Companies often engage in product and service customization as part of a differentiation strategy, as it represents a source of competitive advantage. However, its effect on customer relationships as well as contingencies for its effective application is not well understood. In Particular, how...

In Pakistan Islamic Banking is now the talk of the town and customers show their perception towards Islamic banking. Banks are also focusing on enhancing the needs of the customer. For this, we investigated the impact of trusting beliefs on customer loyalty and commitment towards Islamic...

In the past few decades, growth in ethical consumerism has led brands to increasingly develop conscientiousness and depict ethical image at a corporate level. But does having a corporate brand that is perceived to be ethical have any influence on outcome variables of interest for its product...

This research is about the effect of service quality dimension on customer satisfaction and loyalty. In this paper a sample of 250 respondents were collected from the Islamic Banking customers in Karachi, Pakistan. SERVPERF model were used to measure the service quality in banking sector. The...

In the new market environment, customer experience has become a source of competitive advantage. The purpose of this paper is to understand the role of post-purchase logistic services on customer satisfaction and future purchase decision in Pakistan. For this, we modified the Cao et. al. (2018)...

With the introduction of Islamic Banking in many countries, researches are being done in order to evaluate what various reasons are leading towards growth of Islamic banking across the globe. The following research paper is based on a similar thought but with a different perspective. The purpose...

This study examined the impact of Deceptive Advertising on Customer Loyalty in the telecommunication industry of Karachi, Pakistan. This research was quantitative in nature. The sample size was 250; questionnaires were distributed electronically and manually. Exploratory Factor Analysis (EFA) was...

A digital footprint is a salient factor to draw a strategy for remarketing and building the relationship between consumers’ uses of branded mobile apps and their brand engagement. The purpose of this paper is to examine the utilization of the marketing adaptability of branded mobile...

This paper examines how a group member’s individual-targeted citizenship behavior (OCBI) and organization-targeted citizenship behavior (OCBO) foster positive change for that group member, starting with job self-efficacy change, followed by changes in group member’s Empowerment, and...

Purpose: The paper aims to explore the possibility that a positive organizational reputation brings both benefits and burdens to employees working for those organizations. We argue that although organizational reputation can cause employees to identify more strongly with the organization, it may...