Business Management

Experiencing the Phygital Retail

Editors: Punita Duhan, MBA
Anurag Singh


In production
Pub Date: Oct 2018
Hardback Price: $149.95 US
Hard ISBN: 9781771887144
Pages: Approx 397p w/Index
Binding Type: hardback
Notes: 10 color and 50 b/w illustrations

This volume presents a pragmatic approach to understanding and capitalizing on contemporary m-commerce trend. It comprehensively encapsulates the evolution, emergent trends, hindrances and challenges, and customer perceptions about various facets of how physical and online retail channels are merging, blurring, and influencing each other in new ways.

The rapid rise of m-commerce (or mobile commerce) has led to the emergence of new paradigms in the marketplace. The difference between physical and digital retail is diminishing, and a new “phygital retail” phenomenon is on the rise. Marketers need to understand this emerging paradigm and consider the new opportunities and challenges involved. This volume, M-Commerce: Experiencing the Phygital Retail, provides a comprehensive discussion of the contemporary m-commerce concepts along with the emerging paradigms in a pragmatic way. It presents empirical analyses and reviews on the myriad aspects of m-commerce, including both contemporary academic and business research.

The volume begins with an overview of the evolution, history, characteristics, features, and applications of m-commerce. It goes on to compare m-commerce and e-commerce and to explain the trends, applications, tools and technologies, and SWOT (strengths, weaknesses, opportunities, and threats) analysis of mobile commerce, facilitating effective business models for m-commerce.

Chapters look at a model to evaluate the success of mobile commerce and customer feedback in the form of reviews and customization of products and services, which are important factors for new age customers. Several chapters focus on issues, challenges, opportunities, and emerging forms and frontiers of shopping due to amalgamation of the digital and physical.

Also discussed are a variety of possibilities of m-tourism and mobile learning as well as a mobile commerce service quality (m-CSQ) scale to measure service quality. The roles of mobile phones and m-commerce in economic development are considered as well.

With contributors from experienced researchers, the volume provides a wealth of valuable information on this emerging trend. It will be of vast interest to marketing practitioners, academicians, researchers, and students of e-commerce, m-commerce, and digital marketing.

Key features:

  • Provides a pragmatic approach to comprehending contemporary M-Commerce concepts along with the emerging paradigms
  • Explores the emergent trends and embryonic technologies in the arena of m-commerce
  • Points to future trends, possibilities, and research avenues in M-commerce
  • Brings together the current research on M-commerce from researchers from around the world
  • Provide insights into consumer behavior, buying processes, mobile literacy levels, including in rural and underdeveloped areas, and impediments to go mobile

1. M-Commerce: Meaning, Evolution and Growth
Mithun Shrivastava, Devika Prakash, and Vir Ved Ratna

2. What’s New with Mobile Commerce?
Henrique Schneider

3. Mobile Commerce: Evolution and Trends
Padmini Tomer

4. Success Factors of M-Commerce: A Customer Perspective
Anu G. Aggarwal, Gunmala Suri, and Himanshu Sharma

5. Driving Forces of M-Commerce
Kulvinder Kaur Batth

6. Encumbrances in M-Commerce: A Demographic Context
Nidhi Singh and Shubhi Agarwal

7. Let’s Get Phygital: M-Commerce as a Crusader for “Phygital” Retail
Priyanka Singh, Gursimranjit Singh, and Maninder Singh

8. M-Commerce: Crusader for “Phygital” Retail
Shivani Arora and Anukriti Verma

9. Factors Deterring the Adoption of M-Tourism in India
S. Meera and A. Vinodan

10. Adoption of M-Commerce Among Women: An Empirical Study in India
Anushruti Vagrani, Dilpreet Kaur, and P. Vigneswara Ilavarasan

11. Mobile Learning: Factors Affecting Students’ Adoption in Higher Education
Amandeep Kaur, Nidhi Sharma, Ruhee Mittal, And Anshu Lochab

12. An Empirical Investigation of Adoption and Satisfaction of M-Commerce Users in the Selected City of Gujarat State: A Case Study of Vadodara City
Parag Sunil Shukla, Parimal H. Vyas, and Madhusudan N. Pandya

13. M-Commerce: A Boon or Bane for Grocery Shoppers
Anuja Shukla and Shiv Kumar Sharma

14. Measuring Mobile Commerce Service Quality: A Review of Literature
Amit Shankar and Biplab Datta

15. Is India Poised for M-Commerce in the Cashless Milieu?
Arindam Chakrabarty

16. M-Commerce at the Bottom of the Pyramid: Insights from Asia
Farrah Zeba, Musarrat Shaheen, and Rambalak Yadav

17. Vigor of M-Word of Mouth in Consumer Epoch
Yog Mishra, Anurag Singh, and Punita Duhan


About the Authors / Editors:
Editors: Punita Duhan, MBA
Faculty, Business Administration, Meera Bai Institute of Technology, Department of Training and Technical Education, Government of NCT of Delhi, India

Punita Duhan, MBA, is a faculty member in Business Administration at the Meera Bai Institute of Technology, operating under the Department of Training and Technical Education, Government of NCT of Delhi for the last 18 years. She is currently pursuing research in social media at the Institute of Management Studies, Banaras Hindu University, Varanasi, India. She has published more than 12 research papers with prestigious national and international publishers and has also published an edited book, Managing Public Relations and Brand Image through Social Media. Another book, Radical Reorganization of Existing Work Structures Through Digitalization, is in press. She is also on editorial boards of prestigious peer-reviewed journals. In addition, she has been actively involved in curriculum development and E-content development for various universities, National Institute of Open Schooling, and Central Board of Secondary Education and Technical Education Departments of Delhi and Haryana state in the management area. She has attended more than 30 training programs and workshops and has organized almost a dozen seminars, conferences, and workshops.

Anurag Singh
Associate Professor, Institute of Management Studies, Banaras Hindu University, India

Anurag Singh, PhD, is an Associate Professor at the Institute of Management Studies, Banaras Hindu University, India. He has more than 17 years of experience in teaching, research, and training and is currently guiding doctoral research and master’s dissertation students. Dr. Singh has published more than 45 research papers in refereed journals and edited volumes. Dr. Singh has presented research papers at more than many national and international seminars and conferences on the contemporary issues in management. He has organized several conferences and workshops and has chaired a number of technical sessions. In addition to his active involvement as a trainer for various government departments (including at such places as the Ministry of Micro, Small & Medium Enterprises [MSME], Paschimanchal Vidyut Vitran Nigam Ltd. [PVVNL], and Indian Oil Corporation Ltd.), he has often been invited as a soft skill trainer by various management institutions. Dr. Singh has developed a curriculum for several management institutions in India. He has completed a research project funded by Banaras Hindu University and has also edited two books, Integrated Marketing Communication: A Research Agenda and Managing Public Relations and Brand Image through Social Media. He has contributed as a national advisory board member of several workshop and conferences organized in the field of commerce, management, and library science and technology. Dr. Singh is currently serving on the editorial boards of more than a dozen journals of management and is on reviewer boards of many journals as well.

Prior to taking his present assignment, Dr. Singh has worked with FMS, Gurukul Kangri University, Haridwar, Uttarakhand and Department of Business Administration, Assam University, Silchar, Assam.

He received his MBA from the Department of Business Administration at Bundelkhand University, Jhansi, India, with a specialization in marketing and human resource management. He received his PhD in marketing from the Faculty of Management Studies, Gurukul Kangri University, Haridwar, Uttarakhand, India.

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