shobhit university


NICE Journal of Business is a half-yearly journal, earlier published by NICE Management College, Meerut, and now being brought out by the School of Business Studies, Shobhit University, Meerut. It seeks to provide a platform to research scholars, practicing managers, and academicians in business management, commerce, economics, and allied fields, to present their research findings and share their views and experiences.

Editorial Board

Prof. Abhinandan K. Jain
Indian Institute of Management
Ahmedabad (Gujarat)

Prof. Alok Saklani
Apeejay School of Management
Dwarka, Delhi

Dr. Amit Adhlakha
Associate Professor
IMS Unison University, Dehradun

Prof. Anoop Swarup
Jagran Lake City University, Bhopal (M.P.)

Prof. Arun Kumar
University of Allahabad

Prof. Furqan Qamar
Association of Indian Universities
New Delhi

Prof. H. Chaturvedi
Birla Institute of Management Technology
Greater Noida (U.P.)

Prof. K.N.Badhani
Indian Institute of Management
Kashipur, Uttarakhand

Prof. M. Khalid Azam
Faculty of Management Studies
Aligarh Muslim University
Aligarh (U.P.)

Prof. M.L. Singla
Faculty of Management Studies
University of Delhi, Delhi

Prof. Nawal Kishore
School of Management Studies
Indira Gandhi National Open University, New Delhi

Prof. Pratapsinh Chauhan
Saurashtra University, Rajkot (Gujarat)

Prof. P.K. Jain
Department of Management Studies
Indian Institute of Technology, Delhi

Prof. Pankaj Madan
Faculty of Management Studies
Gurukul Kangri University, Haridwar

Prof. Pikay Richardson
Manchester Business School
University of Manchester
Manchester (U.K.)

Prof. Parimal .H. Vyas
M.S. University of Baroda, Vadodara

Prof. Pawan K. Agarwal
ICFAI University Dehradun

Prof. R.C. Dangwal
Department of Commerce
HNB Garhwal Central University
Srinagar, Garhwal

Prof. R.D. Sharma
University of Jammu, Jammu

Prof. Ranbir Singh
National Law University, Delhi

Prof. Sanjay Mishra Kashipur
School of Business
University of Kansas
Kansas (USA)

Prof. Sanjiv Marwah Director
J.K. Business School
Gurugram (Haryana)

Prof. Sanjeev Kumar Sharma Director
University Institute of Applied Management,
Panjab University, Chandigarh

Dr. Surendra Munjal
University of Leeds Business School
Leeds (U.K.)

Prof. Yogendra Verma
Central University of Himachal Pradesh
Dharamshala (H.P.)


About the Shobhit University

Shobhit University, notified by the Government of India as a Deemed to be University, under Section 3 of the University Grants Commission Act, 1956, was envisaged and inspired by Babu Vijendra Kumar ji, an eminent agriculturist and social worker from Gangoh (Saharanpur) of U.P. Shobhit University is a NAAC-accredited research-intensive University that shares the values of high-quality teaching within an environment of internationally competitive research. The University seeks to go beyond the established standards to nurture technocrats and prospective managers that have a global vision and insight in their chosen field.

School of Business Studies

School of Business Studies (SBS) is an integral part of Shobhit University, Meerut. It has inherited the academic legacy of the NICE Management College (established in 1995), and together with autonomy in curriculum-designing and flexibility for foreign collaborations, through academic exchange, and credit-transfer mechanism, and increased institution-industry interface. The SBS offers MBA programme with several specialisations, including marketing, finance, human resource management, production and operations management, and insurance and risk management. It also offers M.Phil. and Ph.D. programmes in management.

From the Editor’s Desk

I feel privileged in placing before the readers the new issue (Volume 11, Numbers 1& 2: January-December 2016) of NICE Journal of Business. The response from the contributors and the readers to the earlier issues of the journal has been overwhelming.

With each issue of the journal, we bring to you the latest and authoritative insights into the fascinating world of business. The issue contains a panorama of research papers on topics of current interest in business.

In this issue, we have put together two perspectives and eight research papers, reflecting diverse interests in the field of business. The research papers pertain to the major areas of marketing, banking and finance, organisation behaviour, human resource management, entrepreneurship, information and communication technology and higher education. The two perspectives pertain to the new Tax system in the garb of the Goods and Service Tax and public governance After a prolonged debate inside and outside Parliament, the Goods and Services Tax (GST) has become a reality. However, the transitional problems associated with the implementation of the new tax system cannot be ruled out. Prof. S.K.Singh analyses the current scenario and status of the GST and foresees the challenges likely to be faced by this revolutionary tax system proposed to be incremented in India., w.e.f. April 1, 2017.

