Mercados y Negocios

Editor’s Letter

Tania Elena — Thu, 01 May 2025 00:00:00 -0600

We are excited to share the 55th issue of Mercados y Negocios, which reflects our growing international reach. We sincerely want to thank the scientific community for its trust and support. As part of our commitment to fostering research and development, we remind our authors that Mercados y Negocios welcomes resubmission of rejected papers. This policy allows reviewers to provide feedback that helps authors refine their work and encourages a constructive dialogue to strengthen research contributions.

Benefits of digital training approaches on non-banking economic divisions in India

Palak Dev, Garima Sainger — Thu, 01 May 2025 00:00:00 -0600

The current research examines the benefits of digital training approaches in non-banking economic divisions in India. The present study adopted quantitative analysis employing the SPSS version 23 software package. A structured questionnaire survey method is used to collect the data from employees working in the non-banking economic division, and a purposive sampling approach is used for analysis. The objective of the method is to collect data relating to employees' insights concerning adopting digital training. ANOVA, frequency, and regression tests are executed in research. The study's outcomes revealed the prevalence of digital training in non-banking institutions and the significance of online learning platforms in offering practical training to employees. Furthermore, the study also evaluates the impact of digital training approaches on employee performance in the organization. The study recommends implementing online learning platforms in non-banking financial institutions to accomplish organizational objectives.

Impact of E-Service Qualtiy of Mobile Application on Customer Perceived Value

Rohit Kumar Sharma, Sanjeev Padashetty — Thu, 01 May 2025 00:00:00 -0600

The present study examines the effect of mobile app service quality on consumer perceived value (CPV) in online shopping in India, specifically in Bengaluru, and customer satisfaction (CS) on CPV. A quantitative research method was employed, in which the researchers collected data from 222 randomly selected consumers using structured questionnaires and interviews. The analysis was completed in R Studio with analyses including discriminant validity, confirmatory factor analysis, and structural equation modeling (SEM). The findings show that mobile app service quality significantly affected CPV, with reliability and consumer service being the most critical dimensions. In contrast, content quality was the least essential dimension. Additionally, CS significantly positively affected CPV and partially mediated the relationship between content quality, navigation, visual design, contact, and CPV.

Situational Impulsive and Compulsive Online Purchase of Fashion Products in Generation Z

Thu, 01 May 2025 00:00:00 -0600

This study investigates the situational factors influencing impulsive and compulsive online purchases of fashion products among Generation Z. The findings indicate that financial management has a negative and significant effect on impulsive buying, meaning that better financial management reduces the likelihood of impulsive purchases. On the other hand, materialism and socioeconomic status positively and significantly affect impulsive buying, showing that stronger materialistic traits and higher socioeconomic status increase unplanned purchasing behavior.

Time affluence demonstrates a positive but insignificant effect, suggesting that having ample time does not necessarily influence impulsive buying decisions. Additionally, impulsive buying is found to have a positive and significant impact on compulsive buying, indicating that unplanned purchases, combined with emotional attachment to fashion products, escalate into compulsive buying behavior.

The study's limitations include a focus solely on Generation Z and fashion products purchased online, which restricts its generalizability to other generations and product categories. These findings offer valuable insights into understanding and managing impulsive and compulsive buying behaviors in the online fashion retail context.

Nintendo and the Blue Ocean Strategy: Designing the Four Actions Matrix

Adan Jacinto Flores Flores — Thu, 01 May 2025 00:00:00 -0600

The purpose of this article is to analyze the strategies adopted by Nintendo within the framework of the four-action matrix of the BOS (i.e., eliminate, reduce, increase, and create). Documentary research was implemented by scrutinizing the scientific bases of information accessible in electronic media (e.g., Web of Science and Scopus). For each of the four actions of the matrix, the following factors were identified: 1. eliminate the expensive face-to-face conferences; 2. reduce the graphic power of the video game console, the budgets, and the deadlines in the development of video games; 3. increase: the brand extension; and 4. create: nostalgic feeling. This study provides lessons and teachings to be considered by organizational strategists when designing strategies that leverage distinctive characteristics into competitive advantages that satisfy both established objectives and customer desires and expectations. Furthermore, the work can be a reference framework in subsequent empirical research.

Environmental Consciousness and Adoption of Green Banking Services

Akhila K H, Nedumaran G — Thu, 01 May 2025 00:00:00 -0600

This article explores the relationship between customer awareness and the adoption of green banking services at the State Bank of India (SBI) in the Malabar region. The outcome reveals the factors influencing the adoption of these services and the associations between customer awareness and the adoption of Green Banking Services (GBS) in SBI. The SBI has implemented various green banking services to reduce the environmental impact. Customer awareness of these green banking practices is significant, with studies showing that most customers know such services. However, the adoption rate can vary based on customer age and awareness. In the Malabar region, exploring this relationship would involve assessing how aware customers are of these services and how likely they are to adopt them, potentially influenced by factors such as age, education, and environmental consciousness.