BUUIC Journal of Management

Effect of technology proficiency on the employability skills of final-year undergraduates

2026-06-11T13:19:52+07:00

The employability rate is significantly dropping in developing countries like Pakistan due to various reasons including lack of technology training in educational settings. Technology-driven workplaces reported that recent graduates lacked employability skills and were unable to adopt the latest technological skills required in the digital job market. The aim of this study was to measure the effect of digital proficiency on employability skills of final-year undergraduates in public educational institutes of Lahore using the Technology Acceptance Model (TAM). This quantitative study used multistage random sampling to collect data from 560 undergraduates studying in four public universities of Lahore. The data were collected through reliable questionnaires i.e. Technology Proficiency Self-Assessment Questionnaire (TPSA-C-21) (α=.84), and Basic Employability Skills questionnaire (α=.85). The study found positive and moderate relationship between digital proficiency and market employability (r=. 65). The results based on regression analysis indicated that technology proficiency explained 44% of the change in employability skills. In general, this study contributes to understanding how technology proficiency influences respective areas of employability skills differently. The recommendations of the study have also been given.

Rethinking marketing in 2026: 5 key insights into contemporary consumer behavior

2026-06-11T13:18:41+07:00

Despite the increasing adoption of AI-driven personalization and digital marketing technologies, limited research has examined how evolving consumer expectations reshape value creation in contemporary marketing ecosystems. This study employs a qualitative conceptual synthesis approach integrating industry discourse from Executive Espresso Episode 535, “5 Marketing Insights for 2026: What Customers Are Thinking,” with contemporary academic literature on digital marketing, consumer behavior, and artificial intelligence. Using thematic content analysis, the study identifies several emerging dimensions of value-driven marketing in the digital era. The findings indicate that consumers are increasingly prioritizing meaningful experiences, contextual relevance, ethical data use, and long-term value over transactional consumption and price-oriented decision making. The analysis further suggests that organizations must balance AI-enabled personalization with consumer trust, authenticity, and responsible engagement in order to strengthen long-term customer relationships. The study contributes to marketing literature by proposing a conceptual framework for value-driven digital marketing that integrates technological capability, ethical personalization, and relationship-oriented customer engagement. These insights provide practical implications for organizations seeking to adapt marketing strategy and customer experience design to rapidly evolving consumer expectations in digitally mediated environments.

A comprehensive analysis of credit appraisal and NPA resolution strategies in India

2026-06-11T13:09:19+07:00

This study examines the enduring structural challenges constraining the stability and efficiency of the Indian banking sector, as documented in successive reports by the Reserve Bank of India (RBI), government agencies, and leading financial institutions. Despite more than a decade of regulatory reform, the sector continues to struggle with rising non‑performing assets (NPAs), recurring financial frauds, and inefficiencies in credit‑risk governance. Using six representative institutions State Bank of India (SBI), Punjab National Bank (PNB), HDFC Bank, ICICI Bank, HSBC, and Standard Chartered the research undertakes a comparative analysis of credit‑appraisal practices, technology adoption, and recovery strategies across public, private, and foreign banks. The findings reveal critical institutional shortcomings, particularly in public sector banks, where compliance‑driven frameworks have limited innovation in credit evaluation. In contrast, private and foreign banks increasingly deploy advanced technologies such as artificial intelligence, blockchain, and predictive analytics to strengthen risk assessment and fraud detection. Building on these contrasts, the study proposes an integrated appraisal mechanism that incorporates behavioural analytics, psychometric profiling, and socio‑cultural dimensions. This model enhances fraud prevention, improves recovery efficiency, safeguards public funds, and fosters a more resilient and sustainable banking ecosystem.

Revisiting tourism psychology and tourist experience: evidence from pentagonal review matrix and causal analysis

2026-04-29T22:02:16+07:00

Tourist psychology is fundamental to fostering rational contributions, scholarly engagement, and stakeholder efforts toward the sustainable development of the tourism industry. This review paper serves two primary objectives: first, to evaluate tourism psychology and the tourist experience through the application of a Pentagonal Review Matrix; and second, to analyze the impact of this matrix using causal analysis methodology. The methodology involves identifying Boolean keywords related to tourist experience and psychology—mapped against the Maslowian Triangle and the five dimensions of the Pentagonal Review Matrix indices—within the Scopus database. By incorporating causal effects, this study provides a robust integrative conceptual framework for understanding the relationships and operational mechanisms of psychological factors. The analysis focuses on core objectives such as infrastructure and revenue generation, alongside findings related to community involvement, income generation, and destination attractiveness. Furthermore, it explores similarities in stakeholder competency, investment, and tourist arrivals, while highlighting unique contributions in resource management and tourism psychology across qualitative, quantitative, and mixed-method approaches. A significant takeaway is the call for future research to prioritize esteem and self-actualization needs, urging a shift beyond purely theoretical and empirical studies to provide more enriched perspectives on the tourism experience.