Professor Neeru Malhotra

About

I am a Professor of Marketing in the Department of Strategy, Marketing and Innovation. Prior to joining Kingston Business School, I was Reader in Marketing at Essex Business School, and Associate Professor (Senior Lecturer) at Aston Business School. The main focus of my research is in the area of Services Marketing. My research programme comprises three key areas such as internal marketing with a particular focus on frontline employee service performance and management, retailing and consumer behaviour with focus on e-services, and examining value co-creation in extended service encounters such as healthcare and higher education contexts. My work has been published in leading journals such as Journal of Business Research, European Journal of Marketing, Journal of Travel Research, International Marketing Review, Journal of Advertising, The International Journal of Human Resource Management, Information Systems Frontiers, Journal of Services Marketing, Journal of Service Management, Service Industries Journal, Technological Forecasting and Social Change, Journal of Retailing and Consumer Services. Research excellence has been recognised through a variety of awards including The Academy of Marketing Conference Best Paper Award, the Emerald Literati Highly Commended Prize, the prestigious ESRC (Economics and Social Research Council) Research Grant for conducting research on Indian Call Centres (£100,826; FEC), "Outstanding Reviewer" award by Journal of Business Research, BA/Leverhulme Research Grant award to examine problem gambling among university students (£9,872.00) and a large KTP grant award (£247,518). I am serving/ have served as External Examiner for assessing marketing programs of various universities across the UK such as Warwick Business School, Southampton Business School, Salford Business School, Oxford Brookes Business School, and Ulster University where I served as External examiner to validate a new BSc Honours programme on ‘Customer Contact Planning and Management', which aims at providing business education and training to call centre organisations in the UK.

Academic responsibilities

Professor of Marketing

Qualifications

  • PhD in Marketing, University of Bradford, UK
  • M.Com, Delhi School of Economics, University of Delhi
  • B.Com(Hons), Shri Ram College of Commerce, University of Delhi

Teaching and learning

I have extensive experience of teaching a variety of marketing courses at undergraduate, postgraduate and Doctoral levels. My teaching has been recognised through a variety of awards. At Aston Business School, I received Most Engaging Academic award (nominated by students) as part of My Astonishing Aston Academics programme, was selected as Aston Business School's Inspiring Academics, and was nominated for Best Research Supervisor award by students for Aston Academic Awards. I was also nominated for Research Supervisor of the Year award at the University of Essex. I have also served as External Examiner for assessing marketing programmes in various universities in the UK such as Warwick Business School, Southampton Business School, Salford Business School, Ulster University Business School and Oxford Brookes Business School. 

I have significantly contributed to the doctoral programme. I have supervised and examined several PhD and DBA theses as external and internal examiner, chaired viva-voce and doctoral tracks at conferences, and conducted methodology seminars. 

I am a Fellow of the HEA (Higher Education Academy, UK).

Research

The main focus of my research is in the area of Services Marketing. I am particularly interested in an inter-disciplinary approach towards research on services marketing and management, which often draws from disciplines such as HRM, Organisational Psychology and Operations Management. Within the realm of services marketing, my research programme primarily comprises four key areas as follows:

 1)   Digital Marketing, within which my research interests lie in understanding various forms (influencer, content, social media, mobile) of digital marketing in a range of contexts utilising digital technologies such as AI, AR/VR/MR

2)    Retailing and Consumer Behaviour, within which my research interests are optimising customer retention/loyalty in retail services and understanding the role of customer, firm and market level factors particularly in digital services

3)    Value co-creation in services, within which my research interests lie in understanding customer experience and customer engagement especially in extended service encounter contexts such as healthcare, higher education and tourism services

4) Internal Marketing, within which my research interests are frontline employee service performance management and strategy in customer contact services.

I welcome enquiries from prospective doctoral researchers interested in these areas.

Areas of specialism

  • Services Marketing
  • Retailing and Consumer Behaviour
  • Digital Marketing
  • Customer Engagement
  • Internal Marketing

Publications

Number of items: 52.

