Public Sector Universities Of Pakistan Research Articles

Brand Personality and Loyalty as Drivers of Repurchase Intentions: Evidence from Pakistani Mobile Phone Users

The purpose of this study was to examine the influence of brand personality and brand loyalty on repurchase intention of Pakistani mobile phone users. The population for this study comprised master’s students at large public sector universities of Pakistan. Results of 318 responses indicate that sincerity, competence, ruggedness and sophistication significantly predicted brand loyalty, while the excitement dimension of brand personality failed to predict brand loyalty. It was also found that brand loyalty positively predicted the repurchase intentions among mobile phone users of Pakistan. The study also tested the moderating role of relative brand identification in the relationship between brand loyalty and brand repurchase intentions. By making overall significant contributions to the existing body of literature, the test of moderated regression analysis indicates the presence of a moderating role of relative brand identification. With remarkable contributions, this research presents valuable insights to marketers and stakeholders, helping them to understand brand personality, rebuild marketing strategies, boost brand loyalty, grasp relative brand identification, gain a competitive edge, make informed decisions and stay relevant in the market.

Exploring artificial intelligence (AI) chatbots adoption among research scholars using unified theory of acceptance and use of technology (UTAUT)

The use of artificial intelligence (AI) tools, such as chatbots, has significantly increased in academia and research. The present study seeks to determine the key factors influencing chatbot adoption, as well as attempts to validate the unified theory of acceptance and use of technology (UTAUT) in the context of AI chatbots adoption among research scholars. The data for this study were collected through purposive sampling using a cross-sectional survey. The population of the study comprised research scholars enrolled in three public sector universities in Pakistan. The eight-factor proposed measurement model was estimated using confirmatory factor analysis (CFA) based on 30 valid items. The goodness of fit indices suggest a favourable fit for the model χ2 = 1.710, DF = 381; p = 0.000; IFI = .902; TLI = 0.886, CFI = 0.900, RMSEA = 0.056. Our research affirms that social influence, trust, and facilitating conditions play pivotal roles as primary predictors of behavioural intentions for AI chatbots adoption among scholars. The study suggests that the perceived risks associated with using AI chatbots due to their potential misuse can be minimized by effectively implementing AI user guidelines, and developing AI literacy among scholars. Information professionals and ethical libraries can play an important role in “building the bridge” between cutting-edge technology capabilities and information users’ needs and rights. The proposed eight-factor AI chatbots adoption model holds substantial potential in understanding the influence of performance expectancy, effort expectancy, social influence, trust, perceived risk, and facilitating conditions on behavioural intention to AI chatbots adoption. This study contributes to the limited body of research investigating the factors influencing AI chatbot adoption among research scholars using the UTAUT model with additional constructs for trust and perceived risk.

Identification of Major Maintenance Issues in Public Sector Universities of Sindh (Pakistan)

This study investigates the detrimental effects of maintenance issues on public-sector universities in Pakistan. Budgetary constraints, staff shortages, and political interference are common factors that contribute to the decline of both physical infrastructure and academic standards. These issues significantly hinder the quality of education and research within these institutions. While existing literature acknowledges the challenges faced by Pakistani universities, a gap exists regarding sustainable building maintenance practices. This research aims to address this gap by focusing on public universities within Sukkur City. Through a combination of surveys and data analysis, the study seeks to identify the prevalent maintenance issues within the universities of Sukkur, Sindh. The findings from this research demonstrate nine major maintenance issues, out of which fading or peeling paint on walls and ceilings is at the top; second is plumbing system issues affective water quality; and third is a lack of proper waste management and disposal systems. Ultimately, this study underscores the critical need for enhanced maintenance practices in Pakistan's public-sector universities. By ensuring a well-maintained infrastructure, these institutions can foster a more conducive learning environment, leading to improved academic performance and stakeholder satisfaction.

