Editors

DR IRA BAPNA
PROF H S SALUJA
PROF
PROF VISHAL SOOD
PROF
DR MANDIP GILL
PROF KRISHNA N MISHRA
PROF

EXCEL BOOKS
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ISBN: 978-93-5062-183-7

First Edition: New Delhi, 2013

Copyright © 2013, Dr Ira Bapna, Prof H S Saluja, Prof Vishal Sood, Dr Mandip Gill and Prof Krishna N Mishra
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Contents

Preface xv
Acknowledgements xvii
About the Editors xix
List of Contributors xxi
PART I: FINANCE
Chapter 1 Can a Country Claim Bankruptcy and Can Everybody
Have a Steak Once a Week? 3
Ulf Hanning
Chapter 2 Relationship between Macro Economic Variables and Crude Oil
Prices in India: A Study of Dynamics of Price Innovation 10
Prof. Vishal Sood, Dr. Ira Bapna, Dr. N. K. Totala and Prof. H. S. Saluja
Chapter 3 Dynamics of Corporate Events into Stock Prices in India: Testing the
Semi-Strong form Efficiency of BSE Sensex Companies 24
Prof. H. S. Saluja, Dr. Ira Bapna, Dr. Sunita Totala and Prof. Vishal Sood
Chapter 4 Testing Weak form Market Efficiency of Indian Stock Market: An
Innovative Study of BSE Indices 36
Prof. H.S. Saluja, Dr. N.K. Totala and Prof. Vishal Sood
Chapter 5 An Econometric Analysis of Dynamic Innovations in Gold
Price Volatility in India 45
Prof. Vishal Sood, Dr. Ira Bapna, Dr. Sunita Totala and Prof. H. S. Saluja
Chapter 6 An Eminent Study on the Characteristics and Determinants of
FDI in Ghana 58
M. Daniel Rajkumar and Mr. Emmanuel Attah Kumah
Chapter 7 We Need to Change it and Change it Now 66
Dr. G.S. Bhalla
Chapter 8 Construction of an Optimal Portfolio: An Application to Sharpe’s
Single Index Model “with Special Reference to Nifty Midcap” 71
Dr. Nitin Tanted and Akhilesh Jat
Chapter 9 A Study of Risk Reversal Strategy as a Predictor for the USD-INR
Exchange Rate Movements 88
Dr. Yamini Karmarkar, Muskan Karamchandani and Gunjan Khushalani
Chapter 10 An Empirical Study of Treasury Management Practices across
Indian Industries 104
Dr. Dinesh D. Harsolekar and Svetlana Tatuskar
Chapter 11 Investigation of Causality between FIIs and Mutual Fund
Investment in India 115
Charu Gupta, Kanishka Jain and Rakesh Shahani
vi  Dynamics of Innovative Practices in Management

Chapter 12 A Study of Green Finance: Innovating the Role of Financial

Institutions in Sustainable Development 124
Abhishek Y. Dikshit and Preeti A. Dikshit
Chapter 13 Position of Microfinance all the Way through Self-help Groups:
Opportunity and Apprehension 135
Dr. Navneet Joshi and Mr. Anudeep Arora
Chapter 14 Checking the Consistency of the Performance of Select Large Cap
Mutual Fund Schemes across Benchmarks 147
Shikha Jain, Aakanksha and Rakesh Shahani
Chapter 15 Impact of Merger Announcement on Indian Capital Market: A Study 158
Renu Shukla, Dr. Vishnu Mishra, Dr. Pratima Jain and Peeyush Bangur
Chapter 16 Women in the Boardroom and their Impact on e-Governance 171
Dr. Preeti Singh, Bharti Arya and Dr. Manish Arya
Chapter 17 Effect of International Listings by Indian Companies on
Liquidity and Volatility of their Shares Listed Domestically 179
Muskan Karamchandani, Sandeep Hanumant and Savera Jain
Chapter 18 An Associative Study of Extrinsic Demographic Variables and
Investment in Tax Saving Schemes 198
Dr. Shefali Tiwari, Prof. Nitikesh Mittal and Prof. Praveen Verma
Chapter 19 Stock and Environment: Are they Related? 208
Sonam Arora and Dr. Hanuman Prasad
Chapter 20 A Study on Impact of Agricultural Commodity Future Prices on
Food Inflation in India 215
Meenal Sharma and Sumit Kumar Suman
Chapter 21 An Analytical Study of the Performance of Public Sector and
Private Sector Life and Non-Life Insurance Business in India 224
Abhay Gupta and Anju Agrawal
Chapter 22 Liquidity and Profitability Trade-off Analysis: With Special
Reference to Select FMCG Companies 232
Ranjana Patel and Madhuri Mundhra
Chapter 23 Challenges for FDI in Rural India 250
Nitin Jain
Chapter 24 Role of Microfinance for Women Micro-entrepreneurship
Development: A Case Study of Handicraft Worker in Gujarat 260
Ruchi D. Patel
Chapter 25 Why Entrepreneurship?: A Study of Students in Professional
Education 266
Vinod Kumar Mishra
Chapter 26 The Impact of Bonus Announcement on Price and
Liquidity of Stocks: A Study 274
Sumit Chaturvedi, Dr. Pratima Jain, Peeyush Bangur and
Dr. Vishnu Mishra
 Contents  vii

Chapter 27 Scenario of Indian Venture Capital Industry 284

Harshika Gabbad and Dr. L. K. Tripathi
Chapter 28 Microfinance: Role in Women Empowerment 292
Dr. Akanksha Singhi and Dr. Seema Vyas
Chapter 29 Economic Growth and Inflation: A Reflection from Indian Economy 303
Mukesh Kumar Solanki and Dr. Vinod Sen
Chapter 30 Foreign Direct Investment (FDI) in Indian Retail Industry: Challenges
and Impact on Indian Economy 313
Pallavi Kapooria
Chapter 31 Economic and Entrepreneurship Development through Micro,
Small and Medium Enterprise Sector in India: A Developmental
Perspective 320
Sazzad Parwez
PART II: MARKETING
Chapter 32 Dynamics of Sensory Marketing: An Age and Gender-Based
Study on Coffee Parlors in Indore City 333
Anushruti Neema and Dr. Ira Bapna
Chapter 33 Impact of Demography on Service Tangibility Perception: Study of a
Nationalized Bank 345
Dr. Pooja Jain and Krishna N. Mishra
Chapter 34 An Exploratory Study Analyzing Consumer Buying Behaviour
with Reference to Sports Footwear Segment in Indore City 355
Dr. Mandip Gill and Dr. Gayatri Sharma
Chapter 35 Environment-friendly Car: Challenges ahead in India 364
Prof. Dr. Nitin Joshi and Prof. Dr. P. S. Rao
Chapter 36 Consumer Preference towards Multinational and Private
Label FMCG Brands 376
Dr. Geeta Nema and Prateek Dudhale
Chapter 37 Perception of Viewers towards Surrogate Advertising:
An Exploratory Study 386
Dr. Pooja Jain, Dr. Yamini Karmarkar and Aparna Mishra
Chapter 38 An Empirical Study on Consumer Preference towards Green
Marketing in Bhopal City 394
Prof. Akash Tiwari and Prof. Divya Tiwari
Chapter 39 Digital Marketing Communication in Customer
Relationship Management 404
Shruti Paadliya Maheshwari and Dr. Preeti Singh
Chapter 40 An Analysis of Rural Markets of India 411
Dr. Preeti M. Kulkarni
Chapter 41 A Study on the Impact of Service Quality on Customer's Retention
Towards SBI (State Bank of India) Online Banking Services 425
Prof. Kavita Tiwari, Dr. Rajendra Singh and Mr. Raj Singh
viii  Dynamics of Innovative Practices in Management

