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 professor. 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 Strategic Management. She has published many research papers in reputed indexed journals such as Journal of Services Marketing, Journal of Service Theory and Practice, Electronic Commerce Research, The TQM Journal, IIMB Management Review, Journal of Indian Business Research, 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, Journal of International Marketing. Journal of Services Marketing, Electronic Commerce Research, International Journal of Emerging Markets, and many more. She acts as a reviewer for reputed conferences, including the American Marketing Association (AMA) and the European Marketing Academy Conference (EMAC) .

Activity Login

Working Paper

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

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


These Days

Chairing Media and PR

Chairing Conference - ICMM 2023


Business Research Methods

Advanced Marketing Management

Services Marketing

Daneshfar, Z., Asokan-Ajitha, A., Sharma, P. and Malik, A. (2022). Work-from-home (WFH) during COVID-19 Pandemic – A netnographic investigation using Twitter data, Information Technology & People. [Accepted]

Rejikumar, G. and Asokan-Ajitha, A. (2022). Business customer experience in B2B2C service settings: A scale development, Journal of Business and Industrial Marketing. [Accepted]

Rejikumar, G., Jose, A., Sonia, M, Chacko, D., Aswathy, A.A. (2021). Towards a theory of well-being in digital sports viewing behaviour, Journal of Services Marketing, 36(2), 245-263.

Rejikumar, G., Aswathy, A.-A., Jose, A. and Sonia, M. (2021). A collaborative application of design thinking and Taguchi approach in restaurant service design for food well-being, Journal of Services Theory and Practice, 32(2), 199-231.

Rejikumar, G., Kumar, V.G., Dinesh, S., Asokan, A. A. and Jose, A. (2021). Privacy Breach Perceptions and Litigation Intentions: An Evidence from Indian E-Commerce Customers, IIMB Management Review, 33(4), 322-336.

Rejikumar, G., Aswathy, A.A., Jose, A. and Sonia, M. (2021). Strategic positioning of tourist destinations-analysing the role of perceived meaningfulness, Journal of Hospitality and Tourism Management, 49, 140-151.

Rejikumar, G., Asokan-Ajitha, A., Dinesh, S., & Jose, A. (2021). The role of cognitive complexity and risk aversion in online herd behaviour. Electronic Commerce Research, 22(2), 585-621.

Rejikumar, G. and Asokan, A.A. (2020). Role of Impulsiveness in Online Purchase Completions: An Empirical Study among Indian Customers, Journal of Indian Business Research, 13(2), 189-222.

Asokan, A.A., Sharma, P., Kingshott, R.P., Maurya, U.K. and Kaur, A. (2019). Customer participation and service outcomes: Towards a conceptual framework. Journal of Services Marketing, 33(1), 16-30. 

Rejikumar G., Aswathy Asokan Ajitha, Malavika S. Nair, Raja Sreedharan V. (2019). Healthcare service quality: A methodology for servicescape re-design using Taguchi approach. The TQM Journal, 31(4), 279-296.

Geetha, M. and Asokan, A.A. (2019). Organ donation in India – A social marketing perspective. International Journal of Nonprofit and Voluntary Sector Marketing, 24(2), e1637.

Rejikumar, G., Aswathy Asokan, A. and Sreedharan, V.R. (2020). Impact of data-driven decision-making in Lean Six Sigma: an empirical analysis. Total Quality Management & Business Excellence, 31(3-4), 279-296.

Rejikumar, G. and Asokan, A.A. (2017). Information seeking behaviour causing satisfaction modification intentions: An empirical study to address emerging challenges in a service context. Journal of Indian Business Research, 9(4), 304-328. 

Daneshfar, Z., Asokan-Ajitha, A., Sharma, P. and Kingshott, R.P. (2021). Organisational frontline participation – Towards an extended framework. In ANZMAC 2021 Conference, Nov 29 – Dec 1, 2021, Melbourne, Australia: ANZMAC.

Asokan-Ajitha, A. and Rejikumar, G. (2021). Strategy formulation for corporate social responsibility: Towards a decision-making model using fuzzy approach. In AMA Summer Academic Conference, Aug 4 – 6, 2021, Virtual: American Marketing Association.

Rejikumar, G. and Asokan-Ajitha, A. (2021). Business customer experience in B2B2C: A scale development. In AMA Summer Academic Conference, Aug 4 – 6, 2021, Virtual: American Marketing Association.

Asokan, A. A., Sharma, P. and Daneshfar, Z. (2020). Customer expectations from luxury services–Towards a conceptual framework. In 11th SERVSIG Conference, Jul 9 – 12, 2020, Brisbane, Australia: Service SIG by American Marketing Association.

Asokan, A.A., Sharma, P., Kingshott, R.P. and Kaur, A. (2020). Is affective well-being important for self-service encounters? An empirical study considering the role of task complexity and knowledge. In 49th EMAC Annual Conference, May 27 – 29, 2020, Budapest, Hungary: The European Marketing Academy.

Asokan, A.A., Sharma, P., Kingshott, R.P. and Kaur, A. (2020). Role of task-related affective well-being in customer participation. In 4th International Conference on Marketing, Technology, and Society, Apr 17 – 19, 2020, Kozhikode, India: Indian Institute of Management Kozhikode.

Asokan, A.A., Sharma, P., Kingshott, R.P., Maurya, U.K. and Kaur, A. (2019). To do or not to do? Exploring the focal role of affective well-being in customer participation. In AMA Summer Academic Conference, Aug 9 – 11, 2019, Chicago, IL, USA: American Marketing Association.

Asokan, A.A., Sharma, P., Kingshott, R.P., Maurya, U.K. and Kaur, A. (2018). Mediating role of task-related affective well-being in the influence of customer participation on service outcomes. In 12th Great Lakes NASMEI International Marketing Conference, Dec 20 – 21, 2018, Chennai, India: Great Lakes Institute of Management.

Daneshfar, Z., Asokan, A.A. and Sharma, P. (2018). The nature and determinants of customer expectations of luxury services. In 12th Great Lakes NASMEI International Marketing Conference, Dec 20 – 21, 2018, Chennai, India: Great Lakes Institute of Management. 

Emerald Literati Award for the Highly Commended Paper in 2020 for "Healthcare service quality: A methodology for servicescape re-design using Taguchi approach".