Fostering Environmental Friendly Habits through Awareness Intervention: An Experimental Study to analyze SDG 12

Climate change is a trending issue all over the world, and it is important to protect the environment to save future generations. Our positive intention towards pro-environmental behavior causes a significant outcome in reducing environmental degradation. At the same time, irresponsible behavior leaves serious consequences for natural resources in the future. The leaders, policymakers and researchers are putting their efforts into mitigating climate change. The purpose of this study is to explore the impact of environmental awareness intervention on pro-environmental habits among employees of a public sector university in Pakistan. The findings stated that a positive change had been seen after intervention in water conservation, energy conservation, recycling, economic concern, health concern, environmental concern and environmental awareness. The study concluded that awareness plays a significant role in adopting pro-environmental habits. Moreover, future researchers can extend this study to a larger area and time.

From Service Quality to Brand Loyalty: The Mediating Effect of Student Satisfaction in Public Sector Universities

Consumers and brands are crucial concepts and compelling research areas in brand management. A decade ago, researchers have noted that the brand equity’s concept is less explored in the education sector. Education system is too vital industries that are playing a major role in the society and growth of nation, thus highlighting its importance. Corporate industries prioritize customer satisfaction and loyalty, and some studies suggest that students should be considered customers. Consequently, universities need to enhance their understanding of brand equity-related concepts such as brand strength, brand image, and service quality. Providing high levels of service quality and cultivating a strong brand image leads to loyal customers. This study examines the mediating effect of student satisfaction on the relationships between brand strength, brand image, service quality, and loyalty. Using convenience sampling, we distributed 600 questionnaires to respondents from public sector universities in Pakistan. Service quality is identified as a multidimensional construct comprising interactional quality, outcome quality, and physical environment quality. These types are positively and significantly related to student loyalty. The study reveals that brand image and service quality show full mediation, while brand strength shows partial mediation. The results indicate that universities with a better understanding of their students, and those that share their plans and information effectively have more satisfied students. The findings regarding brand image suggest that universities should have a clear and definite vision to satisfy their students. Additionally, satisfied students feel honored to study at these institutions. Regarding service quality, the study suggests that universities with courteous, sympathetic, reassuring, and job-oriented administrative staff have more satisfied students. The perceived quality of the environment indicates that poor physical layouts, inadequate computer lab equipment, and insufficient campus facilities lead to student dissatisfaction. Furthermore, the results provide insights that can help university administrations develop strategies to enhance student satisfaction and retention. Current research paper contributes to the knowing of how universities can build and maintain brand loyalty by paying attention on mediating role of student’s satisfaction.

Embracing technology in EFL pre-university classrooms: A qualitative study on EFL learners' perceptions of intensive and extensive reading approaches

This study attempts to explore the perceptions of Pakistani pre-university EFL learners about the intensive reading (IR) and extensive reading (ER) approaches and the use of technology in these two approaches. This is a qualitative study using a purposive sampling technique. The participants were 10 pre-university undergraduate students enrolled in the foundation program of a public sector university in Pakistan. Researchers used semi-structured interviews and reflective diaries as data collection tools. Thematic analysis and personal interpretation techniques were used to analyze the results. The results showed that after participating in the reading classes, the students had positive perceptions of the IR and ER approaches and found them useful and interesting. The results also showed that the learners felt that their language skills improved significantly after participating in the IR and ER-related activities. Students also found these reading approaches to be complementary to each other. The results also indicated that teachers' use of intensive reading and extensive reading approaches could make learners skilled and autonomous readers. Ultimately, their reading problems could be solved with these approaches. Moreover, the learners also perceived the use of technology in these two reading approaches as of great benefit to them. The researchers recommend incorporating IR and ER activities into the EFL classroom using digital resources to maximize EFL learners' reading abilities and other language skills.

