Journal of Tourism, Hospitality, and Services Industries Research (JTHS)

Determining Behavioural Intention to Use Artificial Intelligence in the Hospitality Sector of Pakistan: An application of UTAUT Model

2024-08-06T04:57:57+00:00

The main objective of this study is to create and evaluate an empirical model that can forecast the elements that impact users' behavioral intentions when using artificial intelligence. The researchers used the expanded Unified Theory of Acceptance and Use of Technology (UTAUT) to investigate the probability of consumers adopting artificial intelligence (AI). The study focused on four key aspects: the impact on society, performance expectancy, effort expectancy, social influence, and facilitating conditions. The research was extended to include three further variables: perceived privacy risk, behavior intentions, and the adoption of artificial intelligence, to augment the precision of client behavior forecasts. The researchers conducted an on-line poll and obtained 310 answers from the hotel business in Pakistan. The cumulative sample was evaluated using structural equation modelling (SEM) inside the IBM SPSS Statistics V. 29.0 and SMART PLS 4.0.6 framework. The fundamental findings of the study suggest that the main factors driving the acceptance of artificial intelligence are the perceived privacy risk, facilitating conditions, and the behavioral intention to use AI. However, the customers' expectations about performance expectancy and effort expectancy, as well as their assessments on social influence, did not substantially impact their choice to utilize this program. Although it is a recent technology, it helps to eliminate gaps in knowledge in the area and promotes a more comprehensive understanding of the complex relationships between these devices. Moreover, this study offers essential knowledge on the most effective techniques for employing these technologies.

Assessment of Corporate Social Responsibility on Customer loyalty through moderating role of Servant Leadership and Customer Commitment

2024-07-30T14:02:37+00:00

This quantitative research inspects the complicated dynamics of Corporate Social Responsibility (CSR) in Pakistan's telecommunications business and its impression on consumer loyalty. This research uses a comprehensive theoretical framework that accounts for mediating and moderating factors from a 408-person survey. The complicated affiliation between CSR and customer loyalty is examined in this exploration. It examines co-creation, customer satisfaction as mediators and servant leadership and customer commitment as moderators. As evidenced by increased collaborative value creation and customer satisfaction, CSR efforts improve customer loyalty. Pakistan's telecoms business relies on the above factors to link CSR and customer loyalty. Servant leadership and customer commitment have been shown to strengthen these connections, emphasizing the significance of ethical leadership and customer loyalty in maximizing the benefits of corporate social responsibility. This research paper provides a complete framework for integrating CSR with leadership and customer engagement for Pakistani telecommunication enterprises. This paper contributes to scholarly debate on CSR in poor nations. In particular, the research examines CSR, customer loyalty, and leadership dynamics in Pakistan's telecommunications industry.

Role of Ambidextrous Leadership in Enhancing Work Engagement and Organizational Performance.

2024-07-10T15:34:40+00:00

This empirically examined the role of ambidextrous leadership on employees’ work engagement and organizational performance. Ambidextrous leadership encompasses a leader’s capability to stimulate exploitative and explorative activities in employees. A cross-sectional survey was developed, and data were gathered through convenience sampling of N=258 health professionals from government and private sector hospitals from main cities in Pakistan with a condition to have COVID emergency response centers in them so that pressure and crisis management experience must be there in the population of study. The study’s conceptual model was analyzed through structural equation modeling partial least squares with SmartPLS 3 software. Mediation by bootstrap was used to analyze the indirect relationships. Results Ambidextrous leadership was found to have a direct impact on both work engagement (β = 0.236) and organizational performance (β = 0.395). The direct relationship between ambidextrous leadership and employee creativity was nonsignificant. However, the relationships between ambidextrous leadership and work engagement and organizational performance were both mediated by High performance work systems. Finally, the results reveal that organizational performance mediated the relationship between high performance work system and work engagement.
The results show that ambidextrous leadership and high performance work system promote the overall performance of health professionals. Thus, a practical implication is that health-care organizations should recruit, train, and develop their leaders to become ambidextrous leaders, in addition to being aware of the multiple direct and indirect effects of practicing ambidextrous leadership.

