Medha Srivastava

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Dr. Medha Srivastava

Medha Srivastava

Assistant Professor

Marketing & Consumer Behavior

Marketing

medha@iimbg.ac.in

Overview:

A seasoned academician with a demonstrated history of working in the management education industry, Dr. Medha Srivastava completed her doctoral research in the area of Marketing from Institute of Management Studies (erstwhile Faculty of Management Studies), Banaras Hindu University, Varanasi. Skilled in teaching consumer behavior and customer loyalty, Dr. Srivastava has close to six years' experience of teaching various specialization courses of Marketing at Graduate and Post Graduate levels. Her publications include couple of books and several research papers in various ABDC listed and Scopus indexed journals. Her research interests lie in and around the sphere of customer relationships, customer loyalty and the trilogy of customer engagement, experience and emotions.

Academic background:

  • Ph.D., Marketing, Institute of Management Studies (erstwhile Faculty of Management Studies), Banaras Hindu University, Varanasi
  • MBA, Marketing, ICFAI University, Dehradun
  • B.Com, Commerce, Purvanchal University, Jaunpur

Affiliations:

  • Assistant Professor, School of Management Sciences, Varanasi, July’15 – November’18,
  • Assistant Professor, United Institute of Management, United Group of Institutions, Naini, Allahabad, August’ 14 – July’15
  • Assistant Professor, Rajarshi School of Management & Technology, U.P. College, Varanasi, September’08 – September’10,

Teaching Interests:

  • Consumer Behaviour
  • Relationship Marketing
  • Marketing of Services.

Research Interests:

  • Customer loyalty
  • Consumption emotions

View Research Profile

Research Publication:

Peer Reviewed Journal Publication (with DOI):

  • Srivastava, M. & Srivastava, S.K. (2020). Examining the Relevance of Emotions for Regulation of Food Wastage Behavior: A Research Agenda. Social Business, 10 (2), 151-171. (B in ABDC Journal Quality List)
  • Rai, A.K. & Srivastava, M. (2015). Investigating Distribution Practices of Banarasi Silk Industry: An Empirical Study. International Journal of Indian Culture and Business Management, Vol. 10, No. 2, pp. 212 – 229. DOI: https://doi.org/10.1504/IJICBM.2015.068171
  • Srivastava, M. & Rai, A.K. (2015). Evidences on Customer Loyalty Relationships: An Appraisal. The Marketing Review, Vol. 15, No. 1, pp. 83-115. DOI: https://doi.org/10.1362/146934715X14267608178767
  • Rai, A.K. & Srivastava, M. (2013). The Antecedents of Customer Loyalty: An Empirical Investigation in Life Insurance Context. Journal of Competitiveness (a publication of Tomas Bata University, Zlin, Czech Republic), Vol. 5, No. 2, pp. 139-163. DOI: 10.7441/joc.2013.02.10
  • Srivastava, M. & Rai, A.K. (2013). An Investigation of Mediating And Moderating Variables In Service Quality – Customer Loyalty Relationship: A Research Agenda. International Journal of Customer Relationship Management and Marketing (a publication of IGI Publishers, USA), 4 (3), 20-43. DOI: 10.4018/jcrmm.2013070102
  • Yadav, M.K., Srivastava, M., & Rai, A.K. (2015). Exploring the Three Path Mediation Model: A Study of Customer Perceived Value, Customer Satisfaction, Service Quality & Behavioral Intentions. International Journal of Customer Relationship Management and Marketing (a publication of IGI Publishers, USA), 5 (2), 1 – 20. DOI: 10.4018/ijcrmm.2014040101
  • Srivastava, M. & Rai, A.K. (2018). Mechanics of Engendering Customer Loyalty: A Conceptual Framework. IIMB Management Review, Vol. 30, No. 3, pp. 207-218. DOI: https://doi.org/10.1016/j.iimb.2018.05.002
  • Srivastava, M. & Rai, A.K (2014). An Investigation into Service Quality – Customer Loyalty Relationship: The Moderating Influences. Decision, Vol. 41, No. 1, pp. 11 – 31. DOI: https://doi.org/10.1007/s40622-014-0025-5
  • Rai, A.K. & Srivastava, M. (2014). Inter-Scale Assessment & Comparison of Customer Loyalty in Banking Industry: An Empirical Study. Metamorphosis, Vol. 12, No. 2, pp. 67 – 85. DOI: https://doi.org/10.1177/0972622520130207