Article

Bhattacharjee, Debashree Roy, Pradhan, Debasis, Kuanr, Abhisek and Malhotra, Neeru (2024) Perfectly imperfect : how body-positive advertisements in social media foster consumer engagement. Journal of Advertising, ISSN (print) 0091-3367 (Epub Ahead of Print)

Malhotra, Neeru, Frech, Bernadette, Leeflang, Peter, Kim, Young-Ah and Higson, Helen (2023) Understanding how satisfactory service relationships can be mutually beneficial in the higher education context. European Journal of Marketing, 57(2), pp. 562-598. ISSN (print) 0309-0566

Sahadev, Sunil, Malhotra, Neeru, Kannangara, Lakmini and Ritchie, Brent (2023) Disaster planning intentions of tourism accommodation managers : understanding the influence of past disaster experience and disaster management training. Journal of Travel Research, ISSN (print) 0047-2875 (Epub Ahead of Print)

Roy, D, Kunar, A, Malhotra, N, Pradhan, D and Mohrana, T (2023) How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness. International Marketing Review, ISSN (print) 0265-1335 (In Press)

Akram, Muhammad S, Malhotra, Neeru, Goraya, M Awais, Shareef, Mahmud, Malik, Aneela and Lal, Banita (2022) User engagement on global social networks : examining the roles of perceived brand globalness, identification and global identity. Technological Forecasting and Social Change, 181, p. 121771. ISSN (print) 0040-1625

Malhotra, Neeru, Sahadev, Sunil and Sharom, Nur Qamarina (2022) Organisational justice, organisational identification and job involvement : the mediating role of psychological need satisfaction and the moderating role of person-organisation fit. International Journal of Human Resource Management, 33(8), pp. 1526-1561. ISSN (print) 0958-5192

Malhotra, Neeru, Ashill, Nicholas, Lages, Cristiana R and Homayounfard, Amir (2022) Understanding the role of frontline employee felt obligation in services. Service Industries Journal, 42(11-12), pp. 843-871. ISSN (print) 0264-2069

Malhotra, Neeru, Sahadev, Sunil, Leeflang, PSH and Purani, Keyoor (2021) New insights into e-loyalty of internet banking users in an emerging market context : a multilevel analysis. Information Systems Frontiers, 23, pp. 1521-1536. ISSN (print) 1387-3326

Sahadev, Sunil, Malhotra, Neeru and Mukherjee, Avinandan (2020) Segmenting excessive alcohol consumers : implications for social marketing. IIM Kozhikode Society and Management Review, 9(2), pp. 213-225. ISSN (print) 2277-9752

Lages, Cristiana R., Piercy, Nigel F., Malhotra, Neeru and Simões, Cláudia (2020) Understanding the mechanisms of the relationship between shared values and service delivery performance of frontline employees. International Journal of Human Resource Management, 31(21), pp. 2737-2760. ISSN (print) 0958-5192

Malhotra, Neeru, Sahadev, Sunil and Purani, Keeyor (2017) Psychological contract violation and customer intention to reuse online retailers : exploring mediating and moderating mechanisms. Journal of Business Research, 75, pp. 17-28. ISSN (print) 0148-2963

Evanschitzky, Heiner, Malhotra, Neeru, v. Wangenheim, Florian and Lemon, Katherine N (2017) Antecedents of peripheral services cross-buying behavior. Journal of Retailing and Consumer Services, 36, pp. 218-224. ISSN (print) 0969-6989

Malhotra, Neeru and Ackfeldt, Anna-Lena (2016) Internal communication and prosocial service behaviors of front-line employees : investigating mediating mechanisms. Journal of Business Research, 69(10), pp. 4132-4139. ISSN (print) 0148-2963

Ackfeldt, Anna-Lena and Malhotra, Neeru (2013) Revisiting the role stress-commitment relationship : can managerial interventions help? European Journal of Marketing, 47(3/4), pp. 353-374. ISSN (print) 0309-0566

