Key details
Professor Neeru Malhotra
Professor of Marketing
Professor Neeru Malhotra is a Professor of Marketing in the School of Management and Marketing. Prior to joining Greenwich Business School, she has held academic positions in other universities in the UK as Professor of Marketing at Kingston Business School, Reader in Marketing at Essex Business School, and Associate Professor (Senior Lecturer) at Aston Business School. The main focus of Neeru’s research is in the area of Services Marketing. She is particularly interested in an inter-disciplinary approach towards research on services marketing and management, and her research programme primarily comprises four key areas: 1) Retailing and Consumer Behaviour; 2) Customer engagement and Value co-creation in services, 3) Influencer marketing, Social Media and Digital Marketing utilising digital technologies such as AI, AR/VR/MR in services; 4) Internal Marketing focusing on frontline employee service performance management and strategy in customer contact services.
Her 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). She has successfully completed research projects and submitted advisory reports to a number of leading service organisations.
Neeru has extensive experience of teaching a variety of marketing courses at undergraduate, postgraduate and Doctoral levels. She is a Fellow of the HEA (Higher Education Academy, UK). She has 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. Her teaching has been recognised through a variety of awards. At Aston Business School, she 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. She was also nominated for Research Supervisor of the Year award at the University of Essex. She has 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 she 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.
Responsibilities within the university
- Teaching services marketing modules.
- Dissertation supervision.
- PhD supervision
Neeru is currently available for PhD supervision in the following areas:
- Services Marketing and Management
- Digital Marketing and Social Media
- Retailing and Consumer Behaviour
- Customer Engagement
- Branding
- Advertising
- Internal Marketing
- Influencer Marketing
- Travel and Tourism services
- Hospitality management
Awards
- Received “Outstanding Reviewer” award, Journal of Business Research
- Selected as “Aston Business School's Most Inspiring Academics”, Aston University
- Received ‘Most Engaging Academic’ Award (nominated by students) as part of My Astonishing Aston Academics programme, Aston University
- Finalist for the prestigious Lloyds TSB Jewel Awards that recognise excellence amongst Britain’s Professional Asian Communities.
- 'Highly Commended Winner' award at the Emerald Literati Network Awards for Excellence, 2007
- 2003 Academy of Marketing Conference, UK - Best Paper Award in Services Marketing Track.
Recognition
External Examiner for Marketing Programmes
- Warwick Business School, University of Warwick
- Southampton Business School, University of Southampton
- Salford Business School, University of Salford
- Oxford Brookes Business School, Oxford Brookes University
- Ulster University: External examiner to validate a new BSc Honours programme on ‘Customer Contact Planning and Management’, which aims at providing business education and training to frontline employees and managers employed by call centre organisations in the UK.
External Examiner for Doctoral Thesis
- Kingston Business School, Kingston University, PhD thesis
- Coventry Business School, Coventry University, PhD thesis
- Newcastle Business School, Northumbria University, PhD thesis
- Sheffield Hallam University, DBA thesis
- Sheffield University, PhD thesis
Invited Speaker/Chair
- Invited to deliver keynote speech at FBSS Research Conference, Kingston University, UK. 2024
- Invited to Chair Marketing Session at Marshall International Business Conference, USA (2021; 2022)
- Invited as ‘Guest Speaker’ to address research issues in the UK call centres at “Putting People First: Customer Strategy & Planning Conference”, 29-30th April, 2013, Chesford Grange, Warwickshire, UK.
- Invited to Chair a special Services Session in the 7th ISDSI & 5th OSCM International Conference at IMI, India, December, 2013.