Prof. Pikay Richardson observes that an improved quality of life derives from the economic growth, which, in turn, derives from the good governance and effective leadership. He argues a line of causation that starts with effective leadership, which is the bedrock of a good governance regime, which leads to economic progress and eventually to a better quality of life. Governance in a country can be broken into public and corporate governance. Here, he highlights the role of public governance in the national development and improving the quality of life.

Children's attitude towards TV ads not only determine their purchase behavior but also other behavioural influences that ads have on them. Dr. Amardeep Kaur Ahluwalia and Prof. Raghbir Singh identify gender-wise factors affecting children's attitude towards TV ads. The factor structure and the relative importance assigned by boys and girls to various dimensions of TV ads are found to be different.

Prof. Hardeep Chahal and Ms. Rupa Mahajan examine the role of Organisational Citizenship Behaviour (OCB) and Service-dominant Logic (SDL) competencies in value-creation in higher-education institutions. With a sample of 55 officers of the University of Jammu and the Guru Nanak Dev University, Amritsar, they discover that the SDB contributes more to value- creation than the OCB.

Ms. Sugandha Verma and Dr. T.S. Tomar examine the influence of personal characteristics on the work-life balance (WLB) of women employees in the banking sector by using simple linear regression model. They observe the significant influence and predictability of the personal characteristics on the WLB of women employees.

Based on a sample of women entrepreneurship from small and medium enterprises in Ahmedabad city, the study conducted by Dr. Gurjeet Kaur and Ms. Stanzin Mantok reveals the relevance of financial capital and experience play an important role in promoting women entrepreneurship, which has a positive effect on women empowerment.

Prof. Shamsher Singh assesses the consumer perception of various attributes of modern retail stores in Delhi and finds how retail store attributes influence consumers' perception on major store attributes including price, variety, quality of products, in-store services, shopping convenience and ambience, and how the demographic factors affects the operation of these stores. He brings out valuable information for decision-makers of retail stores, so they can improve their marketing efforts and boost their sales.

On-line banking services have gained popularity in recent days. Prof. Shweta Anand and Dr. Deepika Saxena assess the impact of customer occupation on their awareness, and frequency of usage of on-line banking. Based on the data collected from 750 bank customers, their study reveals that the customer's occupation has a significant impact on all these aspects.

Dr. Vaishali and Prof. R C Dangwal examine the determinants of growth and performance of public-sector banks during the second phase of economic reforms in India. They make certain workable suggestions to improve the banks' performance.

Employing the panel data models, Ms. Poornima B G and Prof. Y V Reddy examine the relationship between the capital structure determinants and financial leverage in automobile companies in India. Their study reveals that profitability, growth, and tangibility significantly influence the financial leverage.

The section on book reviews contains four items, written by subject experts in the relevant fields. The books reviewed pertain to strategic management, marketing, human resource management, and human resource development.

I express my gratitude to the eminent scholars and expert book-reviewer s for their precious contribution to the journal. Several experts have made available their time and expertise for assessing the articles received for publication by making critical comments and suggestions for improving their quality. They truly deserve my sincere thanks.

I owe a special word of thanks to Dr. Shobhit Kumar, Chairman, NICE Society; and Kunwar Shekhar Vijendra, Chancellor, Shobhit University, for their keen interest in this endeavour to promote, preserve and disseminate business research.


Acknowledgement to Referees

  • Prof. Alok Saklani, Director, Apeejay School of Management, Dwarka, Delhi
  • Dr. Deepa Sharma, Associate Professor, Maharaja Agrasen College, University of Delhi, Delhi
  • Prof. Gitika Kapoor, Dean, R.A. Podar Institute of Management, University of Rajasthan, Jaipur
  • Prof. Hardeep Chahal, Department of Commerce, Jammu University, Jammu
  • Prof. J.S. Panwar, Former Dean, Faculty of Managemnet Studies, Sardar Patel University, Anand (Gujarat)
  • Prof. K.N. Badhani, Indian Institute of Management, Kashipur (Uttarakhand)
  • Prof. Pawan Kumar Sharma, Head, Department of Management Studies, Vardhaman Mahaveer Open University, Kota (Rajasthan)
  • Prof. Pikay Richardson, Manchester Business School, Manchester (UK)
  • Dr. Surender Munjal, University of Leads Business School, Leads (UK)
  • Prof. Ved Pal, Haryana School of Business, Guru Jambeshwar University, Hisar

Why You Should Submit Your Research Work to Us?

Leading Journal in the Field of Business: NICE Journal of Business is now established as one of the leading academic journals on the subject. It has been accepted well among academicians as well as practitioners. In a short span of time, it has made rapid progress and has carved out its place among the reputed, peer-reviewed, business research journals published in India.

