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IIMB doctoral student Dhrithi Mahadevan’s proposal selected as one of the recipients of the AIM – Sheth Grant 2020

The proposal titled ‘Blows for You and Bows for You: An Analysis of Customer Experience Attribution in Access-Based Services’, addresses a new and relevant area of a business problem, and has the potential to create several future research avenues, according to the review of the competition

04 February, 2021, Bengaluru: A proposal authored by Dhrithi Mahadevan, a student of IIM Bangalore’s Doctor of Philosophy (PhD) programme, has been selected as one of the recipients of the AIM – Sheth Grant 2020. The proposal is titled: ‘Blows for You and Bows for You: An Analysis of Customer Experience Attribution in Access-Based Services’.

According to the review of the AIM – Sheth Foundation Research Proposal Competition, the strengths of the proposal lie in: it is interesting, relevant, up-to-date, easy to read, well-written and structured, theoretical background and methodology are solid, addresses a new and relevant area of a business problem, and has the potential to create several future research avenues.

Professor Haritha Saranga, Chairperson, Doctor of Philosophy (PhD), IIMB and faculty in the Production & Operations Management area, while congratulating Dhrithi on her achievement, said, “We look forward to seeing good research coming out of your thesis and also all the best for publications in top-tier journals in your field.”

Dhriti thanked IIMB’s faculty members who mentored her and the Dissertation Advisory Committee (DAC) for their support and guidance throughout the process.

Abstract of proposal: An increasing number of businesses today are based on access-based services (such as, Airbnb, Uber, etc.). However, there is a lack of clear understanding of customer experience for such services. In the paper, Dhrithi has developed a novel framework for understanding and testing the drivers of customer experience in access-based services. Her work contributes to an under-researched, yet relevant area of Marketing. Managers and firms can use the framework developed by her for better aligning their strategies to improve customer experience.