- Invited as Track Chair for special session, Doctoral Track – Marketing and Strategy, 7th Decision Sciences Institute Conference (ISDSI), IMI, India, Dec. 2013
- Invited to Chair Service Quality Session at the AMA Summer Educator's Conference, San Francisco, USA, August,2011
Research / Scholarly interests
The main focus of Neeru’s research is in the area of Services Marketing. She is particularly interested in an inter-disciplinary approach towards research on services marketing and management, which often draws from disciplines such as HRM, Organisational Psychology, Tourism and Operations Management. Within the realm of services marketing, her research programme primarily comprises four key areas as follows:
I welcome enquiries from prospective doctoral researchers interested in these areas. Areas of specialism
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Key funded projects
- Knowledge transfer partnerships (KTP): 2022 to 2023, round 2; £247,518
- BA/Leverhulme Grant (2020-2022) “Problem gambling among university students: A longitudinal exploration in the student- post-student transition stage” British Academy (SRG19\191174), for the award of £9,872.00
- ESRC Grant (2006-2009) “HRM Systems, Internal Marketing and Performance in Indian Call Centres” awarded to conduct research on HRM and Internal Marketing aspects of Indian Call Centres”. ESRC (RES-000-22-1876), for the award of £100,826 (FEC)
Recent publications
Refereed Journal Publications
Sahadev, S., Wood, G., Khan M.A, Malhotra N. and Demirbag M. (2024) “Justice, Jealousy and Performance: Evidence from Neo-Feudal Pakistan” Journal of Business Research,183,https://doi.org/10.1016/j.jbusres.2024.114847
Roy, D, Pradhan, D, Kuanr A and Malhotra N. (2024) “Perfectly Imperfect: How Body Positive Advertisements in Social Media Foster Consumer Engagement?” Journal of Advertising,1-20.https://doi.org/10.1080/00913367.2024.2306422
Sahadev S., Chang, K, Malhotra N, Kim J, Ahmed T and Kitchen P (2024) “Psychological Empowerment and Creative Performance: Mediating role of Thriving and Moderating role of Competitive Psychological Climate” Journal of Business Research, 170, https://doi.org/10.1016/j.jbusres.2023.114310
Sahadev S., Malhotra N., Kannangara L. and Ritchie B. (2024) “Disaster Planning Intentions of Accommodation Managers: Understanding the influence of Past Disaster Experience and Disaster Management Training in Sri Lankan Tourism Industry” Journal of Travel Research, 63(1), pp. 175-194.
https://doi.org/10.1177/00472875221145129
Roy, D, Kuanr 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, 40(6), pp. 1480-1508. https://doi.org/10.1108/IMR-09-2022-0206
Malhotra, N., Frech, B., Leeflang, P., Kim, Y.-A. and Higson, H. (2023), "Understanding how satisfactory service relationships can be mutually beneficial in the higher education context", European Journal of Marketing, 57 (2), pp. 562-598. https://doi.org/10.1108/EJM-05-2021-0345
Akram M S, Malhotra N., Goraya, M.A.S; Shareef, M.A., Malik, A. and Lal, B (2022) “What motivates users to engage on global social networks? Examining the role of users' perceived brand globalness, identification, and global identity”, Technological Forecasting and Social Change, 181, 121771
https://doi.org/10.1016/j.techfore.2022.121771
Malhotra N., Ashill N, Lages C. and Homayunfard A. (2022) “Understanding the role of frontline employee felt obligation in services” The Service Industries Journal,42(11-12), 843-871 https://doi.org/10.1080/02642069.2020.1858062
Malhotra, N. Sahadev, S. and Sharom, N.Q. (2022) “Organisational justice, organisational identification and job involvement: The mediating role of psychological need satisfaction and the moderating role of P-O fit” The International Journal of Human Resource Management, 33(8), 1526-1561
https://doi.org/10.1080/09585192.2020.1757737
Malhotra, N, Sahadev, S. Leeflang P. and Purani, K. (2021) “New insights into e-loyalty of internet banking users in an emerging market context: A multilevel analysis” Information Systems Frontiers, 23, 1521-1536. https://doi.org/10.1007/s10796-020-10046-z
Sahadev S., Malhotra N. and Mukherjee A. (2020) “Segmenting Excessive Alcohol Consumers: Implications for Social Marketing”, IIM Kozhikode Society and Management Review, 9(2), pp. 213-225. https://doi.org/10.1177/2277975220913366
Lages, C., Piercy, N. F., Malhotra, N. and Simões, C. (2020) “Understanding the mechanisms of the relationship between shared values and service delivery performance of frontline employees” The International Journal of Human Resource Management, 31 (21), 2737-2760 https://doi.org/10.1080/09585192.2018.1464491
