Department of Management Science

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Has files: YesSubject: search.filters.subject.Dr. Naima Khurshid

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    The Impact of AI-Personalized Recommendations on Consumer Impulse Buying Behavior: The mediating role of Perceived Usefulness and Urgency to Buy
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Tahreem Mazhar; SP24-RBA-038; Dr. Naima Khurshid Lecturer; LHR TP 10101
    AI recommendation has become an important factor to measure consumer impulse buying behavior over the past years. With increase in e-commerce platforms, AI technology now dominates the domain of understanding customers. The major concern is that the AI personalization systems are not well understood in terms of psychological and emotional influence on consumer choice, especially in emerging digital markets such as Pakistan. Most existing studies are directed at the enhancement of customer satisfaction, trust, or purchase intention, but very few of them explored its direct impact on the impulse buying decision. Therefore, this research study investigated the impact of AI personalized recommendation on impulse buying behavior through mediating role of psychological factors such as perceived usefulness and urgency to buy, with Accuracy as a sub-variable for AI personalized recommendation. The S-O-R model (stimulus-organism-response) such that the AI personalized recommendations as external Stimulus, mediators of PRU and URB as Organism and Impulse buying behavior as Response was used to support this research. Convenience sampling (N = 208) and self-administered structured questionnaires through Likert scale was used for data collection. The results showed insignificant direct relation between AI personalized recommendation and consumer impulse buying in the presence of mediators. However, there is a highly significant relation with mediation of URB (p-value = 0.000) and PRU (p-value = 0.0292). These results highlighted that PRU and URB shows full mediation on impulse buying and strengthens indirect impact, which means that AI recommendations impact consumers not merely through accuracy, but through how consumers feel; pressured, assisted or facilitated during online shopping process in the case of Pakistan’s online platforms.
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    Order Delays Caused by Late Yarn Deliveries: A Supply Chain & Inventory Management Study at Kohinoor Mills Ltd
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Ali Raza; CIIT/FA23-RBA-004-LHR; Dr. Naima Khurshid; LHR TP 10086
    The title of the case study is Order Delays due to Late Yarn Deliveries: A Supply Chain and Inventory Management Study at Kohinoor Mills Ltd. and is a thorough research into the long-running issue of order delays caused by the late delivery of a raw material (yarn), that continuously affects production and puts the company at the risk of losing customer confidence. The particular research study was to determine the complex internal and external factors that are leading to all these delays, determine the efficacy of existing planning and inventory management techniques and determine the drastic strategic effects of long-term operational failures. The proposed research used a qualitative and single-case study design, as it was selected to elicit the human, procedural, and systemic variables and elements that cannot be produced through quantitative data alone. The primary data was also collected in the form of semi-structured interviews with the ten most important managers and officers who work in the Production Planning (PPC), Yarn Procurement, Yarn Godown, Sales and Quality Control (QC). The insights were gathered and then subjected to Thematic Analysis that was able to identify 20 distinct themes (root causes of operational delays) and developed a detailed diagnostic framework that is specific to this environment.
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    Evaluating Communication Gaps and Efficiency Losses in Strategic Alliances & Partnerships: A Case Study of Sapphire Textiles
    (library Inforamtion Services, COMSATS University Islamabad, Lahore Campus, 2025) Rafi Ur Rehman CIIT/SP24-RBA-026/LHR; Dr. Naima Khurshid; LHR TP 9819
    The purpose of this study was to discuss the communication and operational inefficiencies that are hindering the strategic alliances of Sapphire Textile Mills Ltd, one of the prominent textiles manufacturing companies in Pakistan. While Sapphire has good in-house the company has been unable to fully leverage the benefits of its collaborations with third-party suppliers who take care of seeding, finishing, and logistics. The aim of this study was to identify the underlying reasons for underperformance of such alliances and suggest practical solutions for improving alliance effectiveness. A qualitative research design was employed, and data was obtained through semi- structured interviews with key staff members and partner agencies. Data was analyzed through thematic analysis, and five key problem areas were identified: tensions in communication, operational inefficiencies, cultural misalignments, trust and governance challenges, and impacts on performance. To make sense of the findings, the study used several theoretical perspectives, such as TCE, RBV, Relational Contracting Theory, Social Exchange Theory, and the Alliance Capability Framework. Sapphire’s reliance on formal documentation and informal conversation (overdue and delayed emails and casual WhatsApp discussions) causes time lags, miscommunication, and wastage of precious time, and it is reflected in the results as well. In addition, governance and trust were not carried out effectively, the culture is not common between partners and the capability of managing alliances was weak and resulted in the production interruptions and customer’s dissatisfaction. Drawing on these findings, the study suggests that Sapphire could make use of formal communication protocol, adopt an ERP system to enhance visibility of supply chain networks and improve trust and cultural fit with its partners. It also recommends the creation of systems for organizational learning based on previous alliances. With the shift from a transactional approach to a relational and capabilities-based partnership; Sapphire can increase the effectiveness of their strategic alliances and develop a competitive advantage in both domestic and international market.