Pages: 169

No chapter abstract available.

Pages: 28

This study explores the impact of digitalization and customer engagement on the performance of small and medium enterprises (SMEs) in Accra, utilizing a quantitative survey design. From 14,230 registered SMEs, a sample of 300 was randomly selected, with 253 valid responses considered for analysis. The study examines the direct effects of communication-integrating, general-use, and market-oriented digitalization on SME performance, all of which showed significant positive impacts. Additionally, customer engagement was found to mediate these relationships, enhancing performance when digital tools were used interactively with customers. Control variables such as education level and type of digital platform did not significantly influence performance. The findings emphasize the importance of digitalization in improving SME operational and financial outcomes, especially through active customer engagement.

Pages: 21

This study looked into how digitization affected organizational behavior and business performance. Ten employees of the “Greater Accra Regional Hospital (Ridge Hospital)” who are in top management and frequently utilize the Internet and other digital tools in their work are respondents to the analysis. The quality, consistency, and efficiency of corporate processes have all been enhanced through digitization. The research also found that digitization has enhanced hospital service delivery. However, digitization has sped up labor, made patient care more efficient, and enhanced patient–health worker interaction. According to the research, businesses should increase their investments in digitalization to maintain corporate growth. The automation of work will have an impact on both the personnel and the company as a whole. The study suggested that refresher training be held to provide the staff with the appropriate tools.

Pages: 19

Electronic marketing initiatives have garnered considerable attention since the online industry has expanded quickly over the past few years. Many businesses improved their e-service quality to increase customer loyalty, but the results needed to be more thoroughly investigated. The study examines the connections between e-service quality, customer satisfaction, and customer loyalty. The study’s goal is to create a thorough research model for electronic commerce. It also seeks to pinpoint the research variables that will be its precursors and outcomes. Additional goal of this research is to determine how consumer-perceived value affects the relationship between loyalty and the quality of e-services. Another important result is that the caliber of an e-service affects client loyalty by influencing consumer satisfaction. In light of the findings, website owners should prioritize customer perception of value in addition to improving the quality of their online offerings.

Pages: 17

Spyware, malware, and adware have increased as a result of the widespread use of broadband Internet. This study shows their detrimental effects and suggests a model that encapsulates the safety measures Internet users take. Our model specifically hypothesizes that knowledge enhances self-efficacy, which is then thought to trigger the initiation of technical defensive measures. In addition, worries about privacy and previous exposure to spyware and adware are probably what spurred both tactical and technical defense measures. Previously standalone equipment and devices are now online, giving them the ability to become intelligent, in addition to computers and mobile devices. To make it smarter, important infrastructure (SCADA) for cities, healthcare, and other industries has been connected to the Internet. People’s lives have become simpler as a result of the Internet’s development. Malware and cybercrime are, however, both on the rise at the same time. Malware cost the American economy, according to the United States Council of Economic Advisers, between $57 billion and $109 billion in 2016. Numerous critical services and businesses have been affected by ransomware incidents around the world, including schools, banks, government buildings, emergency services, hospitals, energy providers, transportation providers, and food producers. Regardless of location, ransomware attackers 74have targeted businesses of all sizes. The financial costs of ransomware are significant on a global scale. Ransomware payments exceeded $81 million in the first quarter of 2021 and exceeded $400 million globally in 2020, demonstrating the commercial motivation behind these actions. In this research paper, we examine the most prevalent forms of malware on the Internet, their effects on society, the motivations behind their development, and their potential for the future. In today’s business environment, the digital platform is the face of marketing. Advertisements are used by businesses to represent their products. Digital technology offers a foundation for the expansion of the company. The malware authors use the same distribution platform to infect users’ systems. The invaders produce numerous malware files and incorporate them into legitimate advertising files so that whenever a user looks at it and installs it in the system, the malware begins to spread, infect, and steal sensitive data from the user’s devices. In order to solve these issues, this paper informs readers about adware, how it spreads, and how to shield their digital devices from adware attacks.

Pages: 18

In order to embrace big data, a multiplicity of challenges in the periphery of technology, people, and/or organizations must be removed. A comprehensive, socio-technical approach is necessary to remove obstacles to obtaining and utilizing big data. The exact strategies recommended for overcoming big data challenges in emerging markets are addressed in this chapter. Thus, these include alterations to the technological infrastructure, an emphasis on privacy, and the promotion of big data and improvement of analytical skills in developing context and beyond.

