M.Phil / MS
Permanent URI for this collectionhttps://repository.cuilahore.edu.pk/handle/123456789/48
This collection archives the complete set of theses produced by students of the COMSATS University Islamabad, Lahore Campus.
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Item Managing financial risks in Pakistan startups amid economic turbulence(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Nimra; CIIT/FA23-RBA-020/LHR; Dr. Ibrahim Abdullah; LHR TP 9597This study investigates the financial risk management practices of startups in Pakistan amidst economic turbulence. While the country’s startup ecosystem has witnessed remarkable growth in sectors like e-commerce and fintech, challenges such as economic instability, inflation, currency fluctuations, and regulatory barriers pose significant financial risks. Using a qualitative research approach, this study examines key financial risks—market, liquidity, operational, and credit—and evaluates the effectiveness of current risk mitigation strategies. The research focuses on Airlift Technologies as a case study to highlight the challenges of managing financial risks in a volatile environment. Findings suggest that startups face major hurdles, including inconsistent funding, rising operational costs, and policy unpredictability. The study underscores the need for improved access to funding, technological adoption for financial management, and government support to create a conducive environment for startups. Recommendations include enhanced financial planning, diversification of revenue streams, and better regulatory frameworks to ensure the survival and growth of startups in Pakistan’s challenging economic landscape.Item The Role of Fintech on Financial Inclusion in Pakistan(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Farkhanda Zafar; CIIT/FA23-RBA-008/LHR; Dr. Ibrahim Abdullah; LHR TP 9611Financial inclusion is an important driver of economic growth, poverty reduction, and social equity. However, in Pakistan, a large percentage of the population remains unbanked or underbanked, especially in rural and economically disadvantaged areas. The World Bank's Global Findex Database 2021 shows that only 21% of Pakistani adults have access to banking services, which has impeded the country's progress toward inclusive economic development. This research probes the transformative capability of FinTech in addressing such challenges and building financial inclusion in Pakistan. This study examines how FinTech innovations, including digital payments, mobile wallets, branchless banking, and peer-to-peer lending, can bridge the gap between access to financial services and the marginalized communities. It further explains how innovative technologies, such as blockchain and AI-driven credit scoring models, may improve access to credit and reduce reliance on traditional financial systems. This research provides a comprehensive assessment of how FinTech has reshaped the financial landscape of Pakistan, tracking the growth and impact of digital financial services from 2013 to 2023. Key findings from the report indicate that the involvement of mobile wallets, including Easypaisa and Jazz Cash, has increased financial inclusion significantly, especially in rural localities. From 2013 to 2023, the number of mobile wallet accounts surged from 3.4 million to 106.9 million. Moreover, digital payment systems transformed the process of transactions. Transaction values had increased from PKR 802 billion in 2013 to over PKR 15 trillion in 2023. FinTech platforms have further reduced barriers to credit through the usage of digital footprints and behavioral data to advance loans without collateral, thus empowering individuals and small businesses. However, several challenges persist, such as inadequate infrastructure, a low rate of digital literacy, and a sense of mistrust in services offered by FinTech. These challenges have led to a huge percentage of inactivated accounts and limited adoption of digital financial solutions in the population. It is, therefore, essential that these issues are addressed to fully unlock the potential of FinTech in Pakistan. The research suggests various actionable recommendations for overcoming the said challenges. Such suggestions are related to targeted awareness programs in terms of enhancing digital literacy, improvement in the infrastructure related to supporting digital financial services in remote areas, trust generation through robust cybersecurity measures, and establishing a friendly regulatory environment to facilitate innovation. Strategic partnerships between financial institutions, technology firms, and the government are stressed as a critical factor in scaling FinTech solutions across the country. This study concludes that FinTech has already demonstrated its capacity to drive financial inclusion and foster economic growth in Pakistan. However, its full potential can only be realized through a coordinated effort among policymakers, financial institutions, technology providers, and educational organizations. This research provides recommendations to be implemented that will speed Pakistan on its path toward a more inclusive, equitable, and digitally enabled financial ecosystem. The findings and insights from this study will hopefully be of use to policymakers, financial service providers, and other stakeholders looking to use FinTech for sustainable development. Overall, the study underlines the role that technology can play in transforming Pakistan's financial landscape toward a brighter economic future.Item Internal Service Quality Effect on Employee Satisfaction and