Malhotra, Neeru, Mavondo, Felix, Mukherjee, Avinandan and Hooley, Graham (2013) Service quality of frontline employees : a profile deviation analysis. Journal of Business Research, 66(9), pp. 1338-1344. ISSN (print) 0148-2963

Ackfeldt, Anna-Lena and Malhotra, Neeru (2010) Do managerial strategies influence service behaviours?: insights from a qualitative study. International Journal of Customer Relationship Marketing and Management, 1(3), pp. 43-55. ISSN (print) 1947-9247

Mukherjee, Avinandan, Pinto, Mary Beth and Malhotra, Neeru (2009) Power perceptions and modes of complaining in higher education. The Service Industries Journal, 29(11), pp. 1615-1633. ISSN (print) 0264-2069

Mukherjee, Avinandan and Malhotra, Neeru (2009) Call centre services : the good, the bad, and the ugly. Journal of Services Marketing, 23(5), pp. 275-278. ISSN (print) 0887-6045

Budhwar, Pawan S., Varma, Arup, Malhotra, Neeru and Mukherjee, Avinandan (2009) Insights into the Indian call centre industry : can internal marketing help tackle high employee turnover? Journal of Services Marketing, 23(5), pp. 351-362. ISSN (print) 0887-6045

Shamdasani, Prem, Mukherjee, Avinandan and Malhotra, Neeru (2008) Antecedents and consequences of service quality in consumer evaluation of self-service internet technologies. The Service Industries Journal, 28(1), pp. 117-138. ISSN (print) 0264-2069

Malhotra, Neeru, Budhwar, Pawan and Prowse, Peter (2007) Linking rewards to commitment : an empirical investigation of four UK call centres. The International Journal of Human Resource Management, 18(12), pp. 2095-2128. ISSN (print) 0958-5192

Mukherjee, Avinandan and Malhotra, Neeru (2006) Does role clarity explain employee-perceived service quality? A study of antecedents and consequences in call centres. International Journal of Service Industry Management, 17(5), pp. 444-473. ISSN (print) 0956-4233

Malhotra, Neeru and Mukherjee, Avinandan (2004) The relative influence of organisational commitment and job satisfaction on service quality of customer-contact employees in banking call centres. Journal of Services Marketing, 18(3), pp. 162-174. ISSN (print) 0887-6045

Malhotra, Neeru and Mukherjee, Avinandan (2003) Analysing the commitment – service quality relationship : a comparative study of retail banking call centres and branches. Journal of Marketing Management, 19(9-10), pp. 941-971. ISSN (print) 0267-257X

Book

Sahadev, Sunil , Purani, Keyoor and Malhotra, Neeru, eds. (2015) Boundary spanning elements and the marketing function in organizations : concepts and empirical studies. Cham, Switzerland : Springer International Publishing. 173p. ISBN 9783319134390

Book Section

Ackfeldt, Anna-Lena and Malhotra, Neeru (2015) Management interventions and prosocial behaviours : understanding the mediating mechanisms. In: Sahadev, Sunil , Purani, Keyoor and Malhotra, Neeru, (eds.) Boundary spanning elements and the marketing function in organizations : concepts and empirical studies. Cham, Switzerland : Springer. pp. 99-115. ISBN 9783319134390

Budhwar, Pawan, Malhotra, Neeru and Singh, Virender (2009) Work processes and emerging problems in Indian call centres. In: Thite, Mohan and Russell, Bob, (eds.) The next available operator : managing human resources in Indian business process outsourcing industry. London, U.K. : SAGE. pp. 59-82. ISBN 9788178299327

Malhotra, Neeru, Budhwar, Pawan and Bhatnagar, Jyotsna (2006) Investigating antecedents to organisational commitment : an empirical investigation in UK call centres. In: Singh, Pritam , Bhatnagar, Jyotsna and Bhandarker, Asha, (eds.) Future of work : mastering change. New Delhi, India : Excel Books. pp. 237-252. ISBN 9788174465023

