Core Faculty

Ms Neha Sadhotra

Assistant Professor

Brief Profile

Ms. Neha Sadhotra has submitted her thesis in the area of Marketing at IIM Lucknow. Her doctoral thesis dealt with the topic ‘Determinants of Brand Loyalty in Technology Facilitated Services’. She has presented 5 papers in International conferences of repute during her FPM programme at IIM Lucknow and has 3 research awards to her credit. Her current research interests include Technology facilitated services, Consumer behavior, Service innovation and Brand Loyalty. Her teaching interests include Services Marketing, Digital Marketing, Advertising and Technology Facilitated Services Marketing.

Awards and Recognition:

Dr. Saji K. B. Nair Doctoral Student Award, 2017- 1st Runner Up in the Doctoral Student Award Category at Annual Conference of the Emerging Markets Conference Board, hosted by IIM Lucknow

American Marketing Association- Liam Glynn Research Award, 2013 - First Asian to receive the Award in recognition of the quality of dissertation proposal; Awarded $500 scholarship by Arizona State University Center for Services Leadership (CSL) for the paper titled ‘Antecedents and Consequences of Consumer Adoption of Technology Facilitated Services’

Academy of Marketing Science Doctoral Award, 2013- Awarded $1,000 research grant for the dissertation work at the AMS World Marketing Congress, Melbourne, Australia

Conference Publications:

  • “Determinants of Brand Loyalty in Technology Facilitated Services (TFS)”, paper presented and published in the proceedings of Annual Conference of the Emerging Markets Conference Board, IIM Lucknow, 2017
  • “Moderating role of firm specific factors on consumer adoption of TFS: An exploratory investigation”, paper presented and published in the proceedings of Annual Conference of the Emerging Markets Conference Board, IIM Lucknow, 2014
  • “Investigating the consumer adoption of TFS: Conceptual framework with research propositions”, published in the proceedings of AMA Summer Marketing Educator’s Conference, 2013
  • “Antecedents and consequence to consumer adoption of TFS: A conceptual framework and research propositions”, paper presented and published in the referred proceedings of AMA Frontiers in Service Conference, 2013
  • “Moderating role of Emotional Response in consumer adoption of TFS - an exploratory investigation”, paper presented and published in proceedings of Marketing Conference, IIM Calcutta, 2012