Malhotra, N., Sahadev, S. and Purani, K. (2017) “Psychological Contract Violation and Customer Intention to Reuse Online Retailers: Exploring Mediating and Moderating Mechanisms” Journal of Business Research, 75, 17-28. https://doi.org/10.1016/j.jbusres.2017.01.013
Evanschitzky,H., Malhotra N., Wangenheim F.V. and Lemon K (2017) “Antecedents of Peripheral Services Cross-Buying Behavior”, Journal of Retailing and Consumer Services, 36, 218-224. https://doi.org/10.1016/j.jretconser.2017.02.006
Malhotra N and Ackfeldt A-L (2016) “Internal communication and prosocial service behaviors of front-line employees: Investigating mediating mechanisms”, Journal of Business Research, 69(10), 4132-4139. https://doi.org/10.1016/j.jbusres.2016.03.038
Ackfeldt, A-L and Malhotra N. (2013) "Revisiting the role stress-commitment relationship: Can managerial interventions help?" European Journal of Marketing, Vol. 47 No. 3/4, pp. 353-374. https://doi.org/10.1108/03090561311297373
Malhotra N., Mavondo F., Mukherjee A. and Hooley G. (2013) “Service quality of frontline employees: a profile deviation analysis”, Journal of Business Research, 66, 1338-1344
Ackfeldt, A-L and Malhotra, N (2010) “Do managerial strategies influence service behaviours? Insights from qualitative study”, International Journal of Customer Relationship Marketing and Management, 1 (3), 43-55
Mukherjee A. and Malhotra N (2009) " Call Centre Service: The Good, The Bad, and the Ugly", Foreward to the special issue on call centres, Journal of Services Marketing, Vol.23, No.5, pp. 275-278
Budhwar P., Verma A, Malhotra N. and Mukherjee A (2009) "Insights into the Indian Call Centre Industry: Can Internal Marketing help tackle high employee turnover?", Journal of Services Marketing, Vol.23, No.5, pp.351-362
Mukherjee A, Pinto M.B. and Malhotra N (2009) "Power perceptions and modes of complaining: A study of university students, The Service Industries Journal, Vol.29, No. 11-12, pp.1615-1633
Shamdasani P., Mukherjee A and Malhotra N (2008) "Antecedents and Consequences of Service Quality in Consumer Evaluation of Self-Service Internet Technologies", The Service Industries Journal, Vol.28, No.1, pp.1-22
Malhotra N., Budhwar P., and Prowse P. (2007) "Linking rewards to Commitment: An empirical investigation of four UK Call Centres", The International Journal of Human Resource Management, Vol.18, No.12, pp. 2095-2127
Mukherjee A. and Malhotra N. (2006) "Does role clarity explain employee-perceived service quality? A study of antecedents and consequences in call centres", International Journal of Service Industry Management (now called Journal of Service Management), Vol.17, No.5, pp.444-473 (Received Emerald Literati Highly Commended Award)
Malhotra N. and Mukherjee A. (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, Vol.18, No.3, pp. 162-174 (in Top 10 most accessed article from Emerald Full-text database).
Malhotra N. and Mukherjee A. (2003) "Analysing the commitment - service quality relationship: A comparative study of retail banking call centres and branches", Journal of Marketing Management, Vol.19, No.9-10, pp. 941-971
Book
Sahadev S. Purani, K. and Malhotra N. (Eds.) “Boundary spanning elements and the marketing function in organizations” Springer International Publishing, Switzerland, 2015. DOI: 10.1007/978-3-319-13440-6
Book Chapters
Ackfeldt A. and Malhotra N. (2015) “Management interventions and prosocial behaviours: Understanding the mediating mechanisms”, in Boundary spanning elements and the marketing function in organizations, Springer, Vol. VI, p. 99-115
Budhwar P, Malhotra N and Singh V (2009) "Work Processes and Emerging Problems in Indian Call Centres", in Mohan Thite and Bob Russell (Eds), The Next
Available Operator, Sage Publications Ltd, UK, pp. 59-82
Malhotra N, Budhwar P, and Bhatnagar J (2006) "Investigating Antecedents to Organisational Commitment: An empirical investigation in Retail Banking Call Centres" In P. Singh, J. Bhatnagar and A. Bhandarker (Eds.) Future of Work: Mastering Change. Excel Books, UK, pp. 237-252.
Research Reports
Budhwar P and Malhotra N (2009) “HRM Systems, Internal Marketing & Performance in Indian Call Centres”, ESRC Report submitted to ESRC (Economic and Social Research Council, UK)
Budhwar P., Malhotra N. and Sood A. (2010) “HRM systems, Internal Marketing & Performance” Company Report submitted to Aditya Birla and Tech Mahindra, India. This report provided recommendations for the management of frontline employees’ service performance in call centres.