Chapter 42 An Empirical Study on the Effect of Service Quality on Customer

Satisfaction with Reference to Retail Sector 439
Rani Sharma and Ms. Shilpi Mehta
Chapter 43 Use of IT in Marketing 449
Prof. Vidya R. Sonawane
Chapter 44 Study of Customer (Patient) Satisfaction and Service
Quality of Hospitals in Indore 458
Jaya Nema, Dr. Rajendra Jain and Dr. Kunal Rawal
Chapter 45 An Analysis of Customer Satisfaction towards Service Quality in
Retail Outlets 467
Geeta Tomar, Dr. Kamran Sultan and Dr. Kehkashan Kamran
Chapter 46 Factors Affecting Word of Mouth for Restaurants in Tier-2 Cities 472
Dr. Prerna Kumar and Kuntal. L. Sharma
Chapter 47 Analysis of Factors Affecting Choice of Retail Store
Location at Indore City 479
Dr. Poorva Ranjan and Dr. Anant Gwal
Chapter 48 Cause Related Marketing as Customer Relationship Strategy
Adopted by Indian Marketers 490
Prof. PK Agarwal, Dr. Gurdip Singh and Dr. Bhavna Agarwal
Chapter 49 Study the Attitude of Customers towards Health Insurance Policies 500
Dr. Sujata Parwani, Dr. Geeta Nema and Dinesh Bharti
Chapter 50 A Study of Customer Satisfaction from Shopping Malls with
Reference to Ujjain City 512
Satnam Kour Ubeja
Chapter 51 Transformation of Paper-based Advertising to Digital Advertising 526
Ms. Vibha Gupta and Dr. Rajendra Singh
Chapter 52 An Analytical Study on Integrated Marketing Communication in
Retail Sector in Southern Rajasthan 533
Tanuja Singh, Prof. (Dr.) Karunesh Saxena, Kiran Soni and Jyoti Jain
Chapter 53 Impact of Television Advertising on Buying Behaviour 543
Dr. Sukhjeet Kaur Matharu and Prof. Manish Joshi
Chapter 54 Consumer Attitude towards 'Green' Purchases 550
Tanushree Shrivastava and Dr. Preeti Singh
Chapter 55 Impact of Servqual and Customer Satisfaction on Customer
Loyalty of Bharti Airtel in Indore 559
Prof. Krishna Narayan Mishra, Prof. Divya Purohit,
Prof. Anandita Chattergee and Prof. Arunika Johri
Chapter 56 Mobile Phone Users' Behavior and Service Uses: A Study of
Consumers of Madhya Pradesh and Chhattisgarh 567
Dr. Nisha Dani
Chapter 57 A Study of the Effect of Internet Marketing on the Purchase Pattern
of the Households of Towns With Special Reference to Jabalpur 582
Dr. Uma V.P. Shrivastava and Jeetendra N. Mulkikar
 Contents  ix

Chapter 58 A Study of Corporate Social Responsibility in Mini-Ratna

PSU's in India 592
Dr. Geeta Nema and Shazia Khan
Chapter 59 Rural Consumers' Behaviour Regarding Non-Durable Goods: A Study
in Ahemadnagar District of Maharashtra State In India 602
Dr. M.A. Thorat and Dr. Subhash M. Vadgule
Chapter 60 A Perceptual Study on Consumer Preferences for Branded Fast
Food Retail Outlets 614
Dr. Rajeev K Shukla
Chapter 61 Indian Rural Market: Indiscernible Boundaries with
Potentials Abound 622
Prof. Arpit R. Loya
Chapter 62 Branding Strategies of e-Commerce Companies in Indian Scenario 633
Dr. Rishi Sharma and Dr. Shivani Sharma
Chapter 63 Surrogate Advertising: A Unique Dimension of Advertising 638
M.S. Ghuge, Dr. Kamran Sultan, Ms. Geeta Tomar and Dr. Kehkashan
Kamran
Chapter 64 Study of Customer Awareness for Safety Measures: With
Reference to Fire Safety at Shopping Malls in Indore City 643
Bhanu Pratap Singh and Dr. Vivek Sharma
Chapter 65 Corporate Branding and Sustainability through Corporate Social
Responsibility 651
Abdul Alim Khan
Chapter 66 A Study of Impact of Domestic Procurement in SEZ Exports: With
Reference to SEZ Pithampur 659
Shuchi Khandelwal and Dr. Nishith Dubey
Chapter 67 Emerging Trends of Rural Markets in India 665
Ankita Pandey
Chapter 68 Green Marketing: Prospects for Innovation 672
Dr. Babita Kadakia, Ms. Chandni Keswani and Ms. Savita Punjabi
Chapter 69 Consumer Perception of Brand and Quality 680
Krati Saxena and Navin Mathur
PART III: HR
Chapter 70 Impact of Age on Income Satisfaction and Job Satisfaction
Leading to Turnover: A Study of Young Faculty in Professional
Institute of Indore 695
Raman Makhija, Gitanjali Shrivastava, Sweta Khandelwal
and Mrinal Pant
Chapter 71 General Anti Avoidance Rules (GAAR) in India 704
Dr. Suresh Patidar, Dr. Sujata Parwani and Shikha Chaturvedi
Chapter 72 A Study of OCTAPACE Culture as a Facilitator of Conflict
Management in Select Service Organization 711
Sapna Premchandani
x  Dynamics of Innovative Practices in Management

Chapter 73 Impact of Emotional Intelligence on the Academic Performance of the

Faculties of Management in Indore: An Empirical Study 721
Dr. Sofia Sadique, Prof. Rani Sharma and Ms. Darshini Dev
Chapter 74 Pre-training Expectations and Post-training Experience of
Employees in the Service Sector: An Empirical Study 731
Dr. Mandip Gill and Dr. Gayatri Sharma
Chapter 75 The Impact of Emotional Dissonance on Turnover Intentions of
Medical Representatives of Pharmaceutical Companies
Functional at Indore, M.P. 740
Prof. Neetika Shrivastava
Chapter 76 Encouragement of Creativity at Adolescence Stage 748
Prof. Kamna Lad, Prof. Nivrati Mishra and Prof. Ankita Pandey
Chapter 77 Burnout in Service Sector: A Literature Review 754
Gitanjali Shrivastava and Dr. Ira Bapna
Chapter 78 Impact of Human Resource Practices on Employees' Performance in
Management Institutes of Indore 762
Dr. Sofia Sadique, Ms. Rani Sharma, Mrs. Zeenat Khan and
Ms. Bhawna Pal
Chapter 79 A Study of Organizational Culture as a Critical Success
Factor in Banking Sector 768
Dr. Hanuman Prasad and Varsha Maheshwari
Chapter 80 E-HRM Practices in Service Sectors: A Literature Review 775
Kratika Neema and Dr. Ira Bapna
Chapter 81 Factors Affecting Organizational Commitment in Nationalized Banks 787
Inderpreet Gandhi and Dr Anukool Hyde
Chapter 82 Role of Quality of Work-life in Enhancing Organizational
Commitment on Service Sector in Indore 798
Ms. Neha Bhopatkar
Chapter 83 Managing Gender Diversity in Indian Companies: Building on
Women Power 809
C. Kavitha
Chapter 84 A Study of E-HRM in Service Sector versus Manufacturing Sector
Companies of Madhya Pradesh 814
Prof. Namita Hirwani and Prof. Suhas Dhande
Chapter 85 A Study of Quality of Work-life and Organisational Commitment
amongst Employees of Banks 827
Barkha Gupta and Anukool Manish Hyde
Chapter 86 A Study of Human Resource Development Climate in MP Board
Schools of Indore 838
Deepa Katiyal, Nikky Ahuja and Suresh Patidar
Chapter 87 Role of Strategic Human Resource Management in Today's
Corporate World 846
Chitranshi Verma and Dr. Gyanandre Tripathi
 Contents  xi

