International Advance Journal of Engineering,Science & Management

ISSN: 2393-8048

Articles

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Published Paper


    Article
    A Critical Study of Posthuman Entanglements and Forms of Environmental Agency in Amitav Ghosh"s Ibis Trilogy
    Ayushi, Department of language, Journalism, and Social Sciences, School of Management and Liberal Arts Career Point University, Hamirpur (H.P.)  | Dr. Saurabh Kumar, Associate Professor, Department of language, Journalism, and Social Sciences, School of Management and Liberal Arts Career Point University, Hamirpur (H.P.) 
     Page No.: 1-7|  Year: 2025|  Vol.: 24|  Issue: III
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    This Research is a critical analysis of posthuman entanglement and environmental agency as manifested in the novels of the Ibis Trilogy by Amitav Ghosh, which include Sea of Poppies, River of Smoke, and Flood of Fire. Based on the theoretical approaches of posthumanism and ecocriticism, the study examines how the trilogy disrupts anthropocentrism through prefiguring the inter-relationship between human and non-human beings. The analysis draws attention to the role of such elements of the environment like the sea, climatic forces, the poppy plant, and material objects like the ship Ibis as the active agents influencing the development of the narrative and historical processes. Moreover, the paper proves that Ghosh restructures the colonial history as an intricate system of ecological, economic, and material relations, but not an entirely anthropogenic process. The focus on relational existence and distributed agency makes the paper a contribution to the emerging discussion in the environmental humanities as well as provides a better insight into the way literature redefines the relations of human and environment in colonial and global settings.

    Article
    Service Quality Beyond Satisfaction: Strategic Marketing Interventions and Consumer Engagement in Haryana’s Evolving Retail Ecosystem
    Ankita Mittal, Research Scholar, Department of Commerce, NIILM University, Kaithal (Haryana)  | Dr. Darshan Arora, Professor, Department of Commerce, NIILM University, Kaithal (Haryana) 
     Page No.: 8-16|  Year: 2025|  Vol.: 24|  Issue: III
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    Retail in India is undergoing a major transition. In Haryana, one of India's most economically vibrant states, organized retail, traditional kirana stores, and quickly increasing e-commerce platforms compete for consumer attention and loyalty. This study investigates service quality as a strategic motivator for consumer engagement, loyalty, and long-term retail connections, beyond customer satisfaction. Using primary data from 480 retail consumers in four Haryana cities (Gurugram, Faridabad, Ambala, and Hisar) and secondary data from national retail reports and academic literature, the paper uses a structured questionnaire based on SERVQUAL and Retail Service Quality Scale (RSQS) frameworks. Physical elements and quality of personal interaction are the most essential factors affecting consumer engagement in Haryana's organized retail industry. Repurchase and word-of-mouth intent depend on policy and problem-solving excellence. Further, happiness alone does not predict consumer engagement; pleased consumers without emotional or sensory participation are more likely to transfer shops. Strategic marketing interventions like tailored loyalty programs, omnichannel integration, immersive store design, and staff empowerment are the best ways to turn satisfied customers into engaged ones. Research-based recommendations for Haryana's retail customers' demographics and economics conclude the study.