Pages: 23

Two-way or multi-way communication and promotion of an offer between a business and its customers is at the heart of mobile marketing, a term encompassing the use of any mobile medium, device, channel, or technology to reach consumers. It is becoming more significant in the retailing environment. It has the ability to shift the paradigm of commerce from one in which retailers enter the environment of consumers through anytime, anywhere mobile devices to one in which consumers enter the environment of retailers. We suggest a conceptual framework that includes the consumer, the mobile device, and the retailer as its three main components. The framework handles important concomitant concerns like competitiveness, key mobile properties, major merchant mobile marketing efforts, mobile consumer activities, and mobile consumer segments. The research paper discusses effective retailer mobile marketing techniques, identify the organizational 110and customer-related concerns that need to be resolved, and present potential future study directions.

Pages: 18

The purpose of this study was to unearth the aspects of Internet of Everything (IoE) that can be used for marketers in contemporary business certain. As a result, we feel that the Internet of Everything (IoE) has arisen as an exceptional “Jack” for creating chances for individuals, businesses, governments, and society through the connectivity of the fundamental parts (people, processes, data, and things). In this study, for the first time, the 7 Ps of IoE are formulated and discussed in detail, including people, place, process, physicals, product, pricing (price), and promotion. It is noted that the advancement of the Internet of Everything that clearly shows the continuous quality improvement of human engagement via computers without the requirement of a common location, as well as the provision of better benefits in conjunction with the effective development of information systems.

Pages: 19

A customer’s view, awareness, and/or consciousness of a business or its products and services is a marketing concept known as “consumer perception.” Advertising, reviews, public relations, social media, and other means of spreading word-of-mouth may all have an impact on how potential customers regard a product or service. Companies may use a variety of Facebook features, such as a like-free profile page, to display information about their products and services and solicit feedback from their followers. Third-party app developers were also pushed by Facebook to create programs that contained games, live video capabilities, and events to entice Facebook members. Facebook has been updating its features and adding new and innovative ideas to keep its users intact with the platform and at the same time keep itself abreast with its competitors. To promote business there are numerous features which can now be used for more efficient promotion by promoters. Promoters can post their ads via stories, posts, videos, and other sharing links to their customers which can be further modified into a fuller page of promoter itself. After creating a page of restaurant business, one can add on friends to it and more number of friends creates more fan followings 152of the particular Restaurant in Chennai City. This could lead to a major setback of business on social media sites. Increase in friends following leads to publicity and events could be shared and created by the page. Studying how customers select, use (consume), and discard items and services is known as consumer engagement. Consumer engagement refers to people’s behaviors and decision-making processes when they buy products or services for personal use. Individuals’ decision-making and physical action while purchasing, assessing, utilizing, or discarding products and services is known as “consumer behavior.” The independent variable is FACEBOOK, and its sub-variable is as follows: Surveillance, Social Interaction, Information Sharing, Remuneration, and Entertainment. CUSTOMER ENGAGEMENT is the dependent variable, and its sub-variables include Customer Satisfaction, Customer Commitment, and Customer Trust. In this descriptive research, data will be gathered by the distribution of a questionnaire to 409 restaurant patrons in Chennai City. Smart PLS and correlations will be used in this research to do the structural equation modeling (SEM) analysis. The results of this study show that Facebook has a favorable and considerable impact on customer engagement in restaurants in the city of Chennai.

Pages: 133

No chapter abstract available.

Pages: 21

Public bus transport plays a major role in the growth and development of economies globally. From the transportation of logistics to passenger services, its role cannot be underestimated. The operation of bus transport services has evolved over the years, with several new innovations being embedded in the sector. In addition, the recent outbreak of COVID-19 has also brought about a paradigm shift in the way businesses operate. This study investigates the impact of digital transformation in the bus transport sector in Ghana. The study attempts to explore some benefits and digital strategies to remain competitive in the digital market space. Future research suggestions are given for management decisions and further research works.