Chapter 88 Impact of Perceived Organizational Stress on Employee

Engagement in Private and Public Sector Banks 857
Archana Shrivastava and Dr. Anjali Srivastava
Chapter 89 A Study on Spiritual Quotient and its Relationship with Work
Performance in Service Sector of Orissa 871
Dr. Durga Sankar Sarangi and Anouja Mohanty
Chapter 90 A Study on Organizational Citizenship Behaviour among Teaching
Professionals of Indore City 879
Anuradha Pathak, Dr. Pragya Sharma, Manohar Kapse and Swati Kapse
Chapter 91 Feminist Ethics: An Attempt to Revive Depreciating
Entrepreneurship Values 889
Deepa Chatterjee
Chapter 92 Impact of Leadership Styles on Organizational Effectiveness 898
Dr. Babita Agarwal and Namrata Kapoor (Kohli)
Chapter 93 Development of Rural Women Entrepreneurs through Information
and Communication Technology in Karnataka 910
Parveen Kittur
Chapter 94 Knowledge Management: An Integrated Approach towards the
Increasing Pace of Professional Management 921
Dr. Babita Agarwal, Dr. Vishnu N Mishra and Prof. Kshama Ganjiwale
Chapter 95 An Exploratory Study of Co-rumination at Workplace in
Academicians of Indore 929
Farhat Ali Syed and Dr. Vivek Sharma
Chapter 96 Impact of Job Stress on Job Satisfaction among Faculties of
Professional Institute in Indore City 937
Dr. Gayatri Sharma and Prof. Sapna Premchandani
Chapter 97 An Analysis of e-Human Resource Management Practices: A Case
Study of BSNL Bhopal 944
Prof. Manish Bhandari and Prof. Preeti Tripathi
Chapter 98 Innovative Strategies for Entrepreneurship Organisations in India 952
Dr. R. Jangalwa and Vinod Mishra
Chapter 99 Self-awareness in Educational Institute Employees with
respect to their Employment 964
Sadhana Nighojkar, Anand Nighojkar and Deepak Shrivastava
Chapter 100 Impact of Innovative Technology on Organizational Performance 977
Rahul Deo and Namrata Kapoor (Kohli)
Chapter 101 Potential of Indore as a Pilgrimage Destination 985
Ms. Vibha Gupta and Mr. Arpit Neema
Chapter 102 Knowledge Management and Its Dynamics 991
Vinamra Nayak
Chapter 103 Evaluation of Managerial Skills of Generation-Y 1003
Sarabjeet Singh
xii  Dynamics of Innovative Practices in Management

Chapter 104 A Study of Self-efficacy for Managing

Conflict in Manufacturing Sector 1009
Sapna Premchandani and Dr. Jyoti Sharma
Chapter 105 Ethical Issues in HR 1022
Prof. Garima Shrivastava
Chapter 106 Innovation: An Effective Strategy 1034
Dr. Chandrashekhar Aronkar
Chapter 107 A Study of Conflict Management Styles in Educational Institutions:
An Instrument for Organizational Dynamics 1039
Dr. Alok Mittal, Soniya Shah and Kala Mohan
Chapter 108 WATCH Method: A Tool of Transformational Leadership 1050
Dr. V.G. Sadh
Chapter 109 Leadership Qualities of Lord Hanuman 1056
Prof. Kamna Lad and Prof. Vivek Sharma
Chapter 110 Significance of Political Competence in Organizations 1061
Heena Dhanotia
Chapter 111 All-round Development of Strategic Talent Management 1066
Dr. Rita Jain
Chapter 112 Predictors for Employee Engagement: A Case Study 1077
Dr. Kapil Dev Sharma
PART IV: IT
Chapter 113 Impact of e-Banking Services on the Customer Satisfaction at the
Global Platform with reference to Indore City 1097
Prof. Ashish Paliwal
Chapter 114 A Comparative Study of Innovative Teaching Methods: Traditional
vs Digital 1105
Prof. Swati Sood and Prof. Bhavna Kabra
Chapter 115 Impact of e-Banking on Customer Satisfaction in Indore City: An
Empirical Study 1115
Surendra Malviya, Ashish Paliwal and Nisha Siddiqui
Chapter 116 e-Servqual Model in Internet Banking: A Case Study of Bilaspur City 1122
Dilip Kumar Jha and Durga Sankar Sarangi
Chapter 117 The Role of Artificial Intelligence in Supply Chain Management 1131
Prof. Kapil Kumar Suri
Chapter 118 e-Learning: An Empirical Study 1142
Tusshar Mahajan and Dr. Sonia Gupta
Chapter 119 Data Mining Techniques: The Role of Data Mining in
Decision-Making Process 1148
Mr. Subhash Chandra Gupta
Chapter 120 e-Governance Through Cloud Computing 1157
Sanjeev Verma
 Contents  xiii

Chapter 121 Business Intelligence: New Tool of Business 1167

Prof. Kapil Kumar Suri
Chapter 122 Case of Logistics and Information System (LIS) vis-a-vis
McDonald's 1183
Dr. Anubha Vashisht and Aakanksha Uppal
Chapter 123 IT Applications in Business 1191
Prof. Nilesh S. Jambhulkar
Chapter 124 Hardware Implementation of Neural Network Using VHDL 1200
Anand Pratap Singh, Girraj Prasad Rathor and Rajiv Pathak
Chapter 125 Real Organisation and Virtual Organization: A Comparative Study of
Selected Commercial Banks 1212
Vivek Uprit and Dr. Chaya Mangal Mishra
Chapter 126 IT Applications in Business through Data Mining: With Special
Reference to Banking and Finance 1224
Prof. Yogita P. Nagpure
Chapter 127 Management Information System (MIS) 1238
Prof. Pradnya Patil
Preface

When memories exceed dreams, the end is near. The hallmark of a truly successful organisation is
the willingness to abandon what made it successful and start afresh.
–Friedman, 2005
'Dynamics of Innovative Practices in Management' is the central theme of the first
International conference organised by Maharaja Ranjit Singh College of Professional Sciences,
Indore. The theme is relevant with the basic idea of incessant growth and success for every
individual and business organisation in this era of 'Vasudhaiva Kutumbakam'. This is the
second time that we are coming up with conference proceedings, comprising selected research
papers presented at the conference in person or through Skype. It is for the first time that
we have come up with the soft version of proceedings with the punchline 'Save Paper, Save
Trees' with corporate social responsibility sown deep in our hearts. The motto behind this
proceeding is to spread the knowledge stirred up during the conference to be assessed by
corporates, professionals and individuals in their streams.
Dynamics of innovation implies the synergy, networks, creativity and positive accidents in
the paradox of industries and business life. The urge for innovativeness is crucial for the
success of businesses, organisations, and geographical regions in the face of ever-constraining
global competition. The main goal of the globalised world is to develop innovativeness and
related processes into a more sensitive, efficient and result-driven direction. This standpoint
is mentioned as a goal in various instances with regard to economic, science, and technology
policies, and it concerns the public sector, higher education, and business life alike. The
traditional Triple Helix Model, featuring the innovation processes that intervened the
cooperation between the universities, the public sector and the private sector, has become
an alternate or option to be chosen with the global open innovative systems functioning
dynamically in complex situations.
At this juncture, it is necessary to analyse the need and modes of innovation at the global
platform. These proceedings are in-depth analyses of the navigation required for innovation
for ever-sustaining growth.
The first section comprehensively envelops the innovations of FDIs and FIIs, the innovation
in stock and environmental relationship with construction of optimal portfolio, oil, bullion,
future market and treasury management. Insurance sector has been analysed with new
creations and the role of green finance for sustaining development. Price innovation in
future markets and tips for investors were nurtured with new ideas. Need to create new tax
systems and tax-saving schemes are analysed along with the role of e-Governance. The
section also unveils the role of microfinance and its dynamic impact over society.
xvi  Dynamics of Innovative Practices in Management

CEOs in the present global context are likely to narrate that the ability to develop new
ideas and innovations is one of the top priorities of their organisations. The emergence of
the knowledge era, extreme global competition and substantial technological advancement
has seen innovation become increasingly central to competitiveness. The innovation and its
dynamics were focused in the context of consumer preference and customer satisfaction in
all the segments of industry. Rural marketing, green marketing, surrogate advertising, digital
marketing, integrated marketing and sensory marketing were the central theme on which
innovations were implemented. The service quality, corporate social responsibility and service
tangibility covered all the vistas of innovations in marketing, in the second section.
There are increasing attempts by managers to design linear innovation management processes
that can be derived from practice and the increasing acceptance of the dynamics of the
innovation culture as key drivers in enabling environment for employees to work and become
successful organisations. The increased spiritual quotient will motivate employees to make
bigger sacrifice and improve the bottom line of the organisation. Thus, organisations must
focus on innovative practices to be employed for building employees' attitude, morale,
trust, leadership and emotional intelligence to ensure long-lasting growth. Better models
of learning have to be created for the strong foundation of knowledge era. In this creative
age, entrepreneurship and women empowerment was the key driver and these form the
third section of the proceedings.
The line of attack on data mining, e-Marketing, management information system,
e-Commerce, e-Banking, e-Learning, cloud computing, neural network, LIS modelling
was the most favourite destination for increased creativity. These interrelated issues were
discussed in the fourth section of the proceedings.
It is expected that the soft version of the proceeding will provide the change-seekers ample
insight for vision and innovations.
In the global economy, investing in technology – and only technology – is unlikely to pay off.
Wealth will flow to those that exhibit innovation in a dominant paradigm, own a strong intellectual
property position in critical technologies, and have high-performance business models.
–Wal-Mart
 Contents  xvii

