By using the numerical examples of the proposed mathematical models, this study examines whether this supply chain contract coordinates the supply chain system. Results: The numerical examples show that the revenue sharing contract does not make the same supply chain profit as the centralized system does. With the proper combination of the wholesale price discount rate and revenue share ratio, both manufacturer and retailer can obtain increased profits from the revenue sharing contract. Conclusions: The outcomes of the numerical analysis imply that the revenue sharing certainly improves the supply chain performance but it does not fully coordinate the supply chain system. By controlling the wholesale price and revenue share ratio, every supply chain member can be beneficiaries of this supply chain contract.