Pages: 17

The COVID-19 pandemic has catalyzed a significant shift in consumer entertainment preferences, particularly in India, leading to an accelerated adoption of over-the-top (OTT) platforms such as Netflix, Amazon Prime, and Disney+ Hotstar. Previously dominated by traditional movie theaters and Pay TV services, the entertainment landscape has transformed as consumers, confined indoors, sought more flexible and diverse forms of amusement. This study explores the exponential growth of OTT platforms during the pandemic and investigates the factors influencing this shift among young Indian consumers. Utilizing the uses and gratification theory and niche analysis, the research identifies key elements—content and viewing habits, service costs, convenience, and connectivity—as pivotal in shaping entertainment choices. The findings, supported by logistic regression analysis, highlight that content quality, affordability, and ease of access are the most critical factors driving the popularity of OTT services. As India continues to embrace digital connectivity and locally relevant content, the trend towards OTT consumption is poised to grow, reshaping the future of digital entertainment in the post-pandemic era.

Pages: 18

The main aim of the study is to measure the relationship between teenagers’ attitudes and social media platforms in the Indian context. The paper focuses on all three dimensions of attitude, that is, cognitive, affective, and behavioral. The demographic factors are also considered for examining the impact on teenagers’ attitudes. The descriptive research design has been used for fulfilling the objectives of the study. A total of 1200 students 214have been interviewed to explore the impact of social media platforms on teenagers’ attitudes. The primary data has been collected via pretested well-designed instruments from the age group 13–18 years. The generalized linear regression model was employed for the analysis of primary data. The results of the study indicate that social media platforms have a positive relationship in forming attitudes among teenagers. It was also found the respondents who has larger friend circle spend larger time on social media platforms.

Pages: 14

Given the tremendous advancements in artificial intelligence (AI), machine learning, and other technologies, the rise of machines seems unavoidable. The findings of this study encourage corporate executives to embrace the change and devise strategies to reap the benefits. Robots are here to stay and automate all. Human resources (HR) will have to evolve to keep up with the pace of technology, which will automate the entire HR function. HR are no exception to the interdisciplinary, technological, multichannel, and crossfunctional nature of the future of work. The research survey findings reveal that intelligent robotic systems mark a novel perspective to administrating personnel and improving corporate performance. HR is confronted with a number of opportunities as well as numerous inbuilt challenges related to technology and ethics. The ramifications of robotic automation on HR strategies, such as work substitution, human–robot machine collaboration, visionary decision-making, and learning experiences, as well as HR activities, such as recruitment, training and development, conflict handling, organizational discipline, culture, and work performance, have been highlighted. HR function would need to however transform and collaborate with robotic automation to avoid becoming obsolete.

Pages: 26

Digital transformation healthcare is the application of various technologybased concepts and equipment in healthcare delivery to improve service and customer experience. The foundation of digital transformation is the efficient application of information technology to raise an organization’s productivity and competitiveness. Digital transformation improves care, processes, and consumer health. The core of the digital revolution in healthcare is the client-focused approach to healthcare. The COVID-19 pandemic has made the digital transformation in healthcare more imperative than ever and has been a catalyst for transformation in many other organizations. Because of its positive impact companies are investing heavily in the digital transformation in healthcare. This chapter discusses digital transformation concerning the various approaches in the care delivery itself and preservice as well. With the increased enrolment of healthcare professionals into training, limited skills training facilities in the training institution, and also limited training sites in the clinical setting, leveraging technology to enhance skills training is crucial in telephone medicine, big data, the Internet of Things (IoT), and virtual reality (VR) are some of the instruments of the digital healthcare transition. As the transformation progresses, other important issues to look at are digital leadership and governance on the one hand and cybersecurity on the other. The chapter also gives a brief customer experience. When digital transformation leverages success worldwide, it helps service providers transform their consumer relationships. The value-based 246healthcare transition is already being supported and accelerated by digital transformation, which also involves bridging the physical and digital divide and making it simpler to click, tap, or scroll to access doctors and pay bills. Consequently, beneficiaries get what they want: improved well-being outcomes at reduced costs, convenience, and a better overall experience (World Economic Forum, 2016).

Pages: 19

The advent of technology has brought about massive change in the world of business globally. One of the digital transformation tools that has helped most industries and domains. Hence, the goal of this chapter is to conceptually lay bare artificial intelligence (AI) aspects that help in enhancing customer engagement. The chapter brings up marketing mix (4ps) issues that are affected by AI. Marketers may learn more about their customers, organize them into more effective cohorts, and propel them forward to provide the greatest possible experience by employing AI. It is concluded AI can examine data from customer surveys, news reports, and other sources to forecast future product demand.