Acknowledgements
Acknowledgements

We shall remain beholden to Dr R S Makhija, Managing Trustee, Maharaja Ranjit Singh

College of Professional Sciences, Indore. His parental patronage has been a great source of
inspiration and moral support for organising an International Conference at MRSCPS. We
are also indebted to Dr B K Punjabi, Chairman, MRSCPS, for his valuable guidance and
blessings. It is no exaggeration to put on record our indebtedness and profound gratitude
to Mr Satvinder Singh Makhija, CEO, MRSCPS, under whose able benefaction, we had
the privilege to undertake this work.
We are really very thankful to God Almighty, for his blessings towards accomplishment of
this soft version. We are thankful to all the contributors for their submissions, without
which this endeavour could not have been accomplished.
Directly and indirectly, efforts were put in by many people in different phases, from the
conception of the proceeding to its present form. We are grateful to all of them for their
valuable support and good wishes.
We are also thankful to our publisher Mr Anurag Jain, MD, Excel Books, and Ms Vimmi
Sethi and the team of Excel Books, New Delhi, for bringing this proceeding in soft version.
About the Editors

Dr Ira Bapna is Professor (Management) and Director at Maharaja Ranjit Singh College of
Professional Sciences, Indore. She has over 13 years of teaching experience. She has to her
recognition, more than 40 research papers published in national and international journals
and has attended several national and international conferences. She also conducts corporate
training under the flagship of BHEL (Bhopal), BHEL (Mumbai), SAIL and Bajaj Allianz.
She has authored two textbooks on Basic Accounting for graduate students. She has also
conducted FDP in Accounting, Financial Statement Analysis, and Refresher Course conducted
by Academic Staff College, DAVV Indore. She has conducted various national-level Research
Methodology and Case Writing Workshops. She is a recognised PhD Supervisor at Devi
Ahilya Vishwavidyalaya, Indore as well as at Pacific University, Udaipur.
Prof. Harmender Singh Saluja, (pursuing his PhD), MBA (Finance) and MCom, is working
as faculty member (Finance), Maharaja Ranjit Singh College of Professional Sciences, Indore.
He is also the coordinator of MBA Programme. He has teaching experience of over 16 years.
He has attended around 18 national and international conferences and workshops and has
eight national and 16 international publications to his credit. He had also attended the
Syllabus Review Workshop organised by Chairman, Board of Studies, DAVV, Indore. He
has sucessfully organised a National Conference and has conducted national-level workshops
in Research Methodology.
Prof. Vishal Sood (pursuing his PhD) is at present faculty member (Finance), Maharaja
Ranjit Singh College of Professional Sciences, Indore. He is also the Coordinator of BBA
programme. He has participated in 23 national and international conferences and workshops
and has 16 National and 23 International publications to his credit. He has certifications
in Financial Derivatives" from IIM Kozhikode and BSE Mumbai. He has taken FDP on
Econometrics at MRSCPS, Indore. He has also successfully organised management fest at
the national level.
Dr Mandip Gill, PhD, MBA, MSc, has more than 10 years of experience in the human
resources area. She is currently working as Associate Professor in Maharaja Ranjit Singh
College of Professional Sciences, Indore. She has been associated with several institutions
such as IPS Academy, Indore; Amity Global, Indore; and with IBS (ICFAI), Indore.
Dr Gill has carried out several consultancy assignments for Multispecialty Clinics and
Hospitals, designing aggressive promotional marketing strategies and campaigns. She has
conducted lectures for professionals from UK, Ireland, Germany and France on Indian
culture and Hindi language. She has also coordinated faculty development programmes
and workshops both for the faculties and students. She has also carried out developmental
programmes for professionals especially in the area of emotional intelligence. Her areas of
academic interest include Human Resource Development, Strategic Human Resource
xx  Dynamics of Innovative Practices in Management

Management, Organisational Behaviour and Business Ethics. She has several papers published
in journals of repute and has presented numerous papers at national and international
conferences.
Krishna Narayan Mishra, MBA, is currently working as Assistant Professor (Marketing),
Maharaja Ranjit Singh College of Professional Sciences, Indore. Previously, he worked as a
trainer with Dastak (Ahmedabad), Channel Manager with ICICI Lombard (Mumbai), and
Customer Care Executive with Bharti Airtel Pvt. Ltd. (Surat). Besides these officiates, he is
a perfect educationist and has published three research papers in different fields. He has to
his accomplishments many educational projects on Quality and Efficiency of Education in
Tribal Areas, Customer Satisfaction related to Telecom Industry, Cryptography. Presently,
he is also Joint Secretary of Youth Forum of RTI, Indore – an NGO dealing with Right to
Information Act.
 Contents  xxi

List of Contributors

Aakanksha Research Scholar, Bhim Rao Ambedkar College, (Univ. of Delhi),

Yamuna Vihar, Delhi-94
Aakanksha Uppal Asst. Professor, INMANTEC, Ghaziabad.
Abdul Alim Khan Research Scholar, Vindhya Institute of Management Research
and Technology, Indore
Abhay Gupta Assistant Professor, Shri Vaishnav College of Commerce, Indore
Abhishek Y. Dikshit Research Scholar, Jain University Bangalore-562112
Akanksha Singhi Lecturer, School of Economics, Indore
Akash Tiwari Assistant Professor, Sagar Institute of Research & Technology-
Excellence, Bhopal (MP)
Akhilesh Jat Alumni, PIMR, Indore
Alok Mittal Director, Medicaps Institute of Technology & Management,
Indore
Anand Nighojkar Principal, Maharaja Ranjit Singh College of Professional Sciences,
Indore
Anand Pratap Singh Technochrant Institute of Tech, Bhopal
Anandita Chattergee Faculty, IMS, DAVV, Indore
Anant Gwal Professor, Acropolis Institute Management Studies and Research,
Indore, MP
Anju Agrawal Research Scholar, PMB Gujrati Commerce College, Indore
Ankita Pandey Assistant Professor, Arihant Institute of Management Studies,
Indore
Anouja Mohanty Research scholar, Orissa
Anubha Vashisht Associate Professor, Symbiosis Centre for Management Studies,
Noida
Anudeep Arora Assistant Professor, Jagan Institute of Management (JIMS),Delhi
Anukool Hyde Associate Professor, Prestige Institute of Management and
Research, Indore (MP).
Anukool Manish Hyde Associate Professor, Prestige Institute of Management and
Research,Indore (MP)
xxii  Dynamics of Innovative Practices in Management

Anuradha Pathak Asst. Professor, Shri Vaishnav Institute of Management, Indore

Anushruti Neema Research Scholar
Aparna Mishra Personality Development Trainer, Bhaskar Foundation, Indore
Archana Shrivastava Senior Faculty, Indira Institute of Management Pune,
Arpit Neema Assistant Professor, IIPS, DAVV, Indore
Arpit R. Loya Assistant Professor, Sapient Institute of Management Studies,
Indore
Arunika Johri Asst. Professor, MRSCPS, Indore
Ashish Paliwal Assistant Professor, Maharaja Ranjit Singh College of Professional
Sciences, Indore
Babita Agarwal Associate Professor, Shri Vaishnav Institute of Management,
Indore
Babita Kadakia Principal, College of Commerce & Management, Indore
Barkha Gupta Assistant Professor, Rukma Devi Pannalal Laddha Maheshwari
College, Indore (MP)
Bhanu Pratap Singh Faculty, IMS, DAVV, Indore
Bharti Arya Researcher
Bhavna Agarwal Professor, M.I.T College of Management, Moradabad
Bhavna Kabra Lecturer, Shri Vaishnav Institute of Management, Indore
Bhawna Pal Assistant Professor, Altitus Institute of Universal Studies, Indore
C. Kavitha Asst. Professor, Dept. of Business Management, RBVRR
Women’s College, Narayanguda, Hyderabad –
Chandni Keswani Assistant Professor, SDPS Womens College, Indore
Chandrashekhar Aronkar Professor, Gyan Ganga College of Technology, Jabalpur
Charu Gupta Research Scholar, Bhim Rao Ambedkar College, (Univ. of Delhi),
Yamuna Vihar, Delhi-94
Chaya Mangal Mishra Professor, Shri Cloth Market Girls College Indore
Chitranshi Verma Research Scholar, RDVV, Jabalpur
Darshini Dev Research Scholar, RDVV, Jabalpur
Deepa Chatterjee Assistant Professor, Aicar Business School, Mumbai, MH
Deepa Katiyal Asst. Professor, ILVA Commerce & Science College Indore, India
Deepak Shrivastava Reader, Institute of Management Studies, Devi Ahilya
University, Indore
 Contents  xxiii
List of Contributors