TTS as a recipe to enhance the performance of academic staff in public sector universities of Pakistan

TTS as a recipe to enhance the performance of academic staff in public sector universities of Pakistan

Perceptions of University Teachers about Curriculum & Pedagogy A Case of Public Sector Universities in Pakistan

Perceptions of University Teachers about Curriculum & Pedagogy A Case of Public Sector Universities in Pakistan

Maintainability of Writ Jurisdictions in Case of Public Sector Universities in Pakistan: An Appraisal of Master and Servant Doctrine Interpreted by Apex Courts

The maintainability of writ jurisdiction in case of public sector universities is actually an accountability mechanism as Public sector universities get public funds in the form of budget support. These public institutions must be answerable before public as they are getting benefit of tax. The writ jurisdiction on the basis of statutory and non-statutory rules has become a bone of contention for university employees. No legislative mechanisms had been provided in post Eighteenth amendment era to address the grievances of university employees, therefore; courts had to fill the gap between Higher Education Institutions and their employees by interpreting the doctrine of Master and Servant sagaciously. There is a dire need to devise an effective & efficient regulatory and legislative framework for higher education sector while taking on board all major stakeholders i.e. Federal Government, Provincial governments, representative of universities, National Finance Commission and Council of Common Interest.

The Influence Of Inclusive Leadership On Employee Work Engagement: Examining The Mediating Path Of Job Satisfaction

The purpose of the study is to analyze the relationship between inclusive leadership, employee work engagement, and job satisfaction in the context of public sector universities in Pakistan's educational sector. By applying social exchange theory, this study explores how inclusive leadership impacts job satisfaction and, employee work engagement. Data were collected from 392 lecturers by using questionnaires that were analyzed on SPSS and Smart PLS. Results show the positive impact of inclusive leadership on job satisfaction, and non-significant relationship with employee work engagement. This shows a complete mediation by job satisfaction. Therefore, the mediating role of job satisfaction highlights its significance by promoting interrelated relationships and organizational development. Theoretical implications give a valuable understanding of organizational behavior, on the other hand, practical implications highlight the importance of promoting inclusive leadership practices in educational institutions.

The Study of Organizational Trust and Organizational Commitment among Faculty of Public Sector Universities in Pakistan

The Study of Organizational Trust and Organizational Commitment among Faculty of Public Sector Universities in Pakistan

From Words to Research: Examining the Role of Language Competencies in Shaping Attitudes Towards Doing Research Projects

The study examines the impact of language competencies on attitudes towards doing research projects. Specifically, the study focuses on the impact of first-language competence (Urdu), second-language competence (English), code-switching competence, and bilingual competence on attitudes towards doing research projects among undergraduate students. Employing convenience sampling, a sample of 500 undergraduate students from various disciplines at two public sector universities in Pakistan was selected. The data were collected through a well-structured questionnaire with questions related to language competencies and attitudes towards doing research projects. The hypotheses were tested using SmartPLS-4. The results revealed that first language competence, English language competence, code-switching competence, and bilingual competence have a significant and positive impact on attitudes towards doing research projects. The findings suggest that language competencies play an important role in shaping students' attitudes towards doing research projects. The study emphasizes the significance of students' language competence in developing positive attitudes towards doing research projects. Practical implications for educators, researchers, and policymakers are also discussed.

Sociocultural Values and Pragmatics of Caste Address Form in Multilingual Pakistani Student and Teacher Discourse

Introduction. Pakistani universities’ multilingual and multicultural classrooms can create communication difficulties when trying to understand the attitude and meanings conveyed by caste address forms in student and teacher discourse. Address forms are influenced by sociocultural values, they reflect speakers’ linguistic reality and convey the social structure of the society. Among the variety of address forms in Pakistani English speakers’ caste as a category of address form represents their cultural identity and norms. This article aims to present the findings of the study regarding the use of caste as a category of forms of address among multilingual Pakistani English speakers in a university setting. Materials and Methods. The author shares the results based on data collected from a vast range of tools such as discourse completion task questionnaires, open-ended interviews, official letters issued by the universities, and validated by ethnographic observation. A total number of n = 447 responses were received from public sector universities of Pakistan. The analysis of data was based on a mixed method of both quantitative and qualitative approaches and draws on an interdisciplinary theoretical framework based on cultural linguistics, cross- and intercultural pragmatics, cultural studies, theory of address forms, World Englishes, and sociolinguistics. Results. The results reveal that caste address form usage in Pakistani English has socio-pragmatic dynamics. The students and teachers used caste as an address form in a variety of ways that adhere to sociocultural values to achieve their communicative needs. The caste usage showed closeness/intimacy, respect, and informality among both students and teachers. These results suggest that caste as the category of address forms is interpreted as an instrument that interlocutors use to discursively construct appropriate, situation-based aspects of their lingua-cultural identities. The results have implications for language learning and teaching, sociolinguistics, and academic discourse. Discussion and Conclusion. In the multilingual academic setting, this study’s results suggest the influence of social and cultural values on the communication etiquettes of interlocutors. Pakistani English speakers adhere to their communication norms acknowledging varieties of sociopragmatic knowledge to achieve communicative needs. To sum up, results reveal variance in the use of caste as a category of address form showing multilingual Pakistani English speakers’ cultural and bi-multilingual identity. Their use and choice of address form express respect, intimacy/closeness, and informality at the same time, however, European addressing styles indicate either respect or intimacy.