Peer Reviewed Journal Publication (without DOI):

  • Srivastava, M. & Srivastava, S.K. (2019). Revisiting the inter-relations of Service Quality & Customer Loyalty: An Empirical Examination of Effects on Two-Dimensional Model of Loyalty. Purshartha, XII (1), 50-72. (Scopus Indexed; UGC listed)
  • Srivastava, M. & Rai, A.K. (2013). Investigating Mediating Effect of Customer Satisfaction in Service Quality – Customer Loyalty Relationship. Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behaviour, Vol. 26, pp. 95 – 109.
  • Rai, A.K. & Srivastava, M. (2013). An Impact Study of Teacher’s Motivation on Students’ Satisfaction in Management Institution. International Journal of Education Economics and Development, Vol. 4, No. 4, pp. 357 – 370.
  • Rai, A.K. & Srivastava, M. (2014). Customer Loyalty in Indian Aviation Industry: An Empirical Examination. Asia Pacific Journal of Business and Management, Vol. 5 No. 1, pp. 44 – 59.
  • Srivastava, M. (2015). Influencers of Customer Satisfaction – Customer Loyalty Relationship: A Conceptual Research Model & Proposition. Indore Management Journal, Vol. 7, No. 1, pp. 54 – 65.
  • Rai, A.K., Srivastava, M. & Yadav, M.K. (2014). Assessing Customers Satisfaction through Customer Satisfaction Portfolio. IMT Case Journal, Vol. 4, No. 2, pp. 47 – 59.
  • Srivastava, S.K. & Srivastava, M. (2017). The Characterization of Cohorts: A Review of Generation Y & Z. SMS Journal of Entrepreneurship & Innovation, Vol. III, No. 2, pp. 70 – 78.
  • Srivastava, M. & Priyanka (2017). Corporate Social Responsibility & Customer Engagement: a Greater Good for a Greater Gain. Vidushi, Vol. 9, No. 1, pp. 47 – 60.
  • Rai, A.K. & Srivastava, M. (2013). An Investigation into Issues Confronting Rural Women Entrepreneurship. IUP Journal of Entrepreneurship, Vol. X, No. 2, pp. 29 – 40.
  • Rai, A.K. & Srivastava, M. (2012). Customer Loyalty Attributes: A Perspective. NMIMS Management Review, Vol. XXII, pp. 49-76.
  • Srivastava, M. & Rai, A.K. (2017). The Manifestations of Customer Loyalty in Indian Life Insurance Industry: An Empirical Examination. Management Insight, Vol. 12, No. 2, pp. 28 – 39.
  • Rai, A.K. & Srivastava, M. (2013). Exploring Dependent Relationship of Teachers’ Motivation on Quality of Teaching. Drishtikon: A Management Journal, Vol. 4, No. 2, pp. 45 – 61.
  • Rai, A.K. & Srivastava, M. (2012). Investigating the Effect of Customer Loyalty on Sustained Organizational Growth – A Case of Indian Micro, Small & Medium Enterprises. International Journal of Global Management, Vol. 2, No. 1, pp. 10-25.
  • Rai, A.K. & Srivastava, M. (2011). Business Development and Cause Related Marketing: An Empirical Study. Journal of Marketing Vistas, Vol. 1, No. 1, pp. 61 – 70.
  • Rai, A.K. & Srivastava, M. (2013). Intellectual Infrastructure in Private Management Institutions: A Stock Taking. SRM-IMT Journal of Business and Management Research, Vol. 2, No. 1, pp. 10 – 19.
  • Srivastava, M. & Rai, A.K. (2012). Customer Loyalty & Its Upshots: A Stocktaking of Literature. Samiksha, Vol. 3, No. 2, pp. 46 – 51.

Book:

  • Rai, A.K., & Srivastava, M. (2014). Customer Loyalty: Concept, Context & Character. Noida: McGraw Hill Education (India) Private Limited.
  • Rai, A.K., Srivastava, M., & Yadav, M.K. (2012). Quality of Teaching in Management Education. Guwahati: Global Publishing House.