Dilip kumar jha Asst. Professor, Department of Economics, Guru Ghasidas

Vishwavidyalaya, Koni, bilaspur Chhattisgarh
Dinesh D. Harsolekar Director, IES Management College and Research Centre,
Mumbai
Dinesh Bharti Student, International Institute of Professional Studies, Indore
Divya Purohit Lecturer, International Institute of Professional Studies, Indore
Divya Tiwari Assistant Professor, Vidyasagar Institute of Management, Bhopal
(MP)
Dr Anjali Srivastava Professor, A P S University Rewa
Durga Sankar Sarangi Reader, Fakir mohan College, Fakir Mohan University, Balasore,
Orissa
Emmanuel Attah Kumah Pre-University Co-ordinator, All Nations University College,
Koforidua, Ghana (West Africa)
Farhat Ali Syed Assistant Professor, Prestige Institute of Management and
Research, Indore
G.S.Bhalla Professor, Dean and Former Head Department of Commerce
and Business Management, Guru Nanak Dev University,
Amritsar
Garima Shrivastava Asst. Prof., Softvision College, Indore.
Gayatri Sharma Assistant Professor, Maharaja Ranjit Singh College of Professional
Sciences, Indore
Geeta Nema Reader, International Institute of Professional Studies, Indore
Geeta Tomar Research Scholar, Pt. Jawaharlal Nehru Institute of Business
Management, Faculty of Business Management, Ujjain (M.P.)
Girraj Prasad Rathor Assistant Professor, TIT,BHOPAL
Gitanjali Shrivastava Associate Professor, Altius Institute of Universal Studies, Indore
(MP) India
Gunjan Khushalani Student, International Institute of Professional Studies, Indore
Gurdip Singh Director, M.I.T College of Management, Moradabad
Gyanandre Tripathi Professor, G.S. College of Commerce & Economics, Jabalpur
H.S. Saluja Associate Professor, Maharaja Ranjit Singh College of Professional
Sciences, Indore
Hanuman Prasad Associate Professor, Faculty of Management Studies, Mohanlal
Sukhadia University, Udaipur, Rajasthan
Harshika Gabbad Lecturer, School of Commerce, DAVV, Indore (MP) India
xxiv  Dynamics of Innovative Practices in Management

Heena Dhanotia Lecturer, Amity Global Business School, Fifth Floor, SEBIZ
SQUARE, C-6, I.T Park, Sector-67, Mohali (Punjab)
Inderpreet Gandhi Assistant Professor, M.B Khalsa College, Indore (MP)
Ira Bapna Professor and Director, Maharaja Ranjit Singh College of
Professional Sciences, Indore (MP) India
Jaya Nema Asst. Prof., Arihant Institute of Management Studies, Indore
Jeetendra N. Mulkikar Research Scholar, R.D.V.V., Jabalpur
Jyoti Jain Research Scholar, B.N. College, MLSU Udaipur (Raj.)
Jyoti Sharma Reader, IIPS, Indore
Kala Mohan Principal, Macro Vision Academy, Burhanpur
Kamna Lad Asst. Prof., Arihant Institute Of management Studies, indore
Kamran Sultan Director, Pt. Jawaharlal Nehru Institute of Business
Management, Faculty of Business Management, Ujjain ( M.P. )
Kanishka Jain Research Scholar, Bhim Rao Ambedkar College, (Univ. of Delhi),
Yamuna Vihar, Delhi-94
Kapil Dev Sharma Head, JDB Government College for Girls, KOTA – India
Kapil Kumar Suri Corporate Trainer Consultant Faculty
Karunesh Saxena FMS, MLSU, Udaipur (Raj.)
Kavita Tiwari Assistant Professor. Asian Institute of Communication &
Research (AICAR B- School) –Mumbai (Maharashtra)
Kehkashan Kamran Life Insurance Corporation of India, CZO, Bhopal ( M.P. )
Kiran Soni Assistant Professor, Pacific Institute of Management and
Technology, Udaipur
Krati Saxena Lecturer, S.S. Jain Subodh P.G. Mahila Mahavidyalaya, Jaipur
Kratika Neema Lecturer, School of Commerce, DAVV, Indore (MP) India
Krishna N. Mishra Asst. Professor, Maharaja Ranjit Singh College of Professional
Sciences, Indore
Kshama Ganjiwale Senior Lecturer, Shri Vaishnav Institute of Management, Indore
Kunal Rawal Asst. Prof., Arihant Institute of Management Studies, Indore
Kuntal. L. Sharma Research Scholar, I.I.P.S. Devi Ahilya University, Takshashila
campus, Indore
L.K. Tripathi Head, School of Commerce, DAVV, Indore (MP) India
M.A.Thorat Asst. Professor , Chatrapati Shivaji Collage, Kanned, Dist.
Aurangabad MS, INDIA
 Contents  xxv
List of Contributors

M. Daniel Rajkumar Asst. Professor, MBA School of Management, SRM University

M.S. Ghuge Assistant Director, All India Council For Technical Education,
New Delhi
Madhuri Mundhra Research Analyst, Dissertation Maker, Indore
Mandip Gill Associate Professor, Maharaja Ranjit Singh College of Professional
Sciences, Indore
Manish Arya Reader, IMS,DAVV,Indore
Manish Bhandari Assistant Professor, Sagar Institute of Research & Technology-
Science, Bhopal
Manish Joshi Assistant Professor, Prestige Institute of Management and
Research, Indore
Manohar Kapse Reader, Shri Vaishnav Institute of Management, Indore
Meenal Sharma Assistant Professor, Chameli Devi School of Management, Indore
Mrinal Pant Convenor, MFIN state chapter, Bhopal (MP) India
Mukesh Kumar Solanki Assistant Professor, V.M Patel College of Management Studies,
Ganpat University, Kherva, Mehsana, Gujarat.
Muskan Karamchandani Lecturer, International Institute of Professional Studies, Indore
N.K. Totala Reader, Institute of Management Studies, Devi Ahilya
University, Indore, M.P
Namita Hirwani Faculty, Renaissance College of Commerce & Management,
INDORE
Namrata Kapoor (Kohli) Assistant Professor, Shri Vaishnav Institute of Management,
Indore
Navin Mathur Professor, Department of Business Administration, University
of Rajasthan
Navneet Joshi Associate Professor, Jagan Institute of Management (JIMS),Delhi
Neetika Shrivastava Assistant Professor, Sapient Institute of Management Studies,
Indore, M.P.
Neha Bhopatkar Assistant Professor, Arihant Institute of Management Studies,
Indore
Nikky Ahuja Asst. Professor, ILVA Commerce & Science College Indore
Nilesh S. Jambhulkar JSPM’s Jayawant Institute Technical Campus, Tathwade, Pune.
Nisha Dani Senior Assistant Professor, International Institute of Informatics
and Management , Jaipur
xxvi  Dynamics of Innovative Practices in Management

Nisha Siddiqui Assistant Professor, Institute of Management Studies, DAVV,

Indore
Nishith Dubey Professor and Director, NITTTR, Bhopal, MP, India
Nitikesh Mittal Senior Lecturer, Shri Raojibhai, Gokalbhai Patel Gujarati
Professional Institute, Indore
Nitin Jain Asst. Professor, Gyan Ganga Institute of Technology & Sciences,
Jabalpur
Nitin Joshi Professor, L.N. Welingkar Institute of Management Development
and Research, Mumbai
Nitin Tanted Associate Professor, PIMR, Indore
Nivrati Mishra Research Scholar
P.K. Agarwal Professor, M.I.T College of Management, Moradabad
P.S. Rao Professor, L.N. Welingkar Institute of Management Development
and Research, Mumbai
Pallavi Kapooria Faculty & Head, Graduate School of Business, DAVV, Indore
Parveen Kittur Research Scholar, Department of Studies and Research in
Commerce, Karnatak University, Dharwad
Peeyush Bangur Assistant Professor, Shri Vaishnav Institute of Management,
Indore
Pooja Jain Lecturer, International Institute of Professional Studies, Indore
Poorva Ranjan Asst. Professor, Amity International Business School, Amity
University, Noida, UP
Pradnya Patil Lecturer, JSPM’s Jayawant Technical Campus, Thathawade Pune-
33
Pragya Sharma Asst. Professor, Shri Vaishnav Institute of Management, Indore
Prateek Dudhale Ex-student, International Institute of Professional Studies,
DAVV, Indore
Pratima Jain Associate Professor, Shri Vaishnav Institute of Management,
Indore
Praveen Verma Senior Lecturer, Shri Raojibhai, Gokalbhai Patel Gujarati
Professional Institute, Indore
Preeti M. Kulkarni Assistant Professor, Navjeevan Institute of Management, Pune
Preeti A. Dikshit Research Scholar
Preeti Singh Reader, International Institute of Professional Studies, Indore
 Contents  xxvii
List of Contributors