Employee Commitment: A Case of Pakistani Banking Industry(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2019) Nabeela Aslam; FA16-RMS-006; Dr. Ibrahim Abdullah; LHR TP 5435The objective of this study is to use positive organization behavior and service research to introduce employee well-being as a major construct that how internal service Quality(ISQ) drives employee commitment, employee satisfaction and employee performance. Data has been collected from 210 employees of different banks. Partial least square of structural equation model (PLS-SEM) is employed through Warp PLS 5.0. Results reveal that internal services quality directly affect the employee satisfaction, employee well-being employee commitment and employee performance. Moreover employee well-being moderates the relation among employee satisfaction and employee performance.Item Impact of perceived organizational support and job autonomy on teachers’ proactive behavior moderating role of supervisor support(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2021) Fatima Mumtaz; FA18-RMS-011; Dr. Ibrahim Abdullah; LHR TP 6382This research analysed the impact of perceived organizational support and job autonomy on teacher’s proactive behaviour-moderating role of supervisor support among the teachers working in the secondary level school. School operate in a multifaceted and competitive environment which demand to adopt the updated context and situation. School depends on the teachers and expect from them to behave proactively, take initiatives and perform self starting task to improve the whole work situation. Immediate supervisors are responsible for stimulating work-related behaviours like proactive. Prior studies do not research on the relationship of POS and Job Autonomy with teacher’s proactive behaviour. Therefore, this research has been developed to measure this impact with the moderating effect of supervisor support. For this research study, quantitative data is collected from school teachers of Lahore. To test the model, this study carried the regression, descriptive analysis, Cronbach alpha and correlation, by using SPSS and Structural equation Modeling. This study will help the educational institutes administrations to best understand the phenomena and enhance proactive behaviour, while giving required autonomy and support from organization and supervisors in their organizations. The study discussed the future implications on the gap identified for researchers to conduct study in future.Item Barriers to TQM Implementation in Service Industry of Pakistan.(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2019) Muhammad Mubeen Khan Dr. Ibrahim Abdullah LHR TP 5701; SP17-RPM-007; Dr. Ibrahim Abdullah; LHR TP 5701Thisstudyaimstoexploresthebarriersinsuccessfulimplementationoftotalqualitymanagement (TQM) in education sector of Lahore District. A sample of one hundred and twenty people from different Universities of Lahore District were selected through convenience sampling technique. Descriptive research designed and a self-developed semi-structured questionnaire was used for gathering information from the sample subjects. Descriptive statistics i.e., mean, standard deviation and inferential statistic i.e., t-test were employed for the statistical analysis of the data. Thescaleitemsthatmeettheminimumcriteriawasusedforcalculatingthereliabilityofthescales. The findings showed a number of barriers in implementing TQM. The results indicated that employee's barriers and process barriers were the main barriers faced by education sector in implementing TQM. Based on findings, it was strongly recommended that all the educational institutionsshouldbeboundbythecompetentauthoritiestoadoptthetechniqueofTQM.Aspecial professional in-service training programme regarding TQM implementation should beintroduced so that education sector may be equipped with the modern techniques of successful TQM implementation. This research will contribute to the field of study by posing the setback in the system and suggesting practical ideas to overcomethem.Item IMPACT OF DIGITAL MARKETING ON THE STRATEGIES OF FIRMS AND CONSUMERS’ POST PURCHASE BEHAVIOR(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2023) Fatima Nadeem; SP22-RBA-001; Dr. Ibrahim Abdullah; LHR TP 8743This study looks into the factors influencing consumer’s digital marketing and firm’s strategies. A rapidly expanding industry, Digital Marketing provides many services in today’s modern world. The advent of the digital era has transformed how companies connect with and involve customers. Digital marketing, covering diverse online and mobile platforms, has emerged as the cornerstone of contemporary marketing approaches. This study explores the multi-dimensional effects of digital marketing on businesses and consumers, particularly focusing on consumer behavior. Online platforms facilitate connections with customers worldwide, broadening their scope and potential clientele. Digital platforms offer convenient means for consumers to connect with brands, resolve issues, and share feedback, resulting in enhanced satisfaction. digital marketing has deeply impacted businesses and consumers, shaping their strategies and post-purchase behaviors significantly. While it offers abundant opportunities, it also poses challenges that demand thoughtful consideration and adaptation. Understanding the intricate relationship between digital marketing and its effects on businesses and consumers remains vital for navigating the dynamic digital landscape.Item EXAMINING THE INFLUENCE OF DIGITAL INFLUENCERS' CREDIBILITY ON PURCHASE INTENTION AND BRAND ATTITUDE AMONG INSTAGRAM USERS IN LAHORE.