Refereed Journal: We have a rigorous peer-review process, involving a comprehensive feedback on your paper. The editorial team follows an elaborate process for selection and improvement of papers for publication. Each article passes through a blind review by two or three experts.

Wider Scope: The journal covers general management, marketing and advertising, finance and banking, organisational behaviour and human resources management, production and operations management, business environment and policy, international business, etc.

Wider Readership:

  • The journal is accessible in libraries of all reputed business schools and university departments of management, commerce, and economics. It includes quality articles of interest to a large audience in the wide field of business.
  • Besides paid subscriptions, we have exchange arrangement with more than 150 business journals, including almost all the well-known Indian journals, such as those published by IIM-A, IIM-B, IIM-C, IIM-L, IIM-I, XLRI, MDI, IMT (Ghaziabad), ASCI, IMI (New Delhi), IIFT, SRCIR, Amity Business School, BIMTEC, Asia-Pacific Institute, and FORE School of Management.

Listing: The journal has ISSN number. It is included in the Database of EBSCO Publishing, Inc. (USA), and is listed in the Cabell’s Management Directory (USA).

Other Features:

  • Each research article has an abstract, key words, introduction, survey of literature, objectives and hypotheses, research methodology, discussion and analysis, conclusion, and bibliographical references.
  • We follow the British spellings and take great care of grammar, and pattern of bibliographical citations and references, even though it is a daunting task to obtain full and precise information in some cases.
  • Its Editorial Board and Manuscript Review Board consist of eminent experts from the relevant fields, including professors from reputed universities, IIMs, and IIT-D, and vice-chancellors and directors of universities and business schools, from India and the USA, the UK, and Australia.
  • The journal has, as its Editor, a former Professor of Delhi University, who has long experience of teaching post-graduate classes and conducting and guiding research, and has a large number of publications to his credit.

Menace of Plagiarism

In the last issue of our journal, we raised a matter of public concern, namely the menace of plagiarism, which is widespread and going unabated. We often receive articles for publication which are either partly or fully copied from others’ works, despite the author having given a declaration to the effect that the article is original and an exclusive contribution to our journal, and having submitted a certificate of cessation of copyright in our favour. The dare-devilry is shocking! This is outright deceit and cheating. Amusingly, the practice is not confined to Indian authors; foreign authors are no exception.

This time again, we came across two such cases, one each from Indian and foreign authors. The articles could have gone into print, but for the alacrity and the incisive eye of our referees.

We have been facing another problem of somewhat similar nature, involving professional ethics. We spend a lot of efforts, time, and money in reviewing, short listing, and editing of each article which passes the preliminary scrutiny. When asked to make further revision or supply the missing information, some of the authors stop communicating with us and submit the paper improved through our efforts to some other journal. They do so despite the fact that they have submitted a declaration that the paper is original and an exclusive contribution to our journal, and shall not be withdrawn at a subsequent stage, unless rejected/permitted by the Editor, and have ceded the copyright in our favour.

It needs no emphasis that plagiarism is not only an unethical practice, particularly so for an academician, it is also a violation of the code of conduct governing the services of University teachers, but also amounts to a criminal offence, under the Copyright Act, 1957 (which certainly does not grant us a ‘right to copy!’). Any infringement of copyright under the Act is an offence, punishable with imprisonment for a minimum period of six months, extendable up to three years, and a fine, ranging from Rs. 50,000 to Rs 2 lakhs.

It is worthwhile to caution such unscrupulous people. Many people have already faced disciplinary action leading to their dismissal from service. These include teachers at all levels – lecturers, associate professors, professors (including one in a top Central university, one in a top IIM, and one in a State university), and one Vice-Chancellor of a State university. Recently, a Vice-Chancellor of a reputed central university had to face imprisonment.

Writing an article is a demanding as well as a rewarding task. Those looking for an unearned reward are surely inviting trouble.


Guidelines for Writing Book Review

We invite academicians and others to write reviews of books on business management allied subjects.

  • The reviewer should begin with a listing of the bibliographical details of the book, comprising the name(s) of the author(s), full title and sub-title of the book (as they appear on the cover), details of the place and name of the publisher, year of publication, number of pages in the book, whether hardbound or paperback, and the price, if mentioned.
  • The review can range from 1000 to 3000 words, depending on the topic and the importance of the book.
  • The review should engage with the theme of the book and the issues and problems raised, and should make a rigorous attempt to identify and assess the main arguments put forth by the author.
  • The review should be written in a manner and style that would qualify it as a short article in its own right.
  • The reviewer should provide a confrmation that this review has not been sent for publication elsewhere and that the author will cede the copyright, if it is accepted for publication in NICE Journal of Business.
  • The book under review should have been published recently, preferably in the current or the previous year, and be preferably the new release.
  • The reviewer should also comment on the stylistic aspect and literary presentation of the book.
  • Bibliographical references should be avoided. If the references are considered weaknesses, and an overall assessment by the reviewer. essential, the citation style adopted by NICE Journal of Business should be used.