Preeti Tripathi Assistant Professor, Sagar Institute of Research & Technology-

Science, Bhopal
Prerna Kumar Lecturer, I.I.P.S. Devi Ahilya University, Takshashila campus,
Indore
R. Jangalwa Associate Professor, Prestige Institute of Management and
Research, Indore
Rahul Deo Associate Professor, Shri Vaishnav Institute of Management,
Indore
Rajeev K Shukla Professor, Shri Vaishnav Institute of Technology and Science,
Indore
Rajendra Jain Associate Professor, Shri Vaishnav Institute of Management
Studies, Indore
Raj Singh Student, Asian Institute of Communication & Research (AICAR
B-School), Mumbai (Maharashtra)
Rajendra Singh Director, Institute of Management studies –DAVV Indore (M.P)
Rajiv Pathak Sr. Asst. Professor, BIT, DURG
Rakesh Shahani Associate Professor, Bhim Rao Ambedkar College, (Univ. of
Delhi), Yamuna Vihar, Delhi-94
Raman Makhija Director, Mata Gujri Girls Public School, Indore (MP) India
Rani Sharma Assistant Professor, Maharaja Ranjeet Singh College of
Professional Sciences, Indore, India
Ranjana Patel Assistant Professor, Prestige Institute of Management and
Research, Indore
Renu Shukla Student, Shri Vaishnav Institute of Management
Rishi Sharma Professor, Sagar Institute of Research & Technology- Excellence,
Bhopal
Rita Jain Professor, Choithram College, Indore
Ruchi D. Patel Ph.D. Scholar, Centre for Studies in Economics and Planning,
Central University of Gujarat, Gandhinagar
Sadhana Nighojkar Asst. Professor, Mata Gujri College of Professional Studies, AB
Road, Indore
Sandeep Hanumant Student, International Institute of Professional Studies, Indore
Sanjeev Verma Assistant Professor, IMS, University of Lucknow, Lucknow
226021
Sapna Premchandani Lecturer, S.R.G.P. Gujrati Professional Institute (DAVV) Indore
xxviii  Dynamics of Innovative Practices in Management

Sarabjeet Singh Asst. Professor, Malwa Institute of Science and Technology

Satnam Kour Ubeja Asst. Professor, Prestige Institute of Management and Research,
Indore
Savera Jain Student, International Institute of Professional Studies, Indore
Savita Punjabi Assistant Professor, SDPS Womens College, Indore
Sazzad Parwez Centre for Studies in Economics and Planning, School of Social
Sciences, Central University of Gujarat, Gandhinagar, Gujarat
Seema Vyas Assistant professor, Indore Christian College, Indore
Shazia Khan Research Scholar, DAVV
Shefali Tiwari Professor, Shri Raojibhai, Gokalbhai Patel Gujarati Professional
Institute, Indore
Shikha Chaturvedi Lecturer, International Institute of Professional Studies, Indore
Shikha Jain Research Scholar, Bhim Rao Ambedkar College, (Univ. of Delhi),
Yamuna Vihar, Delhi-94
Shilpi Mehta Research Scholar, 371, Chabbra Apartment, Flat No.201,
Indrapuri, Indore
Shivani Sharma Asst. Prof., Sagar Institute of Research & Technology- Excellence,
Bhopal
Shruti Paadliya Asst Professor, Shri Vaishnav Institute of Management, Indore
Maheshwari
Shuchi Khandelwal Research Scholar
Sofia Sadique Professor, Department of Engineering, Oriental University,
Indore , India.
Sonam Arora Junior Research Fellow, Faculty of Management Studies,
Mohanlal Sukhadia University, Udaipur, Rajasthan
Sonia Gupta Sr. Lecturer, Teerthanker Mahaveer University, Moradabad, UP
Soniya Shah Research Scholar, DAVV University, Indore Madhya Pradesh,
India
Subhash Chandra Gupta Sr. Lecturer, Technical Education & Research Institute PG
College, Department of Computer Application, Ghazipur, Uttar
Pradesh
Subhash M. Vadgule Director, Sinhgad Management School, (University of Pune),
Kondaphuri, MS, INDIA
Suhas Dhande Faculty, Renaissance College of Commerce & Management,
INDORE
 Contents  xxix
List of Contributors

Sujata Parwani Lecturer, International Institute of Professional Studies, Indore

Sukhjeet Kaur Matharu Assistant Professor, Prestige Institute of Management and
Research, Indore
Sumit Chaturvedi Student, Shri Vaishnav Institute of Management, Indore
Sumit Kumar Suman Student, Chameli Devi School of Management, Indore
Sunita Totala Assistant Professor, Shree Cloth Market Kanya Vanijya
Mahavidyalaya, Indore, M.P
Surendra Malviya Asst. Professor, International Institute of Professional Studies,
DAVV, Indore
Suresh Patidar Reader, IIPS, DAVV, Indore, India
Suresh Patidar Reader, International Institute of Professional Studies, Indore
Svetlana Tatuskar Assistant Professor, IES Management College and Research
Centre, Mumbai
Swati Kapse Research Scholar, Shri Vaishnav Institute of Management, Indore
Swati Sood Lecturer, Shri Vaishnav Institute of Management, Indore
Sweta Khandelwal Assistant Professor, Prestige Institute of Management and
Research, Indore (MP) India
Tanuja Singh Junior Research Fellow, FMS, MLSU, Udaipur (Raj.)
Tanushree Shrivastava Research Scholar, IIPS, DAVV, Indore
Tusshar Mahajan Associate Professor, Teerthanker Mahaveer University, Moradabad
Ulf Hanning Professor em., Sweden
Uma V.P. Shrivastava Professor, Department of Business Administration, Hitkarini
College of Engineering and Technology, Jabalpur, M.P.
V.G. Sadh Assistant Professor, Chameli Devi School of Management, Indore
Varsha Maheshwari Junior Research Fellow, Faculty of Management Studies,
MohanlalSukhadia University, Udaipur, Rajasthan
Vibha Gupta Assistant Professor, IIPS, DAVV, Indore
Vibha Gupta Lecturer, IIPS, DAVV, Indore, M.P.
Vidya R. Sonawane Assistant Professor, JSPM’s Abacus Institute of Computer
Applications, Hadapsar, Pune.
Vinamra Nayak Assistant Professor, Gyan Ganga Institute of Technology &
Sciences, Jabalpur
Vinod Kumar Mishra Asst. Professor, Prestige Institute of Management and Research,
Indore
xxx  Dynamics of Innovative Practices in Management

Vinod Mishra Asst. Professor, Prestige Institute of Management and Research,

Indore
Vinod Sen Professor, Centre for Studies in Economics and Planning ,
Central University of Gujarat, Gandhinagar, Gujarat
Vishal Sood Associate Professor, Maharaja Ranjit Singh College of Professional
Sciences, Indore
Vishnu Mishra Associate Professor, Shri Vaishnav Institute of Management,
Indore
Vishnu N Mishra Reader, Shri Vaishnav Institute of Management, Indore
Vivek Sharma Assistant Professor, IMS, Indore
Vivek Sharma Asst. Prof., Arihant Institute of Management Studies, Indore
Vivek Sharma Faculty, IMS, DAVV, Indore
Vivek Uprit Associate Professor, Sanghvi Institute of Management & Science,
Rau Pithampur Bypass, Behind IIM, Rau, Indore
Yamini Karmarkar Reader, International Institute of Professional Studies, Indore
Yogita P. Nagpure Assistant Professor, JSPM’s Jayawant Technical Campus,
Tathawad, Pune
Zeenat Khan Assistant Professor, Jagatguru Dattare College of Technology,
Indore
 90