(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2023) Zarnab Shahid; FA21-RBA-024; Dr. Ibrahim AbdullahInfluencer marketing on Instagram can be considered a type of word-of-mouth marketing that can assist brands in gaining loyal customers (Veissi, 2017). One of the key advantages of Instagram is to be able to connect with the users all over the world and especially people who are living life out large and sharing what they're doing every day with their followers It allows brands to reach an engaged audience, introduce their brand, and start building relationships with potential customers (Later, 2020). However, there are challenges associated with influencer marketing on Instagram. The credibility of the influencer is a critical factor in the success of influencer marketing on Instagram. Credibility refers to the degree to which an influencer is perceived as trustworthy, knowledgeable, and appealing by their followers (Lou & Yuan, 2019). The credibility of an influencer can impact their followers' attitudes and behaviors towards both the influencer and the brand being promoted (Belanche et al., 2021). This study aims to address this research gap by proposing and testing a conceptual model that examines the impact of digital influencers' credibility on consumer purchase intention and brand attitude on Instagram among users based in Lahore to provide valuable insights to marketing managers.Item Psychology in Marketing: How Sights, Sounds and Messages Impact Consumer Buying Behaviour(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2023) Hamna Khalil; FA22-RBA-005; Dr. Ibrahim Abdullah; LHR TP 8749All praise and thanks are due to Almighty Allah for His blessings and guidance in every step of this project. I would like to express my profound gratitude to my supervisor, Dr. Ibrahim Abdullah for his invaluable guidance and support throughout this project. I would like to thank the participants of the interview who participated in this study. They generously shared their experiences and perspectives with me and answered my questions honestly. Their responses provided me with rich and meaningful data for my analysis. I would also like to thank my fellow university seniors for their constant encouragement, support and assistance throughout this project.Item TECHNOLOGICAL LACK, CUSTOMER SATISFACTION, AND MARKETING ISSUES FACED BY PTCL(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2023) Sana Zubai; FA21-RBA-022; Dr. Ibrahim AbdullahThe project entails a diagnostic study of Pakistan Telecommunication Company Limited (PTCL). Overall operations and departments of PTCL are being studied and analyzed with marketing and commercial department in particular. Marketing department is a key for any organization especially that of PTCL scope and profile. PTCL has enjoyed a freedom for more than 5 decades to rule the telecom market. But now there are other companies coming into view that are challenging PTCL and taking up their market share. People have something to compare the internet services of PTCL with other companies and general perception of PTCL internet services are not good as can be observed from public feedback on social media. The project is done in order to diagnose either PTCL is just not good enough to compete with the new companies or there is a lack of relationship between PTCL and general public which has caused the perception of PTCL to go down.Item Analysis of consumer’s purchase intentions toward online shopping in Pakistan.(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2022) Shafa Ghafoor; SP20-RMS-004; Dr. Ibrahim Abdullah; LHR TP 7661This research aims to explore the effects of e-WOM information, attitude toward information and purchasing. Subjective norms, perceived behavioral control and consumer’s internet experience on consumers’ online purchasing intentions. The primary objective of this study was to investigate how all of the independent variables influence/affect purchasing intentions of consumers in Pakistan and that too in the context of online shopping. Also, this section is also discussing the moderation impacts of information quality on the relationship of all the independent and dependent variables of this study. Prior studies do not have enough research on Information quality as a moderator. Therefore, this research has been developed to measure the moderating effect of quality information. A self-administered survey was conducted on customers in Lahore, Pakistan. Based on the data collected from 330 consumers. For this research study, quantitative data is collected. To test the model, this study carried the regression, descriptive analysis, Cronbach alpha and correlation, by using SPSS and structural equation modeling (SEM) approach by using AMOS. The validity and reliability of the measurements were confirmed before the hypotheses of the study have been tested. Findings of this research are in line with the previous studies and finds that e-WOM, ATT, SN, PBC and CIE are positively influencing the consumer’s online purchasing intention. In particular, a new finding of the study highlights the importance of the moderating role played by Information quality. Moderating impacts were found positive and significant in enhancing the relationships of e-WOM, ATT, SN, PBC, CIE and PI. Firms and marketers must concentrate on online communication channels to affect consumers’ intention toward purchasing online and engage in e-WOM communication. Companies should pay more attention to consumers' need for accurate and reliable information in order to enhance e-WOM and information influence.