Conference or Workshop Item

Malhotra, Neeru, Jana, Iman and Akram, Shakaib (2023) Perceived brand globalness and user engagement on global social networks. In: AMA Summer educators Conference 2023; 04-06 Aug 2023, San Francisco, U.S.. (Unpublished)

Jana, Iman, Malhotra, Neeru and Liu, Hongfei (2022) Investigating negative word of mouth as a consequence of consumer resistance to nnoivation : Moderating effects of consumer characteristics. In: Third Annual Marshall Business Research Conference; 04 Nov 2022, Held online. (Unpublished)

Jana, Iman, Malhotra, Neeru and Liu, Hongfei (2022) Investigating negative word of mouth as a consequence of consumer resistance to innovation : Moderating effects of consumer characteristics. In: 2022 American Marketing Association (AMA) Summer Academic Conference; 09 - 14 Aug 2022, Chicago, U.S.. (Unpublished)

Jana, Iman, Liu, Hongfei and Malhotra, Neeru (2022) Consumer resistance to innovation : a systematic literature review. In: Academy of Marketing Conference 2022 : Marketing : The Fabric of Life; 05-07 July 2022, Huddersfield, U.K.. (Unpublished)

Jana, Iman, Liu, Hongfei and Malhotra, Neeru (2022) Consumer resistance to innovation: a systematic literature review. In: Academy of Marketing Conference 2022, Marketing: The Fabric of Life; 05-07 July 2022, Huddersfield, U.K.. (Unpublished)

Malhotra, Neeru, Sahadev, Sunil, Leeflang, Peter and Purani, Keyoor (2019) Understanding how peripheral cues influence the e-satisfaction-e-loyalty link in the emerging market context : a multilevel analysis. In: Academy of Marketing Conference 2019 : When you tire of marketing you tire of life; 02-04 Jul 2019, London, U.K.. (Unpublished)

Frech, Bernadette, Malhotra, Neeru and Higson, Helen (2017) How does customer satisfaction pay off? Investigating key mediating mechanisms underlying the link between customer satisfaction and customer engagement behaviors in extended service encounter. In: Summer AMA Conference 2017 : Innovation & Sustainability in Marketing; 4-6 Aug 2017, San Francisco, U.S.. (Unpublished)

Sahadev, Sunil, Malhotra, Neeru and Khan, Muhammad Arshad (2017) Investigating the mediating role of workplace jealousy in perceived injustice-outcome relationships : can self-efficacy help? In: Summer AMA Conference 2017 : Innovation & Sustainability in Marketing; 4-6 Aug 2017, San Francisco, U.S.. (Unpublished)

Sahadev, Sunil, Malhotra, Neeru and Purani, Keyoor (2017) Role of bank reputation and size in usage of internet banking services in India : a multi-level modelling framework. In: Academy of Marketing Conference 2017 :Freedom Through Marketing : looking back going forward; 03-06 Jul 2017, Hull, U.K.. (Unpublished)

Evanschitzky, Heiner, Malhotra, Neeru, Wangenheim, Florian v. and Lemon, Katherine N. (2015) Antecedents of peripheral services cross-buying behavior. In: 2015 Academy of Marketing Science 18th World Marketing Congress; 14-18 July 2015, Bari, Italy. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science)

Malhotra, Neeru and Lages, Cristiana, R. (2014) Frontline service recovery performance : exploring the role of POS and felt obligation. In: The 13th international research conference in service management; 27-30 May 2014, La Londe les Maures, France. (Unpublished)

Malhotra, Neeru and Ackfeldt, Anna-Lena (2014) Understanding key mechanisms by which internal communication influences prosocial service behaviors of frontline employees. In: 13th international research conference in service management; 27-30 May 2014, La Londe les Maures, France. (Unpublished)