A Study on Organizational Citizenship Behaviour

among T eaching Pr
Teaching ofessionals of Indor
Professionals Indoree City

Anuradha Pathak*
Dr. Pragya Sharma*
Manohar Kapse**
Swati Kapse***

Organizations are made up of people and their relationships. Successful organizations need
employees who will do more than their usual job duties and perform beyond expectations.
Organizational citizenship can be very helpful to organizations because it adds to the performance
of the organization and can become a competitive advantage. In this juncture, the paper
attempts to explore the importance of Organizational Citizenship Behaviour of university
teachers of Indore City as the result of organizational commitment. An attempt is made to study
the level of organizational commitment because of presence of opportunities for personal and
professional growth, policies to balance Work Life and employee empowerment. The data was
collected from six affiliated colleges of Devi Ahilya Vishwavidyalaya. The result of 82 respondents
revealed that there is effect of gender and age on the level of organizational commitment whereas
there is no effect of marital status, Work experience and qualification on the level of organizational
commitment. It is also found that male have high organizational commitment as compared to
that of female. Higher the age group, high is the level of commitment. It is also found that there
is positive correlation between opportunities for Personal and Professional Growth, Work Life
Policies, Empowerment Practices with organizational commitment and Organizational
commitment has a positive relation with Organization Citizenship Behaviour.
Keywords: Training and Development, Work Life Policies, Empowerment Practices,
Organizational Commitment, Organizational Citizenship Behaviour.

* Asst. Professor, Shri Vaishnav Institute of Management, Indore, M.P.

** Reader, Shri Vaishnav Institute of Management, Indore, M.P.
*** Research Scholar, Shri Vaishnav Institute of Management, Indore, M.P.
880  Dynamics of Innovative Practices in Management

INTRODUCTION
INTRODUCTION
Organizational Citizenship Behaviour (OCB) has gained much academic attention since
its inception. The concept was first pioneered in late 1980s by Dennis Organ. According
to Organ (1988), Organizational Citizenship Behaviours is “individual behaviour that is
discretionary, not directly or explicitly recognized by the formal reward system, and that in
the aggregate promotes the effective functioning of the organization”. In simple terms, it
explains actions in which employees are willing to go beyond their specified job roles.

CONCEPTUAL FRAMEWORK
The conceptual framework for the research is built on the following perspectives.

Organizational Citizenship Behaviour

There are different views about the dimensions of organizational citizenship behaviour.
Different researchers have considered different dimensions for OCB. One of the classifications
of OCB introduced by Organ in 1988 has gained much attention in this respect. It includes
five dimensions namely altruism, conscientiousness, courtesy, sportsmanship and civic virtue.
Altruism means helping the other members of organization in performing tasks or solving
problems. Conscientiousness refers to a group of optional behaviours which go beyond the
minimum role requirements, and the ability of controlling environmentally impulsive
motivations. Courtesy refers to the internal acceptance of organizational rules, procedures,
and laws related to work affairs by an individual. Sportsmanship is showing acceptance and
forgiveness in difficult and critical conditions without complaint. Civic virtue refers to the
responsibility which employees undertake as a member of organization. It also means
providing a favourable image of the organization for the stranger.

Organizational Commitment
Out of many causes for OCB, Organizational Commitment has been explained as a predictor
of OCB (Meyer, Stanly, Herscovitch & Topolnytsky, 2002). A study Mowday et al (1982)
revealed that committed employees are willing to give something of themselves in order to
contribute to the interest of the organization. Employees who are highly committed perceive
their work roles more broadly which increases employees’ motivation to reveal OCB
behaviours.
Similar to OCB, there are many factors which can lead to high degree of commitment if
properly engaged. Greer (2008) in his book on Strategic Human Resource Management
has addressed many considerations on investment practices for Human Resources for example,
Training and Development, Retention Practices etc. Many studies have been conducted to
identify factors involved in the development of organizational commitment. Research has
shown that commitment has been related to personal characteristics such as age, length of
service, marital status, education (Mathieu & Zajac, 1990; Luthans, McCaul, & Dodd,
1985; John & Taylor, 1999; Glisson & Durick, 1988). Commitment has also been found
to be related to job characteristics such as task autonomy, feedback system, job challenge,
 A Study on Organizational Citizenship Behaviour  881

job security, opportunities for promotion (Dunham, Grube, & Castaneda, 1994; Hutichison
& Garstka, 1996; Yousef, 1998; Meyer, Irving, & Allen, 1998; Gaertner & Nollen, 1989).

SCOPE OF THE STUDY

STUDY
For this study, we have considered following variables:

Training and Development Opportunities

Training improves changes and moulds the employee’s knowledge, skill, behaviour aptitude
and attitude towards the requirements of the job and the organization. (Rao 2006).
Development as applied to managers, involves the processes by which managerial personnel
accomplish not only skills in their present jobs but also competence for prospective
assignments of enhanced difficulties and scope (Dwivedi 2007). Organizations with
considerable opportunities for self development can attract highly promising new entrants.
Attempts are made to develop employees in a way that they fully accomplish their potential
for growth and promotion. Implementation of effective HR practices play an important
role in building and maintaining employee commitment towards the organization (Allen
et al., 2003).Many researchers have demonstrated that presence of training and development
opportunities for an individual leads to improvements in organizational commitment
(Bartlett, 2001; Ahmad and Bakar, 2003; Al Emadi and Marquardt, 2007).

Work Life Policies

The decision to remain with the organization or not to some extent is the outcome of work
life balance because conflict between work and life affects employee performance. Alternative
work schedules, child care services and provisions for family leave also facilitate retention.
On the contrary, unreasonable workloads are associated with turnover. (Greer 2008). Many
organizations implement the strategies to minimize such issues but still significant
improvements and extensive initiatives are needed to ensure a better balance (Deery, 2008).
Many researchers tested the impact of work and family benefits which includes flexible
schedules, parental leave, childcare information and childcare assistance on organizational
commitment. They have founded that when the employees had access to work/life policies
showed appreciably greater organizational commitment and expressed lower intention to
leave their jobs (Grover and Crooker 1995).Studies have also revealed that excessive work,
afternoon shifts, frequent overtime, inflexible hours, inability to leave for emergencies and
physically or mentally demanding work are the most important in creating job-family
conflict.

Empowerment Practices
Empowerment can be defined as the authority of subordinates to decide and act. (Mills
et al 1995). In order to maintain effectiveness and competitiveness, organizations need the
roles of employees to be redesigned in a way that they perform these roles intelligently,
creatively and with commitment rather than just discharging their duties. Empowerment
practices are implemented with the expectation of building employee commitment,
882  Dynamics of Innovative Practices in Management

overcoming dissatisfaction, and reducing absenteeism, turnover etc. It is believed that

motivated and empowered employees enhance their productivity and performance (Schein,
1980; Vroom 1964).

SIGNIFICANCE OF THE STUDY

STUDY
One of the biggest challenges before the educational institutes is retaining talent. It has
gained much importance in the cutting edge competition. Academic institutes are busy in
formulating innovative management practices for keeping their talent motivated and satisfied.
Strategies have been formulated to raise the commitment level of employees towards the
organization which in turn lead to long citizenship in the organization. Nurturing
organizational commitment among employees is important because highly committed
employees stay for a long time and perform better and educational institutes are no exception
to it. This study will help draw guidelines for educational institutes to come up with
policies which would enable them to attract and retain qualified faculty.

OBJECTIVES OF THE STUDY

STUDY
1. To study the effect of demographic factors on organizational commitment.
2. To evaluate the HR Practices in terms of Training and Development opportunities,
Work Life Policies and Empowerment Practices with Organizational Commitment
3. To study the impact of organizational commitment on organizational citizenship
behaviour

RESEARCH METHODOLOGY
The universe of the study is academic staff of affiliated colleges of Indore city. Over all 110
questionnaire were distributed by convenient sampling method out of which 82 were selected
for the study with a response rate of 75 %.The data collected with the help of questionnaire
were coded, tabulated and suitable statistical tools such as percentages, mean score, t test,
ANOVA, correlation and regression were calculated. The demographics consider in this
study are work experience, qualification, marital status, gender and age. For the study a
questionnaire was developed which consists of five variables viz.; Training and Development
opportunities, Work life Policies, Empowerment Practices, Organizational Commitment
and Organizational Citizenship Behaviour. A scale defined in the study of Ayesha Noor
(2009) was used to measure the five variables.