An Exploratory Overview of Teacher Educators’ Demographic Based Insight Regarding Standards of Quality of Teacher Education in Public Sector Universities of Pakistan

The quality of teacher education is highly contingent on professional standards and teachers’ firm belief in these standards. By following the standards, teacher education can be revolutionized. Keeping in view this utmost need of standards, the present study was envisioned to review teacher educator’s insight regarding standards of quality of teacher education. For this purpose, an exploratory survey was conducted with the help of an open ended questionnaire based on ten national professional standards. Two demographics gender and teachers’ designation were focused. Questionnaire was administered over 55 teacher educators out of which 49 questionnaire were returned. These teacher educators were purposively selected as they were teaching to preservice teachers in teacher education departments of various public sector universities of Punjab, KP and Federal. There were total 15 questions in this questionnaire. Results of the study concluded that majority of teachers were well aware of these standards. In all standards data showed a marginal gender based difference. However,in terms of training teachers revealed that there is lack of training regarding implementation of these standards. Teachers were found weak in standard of professional code of conduct and assessment techniques. Half of the majority of teachers were hopeful that standards can improve quality of teacher education. The study recommends training program for teachers for teachers’ continuous professional development and to empower them for using ICTs and for opting diverse assessment techniques.

Designing A Blended Learning Model for Public Sector Universities of Pakistan

The purpose of this study is to develop a blended learning model for public sector universities in Pakistan. A mixed method of research was adopted with a pragmatic research philosophy. This study consists of several steps; first, a group interview with university teachers was conducted to explore their perception of e-learning. Simultaneously, extensive literature was reviewed. This step helped in defining factors and requirements for the blended learning model. The second step was the development of a blended learning model. The model was developed and validated through several tests. In the third step, once the blended learning model was developed, software was designed according to the model by outsourcing. Public sector university teachers were asked to implement and test the model in their classrooms. The feedback on the blended learning model was collected from university teachers and students. Public sector university teachers and students found the model effective and useful for the teaching-learning process. However, some challenges and the need for improvement were proposed.

A Cross-Culture Study of Entrepreneurial Intention: The Moderating Role of National Culture

The effects of entrepreneurship are many and multifaceted; they include the creation of new employment possibilities, the effective and efficient use of national resources and a positive improvement in the general well-being of the country residence. Various studies conducted on the Entrepreneurial Intention (EI); however, student EI are very fascinating and still demanding. Moreover, entrepreneurial cross-culture studies provide broad understanding about the EI internationally. Hence, this study is conducted on the EI of the university students in Pakistan and Malaysia. Its major goal is to pinpoint the factors that influence the EI of the university students of the emerging and developing countries. A quantitative research method is used for the data analysis. The data were collected from the public sector universities of Pakistan and Malaysia. A total number of 328 questionnaires were used for the data analysis. The hypothesis testing and empirical analysis are performed by the Smart PLS-SEM version 4.0. The findings of the research reveal that TPB equally affected the EI of the university students of Pakistan and Malaysia with the exception of subjective norms variable, which had a negative effect on Malaysian students. Moreover, the culture variable did not moderate the relationship between TPB and EI of the Pakistani students, although it is partially moderate the relationship of TPB and EI of the Malaysian university students. As a result, the research findings are crucial for policymakers in emerging and developing countries to comprehend and promote entrepreneurship both locally and internationally.