Book Chapter:

  • Srivastava, M. (2015). The Ancient Indian Wisdom of Management: A Perspective. In Singh, N.K. (Ed.), Roots of Indian Management (pp. 99 – 104). New Delhi: Bharti Publications.
  • Srivastava, M., Rai, A.K., & Yadav, M.K. (2012). Substance of Customer Loyalty: An Appraisal. In Rai, A.K,, Rai, U.K. & Singh, S.K. (Eds.), Exploring Customer Dynamics: A Relationship and Behavioral Approach (pp. 141 – 153). Mumbai: Himalaya Publishing House.
  • Yadav, M.K., Srivastava, M. & Rai, A.K. (2012). An Empirical Assessment of Service Quality in Apparel Retail. In Rai, A.K,, Rai, U.K. & Singh, S.K. (Eds.), Exploring Customer Dynamics: A Relationship and Behavioral Approach (pp. 210 – 221). Mumbai: Himalaya Publishing House.

Conference Presentation:

  • Participated and Presented paper “The Surge of Social Entrepreneurship in India: Problems & Perspectives” in the International Conference on “Emerging Strides in Innovation & Skill Development: A Sustainable Perspective” organized by School of Management Sciences, Varanasi during 20th – 22nd February, 2016.
  • Participated and Presented paper “Customer Loyalty in Indian Banking Industry: An Inter-Scale Empirical Evaluation” in the International Seminar on “India Becoming World Leader By 2020: Needs & Strategies – A Management Perspective (IBWL – 2014)” organized by Faculty of Management Studies, VNS Group of Institutions, Bhopal on 9th & 10th January, 2014.
  • Participated and Presented paper “The Consequences Of Customer Loyalty: An Empirical Examination And Evaluation” in the International Conference on “Research in Marketing (ICRM 2013)” organized by Department of Management Studies, Indian Institute of Technology Delhi, New Delhi, XLRI Business School, Jamshedpur & School of Marketing, Curtin University, Australia on 21st & 22nd December, 2013.
  • Participated and Presented paper “Differentiation through Customer Loyalty: A Case of Indian Insurance Industry” in the International Conference “Marketing Paradigms in Emerging Economies” organized by Faculty of Management Studies, Banaras Hindu University (Varanasi) on 4th & 5th December, 2012.
  • Participated and Presented paper titled “Winning through Customer Loyalty: An Investigation into Indian MSMEs”, in the National Seminar on “Management of Micro, Small & Medium Enterprises in India: Problems & Prospects” organized by Dept. Of Commerce, Govt. P.G. College, Una (H.P.) on 12th & 13th March, 2011.
  • Participated and Presented paper “Impediments to Rural Women Entrepreneurial Endeavour: An Evaluation” in the International Conference “Managing Sustainable Development of Rural Economy and Agribusiness” organized by Banaras Hindu University during 21st -23rd Jan 2011.
  • Participated and Presented paper “India: An Emerging Knowledge Economy” in the National Conference on “Recent Global Developments in Management & Information Technology: Prospects & Perspectives” organized by School of Management Sciences, Varanasi during 29th to 31st January, 2010.

Workshop:

Organized a 7 days’ Faculty Development Programme on ‘Potential Enhancement in Teaching, Learning and Research’ at School of Management Sciences, Varanasi as FDP Coordinator during 5th – 11th July, 2018.

  • Participated in the Faculty Development Program on “Structural Equation Modeling” organized by Institute of Management Studies, Banaras Hindu University, Varanasi during 12th to 17th December, 2017.
  • Participated in the 6th One Week Workshop on “Tools and Techniques for Data Analysis in Management Research” organized by Department of Humanities and Social Sciences, Jaypee University of Information Technology, Waknaghat, Solan (HP) during 19th to 24th June, 2017.
  • Participated in the Short Term Training Program on “Advanced Research Methodology” organized by School of Management Studies, Motilal Nehru National Institute of Technology Allahabad during 14th to 20th July, 2014.
  • Participated in the Faculty Development Programme on “Professional Research & Teaching : SWOT” organized by School of Management Sciences, Varanasi during 15th – 20th July, 2016.
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