Faculty (A-Z)

Aswathy Asokan Ajitha

Aswathy Asokan Ajitha Assistant Professor
Marketing Management

Contact Information

aswathya@iimamritsar.ac.in

0183-5040979, 979

Curriculum vitae


Aswathy Asokan Ajitha is an Assistant Professor in the area of Marketing at Indian Institute of Management Amritsar. Dr Aswathy received her Joint Doctorate Degree from Indian Institute of Technology Madras, India under the supervision of Prof. Arshinder Kaur, and Curtin University, Australia under the supervision of Prof. Piyush Sharma and Prof. Russel Kingshott. Her PhD thesis focuses on different types of customer participation and their impact on a variety of important customer outcomes. She also examines the mediating role of task-related affective wellbeing and moderating roles of customer knowledge and task complexity in this process.

She obtained a post-graduation degree in Master of Business Administration from a reputed Business School in India. She also has a Master of Science in Bioinformatics and Bachelor of Technology in Biotechnology and Biochemical Engineering from two reputed Indian Universities. She has about five years of experience in academics as a lecturer, assistant professor, and visiting faculty. She is proficient in marketing research, research methodology and various statistical software packages for data analysis and conducted many methodology-based workshops.

Her primary areas of interest include Marketing, Services Marketing, Consumer Behavior, and Customer Relationship Marketing. She has published many research papers in reputed indexed journals such as Journal of Services Marketing, Electronic Commerce Research, The TQM Journal, IIMB Management Review, Journal of Indian Business Research, Journal of Nonprofit and Voluntary Sector Marketing, and many more. She also attended reputed conferences in the area of Marketing and chaired sessions in the American Marketing Association (AMA) Summer Conference. Besides this, Dr Aswathy actively participates as a reviewer in some of the renowned journals including Journal of Business Research, Electronic Commerce Research, International Journal of Emerging Markets, and many more. She also acted as a reviewer for reputed conferences, including the American Marketing Association (AMA) and the European Marketing Academy Conference (EMAC).

Activity Login

Under Review/Revision

Towards a theory of well-being in digital sports viewing behaviour – A qualitative exploration.

Developing a decision-making model for CSR strategy formulation: A two-tuple fuzzy logic approach.

Restaurant service design and evaluation for food wellbeing.

Work from home (WFH) during a global pandemic- Towards a conceptual framework.

Working Paper

Mediating role of affective well-being in the influence of customer participation on service outcomes: An experimental approach.


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