DATA ANAL
DAT YSIS
ANALYSIS

Respondent’s Profile
It can be seen from Table in the appendix that 54.9 percent of the respondents are male
whereas 45.1 percent are female. A large number (45.1percent) of respondents were in the
category of 30 to 40 years of age which implies that there are many young professionals in
the field of education. 26. 8 percent of respondents belonged to the age category of 40 to
 A Study on Organizational Citizenship Behaviour  883

50 years. 11 percent of the respondents are of more than 50 years of age. And 17.1 percent
of the respondents are in the age group of 20 to 30 years. It can be evidenced from the table
that majority of respondents that is 87.8 percent of respondents are married and
12.2 percent of the respondents are unmarried. Regarding highest qualification, 67.1 percent
have completed their masters degree, 22 percent of respondents have done doctorate and
11 percent of respondents have done M. Phil. 48.8 percent of respondents are having
income in the income bracket of ` 21, 000 to ` 30, 000. Only 4.9 percent of respondents
are having income less than ` 10, 000. It is also observed from the table that highest 58.5%
of the respondents have more than 5 years of work experience with the organization. 17.1
percent of respondents have 3 to 5 years of experience, whereas 8.5 percent of respondents
have less than 1 year of experience with the institute.
Based on the study objectives, following data analysis is made.

Objective 1: To study the effect of demographic factors on organizational

commitment
In order to find the effect of gender and marital status on organizational commitment, t
test has been applied. The result of the t test has been tabulated in the Table No. 1. The
result shows that the there is effect of gender on organizational commitment but no effect
of marital status on organizational commitment. From the data it is clear that male have
high organizational commitment as compared to that of females.
Similarly to find the effect of work experience, age group and qualification on organizational
commitment ANOVA has been used. The results are tabulated in the Table No. 2. From
the table, it is clear that work experience and qualification has no effect on organizational
commitment, whereas age group has effect on organizational commitment. Higher the age
group, high is the level of commitment.

Objective 2: To evaluate the relation of HR Practices in terms of Training and

Development opportunities, Work Life Policies and Empowerment Practices with
Organizational Commitment
In order to evaluate the relation of HR practices in terms of opportunities for personal and
professional growth, work life policies and empowerment practices with organizational
commitment, correlation and regression was calculated. Table No.3 gives the correlation
coefficient and Table No.4 gives the regression coefficients. From the correlation, it is clear
that there is positive correlation between opportunities for Personal and Professional Growth,
Work Life Policies, Empowerment Practices, Organizational Commitment and Organization
Citizenship Behaviour.
With the help of SPSS software a stepwise regression was calculated, considering organizational
commitment as dependent variables and opportunities for personal and professional growth,
Work Life Policies, Empowerment Practices as independent variables. The regression table
gives the R square and regression coefficients. The R square shows that organizational
commitment and empowerment practices have 11.9 percent linear relations. The regression
coefficient beta has positive relation and is significant.
884  Dynamics of Innovative Practices in Management

Regression

ANOVA (b)

Model Sum of df Mean F Sig. R Adjusted R

Squares Square Square Square
1 Regression 3.379 1 3.379 10.770 .002(a) .119 .108
Residual 25.102 80 .314
Total 28.481 81
Predictors: (Constant), empowerment practices
Dependent Variable: organizational commitment

COEFFICIENTS (a)

Model Unstandardized Standardized t Sig.

Coefficients Coefficients
B Std. Error Beta B Std. Error
1 (Constant) 2.896 .300 9.653 .000
empowerment practices .311 .095 .344 3.282 .002
Dependent Variable: Organizational Commitment

Objective 3: To study the impact of organizational commitment on organizational

citizenship behaviour
In order to find the impact of organizational commitment on organizational citizenship
behaviour, a regression equation was calculated. From the R square which is 23 percent
shows that there is a positive linear relationship between organizational commitment and
organizational citizenship behaviour.

ANOVA(b)

Model Sum of df Mean F Sig. R Adjusted R

Squares Square Square Square
1 Regression 5.124 1 5.124 25.163 .000(a) .239 .230
Residual 16.290 80 .204
Total 21.414 81
a Predictors: (Constant), organizational commitment
b Dependent Variable: organizational citizenship behaviour

COEFFICIENTS(a)

Model Unstandardized Standardized t Sig.

Coefficients Coefficients
B Std. Error Beta B Std. Error
1 (Constant) 1.960 .330 5.938 .000
organizational commitment .424 .085 .489 5.016 .000
Dependent Variable: organizational citizenship behaviour
 A Study on Organizational Citizenship Behaviour  885

FINDINGS AND CONCLUSION

The research was aimed to study the impact of the organizational commitment on the
organizational citizenship behaviour with the help of few selected variables namely
opportunities for personal and professional growth, work life policies and empowerment
practices on organizational commitment. The results clearly show that there is effect of
gender on organizational commitment but there is no effect of marital status on organizational
commitment. It is also found that male have high organizational commitment as compared
to that of female. Work experience and qualification has no effect on organizational
commitment, whereas age group has effect on organizational commitment. Higher the age
group, high is the level of commitment. It is also found that there is positive correlation
between opportunities for Personal and Professional Growth, Work Life Policies,
Empowerment Practices with organizational commitment and Organizational commitment
has a positive relation with Organization Citizenship Behaviour. The R square shows that
organizational commitment and empowerment practices have 11.9 percent linear relations.
The regression coefficient beta has positive relation and is significant. This implies that if
measures are taken to improve these determinants, it will raise the level of Commitment
and thus may enhance the Organizational Citizenship Behaviour. Institutes should devise
strategies to enhance OCB because it affects the quality of input, faculty provides to their
students and it can further be developed if there level of commitment is raised.

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 A Study on Organizational Citizenship Behaviour  887

APPENDIX

TABLE 1: DEMOGRAPHIC PROFILE OF THE RESPONDENTS

Category Count %
Age 20 to 30 yrs 14 17.1
30 to 40 yrs 37 45.1
40 to 50 yrs 22 26.8
above 50 yrs 9 11.0
Gender Male 45 54.9
Female 37 45.1
Marital Status Married 72 87.8
Unmarried 10 12.2
Highest Qualification Masters 55 67.1
M.Phil 9 11.0
Doctoral 18 22.0
Work Experience with the Institute Less Than 1 yr 7 8.5
1 to 3 yrs 13 15.9
3 to 5 yrs 14 17.1
More than 5 yrs 48 58.5
Income Per Month Less Than ` 10, 000 4 4.9
` 11,000- ` 20,000 24 29.3
` 21,000-` 30,000 40 48.8
` 31,000-` 40,000 10 12.2
More than ` 40,000 4 4.9

TABLE 2: EFFECT OF GENDER AND MARITAL STATUS ON ORGANIZATIONAL COMMITMENT

Gender N Mean Std. Std. Error t df p

Deviation Mean value
Organizational Male 45 4.1444 .53828 .08024 5.630 80 .000
Commitment
Female 37 3.5135 .46096 .07578

Marital N Mean Std. Std. Error t df p

Status Deviation Mean value
Organizational Married 72 3.8733 .60094 .07082 .551 80 .583
Commitment
Unmarried 10 3.7625 .55104 .17425

Contd...

**

*
888  Dynamics of Innovative Practices in Management

TABLE 3: EFFECT OF WORK EX., AGE & QUALIFICATION ON

ORGANIZATIONAL COMMITMENT

Work Experience Sum of Squares df Mean Square F Sig.

Between Groups 1.481 3 .494 1.426 .242
Within Groups 27.000 78 .346
Total 28.481 81

Qualification Sum of Squares df Mean Square F Sig.

Between Groups .657 2 .329 .933 .398
Within Groups 27.824 79 .352
Total 28.481 81

Age Group Sum of Squares df Mean Square F Sig.

Between Groups 3.199 3 1.066 3.290 .025
Within Groups 25.282 78 .324
Total 28.481 81

TABLE 4: KARL PEARSON’S COEFFICIENT OF CORRELATION

Opportunities Work Life Empowerment Organizational Organization

for personal Policies Practices Commitment Citizenship
and Behaviour
Professional
Growth
Opportunities for 1
personal and
Professional
Growth
Work Life Policies .526** 1
Empowerment .556** .445** 1
Practices
Organizational .308** .051 .344** 1
Commitment
Organizational .319** .392** .284** .489** 1
Citizenship
Behaviour

** Correlation is significant at the 0.01 level (2-tailed)