The Role of Total Quality Management in Universities: Administrative and Teachers Staff

2024-07-24T13:36:06+00:00

Education quality is considered essential, covering economic, social, cognitive, and cultural aspects of learning. Educational establishments show a significant part in the overall development of the country, society in addition students by providing excellent educational services. Achieving total quality requires creating an innovative, flexible, and learning organization capable of quickly adapting to changes in its environment. In order to develop the quality of education, it is important toward reduce extensive amount of information that students are expected to learn. This is crucial for social and economic development in the twenty-first century. It is recommended that students focus on building a strong foundational knowledge, nurturing creativity, honing problem-solving skills, and fostering a culture of lifelong learning. The chief objective of this research study was to examine the major role of management in ensuring overall quality management within public sector universities in Southern Punjab. The study encompassed all public and private universities in Southern Punjab and employed a simple random sampling technique for data collection. The study's sample consisted of forty-five (45) university instructors and thirty-five (35) administrative staff members. To collect data, a questionnaire utilizing a Likert scale was employed as a research instrument. Data analysis which consisted of t-test, mean, standard deviation, and percentage. The findings from the analysis showed a significant difference in opinions between male and female university employees. Furthermore, it was found that there was minimal variation in opinions between male and female administrative staff members.

Key words: Administrative staff, Public sector, Quality, Management, Deans

The Threats to Coastal and Marine Tourism of Pakistan

2024-07-30T13:40:19+00:00

Coastal tourism is considered to be an economic promoter in several periphery countries around the globe. However, Pakistan suffers through sea blindness. Now after China Pakistan Economic Corridor (CPEC), coastal tourism has been glamourized for socio-economic development of the country. Coastal tourism is a complex activity that involves many sectors, priorities and interests. Thus, sustainability of coastal tourism asks for a concise framework. This study has attempted to identify the potential threats in development of coastal tourism in the country. Data for this study is collected from relevant coastal tourism organisations. The data collected is analysed through Socio-economic, traditional, technological, environmental and political factors, found interrelated. The threats are then put across within major areas like: stakeholders’ collaboration, bio diversity, management planning and political circumstances in coastal tourism. Study recommends macro management initiatives for sustainable coastal tourism. The suggestions can connect coastal tourism with the blue economy, society and environment.

Impact of Domestic Financial Disasters on Islamic Banks Performance in Pakistan: An Empirical Approach

2024-06-01T08:24:44+00:00

This study aims to determine the existence of Islamic banks in Pakistan before and after the domestic financial disaster between (2014-2023). Considering the accessibility of financial statements and reports, the review test was conducted on Meezan Bank, Bank of Islami, and the State Bank of Pakistan (SBP). It was found that the domestic financial disaster had a slight to no negative effect on Islamic organizations. Due to this, it is possible to conclude that Pakistan's Islamic banking industry is resilient and unaffected by the financial disasters affecting the country. Overall, the Islamic banking industry in Pakistan is robust and has the potential to grow further in the future. This shows that the Islamic banking industry in Pakistan is well-positioned to capitalize on future opportunities.

Interpersonal Dynamics in Pharmaceutical Marketing: Understanding the Influence on Doctor Prescription Patterns in Developing Countries

2024-07-11T08:15:17+00:00

By integrating insights from Theory of interpersonal Behavior, this study underscores the significance of interpersonal factors in shaping physician prescribing behavior within the pharmaceutical marketing landscape. The aim of this study was to find out the effect of promotional tools, personal selling and direct marketing among physicians. A cross-sectional study, based on 5 point likert scale, sample size was 550. Unit analysis was physicians. Numerous tests have been performed to determine the impact of promotional tools on physician prescribing decisions. The study found that the effect of direct marketing, promotional tools on physician’s habit persistence are significant. Further, direct marketing and physician’s habit persistence are significant. Mediating effect of physician’s habit persistence between direct marketing and physician’s prescription behavior is significant and mediating effect of physician’s habit persistence between promotional tools and physician’s prescription behavior is significant.

Empirical and theoretical Analysis of Digital and Islamic Banks of Pakistan

2024-07-25T04:39:31+00:00

This paper undertakes empirical and theoretical research on the functioning of digital and Islamic banks in Pakistan, focusing on the growth, models, customer satisfaction, and performance indicators. Islamic banks that operate in line with Shariah laws incorporate some profit-loss sharing mechanisms and have garnered immense growth the world over. On the other hand, digital banks operate strictly online and provide ease and efficiency through easy and fast services to their customers. This study gauges the efficacy of these banking modes in Pakistan based on metrics that include efficiency, liquidity, asset quality, and leverage ratios. The study further collected data from 293 respondents in major Pakistani cities through a well-structured questionnaire that gathered their banking experience. These results give insights into levels of customer satisfaction with the Islamic banks posting impressive performances in many aspects. The paper assumes significance in the continued study of both Islamic and digital banking systems as they affect consumer behavior and the financial sector, with the importance of addressing more current issues arising within the limited sample size and data collection techniques. Islamic banking in Pakistan has seen the light of the day, and in countries with Islamic dominance, further innovation and growth should be nurtured, perhaps to match consumer demand and upcoming challenges in regulation. Islamic banks can further their competitive advantage with strides in technology, openness, and innovation in their services.