Lages, Cristiana R., Piercy, Nigel and Malhotra, Neeru (2014) Appraisal processes and emotional reactions as determinants of service delivery performance : an attitude theory perspective. In: AMA Winter Marketing Educators' Conference 2014 : Engaging Customers; 21- 23 Feb 2014, Orlando, U.S.. (Unpublished)

Frech, Bernadette, Malhotra, Neeru and Higson, Helen (2013) Does satisfaction pay off? A conceptual model of customer satisfaction in a higher education context. In: Academy of Marketing Conference 2013 : Marketing Relevance; 08-11 Jul 2013, Cardiff, U.K.. (Unpublished)

Wieseke, Jan, Malhotra, Neeru and Schmidt, Karsten (2011) Exploring the usefulness of mystery shopping for services. In: AMA Summer Educators Conference 2011 : delivering value in turbulent times; 5- 7 Aug 2011, San Francisco, U.S.. (Unpublished)

Malhotra, Neeru, Mukherjee, Avinandan and Gilliland, David I. (2010) Revisiting the extrinsic-intrinsic conundrum : which reward helps to improve frontline employee performance? In: AMA Summer Educator's Conference 2010 : enhancing knowledge development in marketing; 13- 16 Aug 2010, Boston, U.S.. (Unpublished)

Ackfeldt, Anna-Lena, Malhotra, Neeru and Fay, Doris (2009) Investigating the moderating effects of managerial interventions on the role of stress : commitment relationship. In: AMA Winter Educators Conference 2009 : Marketing Theory and Applications; 20-23 Feb 2009, Tampa, Florida, U.S.. (Unpublished)

Malhotra, Neeru, Mavondo, Felix and Mukherjee, Avinandan (2009) A profile deviation analysis of top performing service employees in bank branches and call centers. In: AMA Winter Educator's Conference 2009 : Marketing Theory and Applications; 20- 23 Feb 2009, Florida, U.S.. (Unpublished)

Malhotra, Neeru and Mukherjee, Avinandan (2006) Does internal marketing improve service quality in call centres? In: Australian and New Zealand Marketing Academy (ANZMAC) Conference 2006 : Advancing Theory, Maintaining Relevance; 4- 6 Dec 2006, Brisbane, Australia. (Unpublished)

Mukherjee, Avinandan and Malhotra, Neeru (2006) A model of active learning for university students. In: INFORMS Marketing Science Conference 2006; 08-10 Jun 2006, Pittsburgh, U.S.. (Unpublished)

Malhotra, Neeru and Mukherjee, Avinandan (2005) Competing models on job satisfaction, affective commitment and service quality of frontline employee. In: INFORMS Marketing Science Conference 2005; 16-18 Jun 2005, Atlanta, U.S.. (Unpublished)

Mukherjee, Avinandan and Malhotra, Neeru (2005) Antecendents and consequences of role clarity in explaining employee-perceived service quality in call centers. In: AMA Winter Educators' Conference 2005 : Marketing Theory and Applications; 11- 14 Feb 2005, San Antonio, Texas, U.S.. (Unpublished)

Malhotra, Neeru and Mukherjee, Avinandan (2004) Performance analysis of frontline service employees : case of a banking call center. In: INFORMS Marketing Science Conference 2004; 23-26 Jun 2004, Rotterdam, Netherlands.. (Unpublished)

Malhotra, Neeru and Mukherjee, Avinandan (2003) Do organisational commitment and job satisfaction influence service quality of the customer-contact employees in banking call centres? In: Academy of Marketing Conference 2003 : Marketing: a history of the next decade; 08-10 Jul 2003, Birmingham, U.K..

This list was generated on Sat Apr 13 06:29:01 2024 BST.

Professional practice, knowledge exchange and impact

I have successfully completed research projects and submitted advisory reports to a number leading service organisations. 

I also received a large KTP grant to help a service SME via Knowledge transfer partnerships (KTP) funding: 2022 to 2023, round 2; £247,518