Thus, the review should be an objective assessment of the book, indicating its specifc strengths and weaknesses, and an overall assessment by the reviewer

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Guidelines for Authors

NICE Journal of Business invites academicians and professionals to contribute research papers, articles, abstracts of doctoral dissertations, major research project reports, case studies, comprehensive bibliography, and book reviews. The following are the guidelines for the authors:

  • The contribution must be original, neither published nor under consideration for publication anywhere else.
  • The cover page should contain the title of the paper, author’s name, designation, official address, contact phone/ fax number, and the e-mail address. The next page should contain an abstract of not more than 150 words, along with five key words. The main text should not contain the author’s name.
  • References should be given at the end of the manuscript and should contain only those cited in the text of the manuscript. These should be given in an alphabetical order of the first author’s surname.
  • References should be given on the following pattern:
    • For books written by two or more authors: Kotler, Philip, Gary Armstrong, Prafulla Y. Agnihotri, and Ehsan ul Haque,(2013), “Principles of Marketing: South Asian Perspective”,14th ed. (New Delhi: Dorling Kindersley (India) Private Limited), pp. 3-9
    • For journal articles: Tanmay Chattopadhyay, Shivani Shraddha, and Mahesh Krishnan, (2010), “Marketing Mix Elements Influencing Brand Equity and Brand Choice”, Vikapla, Vol. 35, No. 3 (July-September), pp. 67-84
    • For unpublished Ph.D. theses and M.Phil. dissertations: Deepa Sharma,(2008),”Corporate and Public Redressal Systems for Consumer Grievances”, Unpublished Ph.D. thesis, Delhi University, Department of Commerce, Delhi, pp. 42-49.
  • Notes (Footnotes) should be avoided. If necessary, it should be indicated by serial number in the text (1, 2…) as also at the end of the research paper, on a separate sheet just before references. Notes should not be mixed with references.
  • Figures and tables should be numbered consecutively, in international numerals, and should appear soon after the text where they are cited first. The figures should be accommodated within two-thirds of the A-4 size paper. All the figures and tables must be suitably captioned.
  • Please check your manuscript for clarity, grammar, spelling, punctuation, and consistency of references to minimize editorial changes.
  • Please follow British spellings throughout: ‘programme’, ‘not program’; ‘organisation’, ‘not organization’; ‘behaviour’, ‘not behavior’.
  • The use of capitalization should be kept to the minimum, except in case of proper nouns, and should be followed consistently.
  • The use of capitalization should be kept to the minimum, except in case of proper nouns, and should be followed consistently.
  • The ideal size of the manuscript is 5,000 to 7,500 words.
  • The manuscript should be in double space; in 12-points font size, on A-4 size paper, leaving 4cms. margin on all sides, so as to facilitate editing and styling. All texts, including abstract, quotations, notes and references should be typed in double-space.
  • Authors using a questionnaire for collection of data for preparing the paper should send a copy of the questionnaire, along with the manuscript.
  • The contribution should be sent as an e-mail attachment to: with a copy to The contributions received for publication shall be referred to two experts on the subject, for review and evaluation, after a preliminary review in the editorial office.
  • Correspondence and proofs for correction, if required, will be sent to the first-named author, unless otherwise indicated. Corrected proofs should be returned within a week.
  • The forwarding letter must include a certificate by the authors to the effect that the article is original and an exclusive contribution to NJB and shall not be released for publication elsewhere unless the Editor’s decision not to publish it has been communicated to the authors.
  • The final decision on the acceptance or otherwise of the paper rests with the Editor/Editorial Board, and it depends entirely on the standard and relevance of the paper.
  • The final draft may be subjected to editorial amendments to suit the Journal’s requirements.
  • The author will be supplied one copy of the Journal free of charge, soon after its publication.
  • The copyright of the articles and other material, published in the Journal, shall lie with the publisher.
  • While sending the manuscript, please state that the ‘Guidelines for Authors’ (for authors of NICE Journal of Business), have been followed. A manuscript which does not conform to the guidelines may not be considered for publication.
  • The references to websites should be kept to the minimum. The date of accession of the website should be invariably mentioned within a bracket.

Contact Details

The Editor, NICE Journal of Business School of Business Studies, Shobhit University
Modipuram, Meerut - 250 110

Prof. D.P.S. Verma
Editor, NICE Journal of Business
Shobhit University
Modipuram, Meerut - 250 110
Mobile no.09818134500

Dr. Neha Yajurvedi
Associate Editor, NICE Journal of Business
Shobhit University
Modipuram, Meerut - 250 110
Mobile no.09818134500