Presentations
Malhotra N, Jana I and Akram S (2023) “Perceived Brand Globalness and User Engagement on Global Social Networks”, AMA Summer Educator’s Conference, USA
Jana I, Malhotra N. and Liu H. (2022) “Understanding consumer resistance to self-driving cars: The moderating role of consumer characteristics” AMA Summer Educator's Conference, USA
Jana I, Liu H and Malhotra N. (2022) “Customer Resistance to Innovation: Literature Review and Future Research Agenda”, Academy of Marketing Conference, UK
Malhotra, N, Sahadev, S. Leeflang P. and Purani, K. (2019) “Understanding how peripheral cues influence the e-satisfaction-e-loyalty link in the emerging market context: A multilevel analysis”, Academy of Marketing Conference, London, UK
Frech, B., Malhotra, N. and Higson, H. (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”, AMA Summer Educator's Conference, San Francisco, USA
Sahadev, S., Malhotra, N. and Khan M.A (2017) “Investigating the mediating role of workplace jealousy in perceived injustice-outcome relationships: Can self-efficacy help?” AMA Summer Educator's Conference, San Francisco, USA
Sahadev, S. Malhotra, N., and Purani, K (2017) “Role of Bank Reputation and Size in Usage of Internet Banking services in India: A Multi-level Modelling Framework”, Academy of Marketing Conference, Hull, UK
Malhotra N. and Lages C.R. (2015) "Frontline Service Recovery performance through the lens of Organizational Support Theory", Naples Forum on Services, Naples, Italy
Evanschitzky, H., Malhotra N., and Lemon K. (2015) “Antecedents of Peripheral Services Cross-Buying Behavior”, Academy of Marketing Science Conference, Bari, Italy
Malhotra, N., Ackfeldt, A. (2014). “Understanding key mechanisms by which internal communication influences prosocial service behaviours of frontline employees”, 13th La Londe Service Management Conference, Paris, France
Malhotra N. and Lages C. R. (2014) “Frontline Service Recovery Performance: Exploring the role of POS and Felt Obligation”, 13th La Londe Service Management Conference, Paris, France
Lages C. R., Piercy N and Malhotra N. (2014)"Shared Values and Service Delivery Performance of Frontline Employees: Exploring the mediating mechanisms" AMA Winter Educator's Conference, Orlando, USA
Frech B., Malhotra N. and Higson H. (2013) “Does Satisfaction Pay Off? A Conceptual Model of Customer Satisfaction in a Higher Education Context”, Academy of Marketing Conference, Cardiff, UK
Wieseke, J., Malhotra N, and Schmidt K (2011) “Exploring the usefulness of mystery shopping for services”, AMA Summer Educator's Conference, San Francisco, USA
Malhotra N., Mukherjee A., and Gilland D (2010) “Revisiting the Extrinsic –Intrinsic Conundrum: Which Reward helps to Improve Frontline Employee performance?”, AMA Summer Educator's Conference, Boston, USA
Malhotra N., Mavondo F. and Mukherjee A (2009) "A Profile Deviation Analysis of Top Performing Service Employees in Bank Branches and Call Centres", AMA Winter Educator's Conference, Tampa, USA
Ackfeldt A. Malhotra N. and Fay D (2009) "Investigating the Moderating Effects of Managerial Interventions on the Role Stress - Commitment Relationship", AMA Winter Educator's Conference, Tampa, USA
Malhotra N and Mukherjee A (2006) "Does Internal Marketing Improve Service Quality in Call Centres?" ANZMAC Conference, Brisbane, Australia
Mukherjee A and Malhotra N (2006) "A Model of Active Learning for University Students", INFORMS Marketing Science Conference, Pittsburgh, USA
Malhotra N and Mukherjee A (2005) "Competing Models on Job Satisfaction, Affective Commitment & Service Quality of Frontline Employee", INFORMS Marketing Science Conference, Atlanta, USA
Mukherjee A and Malhotra N (2005) "Antecedents and Consequences of Role Clarity in Explaining Employee-perceived Service Quality in Call Centers", AMA Winter Marketing Educators' Conference, Texas, USA
Malhotra N and Mukherjee A (2004) "Performance Analysis of Frontline Service Employees: Case of a Banking Call Center", INFORMS Marketing Science Conference, Rotterdam, Germany
Malhotra N and Mukherjee A (2003) "Do organisational commitment and job satisfaction influence service quality of the customer-contact employees in banking call centres?", Academy of Marketing Conference, Birmingham, UK. This paper received the Best Paper Award in Services Marketing Track.