Investigating employer branding with mediation of trust and moderation of social media branding

OBJECTIVE: Drawing on Edgar Schein’s cultural model and the social identity theory, this study attempts to establish an empirical relationship between organizational culture and employer brand with mediation of organizational trust and moderation of employer social media branding. METHODS: The study, being quantitative in nature, used survey method to collect data from 106 employees of public sector universities of Pakistan. A conceptual framework was developed where we tested direct relationship between culture and brand using linear regression. The mediating role of trust and moderation of social media branding were tested with Jamovi statistics. RESULTS: The results suggest that organizational culture has a significant positive relationship with employer brand. Moreover, organizational trust mediates this relationship and employer social media branding emerged as a moderator. CONCLUSION: The study has multidimensional theoretical and practical contributions. It recommends that organizations should use multi-layered culture as an essential tool to develop and improve their employer brand, which can prove a source of attracting quality talent in the modern talent intensive market. This way, organizations can prove themselves as the best places to work. Further, organizations can strengthen their employer brand by improving the trust level between management and employees, and they can harness the matchless power of modern social media for their employer branding activities.

The Impact of Workplace Bullying on Organizational Commitment: A Structural Equation Modeling Assessment

The goal of this research was to investigate the effect of workplace bullying on organizational commitment. Also, the analysis the mediating role of self-esteem in this particular relationship and mod explores Power distance erasing function. The survey was carried out on employees and peers working in the public sector universities of Pakistan. Via convenience sampling, data was collected from 236 employees of the Public Sector Universities of Pakistan. Data was analyzed by using structural equation modeling technique in Smart-PLS3. PLS-SEM represents significant relationship as the entire proposed hypotheses were supported. Results show that bullying in the workplace has negated a strong and significant relationship with organizational commitment. The mediating role of Self-esteem between the workplace bullying relationship and organizational commitment was backed by effects as well. While the Power Distance's moderating function between the outcomes was supported by occupational bullying and organizational commitment. Accordingly, a mutually trusting ecosystem should be created and encouraged by organization; a significant buffer can be used for the efficient functioning of organizations to reduce the negative feelings and also help to increase the organizational commitment. This research is not only for education sector, it is also helpful for all sectors like Agriculture, industrial and mining sectors. This research talks about how to tackle bullying activities during work

Determinants of overall user success in an academic digital library environment: validation of the integrated digital library user success (IDLUS) model

PurposeDigital Libraries are complex, and this complexity is a motive to study user success on the behalf of appropriate user success models. These models comprise the factors which play a part between people, technology and organizations. The purpose of this study was to specify and examine an integrated digital library user success (IDLUS) model within the context of digital library settings, Higher Education Commission National Digital Library (HEC-NDL) of Pakistan, by adopting and reusing the existing digital library and Web success models.Design/methodology/approachStratified random sampling technique was used to choose the sample from the University of the Punjab, a highly ranked public sector university in Pakistan. Participants were asked to complete an adapted survey questionnaire. A total of 355 completed and usable questionnaires were obtained. Data analyses through confirmatory factor analyses and structural equation modeling produced the results that have supported the proposed IDLUS model. The proposed IDLUS model was tested and supported through model fit statistics in the academic computing environment of the HEC-NDL of Pakistan.FindingsFindings revealed that relationships between the latent variables hypothesized in the model were confirmed.Research limitations/implicationsThe study has both theoretical and practical ramifications for academicians and information system designers and developers.Originality/valueThe IDLUS model is recommended first time in the history of librarianship in Pakistan as an overall user success model in the digital library information system computing environment. That made numerous recommendations for future research in the field of information management, particularly for digital library development at national and international levels.

Development and Validation of Scale to Assess Effective Integration of Information and Communication Technologies during Research Supervision Process at Public sector Universities of Pakistan

Development and Validation of Scale to Assess Effective Integration of Information and Communication Technologies during Research Supervision Process at Public sector Universities of Pakistan