Neha Bhardwaj | IIM Rohtak (original) (raw)

Papers by Neha Bhardwaj

Customer engagement entails a broader impact beyond the focal firm and the engaged customer. Acco... more Customer engagement entails a broader impact beyond the focal firm and the engaged customer. According to a report by Gallup Consulting, fully engaged customers represent a 23 percent premium on an index based on share of wallet, profitability, revenue and relationship growth. The advent of internet has also given birth to more number of customer engagement options, reflecting both technological and social changes. This paper aims to present a conceptual basis for customer engagement, while also describing the construct in the light of newly-created technological innovation, the social media. Being a context-dependent construct, we put forward customer engagement in the ambit of social media and an emerging market, India. Based on a detailed literature review, the paper first presents conceptual dimensions of customer engagement, while also aiming to define the construct. The major purpose of literature review was to arrive at a conceptually clear delineation of customer engagement ...

Australasian Business, Accounting and Finance Journal, 2021

The area of the purchase intention and purchase behaviour gap for consumers buying environmentall... more The area of the purchase intention and purchase behaviour gap for consumers buying environmentally sustainable products with respect to the Theory of planned behaviour (TPB) framework has been studied extensively in past literature. But literature is scant when one studies the impact of ‘Actual behavioural control’ on the Purchase intention (PI) and purchase behaviour (PB) gap for the consumption of environmentally sustainable clothing. The TPB theory formulated by Ajzen in 1991 assumes that the actual behavioural control (ABC) will impact the purchase intention in the TPB. As there was no validated scale on the ABC in the past literature. Sheeran et al in 2003 made an attempt in testing the impact of Actual behavioural control on the purchase intention and formulate scale of Proxy measure of actual control (PMAC) in their study. Further Carrington et al. in 2010 tested the impact of the Actual behavioural control as a moderator in the purchase intention-behaviour gap qualitatively....

SSRN Electronic Journal, 2015

Customer-orientation of salespeople has a significant influence on sales performance, behavioural... more Customer-orientation of salespeople has a significant influence on sales performance, behavioural intentions of customers and their satisfaction levels. Yet, there have been studies which point towards the fact, that although the SOCO (Saxe & Weitz, 1982) scale has been used by a number of researchers as a measure of customer-orientation, its efficacy in measuring individual sales performance based on salesperson skills or traits is still incomplete (Singh, A. & Koshy, A., 2011, p. 70), reinforced by the fact that customerorientation is more of an individual level construct being supported by organizationalorientation. Salespersons have a tremendous impact on loyalty exhibited by customers, to the extent that customers may cease to be loyal to a firm when a particular salesperson is transferred or leaves the firm (O'Leighlin, D & Szmigin, I., 2006, p. 285). This paper explores conceptual foundations surrounding salesperson customer-orientation, customer loyalty as its consequence and the role played by personality traits of individual salesperson in influencing these constructs by a thorough examination of literature. Additionally, it is also proposed that the relationship be studied from salesperson perspective as very few researchers have focussed on this side of the relationship, and shall also be helpful for firms to understand key salesperson motivations. Key personality indicators are identified as moderators of the relationship and a model is redeveloped by adapting from other models of customer orientation and customer loyalty.

International Journal of Consumer Studies, 2022

Customer engagement entails a broader impact beyond the focal firm and the engaged customer. Acco... more Customer engagement entails a broader impact beyond the focal firm and the engaged customer. According to a report by Gallup Consulting, fully engaged customers represent a 23 percent premium on an index based on share of wallet, profitability, revenue and relationship growth. The advent of internet has also given birth to more number of customer engagement options, reflecting both technological and social changes. This paper aims to present a conceptual basis for customer engagement, while also describing the construct in the light of newly-created technological innovation, the social media. Being a context-dependent construct, we put forward customer engagement in the ambit of social media and an emerging market, India. Based on a detailed literature review, the paper first presents conceptual dimensions of customer engagement, while also aiming to define the construct. The major purpose of literature review was to arrive at a conceptually clear delineation of customer engagement ...

Australasian Business, Accounting and Finance Journal, 2021

The area of the purchase intention and purchase behaviour gap for consumers buying environmentall... more The area of the purchase intention and purchase behaviour gap for consumers buying environmentally sustainable products with respect to the Theory of planned behaviour (TPB) framework has been studied extensively in past literature. But literature is scant when one studies the impact of ‘Actual behavioural control’ on the Purchase intention (PI) and purchase behaviour (PB) gap for the consumption of environmentally sustainable clothing. The TPB theory formulated by Ajzen in 1991 assumes that the actual behavioural control (ABC) will impact the purchase intention in the TPB. As there was no validated scale on the ABC in the past literature. Sheeran et al in 2003 made an attempt in testing the impact of Actual behavioural control on the purchase intention and formulate scale of Proxy measure of actual control (PMAC) in their study. Further Carrington et al. in 2010 tested the impact of the Actual behavioural control as a moderator in the purchase intention-behaviour gap qualitatively....

SSRN Electronic Journal, 2015

Customer-orientation of salespeople has a significant influence on sales performance, behavioural... more Customer-orientation of salespeople has a significant influence on sales performance, behavioural intentions of customers and their satisfaction levels. Yet, there have been studies which point towards the fact, that although the SOCO (Saxe & Weitz, 1982) scale has been used by a number of researchers as a measure of customer-orientation, its efficacy in measuring individual sales performance based on salesperson skills or traits is still incomplete (Singh, A. & Koshy, A., 2011, p. 70), reinforced by the fact that customerorientation is more of an individual level construct being supported by organizationalorientation. Salespersons have a tremendous impact on loyalty exhibited by customers, to the extent that customers may cease to be loyal to a firm when a particular salesperson is transferred or leaves the firm (O'Leighlin, D & Szmigin, I., 2006, p. 285). This paper explores conceptual foundations surrounding salesperson customer-orientation, customer loyalty as its consequence and the role played by personality traits of individual salesperson in influencing these constructs by a thorough examination of literature. Additionally, it is also proposed that the relationship be studied from salesperson perspective as very few researchers have focussed on this side of the relationship, and shall also be helpful for firms to understand key salesperson motivations. Key personality indicators are identified as moderators of the relationship and a model is redeveloped by adapting from other models of customer orientation and customer loyalty.

International Journal of Consumer Studies, 2022