Pages: 13

Digital government is a medium, not an end, to improve the delivery of public services; raising public participation; expanding transparency, accountability, and inclusion; and eventually enhancing everyone’s lives. The world is changing and becoming lot more digital than it was in the past. As systems and procedures work to activate the Decade of Action and hasten the achievement of sustainable development goals, e-governance has an increasingly significant role to play in their support. Through successful collaborations, the government will need to interact with stakeholders, such as small- and medium-sized businesses and technological pioneers. In order to adapt to global concerns and pursue sustainable development, a new “digital normal” is required.

Pages: 49

No chapter abstract available.

Pages: 27

This study investigates the impact of social media on the academic performance of students at Tamale Technical University in Ghana, with a focus on perceived ease of use, perceived usefulness, and perceived enjoyment of social media platforms. Utilizing a descriptive survey methodology, data were collected from 300 respondents through purposeful sampling. The research revealed significant positive correlations between perceived usefulness (PU) and both perceived ease of use and perceived enjoyment of social media. Additionally, there was a notable positive relationship between social media use and academic performance, with PU being a significant mediator. Approximately 9.1% of the variation in academic performance could be attributed to the factors studied. The findings underscore the pivotal role of instructors and peers in influencing students’ positive attitudes toward social media for educational purposes. The study recommends promoting awareness and providing training on the beneficial and responsible use of social media to enhance academic success.

Pages: 19

The study demonstrates, through a systematic literature review, the number of studies conducted on the relevance of websites in university branding strategies and student recruitment. The discussions and analysis revealed that there is a lack of studies on the relationship between the university websites (content and functionality), the university brand image, and the university preferences of students. The study, therefore, proposed a conceptual framework that would investigate the effect of websites on university brand image and student recruitment. The university website is a source of information that provides a signal of promise to candidates about the kind of service they should expect from an institution. A successful interaction with a university website by prospective students creates and develops a good brand image for the institution.

Pages: 78

No chapter abstract available.

Pages: 18

The Financial Conduct Authority (FCA), which oversees banking for the Bank of England, has stated that e-banking services and technologies have a great deal of potential to fundamentally alter how banks operate. Banks are motivated to create, manage, and run their own e-banks by the opportunities they provide to meet the demands of current consumers and draw in new potential clients. This book chapter explores the prospects and challenges of e-banking for the Ghanaian banking industry. It displays the insights of a poll of banking executives employed by banks that provide e-banking services.

Pages: 20

The way in which travel firms market their services to customers has undergone tremendous change as a result of the digital revolution. Online travel agencies (OTAs) are becoming more important in the housing industry as a result of the convenience they provide to vacationers. Hotel guests now have the option of doing their research and making reservations online. Based on the literature of the chapter, we discussed OTA, top online OTAs, models of OTA, benefits of OTA, drawbacks of OTA, and customer experience by using OTA. The search identified customer satisfaction, intention to use OTAs, and ease of use and customer issues regarding experience.

Pages: 18

The arrival of COVID-19 has posed a lot of challenges to businesses globally. The purpose of this chapter is to provide a thorough understanding of tourism and hospitality business technology-based resilience from the perspective of the new COVID-19 pandemic. The chapter is basically a literature review. It was found from many studies that Technology-Based Resilience components include the following: Augmented Reality (AR), Wi-Fi 6, IoTs, social media, Big Data, 5G, Robotization, Smart Technologies, Virtual Reality (VR), and AI. In the hospitality sector, this could be used to anticipate customer demands or reduce waste to reduce operating costs. These technologies will help hospitality and tourism firms save money while enhancing customer satisfaction. Their practical applications as well as deeper insights into the hospitality paradigm are all worth exploring.

Pages: 20

Due to social media, hoteliers and others in the hospitality industry may now quickly compare themselves to competitors and use this information to enhance service delivery. The objective of the chapter was to investigate the effect of social media activity and content on consumer satisfaction in the hospitality sector. The chapter identified many different forms of social media, including Facebook, wikis, LinkedIn, Twitter, WhatsApp, Prentest, and TikTok. Customers’ opinions are the finest way to grow a firm. Social networking helps ensure delighted clients. The hotel’s use of social media, the quality of its products and services, and the friendliness of its front-line workers can boost guest satisfaction. The chapter found that social media client experience affected satisfaction. Repeat business and client loyalty are crucial to a hotel’s success. Social media may increase customer satisfaction, attract new consumers, promote new items, ensure client delight, enhance customer service, sell more products, and reduce customer acquisition and retention costs.