ISBR MANAGEMENT JOURNAL ISSN (Online) - 2456-9062

Causality Exploration of Paradigm shift in people preferences to OTT Platforms during pandemic: A Mixed Study

MONIRUL ISLAM — 2022-02-28

The COVID-19 pandemic continues to distress the Indian economy across verticals and sectors, including the entertainment industry. These sectors have been witnessing massive disruptions over the past few months across the consumer value chain. Due to the increase in complexities in living standards, individuals are exploring alternatives for entertainment. Less available time for family, more workload during weekends, less vacation is some of the factors people are staying away from vising cinema halls. We have also observed radical changes in consumers’ behavior, perception, preferences during and after the lockdown as they have continued to study and work from home The study focuses on the changing consumer preference to OTT over traditional mediums of media viewing such as cinemas and multiplexes. While a silent trend over the last 3 years, it has been accelerated due to the ongoing pandemic. OTT or Over the Top refers to mediums offering television and media consumption over the internet. While the shift is visible, this project aims to enlist the reasons for this change and the factors that drive it. In this context, the author is making an attempt to explore the root cause of the Paradigm shift of people's preferences to OTT Platforms versus Multiplexes during pandemics. Primary and Secondary data are the main sources of collection of data. The secondary data is collated and compiled from both published and unpublished resources.

Conversational AI: Indispensable way to attract and retain customers

Nikitha N R — 2022-02-28

Conversational AI is a technology that allows artificial intelligence (AI) systems such as Chatbots to engage with people in a human like manner. It enables communication between humans and computers easy and natural by bridging the gap between human and computer language. Recent industry reports indicate that more than 80% of all businesses are considering integrating chatbots within the next five years. Many service providers are already using chatbots, but most applications have focused on cost saving and automation to partially replace human service encounters. However, little is known about the mechanisms and the process of value co-creation enabled by AI. While scholars agree that AI technology significantly changes human activities and human resources, currently we do not have an adequate understanding of how humans and AI technology interact in value co-creation. Thus, the study was conducted to understand the interface between AI and customers, and to analyze the various factors which play pivotal role in better customer satisfaction. Therefore to do this, we used exploratory factor analysis by taking in 11 variables which could possible made an impact on the customers. We devised a structured questionnaire from those 11 variables and responses were taken in 5 point scales. Out of the responses we were able to analyse underlying constructs and analyse the factors which contributes to this cause.

Ethical issues In Business Management

Shankar Jha — 2022-02-28

Ethical issues is a problem (issues) or a situation which requires a business organization or a person to select the choices that have to be examined as a ethical (right) or unethical (wrong) ways. The ethical issues needed full of ideas, reflection, understanding, logical thinking thoughts, and a great planning to be resolved in unfolded solutions. The utmost basic and necessary ethical issues in business management are confronting of integrity (honesty) and trust. The fundamental concept of honesty includes the understanding of managing and regulating and run the business affairs with righteousness, promises, and commitments to handle each stakeholders fairly and reasonably. The ethical issues in business management have often been synchronized and coincided. Also the kinds and measures have been replaced in the current global business scenario. Moreover, the digitalization and globalization of business management has changed the ethical issues and also stressed as an indication and confirmation by the broadening of the issues and grievances. In the changing global business scenario, now-a-days business management becomes more complicated, at the same time, a numerous of ethical issues have emerged concurrently. Hence, an extensive considerate of ethical issues and precognitive of alleviate alternatives is needed, so accordingly for these analyses, consequences have been attempted. Earlier, the perception of the ethical issues in business management had linked to the administrative rules and regulations in the business organizations. But currently ethical issues are inconsistent in nature, for instance, employee’s rights issues and professional ethics. Today’s business environment, the ethical issues like honesty, fairness, and justice are the important and main issues that are constituting a complicated dilemma and impasse to the business management. Some of the ethical issues in business management are diversity issues; decision-making issues; compliance and grievance issues; health and safety issues; social networking ethics; harassment and discrimination in the work place; social media rants; ethics in accounting practices; whistleblowing; non-disclosure and corporate espionage; toxic work place culture; technology and privacy practices; questionable use of company technology; unethical leadership; and conflicting goals, etc. The objective of this research paper is to study the various aspects of ethical issues in business management and provide a way of resolving them.

Examining Factors Affecting Customers Adoption towards E-banking services: An Empirical Investigation in Manipur

AHANTHEM MALEMNGANBI CHANU AHANTHEM — 2022-02-28

Purpose- E-banking has become a new norm in the banking sector. The main aim of the study is to examine factors affecting E-banking services adoption in Manipur. The proposed model for the study is developed based on Technology Accepted Model.

Design/ Methodology/ Approach - A positivism philosophy using a cross-sectional research design employing a standardized questionnaire to examine the factors affecting E-banking adoption in Manipur. The Convenience sampling method is used for the study. The study received a total of 164 questionnaires. Out of which 145 completed questionnaires were collected. IBM- SPSS was used to analyze the data collected through a questionnaire. Factor analysis along with regression is used to test the hypotheses. A Reliability test is conducted to test the scale, and Principal Component Analysis is used to extract variance.

Findings- The statistical analysis reveals that out of 25 factors, six factors have been extracted in which the Eigenvalue is more significant than 1.0. Perceived ease of use, Attitude, and Trust are found to be positively substantial towards adoption. Perceived security, Perceived Usefulness, Intention to use failed to influence the adoption of E-banking services in Manipur.

Research Implication- There can be variations in results depending on the sample size. The analytical results may limit the generalization as per the researcher's knowledge. So, in-depth studies in similar focus areas add more favorable factors that the present study failed to bring out.

Originality/ Value- This study draws the attention of Customers towards the adoption of e-banking services. It examines the factors influencing the customers' adoption of E-banking in Manipur.

Bringing Positive Changes in Society – A case study

Dr Sheetal Mahendher — 2022-02-28

In March 2021, the entire focus of the country was on the pandemic and the rapidly declining human development index. The pandemic changed the professional, personal and social life of every individual. Due to the lockdown, there came a distance amongst individuals. Yet there were many NGO’s, working for the betterment and upliftment of the society. The case study discusses the contribution of one such non-profit organization, “Sharvari Foundation”, who worked in difficult and uncertain times for betterment in the society.