THE EFFECT OF JOB SATISFACTION ON ETHICAL BEHAVIOR WITH THE MEDIATING ROLE OF INNOVATIVE WORK BEHAVIOR

2024-09-04T05:50:41+00:00

Ethical behavior plays a very import role in our society especially at work place in organizations from organizational as well as employee’s perspectives. In this study the relationship between job satisfactions and studied with the variable like work place deviant behavior. Also in this study the relationship between the Job Satisfaction and IWB is analyzed. 5-item liker scale were used to analyze the data. The results have shown that there is significant relationship between JS and EB directly and mediating effect of Innovative work behavior enhance the significance level in the model. This study is conducted in Pakistan’s public sector on the population of 200 employees at different level. This research can be replicate in future by watching the impact of Organizational Commitment along with job satisfaction in the model.

The Effect of Abusive Supervision on Work-Family Dispute: The Mediation Function of Psychological Trauma and the Moderating Impact of Support from the Family

2024-07-23T06:40:58+00:00

In this study, we have investigated the association of conflict between work-family and abusive supervision by moderating the function of support from families and utilizing psychological distress as a mediator. Data was acquired from Pakistan's health sector and analyzed using multiple regression to test the premise of this study. This study indicated that abusive supervision has a positive association with work-family conflict, whereas psychological distress serves as a moderator between abusive supervision and work-family conflict. This study indicated that supervisors' unpleasant behaviors might contribute to poor job outcomes and greater mental stress. The study's findings focused on developing knowledge about the factors of negative supervisory behavior and workplace-family disputes.

Impact of Human Resource Management Practices on Project Success in Project Based Organizations with Moderating Role of Project Managers Competences

2024-07-23T06:38:21+00:00

This study aims to examine the impact of human resource management practices on project success in project-based organizations with moderating role of project managers competences. This study unit of analysis is top management, middle tier managers and employees from both IT and construction related public sector organizations of Rawalpindi and Islamabad.The study was based on the field survey and Convenient sampling technique was used. This sampling technique was used for appropriate results with randomized responses of participants and to avoid any type of biasness.Total 275 questionnaires were distributed in Project based organizations, 250 were returned and 221 were usable.Result showed a strong impact on the success of project with Human resource management practices in Pakistan. Factors of HRMP’s have stronger relationship with project success with moderator role of project manager Competences (i.e.., having a high level of certifications and high numbers of years of experience in project management). In the relationship of independent variable with the dependent variable project manager competences acts as a moderator. It is indicated by the findings that there is positive correlation among the variables. This study also examined that Employee Recruitment and Selection, Employee Training and Development, High Performance Work Practice, which are the factors of the Human Resource management practice, have high strength on project success in the occurrence of project manager competences.

Influence of Virtual Reality (VR) Experience on Customer Purchase Intention in the Real Estate Industry of Pakistan

2024-07-23T06:34:36+00:00

Property technology has introduced the real estate sector to new opportunities, such as the use of virtual reality (VR) technologies by real estate agents for property marketing purposes. Virtual reality will enable a global network of linked digital environments that will integrate commercial activities, commerce, education, entertainment, and social interactions. This study uses data from239 potential buyers to examine how the virtual reality experience (VRE) affects Pakistan-Islamabad real estate buyers; buying intentions. Moderation and mediation effects are analyzed using SPSS PROCESS model 5 and hypothetico-deductive reasoning. This research examines consumer behaviour, cognitive states, personal innovativeness, and VR technology experience. The findings show that virtual reality (VR) improves buyers; property visualization, which increases their purchase intentions. These results imply that real estate VR technology meets and may improve customer expectations and purchasing intentions. The moderate hypothesis that personal innovativeness has no statistically significant impact is rejected since it hardly appears. VR should be combined with other novel technologies and examined for its long-term implications on customer purchase intention to ensure effective marketing.